PR and chronic illness: The crisis we’re not addressing
Chronic illness is rarely part of the conversation in public relations — but it should be.
Erica Williams is founder of BoldVision PR.
According to the CDC, 129 million Americans have at least one major chronic illness.
Odds are, most PR teams have someone who is managing an illness.
I’m one of them.
I live with endometriosis, cerebral palsy and scoliosis. For years, I’ve juggled the demands of this industry while managing pain and fatigue. PR has evolved in many ways, but when it comes to accommodating individuals with chronic illnesses, it has remained stagnant.
To address this crisis, we need to confront the issue directly. First, we must acknowledge that there is a problem with our approach in this area.
In public relations, we often rely on symbolic gestures. For example, an all-hands meeting to discuss health experiences or an employee resource group focused on disability inclusion.
However, too often, the conversation ends there.
The efforts look good on paper, but they don’t change the systems that silence or sideline those of us with chronic illness.
They only placate when what we need is proactive support.
To truly assist individuals with chronic illnesses, go beyond just being an ally; actively advocate. Also, lead with curiosity instead of making assumptions. No two chronic illness experiences are the same, so treat people as individuals. Believe them, even when their pain is invisible.
Next, do not sideline them. Respect their limitations, but do not exclude them from major conversations.
They’ve already earned their seat at the table. Allow them to offer their input and be willing to have open conversations about their illness and what they need from you to thrive. Do not define their experiences for them. Just show up as an active listener who is willing to learn and accommodate their needs.
Furthermore, talk about chronic illness often. Not once. Not just during Disability Awareness Month. Build an environment where these conversations feel safe, not awkward. Where people don’t feel like they must earn compassion.
Offer care freely and consistently.
Chronic illness sufferers don’t need the red carpet; they need environments that aren’t another thing to recover from. If you want to embrace them, be an anchor that lifts them, not tears them down.
The PR industry promotes an “always on” culture that doesn’t prioritize illness.
Think about the woman experiencing a flare-up from endometriosis with media deadlines looming. Or the man battling sickle cell anemia who dreads being hospitalized too frequently because it might cost him his job. These professionals are showing up, but they shouldn’t have to suffer simultaneously.
The plight of illness sufferers should be taken seriously; instead, their needs are often neglected in favor of results, expectations and societal pressures that prioritize efficiency over compassion. This oversight can lead to profound emotional and physical consequences for those affected.
To mitigate this issue, we must be intentional in our day-to-day actions and how we shift the narrative surrounding chronic illness. That means asking more questions about how we can help directly, being mindful of language, allowing chronic illness sufferers to see people like them represented in high-level positions, and allowing them to set the tone of what support looks like on an individual basis.
Being flexible and mindful in our practices and communication styles is crucial to offering support that resonates.
Accommodating those with chronic illnesses requires action, not pity. It means asking better questions, adjusting practices, assessing biases, and honoring the voices of those affected.
Remember: it’s a marathon, not a one-off moment. Connecting with those who suffer from chronic illnesses requires intentionality that seeks to understand as well as frequent conversations that build bridges, not walls.
To support them, you must first follow their lead. You must also put yourself in their shoes.
