Dealing with ‘Information Overload’ as PR Pros

July 11th, 2012 -

The ability to process an enormous amount of information has become essential in many industries, and PR is no exception. Constantly monitoring the media and staying on top of industry trends – all while doing our day-to-day jobs as communications professionals – keeps us very busy. So how can we put aside this ‘information overload’ and find time to get inspired, be creative, and see the big picture?

In a post for the Council of Public Relations Firms, Matt Shaw gathered some insight from PR industry pros:

“I block out at least one afternoon per week on my calendar to put toward ‘think time’ for my clients or the firm,” said Lisa Zone, Senior Vice President at Dix & Eaton. “While scheduling conflicts certainly come up, I’ve found putting a block of time on my calendar is the only way to ensure I can take time to be creative, think through issues or process ‘what’s next.’ When feasible, I may even pack up and head to a nearby coffee shop to avoid distractions or perhaps be inspired by different surroundings.”

While scheduling specific time to escape from our Twitter accounts, RSS feeds and news alerts is important, it’s also not a bad idea to think carefully about what information we choose to hone in on (and when.)

“I’m not looking for more time to understand what’s going on day-to-day,” said Jeff Mascott, Managing Partner at Adfero Group. “In fact, I think there’s a danger in following media so closely that you lose the forest for the trees. It’s why I try to focus on broader, long-term trends and big picture subjects, rather than daily developments that can just get you trapped in the weeds.”

What strategies do you employ to cope with ‘information overload?’ Tell us in the comments!

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