Digital PR has always been hard, and recently it’s gotten even harder. As brands get better at building links, their requirements become more sophisticated and often much harder to achieve. This puts even more pressure on digital PRs to build the right kind of links – but at what cost? In this talk Jane will explore where the pressure comes from, how it manifests, managing expectations and how to build a culture in digital PR that is healthy, provides more longevity and better protects our mental health.

1. Data-led campaigns
=
More links
Performance vs pain -
The influence of digital PR
on our mental wellbeing
Jane Hunt | JBH - The Digital PR Agency
SLIDESHARE.NET/JANEYHUNT
@jbh_jane

2. I've seen the negative
influence digital PR can
play on our mental health
@jbh_jane
#brightonSEO

3. As an agency we have a role to play
in influencing our teams mental wellbeing
@jbh_jane
#brightonSEO

4. This doesn't automatically
mean digital PR is a bad
career
@jbh_jane
#brightonSEO

5. Just that it can be high
pressured, like many jobs
@jbh_jane
#brightonSEO

6. @jbh_jane
#brightonSEO

7. If not spotted and managed
early can take a toll on one’s
mental wellbeing
@jbh_jane
#brightonSEO

8. In the form of burnout
@jbh_jane
#brightonSEO

9. What surprised me when
researching is..
@jbh_jane
#brightonSEO

10. 'organisational'
- classed as an occupational
phenomenon, not
a mental illness
@jbh_jane
#brightonSEO

11. The WHO describe burnout as
a 'state of vital exhaustion'
@jbh_jane
#brightonSEO

12. characterised by:
1. Feelings of energy depletion
2. Distance, negativity &
cynicism
3. Reduced professional efficacy
@jbh_jane
#brightonSEO

13. So what can cause
burnout in digital PR?
@jbh_jane
#brightonSEO

14. Common causes:
- High KPIs
- Difficult managers or clients
- Lack of support
- Long hours
@jbh_jane
#brightonSEO

15. It could be one or all four of these
factors that cause burnout
@jbh_jane
#brightonSEO

16. We saw the early warning signs
in our own team
@jbh_jane
#brightonSEO

17. This reiterated the
importance of having
a happy team above
all else
@jbh_jane
#brightonSEO

18. Happy team
members perform
better & are more
likely to stick
around [FACT]
@jbh_jane
#brightonSEO

19. Let’s talk honestly about
where the pressure comes from
@jbh_jane
#brightonSEO

20. Both agencies AND brands
have a role to play
@jbh_jane
#brightonSEO

21. @jbh_jane
#brightonSEO
“Teams are always
working at capacity
or over capacity”

22. @jbh_jane
#brightonSEO
This seems to be a common theme in
our industry

23. But it doesn’t need to be like this
@jbh_jane
#brightonSEO

24. As a community we can tackle this
@jbh_jane
#brightonSEO

25. But it involves everyone looking inward
@jbh_jane
#brightonSEO

26. Brands need to
be more realistic
about their goals
@jbh_jane
#brightonSEO

27. Agencies shouldn't agree KPIs that:
a) aren't achievable
b) will place too much stress on teams
@jbh_jane
#brightonSEO

28. ..and ultimately will result in sour
relationships between ALL involved
@jbh_jane
#brightonSEO

29. JBH often turn down work
where the KPIs are unrealistic
@jbh_jane
#brightonSEO

30. Because we've learnt the hard way..
@jbh_jane
#brightonSEO

31. We were seeing team members upset
@jbh_jane
#brightonSEO

32. Book holiday because they were tired..
@jbh_jane
#brightonSEO

33. Feeling anxious and not being
able to switch off at night
@jbh_jane
#brightonSEO

34. Showing the early signs of burnout
@jbh_jane
#brightonSEO

35. And that was all we needed to see.
@jbh_jane
#brightonSEO

36. It was time to make some changes.
@jbh_jane
#brightonSEO

37. Firstly, we retired accounts with
unrealistic KPIs causing stress
@jbh_jane
#brightonSEO

38. Secondly, we took a fresh look
at how we sold digital PR
@jbh_jane
#brightonSEO

39. We now consider much more
during the sales process ..
@jbh_jane
#brightonSEO

40. 1
Do we have the resources and
capacity to take on new accounts?
@jbh_jane
#brightonSEO

