We live in a strange time. We make some of our most effective connections on Twitter, our news app of choice sends us notifications throughout the night, and we’re all slightly worried that AI could be doing a better job than us. These are the concerns of the modern age (of PR). The reality of the job is that news is 24/7/365, especially in cybersecurity. Unfortunately, cybercriminals often don’t have the common curtesy to work during the usual 9-5. As a result, we might find ourselves reaching for our phones or laptops outside of office hours, which could lead to burnout. Statistics show that 42% of women and 35% of men reported feeling ‘consistently’ burned out at work. There’s always a comment to pitch out, an opportunity too good to pass up, or a LinkedIn notification to respond to. So how do we stay sane in the age of 24-hour news?
I am aware that I write this as if I have ever known anything different. I am of a generation that has grown up with computers. I am what is known as a digital native, Gen Z. News fatigue is part and parcel of the modern existence. Inspiration for this post struck at 11pm when I found a personal email from The Folio Society warning me of a phishing campaign from similar-looking email addresses. The mind reels: would anyone want to comment on this? Could this be a story? Part of something bigger? The reality is that no one wants to be writing about phishing campaigns in the evening – not when The Last of Us is on. It can be hard to switch off though, but we must – for our own sanity, if nothing else.
Over the last few weeks, on the Eskenzi PR blog we have been exploring the changing face of PR. With an eye toward the future, and with stories breaking every minute of the day and being reacted to in real time, how do you avoid burnout and fatigue?
Set Boundaries
Step away from the computer. That email can wait 12 hours, probably. Crucially, one way to avoid burnout is to avoid overworking. A 2021 study showed that workers confessed to doing over 9 hours of unpaid overtime each week. We should first start by admitting that not everything is urgent, although some things may be. Overwhelm, however, can have a huge negative (and lasting) effect on sleep and our relationships with those around us. It can lead to further mental health issues, like depression. It can be hard to step away at the end of the day, however maintaining healthy boundaries with work is crucial for avoiding burnout and stress. This may be as simple as not checking emails over the weekend or after 6pm.
Self-Care
Self-Care: the phrase itself may not seem super appealing. There’s too much to do to find time to practise self-care, you might be thinking. However, when you realise that self-care and mindfulness can be practised in infinite ways, in snatches of time, and practically anywhere, it might sound somewhat more appealing. Self-care is simply looking out for yourself and checking in on your thoughts, feelings, and emotions. Some may see this as a trip to the gym (not me) or an evening of painting or simply a karaoke session in a hot shower. Many of these activities release endorphins, our happy hormones.
Likewise, you could practise ‘micro-meditation’ which could include taking a few deep breaths at your desk before a call to help you feel focused or to clear your mind after a stressful workday. You might also want to consider stretching at your desk, space permitting. This could include a simple neckroll ten times one way and ten times the other. It’s all about grounding yourself, acknowledging (without judgement) your thoughts and feelings, and feeling in control.
Don’t Lose Sight of the Big Picture
With so much content it can be hard to spot decent stories, truly (ground)breaking news, and worthwhile opportunities. Keeping a finger on the pulse and writing pitches that stand out from the crowd is still the most effective way of getting coverage. Saskia previously wrote a piece for the Eskenzi blog about how to write a stellar press release, you can read that here. Instead of being on everything, all the time, getting great comments and being all over the right stories is key. Of course, this could be a story that breaks out of the traditional work hours. Something like the NHS hack is something you know will be major news, but a story about something less major can probably wait until the morning. Trusting your judgement is key!
Cultivating The Right Work Environment
Having worked on The Zensory for the last few months, I’ve read what feels like everything that has ever been written about the modern workplace. I know that the traditional workplace isn’t necessarily optimised for every person’s most productive environment and that not everyone works the same way. I, for one, like to write in silence and proofread out loud, accompanied with a hearty helping of Taylor Swift’s music, which does not make me the best (or least-disruptive) colleague in an office environment. Sometimes avoiding burnout can be as simple as finding out what works for you and curating your optimum work environment, whether that’s within a home office or work from home space or optimising your in-office desk environment. You may want to consider lighting, scent, noise preferences, and your desk hardware as a start.
Of course, all of this is easier said than done. It’s tempting to put on a brave face and battle through the never-ending news cycle. Naturally, more news makes our job easier; there’s always something to be talking about. However, sometimes we have to know when to stop, take five deep breaths and dance around the kitchen.
