PR pro Debbie Smith looks at the evidence as she considers whether the four day working week is a realistic goal. Could it give regional agencies an edge when it comes to recruitment?
We’re currently seeing conflicting reports about optimum working hours hit the headlines. On one side of the divide are companies who’ve successfully introduced a four day working week, and those who are trying (and in some cases failing) to implement unlimited holiday. On the other is the head of Chinese internet giant Alibaba advocating 12 hour days, six days a week for those who want to be successful. It’s apparently a well-known trend in China, where it’s known as 996 (i.e. working 9am-9pm, six days a week) and is common in the country’s rapidly growing tech industry.
Why is this relevant to PRs? Because our sector is at the forefront of the struggle to find the right balance between work and personal time – and that’s not the just the always-on culture where we check our work messages all the time, but actual working hours at our desk/laptop.
In November 2018 PR Week reported research showing that 27% of PRs are working overtime on a daily basis, more than double the proportion (12%) of the average British worker. Apparently the average UK PR practitioner will work two full days (15 hours) every month on top of their scheduled hours – 24 days’ unpaid work a year. And that includes freelancers – we’re joint second in the overtime stakes, alongside agency group account directors but not quite as bad as agency CEOs and owners. This is having a serious impact on staff well-being.
Fortunately, alternatives are now emerging in the agency world. I recently went to a talk by the head of a Gloucester PR agency who has introduced a four day working week without reducing pay. He says that as a result margins haven’t changed, while sick days have reduced (down 75% in the first six months) and staff are happier. He pointed out that Fridays were largely spent collating results and reports, and technology means this takes less time, so the day wasn’t very productive. As I remember the days when preparing a coverage book really did mean ‘cut and paste’ with scissors and glue instead of using apps like Coverage Book, and we had to look journalists up on paper lists such as PR Planner, I agree he makes a good point!
Dig a little deeper though and it’s not as clear cut. PR means deadlines, last minute journalist requests and the occasional client crisis. What if these happen on a Friday? The Gloucester agency uses WhatsApp groups for each client, which have enabled them to handle anything urgent, and the MD admits that he ‘feels the benefits less’ than his team. This of course means that, although you are free to do other things on a Friday, you can’t be far from your phone. And the MD is putting in extra hours – which no doubt the head of Alibaba would say was perfectly natural! The agency has also reduced actual holiday time by 20%, lunch hours to 45 minutes, and staff will work on the Friday in a week where there’s a bank holiday Monday. To use a cliché, there’s no such thing as a free lunch.
However, while this initiative has its pros and cons, I think it’s a welcome change and shows an agency prepared to move away from the culture of presenteeism which has been a big part of PR for many years. I’ve seen it in both London and regional agencies. There were the husband and wife owners who phoned the office from their holiday late on a Friday afternoon to make sure we were all still there – and we were, but the lack of trust didn’t exactly create strong loyalty. So when they got the time difference wrong and phoned at 4.15 rather than 5.15, we took the call and then promptly all went home! And the big London agency where you were expected to be at your desk well into the evening, when the head of department would then open a bottle of wine as a kind of reward, and where an application from an Orthodox Jewish candidate was rejected in part because they would need to be at home for Shabbat dinner by sundown on Friday, which in winter would be mid-afternoon (this would now be illegal).
As a freelancer, I’ve chose to step away from traditional working hours and inflexible holidays to achieve a work-life balance that suits me. This doesn’t mean I automatically work shorter hours, but I can aim for a balance that meets my financial, professional and personal needs. As Lianne pointed out in a previous post, good relationships with like-minded clients helps. For them, the benefits of working with an experienced freelancer outweigh the occasional absences and the emails sent late at night (although my tip is to draft them and save them, then press ‘go’ first thing in the morning!) And working as part of the Comms Crowd freelance collective means I can take holidays to remote places knowing that our clients will be well looked after. For example, a recent fracture meant I couldn’t make an overseas trip for a client, but a colleague stepped in and delivered great results.
