How working in PR has turned me into a better person (yes you read that right!)

Working in PR sometimes feels like a never ending learning curve. And in the best of ways. It's not just that you learn about new clients, their different propositions and - if you're lucky - how they're trying to challenge the status quo, but you also learn loads about how people work. In the best of worlds, you can channel those learnings into something much bigger than just your daily work of developing media strategies and pitching journos. In other words, I count myself incredibly lucky to get to learn so much about myself and others on a daily basis - below are three of many things working in PR has taught me, and how I believe they've turned me into a better person.

No idea is bullshit
This is obviously not true. Plenty of ideas are bullshit, and perhaps particularly in the VC drenched world of startups (AI-powered water bottles, anyone?). Nevertheless, in one of my first PR jobs our team had quarterly brainstorming sessions aptly named No Idea is Bullshit (or NIIBS). The point was for the entire growth team to come together and discuss different ways of cutting through the noise even though we had much smaller budgets than the corporate competition. If you walk in with a judgy mind, chances are you'll be pretty pessimistic about ideas that sound rubbish at first but might develop into something wonderfully fun, quirky and sales optimising. Over the past year I've been a one man PR team and I've had to do a lot of brainstorms on my own (a challenge if there ever was one!). If I hadn't been taught that NIIBS, chances are I would've beaten myself up for not coming up with great ideas in a split second. And this scales way beyond PR - you learn to be humble, think way outside the infamous box, and push ideas and conversations further, just to see where they might lead.

When the startup I worked for decided to give the competition a scrub and showered the City of London with bubbles

When the startup I worked for decided to give the competition a scrub and showered the City of London with bubbles

Kindness aka diplomacy is key
As a PR you try to please several different stakeholders at once - clients, clients' clients as well as owners, board members and/or investors, journos, readers, policy makers, and a whole bunch of other people. They often go hand in hand, but just as often there might be a clash of what the journo wants to write and what the client wants to be written. Your job as a PR is to bridge the two. That's not always an easy feat - and indeed, that's what makes the job so much fun - and to be able to navigate you need to master the skill of diplomacy. Diplomacy, in turn, is dependent on you being kind and a pleasant person to work with. If you fail to demonstrate an understanding of what's important to the stakeholder you're in conversation with, regardless of whether that's the journo or the client, you're likely to get nowhere. Working in PR forces you to carefully consider the (often much) bigger picture, something that's been hugely useful for me in my personal life as well.

Rejection leaves room for perfection
I'm a sensitive soul and when I was younger I struggled with rejection or any kind of criticism that wasn't obviously constructive and presented in a diplomatic manner. That sort of attitude or approach towards life does not go down very well in PR, where rejection is rampant. If you can't deal with rejection, you can't work in PR. Simple as. I was terrified the first - and the second and the tenth - time I had to do a sell-in over the phone, but every time a journalist rejected my pitch I was forced to ask why, and what I could do to improve the pitch or the story. Why? Because otherwise I wouldn't have been able to explain the rejection to my client, which in the worst case scenario could have resulted in me losing my job. Working in PR has forced me to stop taking things so personally, and rather start listening to what people are saying so that I can adapt accordingly, in my professional as well as my personal life.

Working in PR is sometimes hard, but I'm also fairly confident it's one of the most fun jobs out there. Not just because you get to shout great ideas from the rooftops, or because of the addictive hit of adrenaline when coverage goes live, but also because you learn so many new things constantly. It's one of the many reasons why I love my job, and also one of the reasons why I can't see myself venturing into another field. #PRlife 4 life.

Three things I did this week to help me get to where I want to go

End of summer in Sweden feels almost like the beginning of a new year - people come back from having been on leave for weeks on end, energised and ready to kick-start the autumn. There's a real sense of being given a fresh start in a way that can be compared to starting a new year at uni or starting a new job, simply because you've been away from the office for so long. Naturally, not all Swedish workers have been away from work, but the vast majority has. And with the beginning of new things, you adopt new habits - or at least you try. I set some new goals for myself for the autumn of 2017 while I was on holiday, and now that I'm back on track I try to set myself up for success.

