It's 8:05 a.m. You chugged your first cup of coffee, and now your phone is buzzing with texts from your client, all starting with "URGENT." Something must have gone wrong with today's announcement; now everyone is in full panic mode.
If you've been in PR for more than a week, you've lived this moment. In reality, pressure comes with the territory of our industry. But when every email feels like triage, and every phone call sends your heart rate through the roof, it's time to rethink your approach. Operating in constant crisis mode is exhausting and actually makes you worse at your job.
After many sleepless nights, I've learned the secret to managing demanding clients and high-stakes situations isn't eliminating them — it's changing how you respond to stress.
When Client Conversations Start to Feel Like Emergencies
The reason PR situations can feel like emergencies is that stakes can be genuinely high. Balancing tight media deadlines, interviews that go awry, and a very real threat of reputational damage can make your head spin. Add in an emotional cocktail of anxiety, fear, and urgency, and you’ve got a less-than-ideal mentality to handle a client crisis.
As PR professionals, we often become the translators, the fixers, and sometimes (whether we signed up for it or not) the emotional shock absorbers for our clients. When a CEO is panicking about a negative story, guess who becomes the lightning rod for all that anxiety?
Why Client Work Isn't Actually an Emergency Room
In 99.99% of situations, PR isn't a matter of life or death. Sure, it feels that way when you're in the thick of it, but the reminder can be liberating. Unlike emergency medicine, you can usually buy time in PR. And you should do so whenever possible.
The biggest mistake I see, and have made myself, is prioritizing speed over precision. Yes, it’s important to get back to the client in a timely manner, especially in the face of an emergency; however, rushing to respond usually leads to miscommunication and a lack of strategic foresight.
Finding Your Balance in the Middle of Chaos
So what's the best way to handle high-pressure moments? Change how you respond to stress. First, step back and ask yourself, 'What are we trying to solve here?' ‘Who needs what right now?’ Half the time, what feels like a five-alarm fire is just one person's fear spiraling out of control.
Once you’ve got context, assess whether the matter is truly urgent or just loud. There's a difference, and learning to distinguish between the two is important. What's the actual worst-case scenario, and how likely is it to happen? When you think through the real consequences, they’re usually much more manageable (and typically less dramatic than initially thought).
Another key tip is to be intentional with language. The words you choose through email, your tone on calls, and even your body language in meetings all set the temperature for everyone else. Don't mirror panic, model calm. Use clear, low-drama language in all communications, especially when everyone else isn't.
It’s always best to manage the flow of information and expectations. Instead of saying, "I'll get back to you ASAP," try, "I'll have an update for you by 2 PM tomorrow." Time-boxing decisions and creating space to think preserves sanity and grants time to think through the correct course of action. Boundaries are necessary for success.
Tips to keep in mind:
- Know when to pick up the phone. Instead of writing a novel: sometimes, a five-minute phone call solves what would take twenty emails.
- Build templates for everyday “triage” situations. Whether for you or your team, it’s essential to have something to reference when things get chaotic.
- Don’t let stress fall entirely on you. Remember to communicate with your internal team amidst sticky situations. Their advice could be invaluable.
Reframing Your Role
Ultimately, your role isn't to panic alongside your clients. High-stress situations are part of PR, but staying level-headed is a superpower. When you think clearly and provide sound advice, your clients are more likely to trust you and settle down on their own. Calm is contagious — and it's exactly what your clients need most when the pressure is on.
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