We can’t all be freelancers, but I hope that discussions of four days weeks and the importance of a good work-life balance to mental health will make traditional agencies think hard about their inflexible approach. Perhaps it’s most applicable to regional agencies – as the Gloucester agency head points out, his margins are higher than those of a London agency, which no doubt was a factor in making his initiative work. This could be a smart move for other regional agencies, who often struggle to recruit staff, and the catalyst that finally moves PR from its stubbornly London-centric base. After all, the days when you needed to be in London to meet journalists face to face are long gone.
Most of all, I hope this empowers PRs to challenge traditional working practices. We’re a creative industry, so we need time to step back and recharge our batteries if we’re to deliver the best results.
It’s eight years since Sam Howard set up the freelance collective that is The Comms Crowd. This year she learned the real value of belonging to a team, and it doesn’t have a price tag…
Running a firm, however funky, is always a blur of highs and lows, and this year was even blurrier.
Highs: new team babies, client weddings, discovering a brilliant junior (yes Marcel – who knew there was more than one of you!), finding a prime pitcher, winning another ‘tech for good’ client and so doing some good ourselves, getting to work with some of my favourite PR people now holed up in-house and chucking some great projects our way, and even the odd trip to Belgium.
Lows: personal life was rubbish! When fate dealt her hand this year I almost folded.
But when I had to take a step back from work, the team stepped up and said, ‘Don’t worry, we’ve got this.’ And they had.
You’d be forgiven for thinking that freelancing encourages propagation of the self-centred gene. After all, every day you wake up and in theory you don’t know where the next pound is coming from, and even when you do you don’t know when you are going to actually get it.
But somehow, even though we are freelance and virtual so don’t even hang out in the same office every day, we are a true team. And we are there for each other – not just to cover high days and the holidays but when the kitchen floods, or the car breaks down, or we have one child freaking out, or two children screaming, or three of them fighting, or when we get sick, or our parents get sick, or our dogs get sick -and all in all we are just too distracted to work.
2019 is already shaping up to be a brighter year in so many ways, not least with the addition of our latest recruit, Dill a Mastador pup, a girl this time.
I have always been so proud of the Comms Crowd and what we have achieved but this year I am also thankful.
It’s widely acknowledged that going freelance enables you to spend more time with your family, but what about maternity leave how does that work? No safety net of paid maternity leave for us, so how do you manage? Fellow PR and proud mum of two, Lianne Robinson explains how she does it.
Before you swipe left, please be assured that this is not another blog about your right to claim statutory maternity pay when you have a baby like all the other ‘how to take maternity leave when you’re self-employed’ blogs! This, I hope, is helping to address the real fears of taking some time out when you’re a freelancer – will my clients find someone else? Will I have to start again?
When you start to tell people your baby news, their immediate reaction is to talk about how lucky you are to be getting maternity leave – people ask will you take a year off, or just nine months? But when you work for yourself the reality is that neither of those options are probably going to be possible.
When you decide to become a freelancer it takes a lot of hard work and determination to build up a client portfolio and secure a regular stream of work. It certainly doesn’t happen overnight. So when you find out your family is growing it’s impossible to comprehend the thought that you might just walk away from all of that.
Beyond that there are the financial difficulties. Going a year or even just a few months with no income is a very scary concept, especially when you are self-employed. For me, the thought of not having any money coming in would actually cause me more anxiety than working.
I’m realistic enough to know that when the baby comes along I will want to have some quality family time without the distraction of work. So I do plan to take it much easier, but not for long. One of my more time-consuming projects comes to an end just before my due date and I made the decision early on not to look for more work to fill that void until a few months down the line once I have established more of a routine.
As for my more regular retained gigs, I’m very lucky to work with some lovely clients who totally understand the situation and could not be more accommodating. One of the many reasons why I wanted to go freelance in the first place was to work for nice people and times like this are testament to that. If all goes well I will be back on line after two weeks – and no, I probably won’t be back up to full speed immediately and it’s likely I may be sending emails in the middle of the night but my clients respect that. They encourage me to take as much time as I need and they’ll be there waiting when I get back.
