The International Communications Consultancy Organisation (ICCO) Next Gen Group’s 2023-2024 report has spotlighted a generational divide in the public relations industry, with 68% of young professionals intending to remain in the field, but only 28% seeing it as their lifelong career. The report emphasizes the need for PR firms to evolve, focusing on AI skill development and mental health support to retain top talent.

Nearly half of respondents (47%) highlighted the importance of mastering AI skills as technology becomes more integral to PR, while 64% reported negative effects on mental well-being due to work pressures over the past year. This calls for agencies to prioritize mental health alongside career development to maintain a motivated workforce.

Grzegorz Szczepański, ICCO President, stated, “Young professionals are looking for environments that support not only their career growth but also their well-being and creativity. The report signals a shift in expectations, and the industry must adapt.”

The study also revealed a contrast in priorities between younger PR professionals and agency leaders, with younger employees placing greater emphasis on creativity and crisis management, while senior leaders focused on strategy and purpose-driven work.

Morten Vester Haldrup, from the ICCO Next Gen Group, noted, that they  must bridge the gap between generations to ensure the industry remains vibrant and attractive, adding that AI and technology are crucial, but human factors like mental health and purpose must also be addressed.

The ICCO Next Gen Group brings together young PR professionals from around the world to explore the challenges and opportunities shaping the future of public relations.