On June 21, yogis everywhere will mark International Yoga Day. As someone who has practiced yoga on and off for over 20 years, almost as long as I’ve practiced public relations, I was recently marveling at the similarities.
As I sat on my mat, struggling to calm my mind and focus on the practice at hand rather than my PR practice, I began to think about all the things the two disciplines have in common. Sure, at first glance, it may seem these two disparate areas of study are nothing alike, but over the course of my yoga class, I realized they are more alike than one might think.
Here are eight ways the two practices are alike. Why eight? In yoga, the number eight is significant, representing the eight limbs of yoga and symbolizing harmony and balance. Plus, it’s also this author’s favorite number.
- Balance is key
Anyone who’s tried one-legged yoga poses, such as Tree, Warrior III, or Dancer, knows that balance is paramount to holding the pose without toppling over. PR pros use their balancing skills every day; juggling brands if we’re in-house, or multiple clients if we’re at an agency.
- Alignment
This one is a given. Out of alignment in certain poses, we risk stumbling or falling, or even an injury. When out of alignment with our clients or team members, we risk poor communication, which can lead to mixed messaging and even account loss.
- As Known As (AKA)
For every yoga pose, there is a Sanskrit name and an English name. Garudasana is Eagle pose, Adho Mukha Svanasana is Downward Facing Dog, Halasana is translated as plow pose, and so on. PR people, too, have multiple roles we play daily: storytellers, pitching powerhouses, compelling copywriters, or counselors to CEO’s, just to name a few.
- Flexibility
The more flexible you are, the better you will be in both yoga and public relations. As PR pros, we must often pivot strategies, be prepared to adapt our story angles based on the current media landscape, and shift in our counseling to our stakeholders. The more rigid we are in yoga, the greater the risk of injury. The more rigid we are in PR, the better the chance for a campaign backfiring.
- Breath work and centering
As yogis, we are taught to practice our breathing (pranayama) in difficult poses to stay calm and focused. As PR leaders, we must stay calm and centered during a crisis and other challenging situations. I learned a long time ago that clients and co-workers mirror your reactions, often unconsciously. Remaining calm on the outside (even if it’s a different story inside!) sets the tone and is a good leadership quality.
- Connections are crucial
Yoga is all about the mind-body connection, but connections are paramount for PR pros as well. We have to create meaningful connections with our stakeholders, brands, consumers, and most importantly, the media.
- Practice is ongoing and evolving
As with anything, the more you practice something, the better you get at it. I can tell a change in my body if I’ve missed a week of yoga. Poses are harder to get into. My endurance in that hot studio is not the same. Conversely, if I practice yoga several times a week, I find myself able to go deeper into poses. Like yoga, if we, as PR practitioners, get out of the habit of writing, media pitching, or any of the many facets we handle as PR pros, it’s harder to get back into the groove. And, like with yoga, we have to keep refreshing our skills to grow into better PR practitioners.
- Intentionality is key
Often at the start of a yoga class, the teacher asks students to set a (silent) intention for the class. As PR practitioners, we should also be setting intentions at the beginning of every campaign, through using the RPIE process.
Whether you prefer a slow flow or a sweaty Vinyasa class, yoga is fluid and flowing — just like PR.
Amy Preske, APR, is the president and founder of Booze PR, specializing in brand building, public relations and strategic marketing for the distilled spirits industry. In 2026, Preske was named Communicator of the Year, Icons of Whisky, at the World Whiskies Awards, America, and also one of Bourbon Women’s “Women Who Shape Whiskey.” She is a past president and current secretary of the PRSA Thoroughbred Chapter in Lexington, Ky.
Photo credit: ThisDesign
