World Mental Health Day: Q&A with Infinite Global COO Isabel Podda

On world mental health day we sat down with Infinite Global COO Isabel Podda to discuss the dangers of burnout, and importance of resetting, for PR professionals. 

Q: Does poor mental health remain a major concern for the PR industry?

Disappointingly, the PR industry continues to report incredibly high levels of poor mental health despite some considerable efforts to shift the dial on this. The latest CIPR Mental Health Audit 2023/2024 revealed that over 90% of respondents to their survey reported experiencing poor mental health.

This doesn’t mean there haven’t been major steps forward – mental health is no longer a taboo topic in most firms where team members are expected to suffer in silence and “sort themselves out” and many firms now have proper support in place. However, the nature of the job remains the same and factors that can lead to poor mental health still exist.

This year there has been a big focus on burnout. In fact, the CIPR survey cited 31% of respondents reporting burnout in the last year. Burnout is incredibly damaging. I firmly believe that in many cases you can prevent burnout with the right measures in place. Taking proactive steps to manage workloads, setting boundaries, and recognising early warning signs are essential strategies to prevent burnout from taking hold​.

Q: How does burnout manifest, and what are the potential consequences?

Burnout typically manifests as anxiety, disinterest, fatigue, and a lack of engagement or focus. When it strikes, it can feel overwhelming and difficult to escape, often resulting in long-term absences from work. In severe cases, agencies may lose valuable team members who feel the only solution is to leave their job.

Q: What is the difference between burnout and other mental health issues, like fatigue or stress?

Burnout is distinct from other forms of mental exhaustion or stress in both its severity and its causes. Unlike short-term fatigue, which can be resolved with rest, burnout is the result of chronic stress over a prolonged period. According to Mental Health UK, burnout manifests as a combination of physical, mental, and emotional exhaustion, often accompanied by reduced efficacy at work and a feeling of detachment from one’s role​.

It differs from general stress, which can be temporary and manageable. While stress can sometimes motivate us to meet deadlines or challenges, burnout occurs when stress becomes unrelenting, leading to a loss of interest and feelings of helplessness​.

In contrast to other mental health issues, burnout is typically tied to occupational environments. As BBC Future explains, burnout has been recognised as an “occupational phenomenon,” distinct from general anxiety or depression​.

However, burnout can exacerbate or coexist with these conditions, making recovery more complex if not addressed early.

Q: What are the main causes of burnout in PR?

Burnout can be triggered by several factors, including continual stress, overload, the relentlessness of tasks, overwork and news fatigue. It often results from long-term stress and isn’t just about feeling temporarily tired or stressed. A key contributing factor is a lack of “brain food”—the mental stimulation necessary to stay engaged. There is definitely a link between burnout and news fatigue as well.

Q: How does news fatigue impact PR professionals?

PR professionals are constantly immersed in the media cycle. The 2024 Reuters Digital News Report highlights that more than 40% of people globally feel overwhelmed by the relentless flow of news, which is often perceived as repetitive or negative. This constant exposure to media can lead to anxiety, disengagement, and even avoidance of news altogether, further exacerbating stress levels for those in the PR industry​.

Q: What can you do to help combat burnout?

Most importantly it’s about recognising when someone needs a mental break to reset and refocus. It is essential that management teams are equipped to recognise the early signs of burnout. They need to assess whether a team member has been overstretched for a prolonged period or has just completed an intense project. Subtle signs to watch for include once-high performers becoming disengaged, underperforming, or withdrawing from interactions. Empowering managers to act when they see these signs is critical in combatting burnout and retaining top talent.

Agencies need to address the root causes of burnout and take proactive steps to prevent it. This includes providing protected break times, ensuring workloads are manageable within regular working hours, and safeguarding employees’ holiday time. One of the most effective tools in prevention is the use of what I call ‘circuit breakers’. This could mean offering an unexpected day off, not deducted from the employee’s holiday allowance, or offering a variety of work tasks to keep people mentally stimulated is also crucial. Additionally, managing client expectations and having robust capacity planning can make a significant difference alongside ensuring that your team member is not stuck is a sea of dull tasks and ensuring that they have the right balance of creativity in their workload.  PR agencies should encourage balance and boundaries— providing professionals the opportunity to take breaks from media consumption and focus on uplifting or solution-based journalism. Reports suggest that “good news” content can help mitigate the negative effects of constant media exposure and improve mental well-being.

I firmly believe that the key is to act before burnout takes hold.  The main thing to remember is that prevention is better than a cure.