A quick Linkedin poll of my connections in the PR sector recently revealed that the majority either think it’s a good place for working parents (30%) or that it’s a mixed picture (50%). Only 20% said it wasn’t a good place. So far, that’s pretty good. Or is it?

First off, let’s give credit where it’s due. Many agencies make a point of supporting working parents — and we have come a long way in recent years with flexible hours, remote work and paid parental leave — which makes an incalculable difference to families.

But, the fact only 30% of poll respondents said the PR industry was a good place for parents is telling. Anyone who asks around will know there are plenty of horror stories about agencies that still have a long way to go. Despite the rhetoric around flexibility and diversity, many firms continue to offer only superficial solutions that fail to address the real challenges parents face, rather than implementing policies and processes that actually make a difference.

Let’s be realistic: there are obvious challenges for agencies. For example, flexible working isn’t always possible, because we are working to a greater or lesser degree with the news cycle. Meanwhile, smaller agencies, which make up a large chunk of the PR industry ecosystem, have less resources and know-how to devote to planning and implementing parent-friendly policies.

But these challenges are not insurmountable, and most PR organisations can do more for working parents.

This matters because the organisational and financial benefits of supporting working parents are clear. With 84% of the population becoming a parent at some point in their lives, providing support to parents to do their jobs better should be an organisational no-brainer. Working in PR often means navigating the fast-paced, high-pressure demands of a dynamic industry, but it's also a field that thrives on creativity, collaboration, and diverse perspectives. The way we, as an industry, support the diverse needs of our employees directly impacts our success — not just in terms of retention or productivity, but in the richness of ideas and perspectives we bring to the table.

So what are the priorities? Of course flexible working policies, paid parental leave, and mentoring for those who return from extended leave are key, but there are plenty of other things employers can do to make parent employees feel supported: for example, staying in touch during parental leave, and being patient when employees have to work around sick children, or navigate school holidays. The Careers After Babies report also offers more constructive advice on supporting parent employees.

As someone who has experienced firsthand the benefits of a company that truly supports working parents, I can confidently say that these policies are not just about convenience — they make a real difference. The flexibility, understanding, and culture of inclusivity we have in my organisation don’t just help us balance our work and home lives — they empower us to succeed in both. It's clear that when companies invest in their employees’ family lives, they foster loyalty, creativity, and long-term success. I’m proud to work for a firm that not only talks about supporting parents but actively puts these values into practice, setting an example for the PR industry as a whole.