Report examines challenges and aspirations of young PR professionals

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.