Here are three things I've done this week to help me get where I want to go:

Bought an alarm clock
Simple but important - I anticipate extremely high ROI on this one. Since I got my first iPhone seven years ago, I've used my phone as an alarm. At first it was fine, because at first I wasn't addicted to more social media channels than I care to quote. As for now, I check my phone several times a night, and I've been known to reply to messages in my sleep (!). But then again I also sleep eat, which means that I wake up with food in my bed at least once a week - raw broccoli, chocolate, peanuts - you name it, I sleep eat it. Maybe I should just acknowledge that I'm a hyperactive person... Even while asleep. All jokes aside (and I'm not even joking), it's been a long time since I last remembered a dream and it's because the first thing that happens when I wake up is me seeing all the zillion notifications that have come through overnight. No more - phone is being switched off overnight, starting today. Analogue night life here I come.

Pencilled down a reading schedule
I should've figured this one out ages ago, but I guess I've been busy checking my phone. It was actually Neil, the founder of the Nordic tech site The Nordic Web, who inspired me to structure my reading - he posted this on Facebook a few months back, and since then I've written monthly (!) schedules of what I want to read on a weekly basis. A bit like it was at university, actually. It's worked remarkably well in that my reading becomes a lot more focused, and if I feel that a book is dragging on I simply move on as I've got more shit to read. I have some wild plans of writing a book, and even wilder plans of changing the world with a fellow brand strategist, but I also have a limited amount of time. If I'm even gonna try and give it a go, I need to become much more efficient in how I consume information. Reading schedules is a first step on the way.

Cancelled Netflix
I've gone through about a zillion lists of "shit worth watching on Netflix", and I'm done. I also have commitment issues, generally in life, but specifically when it comes to TV shows. In spite of that, I find myself watching the weirdest of stuff that brings no added value to my life what so ever. That ends today, because I've cancelled Netflix (!). I've spent no more than an hour every other day or so on Netflix, but unlike before I now have a reading schedule which would suffer if I didn't take action. I get bored quite easily and when I come back home from a day at the office it's easy to just drift off into the world of nothingsness (also known as Netflix), and it's just not very productive. It would've been wholly different if I thoroughly enjoyed watching stuff, but I don't, so it has to go.

Will these three things change my life? Maybe not, but I'm not looking for fundamental change. I'm looking for a more focused me. I want to write more, read more, think more. I'm excited to evaluate these small changes in a few months time to see what impact it's had, if any. Time will tell.

The new-ish me. Bouncing and all.

The new-ish me. Bouncing and all.

I went on three consecutive weeks of leave and this is what happened

It's now been almost a year since I relocated from London to Sweden, but it still feels pretty fresh. I reckon it's because I haven't yet gone through a full year of all seasons, festivals and other happenings that are bound to be different in Sweden from what they are in London. One such thing is annual leave - although I technically only have seven more days of annual leave in Sweden than I did in London (30 versus 23), most people in Sweden take about four consecutive weeks of leave during the summer. Yep, that's a full month's worth of leave in one single go. Last time I had that much time off in one go was before I started my first job, age 14. In other words, it's been 14 years since I last went more than one or two weeks without having any work to do. Committed to my newly found Swedishness, I decided to take a full three(!) consecutive weeks off work during July and August. Mind you, once I went on leave most of my colleagues, and indeed Sweden at large - or so it felt - had already been off and away from the office for about two weeks. In other words, I was already pretty relaxed as I went on holiday, as opposed to stressed out and on the verge of a breakdown as was often the case when I went on leave in London.

Nevertheless, having never done this before, I decided to look at how I was affected by being detached from work for so long. Here's what happened:


Three days and four books into my holiday

Three days and four books into my holiday

I went to Kos, Greece, with my sister and her two kids. Three days in I started getting a bit itchy and couldn't believe I was going to do basically nothing for three weeks. However, knowing that I had another three weeks of nothingness ahead allowed me to look back at the previous six months and actually spend a good amount of time thinking about my key learnings, drawn from achievements as well as fuck-ups, both in my professional and personal life. Going on leave for just a week doesn't really mean you get a fundamental break - it's just a blip in a longer time period, and chances are you'll also try to cram as much stuff as possible into that one week to "make the most of your holiday", meaning you'll have less time for reflection. I had none of that in Week 1 - in fact, I was borderline bored only a few days in.

This might explain why I'd towards the end of Week 1 already found enough peace to make a plan of what I hope to achieve and want to change in the coming autumn. We're all very good at making quarterly and annual plans for work, but most people don't seem to do the same for their personal lives - and I know I certainly didn't back when I was living in London, simply because I didn't have the emotional bandwidth that's needed for that sort of reflection.


