I built a remote company to prove high-intensity work doesn't have to break people

• Carly Martinetti prioritizes mental health and work-life balance at the PR firm she cofounded.
• Her leadership approach stems from past struggles with anxiety and agency work culture.
• Martinetti said that remote work helps staff balance their personal needs with their jobs.

This as-told-to essay is based on a conversation with Carly Martinetti, 35, who is based in Boston. She is cofounder of Notably, a fully remote boutique PR firm. The following has been edited for brevity and clarity.

I used to have really bad panic disorder, to the point where I would have attacks multiple times a day. It's been about five years since that happened, but I don't even know how it was functioning back then, honestly. I was so ashamed. I felt like there was something wrong with me.

At my prior agencies, I don't feel that I would have been penalized per se, had I said something. But I also wouldn't have been comfortable enough because there was no one setting that example for me. That has carved out who I want to be as a leader.

Don't get me wrong, the work is very important. I want to do great work. I'm a type A; I need to do well, but I also want to be realistic that if you're struggling, that takes priority.

You can't do your best work if you are not doing well mentally or physically. My work, at times, had suffered because I wasn't honest with myself about needing to take some time off when I really should have. It would have been vastly improved had I just said, "Carly, there's nothing wrong with you. You've got a problem. You're working on it. Take a day, God forbid." It gave me clarity about not wanting others to go through that.

Churn 'em and burn 'em

There needs to be an emphasis on work-life balance. I make a big point that I've had issues with anxiety disorders. I want you to be able to come to me if you're having a stressful situation.

When you are working in a high-intensity industry like this one, you need to be on, but some days you're not. Setting that example is important to me — to be able to show that I'm not going to be mad if you need to take a mental health day, or step out for a little bit and lie down.

I don't know if that attracts a certain type of person, but all the people who work with me are open about things they're going through in their lives. It's helpful because then I can set the tone for the day in my mind. I'll tell people, "Hey, I know you have this big thing coming up personally, take the day off."

I'm not saying this to toot my own horn, but it does make a better agency environment, which is known for that churn-'em-and-burn-'em mentality.

A better way

When I was working at my last agency, before the pandemic, it was remote. That worked well for me. You can set it up so that you can be functional with a team across the country, collaborate appropriately, and get clients from wherever they may be. It felt like a no-brainer. I had worked in an office. I spent an hour plus of my day commuting. It felt like such a waste. So if there was a better way, why not take it?

We still travel, but quarterly, I would say. The vast majority of the time, we're on Zoom. We're also on Slack all the time, so I feel like I see people. We have that camaraderie. Getting together with colleagues, it's like we're continuing conversations versus, "I haven't seen you in forever. What's new?"

A shock to the system

When new people start, it's a shock to the system. I had one woman who came to me from a larger agency. She was so worried about not doing enough. She was telling me every move she was making. She was like, "This is how I had to be at my last agency." She was remote there, too.

I said, "I appreciate it, but I prefer to just see the work in progress. If you need me, come to me, but I don't need to know every move you're making just because we're virtual."

One person at our firm is a single mom with two young kids. She needs a little bit more time away from her desk to help them. That's a very anxiety-inducing thing. She knows we're fine with her having to run out or grab them at day care and do what she needs to.

"It's PR, not ER," is the saying we use.

Maybe you spend a little bit more time on a Friday getting something done than you would have had you not stepped out on a Thursday to do what you needed to do personally.

That give-and-take is evident. I've never had to talk to someone about taking too much time and then not doing what they needed to do for work.

Do you have a story to share about your career? Contact this reporter at tparadis@businessinsider.com.