Communicating with Care: Lessons on Well-Being from the PRSA East Central District Leadership Forum

Communications professionals are often the calm in the storm.

We craft messages, provide strategic advice, solve problems, and help organizations navigate challenges. We are expected to remain composed when others are stressed, uncertain, or overwhelmed. But what happens when communicators themselves begin to feel the strain?

That question was at the heart of the May PRSA East Central District Leadership Forum, where Katie Thomas, APR, led a thoughtful discussion about supporting others, taking care of ourselves, and building healthy habits that work in real life.

One question she posed to attendees was simple but powerful: How many people in your family actually know what you do for a living?

For many communicators, the answer is surprisingly few. The work we do often happens behind the scenes, yet it carries significant responsibility. We help organizations communicate during difficult situations, provide clarity amid uncertainty, and often absorb the stress that comes with being the voice of an organization.

Communicating with Care

Thomas encouraged leaders to think carefully about the impact of their communication, not just their intentions.

A comment such as “I wrote this, make it pretty” may not seem harmful on the surface, but it can unintentionally diminish the expertise and strategic value that communication professionals bring to an organization.

She also reminded attendees that everyone is carrying challenges others cannot see, emphasizing the importance of empathy in workplace interactions.

Creating a sense of belonging is equally important. Research consistently links belonging and connection to better mental health outcomes. Thomas encouraged leaders to think about how they show up when times get difficult and to model the behaviors they hope to see in others. Sometimes leadership looks less like solving problems and more like checking in, listening, and simply being present.

Recognizing Burnout Before It Becomes a Crisis

Burnout is a common topic in communications, public relations, and marketing circles, but Thomas pointed out that it doesn’t always arrive dramatically.

Often, it appears in subtle ways:

• Dreading emails that once felt routine
• Feeling constantly tired
• Becoming impatient with colleagues or clients
• Struggling to focus
• Noticing changes in tone, timing, or presence

Recognizing those early warning signs can help prevent a more significant crash later.

Thomas also encouraged organizations to normalize conversations about mental health without forcing them. Leaders can help create supportive environments by sharing appropriately, setting healthy boundaries, and being mindful of language.

Simple changes matter. For example, if working late becomes the norm, everything begins to feel urgent. Leaders can set a healthier tone by demonstrating that some things can wait until morning.

Supporting Colleagues Who May Be Struggling

One of the most meaningful parts of the discussion focused on how to reach out when someone seems “off.”

Thomas emphasized that leaders and coworkers are not responsible for fixing people. Instead, they can help connect individuals with available resources and offer support through presence and compassion.

Often, what people need most is not advice.

They need someone willing to notice.

A simple conversation starter might sound like:

“I’ve noticed you’ve been a little quieter lately. How are you doing?”

She cautioned against common phrases that may be well-intentioned but often feel dismissive, such as:

• “Just be positive.”
• “It could be worse.”
• “Everything happens for a reason.”

While these statements are often offered as encouragement, they can unintentionally shut down meaningful conversations.

Rethinking Self-Care

The discussion also challenged some common assumptions about self-care.

Too often, self-care is presented as elaborate or unrealistic. In reality, Thomas said, it often comes down to the basics:

• Getting enough sleep
• Eating well
• Moving your body
• Making time for activities you enjoy

Equally important is community.

Thomas credited professional relationships and the PRSA community as an important part of her own well-being, reminding attendees that connection and support can be just as valuable as traditional self-care practices.

Small Moments Matter

As the conversation wrapped up, Thomas left attendees with a reminder that balance, not perfection, is the goal.

High-demand seasons will always exist, particularly in communications and public relations. The key is being intentional about protecting yourself during those periods.

You don’t have to be perfect.

You don’t have to have all the answers.

And you don’t need a major life overhaul to make a difference.

Often, it’s the small moments — the check-in with a colleague, the healthy boundary, the walk around the block, the decision to log off for the evening — that have the greatest impact over time.

In a profession built around helping others communicate effectively, Thomas offered one final reminder:

Take care of the one person you are guaranteed to spend every day with: yourself.