Ten days in and all fun and games

Ten days in and all fun and games

I went to Lisbon with a group of nine friends and felt completely switched off from work. This was a pretty active holiday with loads of surfing, tennis and half marathon training, so there was a lot less time for reflection and reading than in week 1. We essentially spent a week just playing games and making afternoon cocktails, and it's some of the most fun I've had in a long time. I think we spoke about work once in an entire week - but we still had plenty of other conversations and activities going on, which forced me to remember who I am and what I like doing outside of work. This was the week when I was reminded of my love for heated debates, feminist literature and - who would've known - sports. I even signed up for tennis lessons in the autumn he he so we'll see how that goes.


18 days in and feeling somewhat clueless

18 days in and feeling somewhat clueless

In week 3 I was moving houses - very exciting, particularly considering that I moved into my first own (!) piece of real estate. I also started mentally preparing for going back to work by going to the hairdresser, getting my nails done, and essentially just removing any trace of me having lived in a pool for the past two weeks. I was getting seriously excited about going back to work - and then a prospective client got in touch and wanted to meet up for a coffee. There may or may not have been a nervous giggle from my end, and a brief thought as to whether I could still do my job after having been out of the loop for so long (two and a half weeks that is, but it felt like a lifetime). I went for the meeting, apparently remembered how to pitch a client, sealed the deal and went on to draft a first media strategy. The next day I had to go into the office for a strategy and planning day, which further pushed me to put my work hat on and remember what it is that I do, and why. I even started jumping up and down as we discussed the coming plans for the autumn hehe.

I'm amazed at how quickly I could switch off from work, and how quickly I could switch back on. Both processes made me slightly anxious before it had actually happened, but chances are that says more about me than it does switching on/off... Three weeks, or, as it were, two and a half, was just the right amount of leave for me. I know some people take five (!) and I'm sure it depends on whether you have kids or not (Swedish school holidays are never-ending - they go on for about ten weeks in the summer) but I reckon that would be way too much for me. But then again - who knows - maybe I'll learn to love it...

Self-help books and buying into the idea that The Universe Has My Back

I don't know whether there's been a shift in perception regarding self-help books, or whether we've all just come to the age where some of us realise that there's still loads to learn about who we are and how we think, but I definitely feel like self-help books are on the rise. I'd say there's still some stigma attached to self-help books, presumably stemming from the fact that reading such books indicates that you in some way need help. There's also an unquestionable feminist aspect to it - I doubt many people would raise an eyebrow at someone reading "Thinking Fast and Slow", one of the best-selling self-help books of recent times and written by Nobel laureate Daniel Kahneman, whereas self-help books written by women, for women tend to be frowned upon.

I recently finished reading one such book called The Universe Has Your Back, and I was so pleased when I got a substantial number of questions and enquiries when I posted about it on Instagram, thus inspiring this blog post. Slight disclaimer: TUHYB is probably one of the most cringy self-help books I've read - it includes quotes like "when we accept our role as the Universe's happy learner, life gets really groovy",  so you sort of get where I'm coming from. That said, though it's 25% cringe and American, it's 75% phenomenal.

Spiritual leader and life coach Gabby Bernstein positions love vis-a-vis fear and suggests that although we've been taught to lean towards fear, life can "get really groovy" (heh) if we learn how to instead choose love. Behind the soppy rhetoric you'll find different examples of how to face fear in order to choose love in different shapes and forms, regardless of whether that relates to work, relationships or, err, real estate (I think we can all relate to that one).

Below are some of my favourite quotes:

On work: "We buy into the belief that a meaningful life requires struggle (..) [but] when we commit to joy we increase our chances of success" - the first part of this really resonates with me, and I think it's deeply rooted in our society as part of the Protestant work ethic of discipline and frugality. This is something I believe we as a society will have to rethink quite fundamentally with the rise of automation, but that's probably another post in the making... Either way, it's a novel and modern idea that work should be "fun", and it goes against what most of us were taught as kids. And even now, people wear their busy-ness as a badge of honour to make sure other people know just how much and hard they work. Bernstein doesn't instruct the reader to work hard - she instructs the reader to seek out joy, thinking that once you enjoy what you do, working hard will be a side effect.

