South Africa, July 31 -- The relentless glorification of the "hustle" in public relations isn't a badge of honour; it's a ticking time bomb strapped to our industry's creativity and humanity. As the quote insightfully suggests, we urgently need to shift focus: prioritising mental well-being isn't pampering, it's the bedrock of exceptional PR where authenticity builds trust and well-being fuels the innovation we desperately need.

For too long, PR culture has fetishised burnout. All-nighters, overflowing inboxes, and the constant "always-on" mentality have been worn like medals. But let's be brutally honest: "Grind culture" in PR is like using a sledgehammer for brain surgery; it is destructive and utterly counterproductive. We celebrate s...