Navigating the PR industry when you have a child with special needs.

Navigating the PR industry when you have a child with special needs.

There are tonnes of articles about returning to work after maternity leave or navigating the workplace after a long absence. But little is written about returning to work after having a child with SEND or how to navigate the workplace when you have an extra layer of caring responsibilities at home.

I read a report from Working Families that found four in five (81%) of parents with SEND children say finding a job with the right working pattern is a significant barrier to staying in work. Sadly, this often puts parents -and specifically mothers- in an all or nothing scenario between working and caring.

My son Oscar was diagnosed with Autism and a rare genetic condition called Weidemann-Steiner Syndrome in 2020 when he was three. Despite this, work for me is an escapism. It’s something I’m sure many parents can relate to. It provides a sense of normality and a vital link to my identity before I became a mother. It allows me to problem solve, socialise and I’m able to put my experience into good use when looking at client briefs.  

However, it’s not all rosy. Having a child with special needs is challenging and it’s particularly hard in our industry as PR is notoriously fast paced, clients are demanding and the pressure to land coverage has never been more challenging.  Having a child with additional needs requires lots of disruption to the working week- regular hospital appointments, lots of meetings at school, endless paperwork and don’t even get me started about wraparound care!

Caring for a child with additional needs has also impacted my career decisions. During the school strikes earlier this year, I asked my (then) employer whether the SLT would send an agency wide email reminding all staff it was a national school strike day and for colleagues to be mindful of working parents. Sadly, my request was denied. The response: it was down to me to notify my team and not regarded as a company-wide issue. This struck a chord with me and at that point, I knew I had to move on and find an employer who was more supportive.

So what advice can I give to other working parents who might be navigating parenthood whilst on the SEND pathway or going through a change in circumstances with their child.

1.    Talk! Find someone senior in the organisation and tell them what’s going on. You may not need them to find a “solution”, but having someone senior who knows your situation at home is crucial. I’m lucky to have an incredibly supportive line manager and SLT team, and this really makes all the difference. If you’re comfortable, tell your team and colleagues. I’ve always been very transparent about my family set up and I never want any sympathy. I just want others to know.

2.    Establish what support looks like for you. For some people, it might be an additional flexibility so you can juggle the pick-up and drop off. For others, it might be working on an account-mix that has a more predictable rhythm of life where the clients won’t be emailing you around the clock. Work out what support will help you.

3.    Speak up and use your knowledge. We’re in a fortunate position to be guiding and counselling brands on a daily basis, so use this as your superpower. Your experience is valuable. If an idea is tokenistic or misses the mark, speak up! If DE&I hasn’t been considered in an activation, ask why. You have a unique experience and insight.

4.    As your child grows, their needs may change, so be primed to flex with them. You might be in a season where you need to take a step back and focus on things at home. You may need to redefine what ‘success’ looks like for you. Be prepared to make career choices that were never part of your “five-year plan”. Remember the bigger picture and your priorities.

5.    I’ve heard of organisations who offer paid ‘adjustment leave’ that applies to colleagues during periods of diagnosis or change in circumstances. This allows staff the headspace to put care arrangements in place. Simply knowing that these initiatives exist, might help navigate a discussion at work.

I hope this topic is part of a discussion that continues to evolve, and our industry becomes more supportive of parents with SEND children. In the long term, my wish is that the PR industry has a greater representation of neurodiverse leaders. In an ever-changing media landscape, we need radical, fresh thinkers who see the world differently, more than ever before.

Danielle Baird, Campaigns Director at 72.PLAY