My worries about them finding someone else to look after their PR were soon dissolved when I realise that the relationship and rapport we have built up over the years means that they respect me as a person, as well as a professional and that’s why we work well together.
I’m also very lucky to be part of the Comms Crowd, a collective of like-minded freelance individuals. We work on clients as part of a team so when I disappear on my ‘mat-leave’, I know that our clients will still continue to get great results and opportunities as I leave them in the very safe and capable hands of my colleagues. That support is invaluable and it’s incredibly reassuring to know that I can take time off and focus on my family safe in the knowledge that the team are there to pick things up. As such we’ve also been able to do a gradual handover over the last few months which has also really taken the pressure off.
When I tell other friends and other expectant mothers that I plan to be back online after just a couple weeks they look at me with that discerning look and I know they are judging me. But that’s okay. You see one of the main reasons that I wanted to work for myself was to make sure that I can take my kids to school, be there for nativity plays and sports days and be able to look after them when they’re sick. So the very small sacrifices I might have to make now, will pay dividends in the long run.
When those disapproving friends are heading back into the City with an hour long commute each way after just 12 months, hands tied by a corporate environment that frowns on people leaving on time or taking time off for dependents, I will be at home still managing to build up my business and spend time with the family. I’m in the driving seat and there is nothing better!
Sam Howard writes:
Seven years ago when I gave up my ‘proper job’ running the PR division of a large London agency, the primary motivations were to get back to doing real PR, spend more time with my son and to finally, finally have a dog.
After serving a six month probation to prove I could hack freelance life, I ‘rescued’ Moby – a five month old Labrador cross (crossed with ‘something huge’ was all the charity could tell me). So that was it – no going back. Moby was my insurance policy to make sure I never took a proper job again!
In the early days it was fortuitous that my skills were not so much in demand, as Moby, it turned out, wasn’t sure he was best suited to being a PR hound. As vocations go I think his early preferences would have been to be the companion of a side-order chef, a WWE wrestler or a clown.
He was a turbo-charged Labrador. Owners of bull breeds would put their dogs on leads when they saw Moby tearing across the field in their direction. On an early foray, an experienced dog walker eyed him with reservation as he tussled a Rottweiler to the ground and chewed affectionately on its throat. “Hmm,” she said as we discussed potential heritage, “I’d say he’s part black lab part something awful.”
Whatever he was, he was not office material. He chewed my chair, my shoes and my arms when nothing else was available and only interrupted his endeavours to work out how to open the fridge door or to bay loudly like a Baskerville hound if he noticed I was on a conference call.
Eventually shamed into admitting we had the worst behaved dog in the park we registered for duplicate dog training classes in two boroughs as one class didn’t seem to be enough to quell his, er, enthusiasms. Thinking back I should have expensed this as ‘staff training’.
But in our own way life began to settle down into some sort of freelance fashion; mornings began with Moby pinning me down in my sheets and barking into my face. After breakfast, and Pilates in which he insisted in partaking, a very long walk and then lunch, Moby would finally concede to have a power nap while I got on with some work. On waking it was no rest for the busy with a full on training session, again with hindsight not sure who was training who given how many sausages we got through. Finally a few more hours of focused napping until Elliot came home and Moby could torment him for a few hours while I finished off. End of work was announced by my streaming The Archers as I pottered around the kitchen, and on hearing the theme tune Moby would be ecstatic and parade round the house for at least half an hour with a cushion in his mouth to celebrate the imminence of meal time.
By now Moby was enormous, he towered over proper Labradors, and with his domed head, golden eyes, heavy jowls, velvet ears, sleek coat and beautifully muscled physique, he was a real head turner, the office Romeo if you will. For he was, it turned out, a Labrador Mastiff cross. Here, in the UK that’s a happy accident but in the US it’s a deliberate combination and they are called Mastadors, a breed much prized for their impressive physical build and also their wonderful temperament.
We still had to wait a bit longer for the temperament…
But after a somewhat protracted adolescence, Moby was around two when the fog finally lifted, there he was, the most majestic, most level-headed, dignified dog, an absolute ambassador for the breed – he went from being the worst to the best behaved dog in the park.
