fbpx

Making a hybrid work model work for today’s communications agency

by | Oct 8, 2024 | Public Relations

Let’s face it: today’s workplace is unrecognizable from the workplace of five years ago. One of the biggest difficulties leaders face is finding the right balance when it comes to remote vs. in-office work time. Due to changing work habits (and those made a necessity during COVID) and emerging technology, hybrid models have gained significant traction, blending both to create a flexible approach that meets the diverse needs of modern employees and employers. But hybrid work can come in many forms; how can today’s agency leaders construct a blend that works for employees, clients and the agency as a whole? 

As many of us learned during and immediately following the pandemic, the flexibility to work from anywhere doesn’t just include working from home

We found ourselves working from local coffee shops, on public transportation, a getaway rental property or anywhere else with a cell signal and a somewhat quiet corner. What was surprising, however, is that many PR professionals found this flexibility to be exactly what they needed and have grown accustomed to working outside of the in-office, 9 to 5 business model. But with offices open again and the health risks mostly mitigated, what has remained in vogue today is the ability to manage work schedules to achieve greater work-life balance, reducing burnout and increasing overall job satisfaction. 

In fact, we have found that working remotely can even minimize the distractions of the office

Deep work tasks such as developing communication strategies and conducting research require a level of attention and concentration that is often more difficult to attain in a bustling office. Alternate environments often provide the quiet and focused setting best suited for these activities, which boosts productivity

Another benefit of hybrid work is the ability for agencies to tap into a talent pool well beyond the company’s physical footprint. When employees can work from anywhere, organizations can hire the best talent regardless of location and clients benefit from a geographically diverse account team. This diversity can bring fresh perspectives and creative ideas to campaigns, enhancing their impact and effectiveness. 

Finally, the need for large office spaces for many is a thing of the past, and those agencies can downsize and realize significant cost savings without cutting staff

At Evins, we work on a rotating schedule, with specific divisions and employees working in the office on designated days, leading to in-person collaboration and culture-building among employees without the need for dedicated space for our entire team in the office on a daily basis. With lower rent and utility costs, companies can free up resources better used for employee development. Plus, employees will save on commuting costs and time, which can improve their overall financial and personal well-being. 

Of course, the hybrid work model is not without its challenges. The absence of everyday in-person collaboration may lead to more frequent misunderstandings or misinterpretations. Hybrid work can also dilute the sense of community and belonging that is often cultivated through in-person interactions. Ensuring that all employees have access to reliable internet connections and necessary technology is essential, as is protecting sensitive client information and maintaining data security in remote work environments. Finally, it is essential to find a balance between work and life while also keeping track of employee productivity and keeping staff accountable.  

To be successful with a hybrid work model, agencies must adopt a strategic approach that leverages the benefits while mitigating the challenges. Some helpful areas of focus include: 

  • Culture: A schedule of virtual and in-person meetings, brainstorming sessions, and team-building activities will go a long way in maintaining strong communication and collaboration, and fun group events, social activities and civil participation should be incorporated as well. These engagement moments, as well as the ability to determine flexible work schedules that best meet life’s demands, will lead to an inspired culture of trust. It is also important to revisit and refine your company values, mission and vision in the post-pandemic environment to promote a unified team, which is something that we recently revisited at Evins.  
  • Clarity: Guidelines and expectations for work hours, communication protocols, and performance metrics must be easy to access and crystal clear for all employees.  
  • Technology: Provide and empower employees through necessary digital tools and prioritize IT support for your agency team during both remote and in-person work.  
  • Security: Implement stringent data security measures and provide training to employees on best practices for protecting sensitive information. 
  • Work-Life Balance: Encourage employees to set boundaries, take breaks, and during non-working hours, disconnect to prevent burnout. Teams should be empowered to use their flexibility to work in a way that works best for them – provided their managers and teammates understand their preferred ways of working.  

The hybrid work model presents wonderful opportunities for many industries that were previously impossible, and the benefits and challenges are still being uncovered and understood. For the public relations industry especially, it represents a fundamental shift in how work is organized and completed.

Embracing these changes allows agencies to improve productivity, enhance well-being, access a broader talent pool and establish more resilient organizations. By embracing these benefits and proactively addressing the challenges, agencies can better meet the needs of their teams and their clients.

Jacqueline Long
Jacqueline Long is President of Evins

RECENT ARTICLES