On judgement: "The ego cannot survive without judgement (..) we use judgement to avoid the feeling of our own inadequacy, insecurities, and lack of self-worth" I usually make a conscious effort to be open-minded and avoid judging others, often quite successfully. In spite of this, there are certain things I really struggle not judging. I probably wouldn't mind had it not been for the fact that 1. it's just not very nice, 2. once I get going, it's pretty draining and 3. it's just so damn unnecessary. Bernstein presents some interesting takes on why we judge certain things and not others, and linking it back to own insecurities seem to make sense. Accepting this removes focus from the judgement and thus the symptom, and instead goes to the root cause - highly uncomfortable, but necessary.

On obstacles"Obstacles are detours in the right direction" I feel really strongly about this, mainly because so many of what I've first experienced as huge obstacles have turned out to be blessings in disguise - or, as one religious friend said, "I don't even think it's that disguised"? Being made redundant twice in six months is one such example, finding myself in a destructive relationship that taught me loads about myself is another, and - quite frankly, and on a highly personal level - Brexit is a third. Whether it's true that obstacles are detours in the right direction or not, I've come to believe that it is as I have anecdotal evidence to back it up. I'm fairly convinced such a conviction sets off a self-fulfilling prophecy, where obstacles will make you look for any opportunities coming as a result - which can only be a good thing. If you believe that good things will come, you'll start looking for them.

TUHYB is not for cynical people on high horses. It speaks of assignments from the Universe (I reckon another word for the Universe could be God) and for the reader to surrender their hopes and dreams to the Universe - but unless you're a fundamentalist, it might challenge you to challenge yourself in how you perceive yourself and others.

Personally, it's the second ever self-help book I've re-read (the other one is Kahlil Gibran's The Prophet - not strictly a self-help book, but it's offered me more guidance in life than any other piece of literature). If you manage to see past the fluff, chances are you're in for a treat.

Three things I learnt from the crazy person that happens to be my mother

I've met my fair share of pretty special people, but my mother outdoes them all. She is, by far, the craziest person I've ever met. On a good day I can say it in an endearing way, but obviously, not all days are good. Because of some of the batshit crazy decisions she's made in her life, I didn't get to spend my childhood with her. In fact, I saw her very rarely, but that doesn't mean she hasn't had much of an impact - she certainly has. Good and bad, of course, as is always the case, though I'm working hard on letting go of the bad and embracing the good. Here's my top three list of good stuff she's taught me.

Don't fear the road less travelled
I grew up with very little sense of stability or direction of, well, anything. The same thing can be said for my mother, only for her, it lasted a lot, lot longer. Attending university had a disproportionate impact on my life in that I met people who offered guidance and advice, and I finally found some sort of path. My mum didn't. Instead, she very much created her own path, seemingly blindfolded, with most of the establishment rallying against her. I think it's her determination to try things out and create things for herself (even though they sometimes have been truly mental) that's allowed me to not bat an eyelid at the prospect of moving into a second-hand shop at the tender age of 18, or take a year out of uni to try the diplomatic life in Uganda, or do any of the things I've done that have first seemed a bit... odd.

If one door closes... obviously, just take the window
My mum's made some interesting career choices and regardless of what one wants to say about them, she's always stuck to her guns and found ways around pretty much everything. She is an entrepreneur at heart - perhaps albeit without realising it herself - and whenever she's encountered a problem (there were plenty, and often) she's simply found a way to make it work. Regardless of whether it's involved moving countries, striking up new, albeit somewhat suspicious, biz ventures, or, well, anything really, she's just managed to plough through the most bizarre scenarios, including having to build up her life from scratch, again and again. Her resilience is second to none and it's taught me that there's a zillion solutions to every problem, and if you can't find it, it's because you're not looking properly.

Work hard and be nice to people
She has a heart of gold and always aims to be nice to people. Her kindness extends to the point where she drove back the first car she ever stole to the parking space she first stole it from once it'd emptied on petrol. Haha. I know that's not funny, but it sort of is... I also remember vividly when a beggar came up to us when I was about 10, asking for money, and mum first said "no one gave me any money when I was homeless" (lol such a pragmatic), then immediately being hit with a wave of regret and ran after him with a tenner - even though she, at that point, had little money herself. I try to be kind, and I try to remember that everyone is fighting their own struggle, but I'm not doing half as well as my mother is. Although no one would blame her for being full of rage for all the shit life's thrown at her, she's really just incredibly generous with her kindness. I try to imitate that best I can.

As you can see below, she's also taught me that it's ok to wear sports bras as tops... Which might just be the biggest learning of them all.

1990: Mum and I at the tender age of 19 and 1, respectively.

1990: Mum and I at the tender age of 19 and 1, respectively.