And Moby excelled as an office hound, a perfect patient companion, and accordingly went on to receive employee of the month every month for the next five years. He was excellent on and off the lead, in cars, on trains and buses. And thanks to flexible working, he got to go to the seaside every month to dig in the dunes and paddle in the sea by day and lay by an open fire and dream of sheep while I worked in the evening. He regularly went to business meetings where the techie boys tried so hard to not lose their thread, and to uni lectures, where his Barrack Obama good looks and Bill Clinton charisma had the USC girls swooning in unison. He was even the inspiration for our brand identity – how many dogs can say that?
And in return Moby made sure that every working day was a pleasure: that Mondays were no biggie; that office politics were no more than an insistent stare if I had the temerity to sit down at the laptop before finding him a treat; and that in seven years, I never once knew the loneliness that others talk of when working from home.
So as my former agency colleagues continue to climb the corporate ladder and now have every right to look down on all they survey from truly impressive heights, I am jealous not at all – for they may have the power and the glory, but I had Moby, Moby the Mastador.
Sam Howard set up our virtual PR agency six years ago, and the business model is now gaining in popularity, so the demand for freelance comms proffesionals is out there. But just because you can freelance doesn’t mean you should. Here are her top tips for determining if you would be happy as a freelance PR:
Reasons to go Freelance: 1, 2, 3…
Because you want to – not because you don’t want to do something else
1) You actully want to freelance – sounds obvious but don’t do it just as the lesser of two evils or because you can’t find a ‘proper’ job, or because you think you will make way more money than you do now.
In my view, going freelance so you can hope to work every hour of every day to make loads of money is a guaranteed formula to make yourself utterly miserable.
OK so she does get out of bed for somewhat less then £10k, but Comms Crowd content writer Sandra Vogel, sets out her terms for keeping us all singing form the same song sheet…
Over the years I’ve freelanced for some of the biggest names in tech, for national newspapers, and for some of the best known technology web sites. I’ve also worked with lots of small companies, mostly but not all with a technology angle, with voluntary organisations, and with communications agencies.I’ve found good and bad clients across the spectrum. It’s not the size or sector that matters – it’s the approach and attitude of the client to using freelancers.
It’s seven years this month since Sam Howard walked away from the big West End PR agency to set up office in her dining room, buy a domain name, and a dog.
|You got you a seven-year itch goin’ on?|
In that time working life has evolved from lone PR, to freelance collaborator, to creating a collective and now to running our (cloud-based) PR agency that continues to grow at around 25% a year.
So what does the seventh year herald? Am I going to get itchy feet and chuck it all in to become a landscape gardener, a masseuse or apply for Bake-Off? Or should I consider taking a back seat and let the team take the strain?
PR Pro, Debbie Smith, on getting out there and expanding your work horizons.
It’s more than six years since I became an independent PR consultant, and I’ve enjoyed (almost) all of it. I’m still here and still working on interesting projects with great clients. We freelancers often swap advice but there’s one thing I haven’t seen much conversation around about and that’s the need to keep challenging yourself and venture outside your work ‘comfort zone’.
In this post PR Pro Lianne Robinson – looks at how freelancers can outsource the business of running a business.
Yesterday my website finally went live! Well ok, it’s a holding page but it’s a start. I actually bought my domain name two years ago when I decided to take the plunge into the freelance world. But the reality is that work gathered pace quite quickly (thank you Sam ;-)) and I have been so busy since then helping clients manage their PR and marketing that I haven’t had time to do my own. And while I’ve managed to get a home page up, the rest of the content will simply have to wait until I catch a breath!
For some the joy of freelance work is being able to get your head down, get on with it and then get out (thus being the first to the bar). But for others the isolation can be an issue, in this post our new fintech writer and researcher, David Black looks at measures you can take to replicate those ‘water cooler’ moments.
There are pros and cons of being a freelancer ranging from flexibility on the plus side to occasional periods of lack of work as a negative.