How to manage your PR workload

A PR job is all about being busy, but sometimes workloads can feel overwhelming. The first step to getting back control is to work out what is pushing you over the edge. Paula Gardner, founder of PR resources website www.eatlovesleeppr.com and author of Get Noticed and Do Your Own PR, points out that work/life balance mean different things to different people: “While your boss may thrive on packing in appointments, zooming from one place to another, and keeping up with emails on the commute, the thought of that might get you fainting with exhaustion. If you recognise that you need space to switch off during the day, it's up to you to let your boss know, and reassure them that while your styles may be different, you will still get the work done”.

Once you have negotiated me-time, the next step is using the day effectively. Garder offers advice for those frustrated with time-wasting periods, for example time between meetings and time spent sorting emails. She suggests creating a system: “This could be anything from having two 'official' days out of the office, and fixing all your meetings during those days, with the remaining days calm and travel-free, to being ruthless about which emails are important and which aren't. Oh, and limiting time on social media of course, which is a major time drainer".

Edelman is one PR firm that prides itself on helping staff to manage workloads, and is the highest placed PR agency in the 2011 Sunday Times 100 Best Medium Size Companies to work for list. Susan Eastoe, acting CEO, describes how the firm eases pressures: “We are conscious of the immense time demands on our staff and we are dealing with this by fostering a respect culture for people’s time. This includes a day off for birthdays; half days around public holidays; no e-mails or calls to staff over the weekend or during annual leave. We also want to ensure that bad time management is not imposed on others, thus affecting their work-life balance. It is undoubtedly a work in progress, but is something we are seriously addressing”.

Case study

Paul Stallard, director at agency Berkeley PR describes how he maintains a life outside of work despite never switching his mobile off:

“My mobile phone is always on, and our account managers are equipped with work mobiles to check emails or take calls out-of-hours in an emergency. This is because our clients are international organisations who often need and welcome the comfort of being able to contact us 24/7. However, thanks to the relationships we’ve established with our clients, being 'always on' is manageable. Clients understand that we all have a life outside of work and respect this to only interrupt in a crisis.

“’Always on’ is not just for clients – it’s for journalists too. Catching the best opportunities with Sky News or the BBC often means taking a call on your mobile at 7am. But the buzz of getting this kind of coverage far outweighs the interruption.”

Soundbites

Tips for maintaining a balance

Sarah Hardwick, founder of PR agency Zenzi: “Be flexible and willing to accommodate non-traditional schedules and remote work environments. Life happens, whether it’s a family emergency or changes in travel plans. Invest in the latest technology to keep your team connected and engaged.”

AmyK, founder of training firm AmyKinc: "Too many people focus on time management in an effort to reduce stress levels. When they realise they will never get another hour out of the day, the thought process backfires, making them feel more stressed than ever. Time is a finite resource, but energy is a renewable resource. When you begin to look at what drains or feeds your energy, you gain a greater perspective about the hours in your day and how best to use them."

Keren Burney, founder of PR consultancy Compege:
“Switching off is important, though difficult. It's good to have proper times when you know the BlackBerry can go off – I try to keep weekends and evenings private. Activities I know that will always relax me are singing practice or a walk with my dogs – however rainy, muddy or dark it might be. The fresh air helps me to breathe, and nature never rushes, so one can relax.”