Strategies to Combat Burnout in Higher Education Marketing and Communications Teams

To combat burnout in higher education marcomm teams, leaders should prioritize support, resources, and professional development while emphasizing the value of education.

Addressing Burnout in Campus Communicators

When I connect with colleagues working in higher education marketing and communications, I often hear a prevailing sense of endurance rather than excitement.

Many share feelings of exhaustion and being overwhelmed, with a growing number admitting to signs of burnout.

This trend is particularly alarming, given the well-being initiatives that many colleges and universities claim to champion.

It underscores a pressing issue: creative roles in public relations are increasingly linked to mental health struggles and burnout.

Looking back to my first role in higher education communications at Wake Forest University in 2011, I remember that the profession was considered a coveted career.

Although the field of marcomm in higher education has always involved challenges, the meaningful nature of the work typically outweighed concerns like lower salaries and occasional crises.

Today, however, the benefits that once drew people to this field, such as a sense of work-life balance and intellectual satisfaction, seem to have faded considerably.

The Toll on Higher Education Professionals

While we don’t have precise data on job satisfaction levels among marcomm professionals in higher education, a 2024 survey conducted by the TIAA Institute and CUPA-HR revealed some troubling news.

Approximately 20 percent of college and university staff are at risk of leaving their positions in the next couple of years.

Alarmingly, many of these individuals expressed that their current jobs are less appealing compared to opportunities outside academia.

A recent study from MuckRack found that half of public relations professionals considered quitting their jobs within the last year due to burnout.

Even more startling, 96 percent reported difficulties in unplugging from work after hours.

Furthermore, a 2023 survey by Sprout Social indicated that 42 percent of marketers planned to leave the social media field in the next two years, with burnout cited as a primary concern.

The relentless demands of life in higher education, particularly in residential environments, only intensify the pressures faced by marcomm professionals who are often expected to be “always on.” Challenges stemming from public skepticism about higher education, shifting political climates, and financial strains related to dwindling enrollments compound the difficulty of these roles.

Strategies for Empowerment

  • Refrain from Blaming Enrollment Issues on MarComm: Challenges regarding enrollment result from intricate factors, such as demographic changes, tuition hikes, political influences, and shifting student interests.

    Feedback consistently shows that laying blame on marcomm teams diminishes morale and heightens turnover rates.

  • Avoid Unrealistic Expectations for Output: Pressuring teams to deliver more without additional resources leads to burnout.

    Leaders must acknowledge the necessity of adequately allocating resources and prioritizing tasks to cultivate sustainable productivity.

  • Integrate MarComm Leadership into Senior Administration: While some institutions are beginning to implement this, many still place communication leaders under other departments, limiting their access to top administration.

    Direct interaction with senior leaders enables marcomm leaders to align messaging effectively with institutional objectives.

  • Involve MarComm Teams Early in Strategic Planning: Engaging communication teams from the outset enhances messaging coherence and strategy effectiveness, ultimately reducing the reactive workflows that contribute to a stressful work environment.
  • Prioritize Professional Development: Institutions should look beyond traditional conferences and consider diverse avenues for professional growth, such as peer mentorship and ongoing coaching.

    Investing in continuous coaching can provide lasting value that far exceeds the return from attending a single conference.

  • Communicate the Value of Higher Education: Many marcomm professionals are passionate about promoting education’s transformative power.

    However, they face mounting challenges due to dwindling public trust in higher education.

    Leaders must strive to articulate their institution’s societal relevance and counteract public concerns with clear and nuanced messaging.

The endurance and success of educational institutions are fundamentally anchored in the strength of their marcomm teams.

By reevaluating priorities, reinforcing leadership relationships, and committing to sustainable practices, leaders can equip their teams to tackle current challenges and seize future opportunities.

Katie Neal is a principal and CEO at Katie Neal Coaching & Consulting, bringing nearly 15 years of leadership experience in higher education marketing and communications.

As a certified executive coach and communications consultant, she empowers PR, marketing, and media professionals to achieve their organizational goals.

Previously, Katie held roles such as vice president of communications and marketing at TimelyCare and assistant vice president of news and communications at Wake Forest University.

Source: Insidehighered