Chapter 2: Dealing withUNCERTAINTIES

Vague briefs, unclear deliverables, and unpredictable outcomes – if you work in PR and communications, these challenges might sound all too familiar. The lack of control can stir up stress and anxiety, and while external factors may be beyond your grasp – you can take control of your thoughts and responses to deal with the uncertainties and unclarities in a more constructive way. With the right mindset and tools, it can be a great ally in driving creativity and personal growth.

So many uncertainties, so little control

For most Nordic PR and communication professionals, uncertainty and unclarity is commonplace: On average, almost half (45%) experience all the uncertainty factors we asked about – such as unclear briefs, general feeling of lack of control and not being able to predict the outcomes of one’s work – on a monthly or weekly basis.

Unclarities – something you “just have to accept” There’s also a widespread idea that uncertainties and unclarities are particularly widespread in our industry and come with the job, as a majority say they think uncertainties and ambiguities at work are more prevalent in the PR and communication industry than others (57%), and that it’s something you have to accept when working in the industry (58%).

Share of respondents who experience the following unclarities on a weekly basis
General feeling of lack of control
19%
Not knowing if the work I produce will get used/produced
17%
Not being able to secure media coverage
16%
Not being able to guarantee work impact/deliveries to my client
16%
Not being able to predict the outcomes of my work
20%
Unclear expectations
20%
Unclear briefs
17%
Uncertainty when the workday will finish
23%
Unclear deliverables
16%
Top 5 ways to respond when things are uncertain and unclear at work
I try to take control by bringing clarity to it myself
37%
I become stressed
33%
I try to accept it
30%
I discuss with and get support from colleagues
26%
I discuss with and get support from supervisor
19%

Coping: Taking control, stressing or accepting

When it comes to ways of coping with uncertainties and unclarities, the most common strategy is trying to take control by bringing clarity to the situation. However, a large share also say they respond by becoming stressed, while others simply try to accept it. Barely one in five seek support from their supervisor.

A double-edged sword: Major stressor vs creativity and relationship booster

When looking at what impact these uncertainties and unclarities have on Nordic PR and communications professionals’ wellbeing and work – the result is… well, ambiguous. On the one hand, more than half say that uncertainties and unclarities have a large negative impact on their mental wellbeing, and that it’s making their job very stressful. The biggest culprits? Unclear briefs, expectations and deliverables.

At the same time, more than half also say it makes them more stress resistant. Further, uncertainties and unclarities at work are seen as creativity and relationship boosters, with a majority saying it has made them more creative and innovative, as well as brought them closer to their colleagues and supervisors.

Percentage of respondents that agree on the following statements about uncertainties and unclarities at work:
Percentage of respondents that agree on the following statements about uncertainties and unclarities at work:
54%it has a large negative impact on my mental wellbeing at work
52%makes my job very stressful
57%has increased my stress resistance
54%makes my work more exiting
58%has made me become more creative and innovative
57%has brought me closer to my colleagues
52%has brought me closer to my supervisor

Are you someone who gets stressed rather than excited when things are unclear and unknown? Listen to psychologist Stefan Pagréus advice on how to find inner calm in turbulence.

THE EXPERT’S ADVICE“Working in PR and comms – a toxic cocktail of fun and unknowns”

Psychologist and former copywriter Stefan Pagréus knows the love-hate relationship with unclarities all too well, having experienced it firsthand.

As a psychologist, I hear people say my job must be hard to leave at work, but it’s nothing compared to communications. There’s no manual, no clear answers, and no definitive end to your work process. It’s what makes the job thrilling, but also part of what makes it unsustainable. It’s like a toxic cocktail of fun and unknowns, so easy to get drawn into.

Taking control amid chaos - If ambiguity leaves you more stressed than excited, Stefan has some actionable advice to help you regain control:

Recognize worry loops: Anxiety often masquerades as problem-solving. While we’re stuck in repetitive, unproductive worries we often think we’re problem solving and therefore have to engage in these thoughts. Recognize when you’re stuck in a worry loop and remind yourself: I’m not solving any problem here, I’m overthinking.

Focus on the controllable: Identify stressors you can act on, like seeking feedback from a client or manager. Try to accept what’s beyond your scope of influence, like how a campaign will ultimately be received. You can’t predict the future.

Schedule worry time: Procrastinate your worries. Set aside 15 minutes later in the day to reflect on your concerns. By then, they often don’t feel as urgent – or even relevant.

Bake a cake: Seriously! Anxiety tends to make us withdraw from the things we like, but engaging in enjoyable activities – like baking or any other hobby – helps break the cycle of negative thoughts.

Key takeaways: Dealing with
Uncertainties

  • We expect the unexpected

    Most professionals face different types of unclarities on a regular basis, and a majority believe uncertainties are both more common in our industry and something you must accept if you’re active in this business.

  • Ambiguous approach to ambiguities

    While uncertainties and unclarities at work cause stress and have a large negative impact on mental wellbeing for many, a majority also believe it makes them more stress-resistant, their job more exciting, boosts their creativity and strengthens relationships with colleagues and supervisors.

  • How to deal with it:

    For anxiety and stress caused by uncertainties and unclarities, psychologist Stefan Pagréus advises you to remind yourself that anxious thoughts aren’t problem-solving. Identifying actionable steps, scheduling worry time, and engaging in uplifting activities are strategies that help.