Deadlines are a reality of life for people who work in media relations and social media marketing. Edward Young called procrastination the “thief of time” back in the 18th century. More recently, self-proclaimed master procrastinator and writer Tim Urban did a TED talk in which he compared his procrastination impulses to an instant gratification monkey who was constantly in battle with something he called “the panic monster” caused by the deadlines he faced.
We all do it, but there are at least four issues around which we really cannot procrastinate.
- Your timely idea –In our world of media relations, the link between your client and a timely story in the news with the potential to engage your audience is only relevant if you take advantage of it. Now.
- Your health – Medical tests are rarely pleasant and often require time that most people don’t have. Yet a test like a mammogram or a colonoscopy can be the difference between a speed bump and the end of the road.
- Your wishes – Making your end of life care wishes known is the best way to ensure they will be respected, while also giving those close to you the peace of mind of knowing that they can make the decisions you would want. The Conversation Project has found that while 90 percent of people think talking about end-of-life care with loved ones is important, only 27 percent have done so.
- Your voice – It’s easy to complain when you read a politician’s controversial statement or learn about a new law you don’t agree with. But as companies committed to corporate social responsibility are proving, doing something about it requires more than indignation, it takes action. Even after a presidential campaign that dominated the news cycle for more than a year, only about 58 percent of voters cast ballots in 2016. Cast a vote, attend a protest, volunteer for a cause and make your voice heard.
How do we break the cycle?
- Just start – People say the longest journey begins with a single step. Each step you take brings you one step further away from the self-imposed exile of delay and closer to the promised land and the boost you get from being done.
- Expect setbacks – Don’t beat yourself up if it takes too long, your first attempt isn’t working or you don’t complete it as fast as you would like. Time spent berating yourself could better be spent making another attempt.
- Find the cause – Ask yourself why you are procrastinating. In an article, Dr. Neil Fiore at Cal Poly, explained that people procrastinate because the task is difficult, it’s time consuming, they lack the knowledge to do it, and they have a fear of failure. Other, more complex reasons can include perfectionism, anger, low tolerance for frustration and low self esteem, he wrote. Understanding why you procrastinate is the first step to solving the problem.
In the infamous words of Nike, Just Do It. Both your life and the world around you will improve as a result.
