We spoke with former PR agency leader Lynda Williams about her new initiative - the WorkWell Academy, a coaching and training platform specifical ly for the PR industry. Through monthly MasterClas ses, bespoke workshops, and coaching sessions, Lynda helps teams and individual s improve productivi ty, mental fitness, and resilience , while equipping them with modern PR training to help both individual s and agencies thrive. What is the WorkWell System, and why did you set it up? At its core, it’s about equipping people with the tools they need to thrive - not just survive - in the demanding PR environmen t. It’s a unique coaching and training platform, designed to help teams and individual s improve productivi ty, build resilience , and prioritise mental health. In a 2024 PRCA report, 91 per cent of PR profession als reported experienci ng poor mental health, and a quarter are currently diagnosed with a mental health condition. Additional ly, 58 per cent cited an overwhelmi ng workload as the main reason for workplace stress. These statistics need to change and that’s what I’m trying to achieve. The WorkWell Academy is our flagship programme, a yearly membership designed to help PR agencies excel through layering modern PR training, mindset and well-being strategies to foster a balanced and productive workplace. Members have access to live monthly MasterClas ses as well as past workshops and downloadab le resources. In addition to the Academy, we offer bespoke coaching sessions and workshops, both in-person and online. The feedback so far has been fantastic, and it’s incredibly fulfilling to make a positive impact on an industry that left me burnt out more than once. What inspired you to set up the WorkWell System? Having worked in the PR industry for many years, I witnessed the relentless pace and constant demands that take a toll on teams. While PR can be incredibly rewarding, it often comes with high stress levels, long hours, and a culture of “always being on.” Over time, I saw this lead to burnout, disengagem ent, and talented individual s leaving the industry. I wanted to create a space where profession als could learn to manage these pressures effectivel y while still delivering great results. The Academy is unique in that it bridges the gap between profession al developmen t and personal well-being . When people feel supported and empowered, they’re not only happier - they perform better too. What makes the WorkWell Academy Yearly Membership unique? Unlike traditiona l PR training, well-being and mindset workshops that work in silos, my MasterClas ses layer everything together. Whether it’s an agency looking to boost team productivi ty or an individual struggling with impostor syndrome, we focus on actionable solutions. While many programmes focus solely on skill-buil ding, we ensure mental fitness is central to the conversati on. Who is the WorkWell Academy for, and what types of MasterClas ses do you offer? The WorkWell Academy is for all PR agency profession als who want to take their agency and work-life to the next level, without burning out. Our next MasterClas s is called Building Resilience in PR on Wednesday 26th March at 4pm SGT and covers strategies to handle stress, recover from setbacks, and stay focused under pressure. Attendees will understand their unique stress blueprint, learn how to channel pressure into peak performanc e, and develop concrete daily practices that stick. Other MasterClas s examples include: Mastering Client Management : Tools for building stronger relationsh ips, delivering consistent value and how to evolve into ‘trusted advisor’ status. Productivi ty Know-How: Aligning work with energy rhythms to manage time effectivel y. Overcoming Impostor Syndrome: Practical methods to challenge self-doubt and boost confidence to lead meetings, present new ideas and share issues. Prioritisi ng Mental Health: Simple, effective practices to foster a culture of openness and well-being . How does the WorkWell Academy address burnout? We focus on both prevention and recovery. For prevention , we teach profession als how to set boundaries , manage clients better, and optimise both their energy and time. For instance, we guide participan ts on structurin g work schedules around natural energy peaks and dips, which can drasticall y improve productivi ty and well-being . We also emphasise creating clear frameworks for managing client relationsh ips, helping teams avoid the “yes-man” mentality and feel more in control. For recovery, we help individual s recognise the signs of burnout early and take steps to recharge. Our goal is to create a culture where work and well-being are balanced, and burnout is seen as preventabl e - not inevitable . Can you share some top tips to help PR agencies thrive? I’ve just released a downloadab le eBook called ' 7 Ways For the PR World to THRIVE…Not Just Survive'. It’s packed with actionable insights, and it’s easy to follow and implement - perfect for agencies looking to make meaningful change. You can download it here. You can also follow us on Instagram, as we have lots of tips on there: @workwells ystem

Rob van Alphen, Managing Director of Polaris Digital, spoke with Telum Media, sharing his thoughts on the evolving PR landscape, particular ly honing in on the increasing role of AI. What do you see as the biggest AI trend for 2025? Contrary to many LinkedIn AI experts and 2025 trend reports, for me it’s not agentic AI. While there’s been interestin g progress and lots of talk about coming AGI (Artificia l General Intelligen ce) and major intelligen ce breakthrou ghs, AI agents can’t be seen in a vacuum and I can’t see organisati ons achieve the needed level of readiness anytime soon. Almost every step within an agent workflow will require human oversight, integratio n will be needed with legacy infrastruc ture, you’ll need the right (clean) data, etc. Even for relatively basic automation flows this is not an easy feat. There’s hype and then there’s reality. My 2025 trend is far more boring: I expect many more organisati ons to finally start to properly invest in AI upskilling and putting in place the necessary learning programs and governance for the wider workforce. This wasn’t the case in 2024, but rapid technology progress and growing fears of being left behind will be a powerful trigger. How do you envision the role of PR profession als to evolve in the next two to three years? I see two main roles: the Strategic Orchestrat or and the Ethical Compass. An increasing number of basic and repetitive tasks will be fully or mostly done with help of AI; think manual research, short- and long-form content creation, media monitoring and listening, simple data analysis and influencer identifica tion. As strategic orchestrat or, your time will be spent on much deeper business, market, and audience understand ing, relationsh ip building, holistic stakeholde r communicat ions, and better impact measuremen t. Meanwhile, as ethical compass, I hope to see PR and Comms teams get a proper seat at the table. They could become the conscience of AI, guiding its responsibl e and ethical use within the organisati on, helping protect its reputation and building trust. How can organisati ons balance the benefits of AI with its challenges and risks? I always say that 70 per cent of the work is about people and processes - it’s not about technology . You can have the best tools, but if your leadership team is not forefronti ng the change, if staff are not regularly trained, if you don’t have policies and processes to guide ethical usage, and if there’s no active knowledge sharing or collaborat ion, you won’t reap the benefits that long-term, sustained AI adoption can bring. A lot of this is about change management and culture. What future skills do you believe will be essential to thrive in an increasing ly AI-driven landscape? AI literacy will be vital, regardless of role and seniority. But - without sounding clichéd - we must double down on our inherently human strengths, such as empathy, curiosity, ethical decision-m aking, and critical thinking. Recent studies suggest the latter may diminish with heavy use of and reliance on AI. In a world where we’ll have an abundance of AI-generat ed content and a steep rise in misinforma tion, sharpening our critical lens will be crucial. Project and program management will also become increasing ly important. Broadly, I see two jobs for the future: those who adapt to new tools for their work, and those who can do work new tools cannot. For both, continuous learning and adaptabili ty will be crucial. Rob is Managing Director of Singapore- based digital and AI consultanc y, Polaris Digital. He has spent more than 15 years working in digital strategy and digital marketing roles in Europe and the Middle East, and before launching Polaris Digital, was Head of Strategy and Innovation at Sandpiper. Rob will be leading Telum’s upcoming workshop on February 20th, How to Effectivel y Integrate AI into Your Comms Workflow. Click here for more informatio n on the workshop and to reserve your spot.