By Jennifer Kramer, APR, PRSA-ECD Past Chair, Advocacy Chair

As PR professionals prepare to wrap up the year and head into the holidays, the PRSA East Central District (ECD) closed its 2025 Mental Health Advocacy Series with an energizing session that brought inspiration, science, and strategy together—literally on the move.

“Unlocking Creativity Through Movement” was led by Allison Schroeder, APR, agency founder, wellness entrepreneur, and passionate runner who’s completed 43 half marathons. Her session challenged the traditional sit-and-think approach to brainstorming and team building, urging communicators to incorporate intentional movement into their creative process and workplace culture.

Why This Topic Now?

The timing couldn’t have been better. Just this month, new research from Johns Hopkins revealed a growing disconnect between leadership and staff regarding well-being. While executive well-being has improved post-pandemic, frontline employees—especially younger workers and underrepresented groups—report the lowest well-being scores in years. Schroeder’s session was a timely response to that gap: a reminder that to recharge our teams, we must first reset how we work.

And creativity, she argued, is the perfect place to start.

The Science Is Clear

Movement isn’t just good for our bodies—it directly boosts our brains. Schroeder spotlighted Stanford research showing that walking increases creative output by an average of 60%. Additional studies show that even light physical activity can spark divergent thinking, reduce stress hormones like cortisol, and improve team connectedness and mood.

In an age where 91% of PR professionals report poor mental health and nearly half cite burnout as a reason for leaving the profession, movement isn’t fluff—it’s a strategic lever.

Allison’s Framework: From Intention to Implementation

Participants were encouraged to rethink their brainstorming, with Schroeder offering a step-by-step blueprint for “movement-based brainstorming” tailored to group sizes. Her recommendations included:

  • Small Teams (2–5 people): Try walk-and-talk sessions, “idea relays,” or stretch-and-share exercises.
  • Medium Teams (6–15): Incorporate stand-up sessions or breakout discussions that invite motion.
  • Large Groups (16+): Use rotating stations or “idea carousels” to keep energy high and ideas flowing.

She emphasized intention-setting—asking yourself, “What do I want to solve today?”—as a critical part of transforming personal workouts into productive thinking sessions. Her own inspiration for a now-national race event, The Great Bridal Chase, came during marathon training.

Building a Movement Culture

At her agency, Pomme Communications, movement is baked into the brand. Their PommeFit program hosts monthly team activities like bowling, cycling, and yes—even line dancing. Employees vote on activities and wear custom gear designed for comfort and brand pride, from logo hats to branded sneakers.

The key takeaway? Movement doesn’t need to be complicated to be impactful. It simply needs to be intentional, inclusive, and consistent.

Tools You Can Use

The webinar included resources like:

One Final Movement

Before the session wrapped, attendees were invited to jump into a quick scavenger hunt—racing to find a holiday ornament or festive décor from home. It was a simple but joyful reminder that movement fuels energy, laughter, and connection—even in a virtual space.

💻 Missed the live session? You can watch or rewatch it and share it with your team:
🎥 [View the recording]

📘 And don’t forget to explore the PRSA ECD Mental Health Toolkit for more tools to support well-being throughout the year.

Whether you’re preparing for your next brainstorm or simply trying to finish the year strong, this session was a powerful reminder: creativity starts with care. Sometimes the best ideas don’t happen at a desk—they happen on the move.