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Report examines challenges and aspirations of young PR professionals

By our African Marketing Confederation News Team | 2024

Career growth and development, mental health, work-life balance and earnings are all important to industry up-and-comers.

The International Communications Consultancy Organisation (ICCO), through its Next Gen Group, has released a report on the motivations, challenges and aspirations of young PR professionals across seven regions globally.

Image by Barkha Mishra from Pixabay

ICCO’s Next Gen Group is a team of young PR practitioners working to shape the future of the industry. 

 

The report highlights that while salary remains a top priority for 60% of respondents when considering job opportunities, factors such as career growth potential (49%), work-life balance (39%), and company culture (29%) also play significant roles in their decision-making process.  

 

“This diverse set of motivations underscores the need for the PR industry to create environments that not only foster creativity but also offer meaningful impact and growth opportunities,” the report states. 

 

More than 70% identify growth and development as key 

 

A standout finding is that 71% of young professionals identify growth and development as their key professional inspirations, challenging the stereotype that Gen Z seeks an easier path and revealing instead a generation eager to tackle professional challenges and advance in their careers. 

 

Despite the positive drivers, the ‘Next-Gen PR Report 2023-2024’ also uncovers challenges, with two-thirds (64%) of respondents reporting a negative impact on their mental health and well-being due to their job in the past year.  

 

This statistic demands an urgent need for PR agencies to prioritise employee well-being and mental health support, the ICCO believes. 

 

Looking ahead, the report showcases a workforce with a mixed sense of optimism about PR as a career path, with 68% of respondents planning to stay in the PR industry for the foreseeable future, yet only a quarter (28%) expressing a desire to make it their lifelong career. 

 

The report also uncovers key skills and areas for development that will shape the industry’s next era. Nearly half of the respondents (47%) emphasised the importance of mastering AI skills, reflecting the growing integration of technology in PR and the need to embrace technological advancements. 

 

You can find out more about the report here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.