A Pause for PR Practitioners in Winter Solstice Time
By Lucy Luc
PR practitioners are some of the busiest people in any organization. On any given day, one client might need an influencer briefing by noon, another is waiting for a media monitoring report before their afternoon call, and a third wants an updated strategy that will boost engagement before the end of the week. Then, layered on top of all that, holiday event planning begins with invitations, logistics, schedules, content rollouts, deadlines and approvals.
It’s no wonder that, as the year winds down, many of us feel stretched between responsibilities and the desire to simply slow down. As we arrive at today’s Winter Solstice, the quietest and most introspective moment of the year, the themes of reflection in public relations take on a deeper resonance.
The Solstice marks the longest night and the first subtle return of light, a moment that invites us to pause, breathe, and acknowledge everything the past year has carried. Just as the season encourages the world to slow down, it is also an invitation for PR practitioners to reflect on the work they have done, the challenges they have navigated, and the growth they have achieved.
In Self-Reflection in Public Relations Leaders: A Study of its Practice and Value in Russia and North America, Bruce K. Berger, Ph.D., and Elina Erzikova, Ph.D., explore how thirty experienced communication leaders weave self-reflection into their daily lives. Their insights provide a meaningful guide for students, emerging professionals, and seasoned leaders who want to enter the new year with sharper clarity and stronger leadership.
Why self-reflection matters in PR
The study highlights a truth many PR professionals instinctively understand: the ability to reflect on one’s thoughts, actions, and motivations is a leadership necessity. PR leaders in both North America and Russia described self-reflection as something they relied on to make better decisions, to navigate conflicts more thoughtfully, and to maintain healthier relationships with coworkers, clients, and stakeholders.
They shared how reflection helped them stay grounded in emotionally charged situations, how it strengthened their ability to read the room during difficult conversations, and how it guided them through crisis communication moments that demanded both calm and clarity. The habit of reflection, even when used informally, gave them space to analyze their choices and adjust where necessary.
Yet practicing self-reflection is not always easy. Leaders in the study spoke candidly about the obstacles they faced — the pressure to constantly move on to the next task, the tendency to become overly self-critical, and the absence of built-in reflective practices within their workplaces. Despite these challenges, they continued to return to reflection because of the tangible benefits it brought to their work and their well-being.
What leaders shared: common ground and differences
While the study compared leaders across two cultural contexts, what stood out was how similar their experiences were. Leaders in both countries believed self-reflection grounded their judgment, improved their interpersonal communication, and helped them understand how their leadership style affected the people around them.
There were, however, subtle differences in how they approached the process. North American leaders tended to think about their decisions in terms of the broader team or organizational impact — a kind of “we-reflection” that considers how their actions influence others. Russian leaders, on the other hand, often focused more inwardly on their own actions and reasoning, a “me-reflection” that allowed them to examine their personal role in each situation.
Another difference emerged through mentorship. Many North American leaders credited mentors for shaping their reflective habits, while Russian leaders more often turned to theory, reading materials, and personal contemplation. Yet despite these variations, both groups agreed that without reflection, leadership loses its depth.
A meaningful approach: The six-step reflection process
To help practitioners build the habit of self-reflection, the researchers introduced a six-step strategic process that can naturally blend into daily life. The flow is simple and adaptable to any PR practitioner’s routine:
- Make intentional time. This can be during a walk, a quiet commute, or a pause at the end of the workday. Creating space allows the mind to shift from reacting to observing.
- Set the right mindset. Approach reflection with calmness, curiosity, and a willingness to explore without immediate judgment.
- Observe honestly. Look back at your day and notice what worked well, what didn’t feel right, and what emotional reactions arose. Balanced honesty is key, avoiding both self-criticism and defensiveness.
- Gather insights. As patterns or realizations emerge, take note of them. These small understandings often carry the seeds of meaningful change.
- Translate insights into action. Some leaders share their intentions with mentors or peers, while others write them down or internally commit to them. What matters is acting with intention and authenticity.
- Reflect on the outcome. Once actions are taken, revisit the impact. Over time, this cycle becomes less of a formal process and more of a natural way of moving through your personal and professional world.
Mentorship as a spark for reflection
The study also highlights the extraordinary role mentorship plays in fostering reflective habits. Many leaders described mentors who never simply gave them answers, but instead asked thoughtful questions — questions that encouraged them to examine their assumptions, consider alternative approaches, or reflect on the values guiding their decisions.
These mentors didn’t solve problems for them. Instead, they created space for deeper thinking. Questions like “What other approaches might work here?” or “How might others interpret your message?” became catalysts for clearer thinking, emotional growth, and stronger leadership. Whether formal or informal, mentorship became an anchor for self-reflection.
Stepping Into the New Year with Intention
As you settle into this reflective moment, you might explore questions that blend the spirit of the Winter Solstice with the realities of PR practice:
- What have you been holding onto that no longer aligns with the professional you are becoming?
- What lessons emerged during the more difficult moments of the year, especially those that required resilience, patience or adaptability?
- What light do you want to bring into your work as the new year approaches: creativity, clarity, confidence, compassion, or something else entirely?
- How can you honour your need for rest and renewal so you return to your role with a clearer mind and a steadier sense of direction?
- What meaningful intentions do you want to set for the year ahead that will guide your growth as a communicator and a leader?
These questions are more than seasonal reflections; they are tools that help PR practitioners deepen self-awareness, strengthen leadership, and reconnect with the purpose that makes this work meaningful. And on this Winter Solstice, there is no better moment to begin.
Lucy Luc is the current president of the Student Steering Committee and a CPRS Toronto ACE Award–winning student in her final year of Humber Polytechnic’s Bachelor of Public Relations program, where she is completing her thesis.