Bongekile Nkomo, senior account manager at Tribeca Public Relations
From creating new strategy plans and updating budgets to choosing the perfect notebook to stay on top of things, the PR world can start to feel like a pressure cooker. Busy periods make it easy for anyone to get caught up in the rush, but the key to being effective isn’t working faster – it’s about learning to pace yourself and carefully thinking through each next step.
In PR, we focus on getting results and making an impact. However, we often overlook the importance of patience and finesse, especially when things feel chaotic and beyond our control Staying calm and connected in urgent situations can be tough, but it’s essential to remember that urgency doesn’t mean abandoning your strategy. Instead, communicate clearly and honestly, while managing expectations consistently.
The secret to balancing urgency with executing an award-winning PR strategy lies in maintaining pace. By definition, pace refers to the speed or rate at which something happens, moves, or develops. In PR, however, consistency forms the backbone of your pace. While urgency is woven into the fabric of our industry, maintaining the quality of work is non-negotiable.
This is achieved by distinguishing between tasks that can be completed quickly and those that require a clear mind and attention to detail. Striking the right balance means understanding your priorities and moving at the appropriate speed to complete each task.
Don’t forget about your team, especially when working under tight deadlines. They can help elevate your vision. While pressure may push people to work faster, it can also lead to burnout if not managed properly. Empower your team with the tools and information they need to excel in supporting you – this often-overlooked approach ensures you have the capacity to think creatively and strategically.
At Tribeca, for example, we prioritise celebrating our team and making time to recharge. Our wellness days focus on learning ways to care for our mental well-being, while "yay days" allow us to unwind and have fun outside the office. These activities highlight the importance of valuing not just the work but also the people who make up our team.
As PR consultants, we are often commended for our communication skills. Yet, in moments of urgency, we sometimes forget the magic of communication. Keeping everyone informed – from clients to external stakeholders – helps set realistic expectations and enables others to understand their role in the process.
Proactively addressing concerns, confirming details and clarifying plans are all crucial. A quick check-in here, a brief update there and a clear roadmap for what comes next can keep things running smoothly, even under pressure. When everyone is aligned and informed, the load feels lighter and delivering great results becomes more achievable.
PR is a lot like the bestseller Eat, Pray, Love – it’s all about finding and holding onto balance, even when the world feels chaotic. It’s also about taking a moment to breathe, communicate and prioritise. Creating award-winning work isn’t about rushing to the finish line; it’s about moving with purpose and always keeping the bigger picture in mind. So, channel your inner Elizabeth Gilbert, take a deep breath and trust the process. A little calm can go a long way!