Industry data masks human cost of COVID-19

The public relations industry has roared back from COVID-19 so why does it feel so tough?

The PRCA PR and Communications Census 2021 tells a story of the industry recovery from COVID-19.

The UK public relations industry employs 99,900 practitioners and is valued at £16.7bn.

The report is broadly positive and upbeat. There’s something for everyone. Salary levels are up. There are even marginal improvements in diversity and gender.

The industry has roared back, and we should celebrate that fact. But the positive data masks the sheer exhaustion among practitioners of operating at pace in extraordinary circumstance over the past two years.

Organisations are driving hard to the end of quarter and of the year operating as if the pandemic is over. It’s not. The reality is that we’re just learning to live with the latest phase.

A great deal has been made about the newfound appreciation for professional communications within organisations. That may be the case, but it has yet to translate to increased investment in headcount. 2022 budgets may bring better news.

The virus continues to create chaos. Infection rates in the UK are at 40,000 per day. That’s 400,000 people isolating at any time. It almost certainly impacts someone in your team right now. It’s an issue that’s acute for anyone with caring responsibilities.

The talent market in public relations is all but locked up and is unlikely to see significant movement now until 2022.

Anyone displaced by COVID-19 has found another role. Everyone else has negotiated a salary increase after freezes in 2020 and is staying put to see what happens next.

People in new roles have faced challenges in onboarding and working with a team in a hybrid environment. It makes building social relationships and tacit learning difficult.

There’s continued uncertainty around the return to the office. Hybrid working has brought a new series of challenges and a load more stress.

We remain tethered to messaging and workflow apps while also making tentative steps back into offices.

The boundaries of home and work have been torn up. The benefits we’ve gained in messaging and video will need fresh controls.

Commuter trains are a cacophony of travellers on Team and Zoom stand ups. Messaging channels light up at 6am and don’t go dark until after 9pm. It’s clearly unacceptable.

Office occupancy rates of around 21 percent in the UK in November show that no one has figured out the future of the office. It will remain a work in progress for some time to come.

The COVID-19 dividend of goodwill is long gone. Mental health in public relations has rightly received scrutiny during the crisis. However, patience is in short supply and tempers are frayed. It’s no bloody wonder.

Look after yourself.