Make This the Year You Unstick Your Career

Nearly half of all communications professionals feel “used up” by the end of each day, according to a survey The Plank Center for Leadership in Public Relations released earlier this year. 

The same report found that, in just five years, the percentage of PR practitioners planning to leave their jobs within the year has more than doubled —from 17% to 37%. A staggering nine out of 10 PR professionals experienced poor mental health in the last year, according to a recent survey by the Public Relations and Communications Association and Chartered Institute of Public Relations. 

Perhaps these findings are unsurprising, given all we’ve endured, led through, and managed since 2020. After all, PR has consistently ranked among the most stressful professions for years. 

What’s changed is that the data show more of us are increasingly at a breaking point and don’t know what to do next. Put another way, the same PR professionals who have expertly guided their organizations through crises now face a career crisis of their own. 

If you’re one of the many professionals feeling stuck, in limbo, or unsure about what’s next for you, skip the temptation to make a standard New Year’s resolution, which too often fades by February. 

Instead, kick-start your year by committing to something more impactful: developing a personal strategic plan to make 2025 the year you unstick your career. Only you can articulate your specific goal(s). 

Whether you seek inspiration, a promotion, a new role, and/or a career change, the possibilities are limitless. Once you’ve defined your objective(s), let the following strategies serve as trail guides along your journey to a more fulfilling career.

1. Define your unique value proposition.

Considering all the value propositions you’ve crafted for others over the years, how much thought have you truly given to your own? 

About this time last year, I was considering leaving a full-time role and returning to my own consulting practice. When I shared my plan with a trusted colleague and confidante, she asked about my unique value proposition. 

Despite a 20-year career in corporate communications, I wasn’t prepared for this simple question that deserves a clear and compelling answer. This experience was a vulnerable yet pivotal moment for me, as it set off a domino effect of curiosity and self-discovery that led me to pursue a new chapter as a certified executive coach. 

Now, I confidently say that I help PR, marketing and media professionals advance their careers and enrich their lives through leadership coaching and communications advisory services. 

What would you say? Once you can comfortably say who you are, what you do and why it matters, you can move forward by living your life and leading your team more authentically.

2. Prioritize meaningful networking over busywork.

Public relations is a relational profession, so investing in connections —especially when you don’t have an immediate need — is a smart and timeless strategy. Chances are, networking was one of the top reasons you joined PRSA in the first place. The best approach to networking is to build genuine relationships, not for transactional reasons or to check off a box.

Admittedly, there have been times in my career when I got so caught up in my day-to-day workload that I lost touch with former colleagues and neglected professional platforms like LinkedIn. 

Once I made the decision to look beyond the blinders of burnout, it was easy to see that reconnecting without an agenda—just for the sake of connection—is incredibly valuable. These conversations often lead to fresh insights, new perspectives, and practical advice for everyone involved. 

Over time, you can position yourself as a trusted advisor and someone others turn to for guidance. Sometimes it simply fills your cup to spend time with others who are experiencing similar situations, and that, too, is time well spent.

Regardless of your career goals, every networking conversation has the potential to open doors you didn’t know existed—or didn’t even realize you wanted to open. Whether you choose to walk through them or not, nurturing and expanding your network now offers options that pay dividends for years to come.

3. Commit to professional and personal development.

The surest way to break out of a stuck place is to stretch yourself and learn something new. In addition to resources offered through PRSA, the beginning of the year is a natural time to develop a new skill, competency or hobby. 

And while you don’t need another “new year, new you” message, trying new things, from movement to meditation, can bring new energy into your life and work. For example, last year, rehabilitation from an injury resulted in swimming laps for the first time. While I missed my regular practice of listening to audiobooks while exercising, being alone with my thoughts in the pool led to several creative breakthroughs and new approaches to old problems. 

Either way, there’s plenty of research and personal experience to show that learning new things can lead to mind-body benefits, which can be personally and professionally rewarding. 

Another option is to enlist an accountability partner — whether that’s a trusted mentor, an executive coach, a therapist or another professional — as an investment in yourself. Think about what outcome you would like to achieve, and consider the value of transformation versus the cost of common self-care alternatives. Don’t be afraid to seek the support you need. After all, your future self depends on it. 

Final thoughts

We cannot ignore the urgency of this reality in our profession. As the foremost membership organization for PR, communications and marketing professionals, PRSA can meet its members where many of us are through focused professional development, networking opportunities and supportive resources that help move those of us who are stuck out of apathy and into action.

For those of us in leadership roles, it’s essential to work alongside executives and HR teams to foster a culture that truly empowers PR professionals to thrive. 

By creating an environment with the structure, space and support to grow, we not only bolster individual success but also strengthen our profession. Addressing the cracks in the foundation of a discontented workforce isn’t optional. We cannot afford to lose top talent, especially when investing in our teams today is what will sustain and elevate our profession tomorrow.