41. 2
Will the brand fit our way of working
@jbh_jane
#brightonSEO

42. 3
Will they respect our team’s
expertise and time
@jbh_jane
#brightonSEO

43. Because the decisions we all make
should not compromise a teams
mental wellbeing
@jbh_jane
#brightonSEO

44. Not for the sake of revenue & profit
@jbh_jane
#brightonSEO

45. What else can the
industry do to tackle burnout?
@jbh_jane
#brightonSEO

46. To figure this out, I talked to our
team and read some books
@jbh_jane
#brightonSEO

47. The best approach is to
nip any issues in the bud
@jbh_jane
#brightonSEO

48. By understanding and recognising
the early signs of burnout
@jbh_jane
#brightonSEO

49. I learnt that if you invest in
your teams mental wellbeing..
@jbh_jane
#brightonSEO

50. You can create high-performing
AND safe teams
@jbh_jane
#brightonSEO

51. Think of a team like a battery..
@jbh_jane
#brightonSEO

52. Teams need energy to
function and perform well
@jbh_jane
#brightonSEO

53. If team members are stressed, their
emotional, mental and physical
energy will be low
@jbh_jane
#brightonSEO

54. So, how can we reduce stress and
increase energy?
@jbh_jane
#brightonSEO

55. 1
To improve physical energy
■ Have clear work/life boundaries
■ Build breaks into the day, not just for lunch
■ Enable people to work where they want
@jbh_jane
#brightonSEO

56. 2
To improve emotional energy
■ Focus on positive feedback
■ Discuss weekly what went well
■ Reconnect with the meaning of work
@jbh_jane
#brightonSEO

57. There’s strong evidence that by increasing the
number of positive to negative interactions in
your team, you will reduce the risk of stress
and burnout and improve productivity
@jbh_jane
#brightonSEO

58. Company culture also plays a role..
@jbh_jane
#brightonSEO

59. Forget your mission statement,
vision and culture cliches
@jbh_jane
#brightonSEO

60. Forget the trendy wellbeing perks
that paper over the cracks
@jbh_jane
#brightonSEO

61. The real culture is what
people see and feel
@jbh_jane
#brightonSEO

62. @jbh_jane
#brightonSEO
This starts with peoples
day-to-day experiences

63. @jbh_jane
#brightonSEO
Firstly, you need a culture
of psychological safety

64. @jbh_jane
#brightonSEO
A space where people feel able to
speak up, express concerns and
be heard

65. @jbh_jane
#brightonSEO
In case you’re not
convinced...

66. It’s good news for brands & agencies
that invest in their teams mental
health..
@jbh_jane
#brightonSEO

67. 'Individuals on teams with higher psychological
safety are less likely to leave, more likely to harness
the power of diverse ideas, they bring in more
revenue AND they're rated as effective twice as often’
(Duhigg, 2016)
@jbh_jane
#brightonSEO

68. @jbh_jane
#brightonSEO

69. @jbh_jane
#brightonSEO
The benefits are
clear, if you invest
in your teams
mental health, they
will invest in you.

70. @jbh_jane
#brightonSEO
But avoid tokenism and invest in
initiatives that are genuinely useful,
not just trendy perks!

71. Key Takeaways!
@jbh_jane
#brightonSEO

72. @jbh_jane
#brightonSEO
1. The industry needs to take a harder
look at itself, how it buys and sells
digital PR services

73. @jbh_jane
#brightonSEO
2. Ensure individuals and teams are
not working over capacity

74. @jbh_jane
#brightonSEO
3. Understand and recognise the
early warning signs to prevent burnout

75. @jbh_jane
#brightonSEO
4. Ensure teams have the physical
and emotional energy needed to
do their jobs in a safe way

76. @jbh_jane
#brightonSEO
5. Create a culture that genuinely
supports good mental health!

77. @jbh_jane
#brightonSEO
To create a healthier and happier
team that don’t dread Monday
mornings

78. slideshare.net/janeyhunt
Jane Hunt
Cofounder
JBH
THANKS FOR LISTENING!
For more digital PR insight follow me on LinkedIn:
linkedin.com/in/janethomspon-hunt/
jbh.co.uk