We let the facts do the talking.

Procrastination – How to weapon use the world’s most feared attitude

Part 1: With great procrastination – comes with productivity

Let’s be frank. Each and every one of us, at one point or another in our lives, are guilty of procrastinating – to some degree.

And for those of you in the communications sector, be it PR or social media management, you know how dangerous it can get – the consequences and the impacts that linger on.

While procrastinators thrive in pressure-cooker environments, where time is an unheard commodity when deadlines approach and become more reasonable the scales tip in the favor of the ever-procrastinating monkey in your head.

If you’re a fellow procrastinator, however, we would like to let you in on our little secret: procrastinating, when done right, is a weapon like no other.

Procrastination, from a biological perspective, is a defense mechanism that your brain uses when it’s overburdened with work – and in the communications field that just so happens to be… well, all the time.

Akin to working out at the gym, if you overload a particular muscle group, not only will it be incredibly painful, it will in fact be detrimental to your progress.

So, what do you do when you’ve overworked a muscle at the gym? You swap it up with the next muscle group!

Let’s say you have a huge proposal coming up for a strategy for an incredibly lucrative client that your communications agency just landed. The client is extremely nit-picky and your PR team is crawling up and down the walls about every tiny detail in your would-be deck.

You’ve been sitting there for hours – and yet you’re stuck in the same thought bubble, not able to think ‘outside the box’ as you were told.

Guess what now? You need to procrastinate.

Get off the task, stretch your legs for a couple of minutes – or better yet, simply switch the task all together for an hour or two.

Yes, even if the deadline is incredibly tight.

When one finds themselves at a dead-end when driving, instead of ramming your car against the wall in hopes that you’ll get through, it’s sometimes more reasonable to take a longer route to get to the other side. Isn’t it?

In the end, had you gone ahead with the former, neither you nor the wall would have a very good time.

Procrastination is stopping to work all together to avoid a task at hand, whereas good procrastination is using the would-be wasted time to accomplish other tasks, or simply using the time to grow oneself in one way or another.

When in trouble, just remember – the ABMF rule:

Always. Be. Moving. Forward.

In next part of this blog, I will outline exactly what results could one expect once they successfully manage to wield this behemoth of a super-power.

Andrey Demiyanov is Business Development & Market Research Executive at Cicero & Bernay Communication Consultancy, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me