Senior b2b PR pros are 'undervalued' and 'overworked'

Senior b2b PR and comms directors are caught between delivering on strategy and getting the day job done, which is leading them to feel "undervalued" and "overworked".

PRs need to get slicker, smarter and stronger to avoid stress at work, says report
PRs need to get slicker, smarter and stronger to avoid stress at work, says report

That is according to new research by the PRWeek UK Top 150-ranked Octopus Group.

The Breathless Business report, which surveyed 200 UK b2b PR and marketing directors, and 400 b2b buyers earlier this year, found that 77 per cent of comms execs are "stressed". A further 65 per cent admitted to being "more stressed" than at this point last year.

This is because they are caught between delivering on strategy and getting the day job done, but argue they do not have enough time to complete either task. 

This led 61 per cent to reveal they work beyond their contracted hours "on a regular basis".

Respondents also fear they will only find out about a disruptor in their industry "once the ground has shifted", with 63 per cent feeling under pressure from agile competitors.

The report says: "The key drivers of stress levels are a running conflict between what marketing and comms execs are doing and what they want to - or should - be doing, a pervading fear of competitors, and big concerns about in-house skill-sets and support."


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