I originally published this article on Giving Tuesday, celebrating the official launch of the season of giving. Immediately after, Omnicom announced sweeping cuts, including 4,000 layoffs as part of the IPG takeover as outlined in this Adweek article: “How Omnicom Stole Christmas Week And Nixed Other Perks From IPG’s Benefits Package.” This industry disruption hits PR and advertising professionals hard, people I know, respect, and have worked alongside now face uncertainty or unemployment.
So I’m repurposing my original message in hopes of helping those impacted identify easy action items and steps to move forward with purpose and hope. Whether you’re searching for your first opportunity, navigating uncertainty in your current role, or simply looking to strengthen your professional foundation, follow my guidance to pursue strategic volunteering as a path forward.
For job seekers: Transform uncertainty into action
If you’re facing job loss or struggling in your search, then know that volunteering isn’t just about filling time. It’s about maintaining momentum, building confidence and creating concrete proof of your value. Even a few hours a week can:
- Keep your skills sharp and current. Apply your expertise in real scenarios rather than letting capabilities go stale.
- Fill employment gaps meaningfully. Show prospective employers you remained professionally active and committed.
- Expand your network authentically. Meet board members, executives and community leaders in low-pressure environments.
- Generate portfolio-worthy work. Create campaigns, content and strategies you can highlight.
- Secure fresh references. Build relationships with people who can speak to your recent contributions.
- Discover unexpected opportunities. Research shows 70-85% of positions are filled through networking and referrals rather than oversaturated LinkedIn Easy Apply listings.
For those currently employed: Build your safety net now
If you’re still employed but feeling the industry’s instability, then now is the time to invest in your professional resilience and do good for those in need. Volunteering allows you to:
- Diversify your professional identity. Develop skills outside your current role that make you more adaptable.
- Strengthen your network proactively. Build relationships before you need them.
- Explore potential career pivots. Test new industries or roles with low stakes.
- Enhance your visibility. Raise your profile in your community and industry.
- Create a track record of leadership. Demonstrate initiative and strategic thinking beyond your job description.
- Gain perspective through service. Helping others refocuses your energy and reminds you of your value beyond your job title.
Find the right fit
Choose organizations that align with your values and can genuinely benefit from what you offer:
- Nonprofits and advocacy groups
- Schools and educational institutions
- Professional associations and industry trade groups
- Chambers of commerce
- Convention and visitors’ bureaus
- Healthcare institutions
- Economic development centers
- Faith-based organizations
- Youth programs and sports teams
- Municipal offices and civic organizations
Don’t wait to be assigned; create your role
Review an organization’s volunteer policies. Identify their needs. Then propose how your skills can address them. For PR, marketing and communications professionals, consider:
- Transforming their social media presence and strategy
- Designing newsletters, annual reports, or collateral materials
- Leading fundraising campaigns or donor communications
- Planning and promoting events
- Developing comprehensive media relations strategies and editorial calendars
- Creating case studies, testimonials, or white papers
- Updating websites and content plans
- Mentoring staff or program participants
- Launching marketing or PR initiatives
- Writing a brand template or a PR toolkit
- Establishing AI policies and usage guidelines
- Hosting tutorials or webinars
- Identifying industry partners and sponsors
Set clear, strategic goals
Approach this with intention. Ask yourself:
- What skills do I want to develop or demonstrate?
- What type of organization or cause matters to me?
- How much time can I realistically commit?
- What do I hope to gain professionally?
- How will I document and highlight this work?
Take action today
- Identify three organizations that align with your interests and could use your skills.
- Research their needs by reviewing their website, social media and recent communications.
- Craft a brief, one-page proposal outlining how you can help.
- Reach out directly to their volunteer coordinator or executive director.
- Document everything as you go: Save examples, track accomplishments, note relationships built.
Keep perspective
Your career is not defined by a single job or even a single industry. Your skills (strategic thinking, storytelling, relationship building, problem-solving) are transferable and valuable. This moment of disruption, as difficult as it is, can become a catalyst for discovering new paths you hadn’t considered.
Pay it forward
When you land on your feet (and you will), remember this moment. Continue giving your time, expertise, and eventually financial support to causes that matter. The organizations that helped you grow deserve your ongoing commitment, and you’ll find that giving back becomes a part of who you are and sets an example to those around you.
Your next step
Don’t let this season of uncertainty overwhelm you. Perspective and action are great cures for discouragement. Click here to find volunteer opportunities in your area or reach out directly to community organizations you admire. Make a commitment that extends throughout this season and beyond.
In giving your time and talents, you’ll gain clarity, connection and renewed confidence in your path forward.
Cheers to resilience, purpose and a meaningful season ahead.
Lorra Brown has more than 30 years of experience in public relations, marketing and higher education. A former senior agency executive with Ogilvy and Weber Shandwick, she teaches advertising and public relations at the University of North Carolina’s Hussman School of Journalism and Media, where she directs online Master of Arts in Digital Communication graduate certificates. She is a frequent contributor to PRSA’s Strategies & Tactics and PRSay.
Illustration: luxeshutter24
