These changes are evident, yet we each react to them differently, depending upon our education, experience and age. In a dynamic profession like PR, there are no instruction manuals to tell us what to do. Every generation approaches their work differently — with unique perspectives and tools. Generational differences propel us forward. New ideas come from new people.
That is why we approached this year’s research through a different lens. In the 2025 report, we present a macro view of the changes impacting the overall industry. Then, we break the data down into four age groups to discover how current and future leaders view the powerful trends shaping our profession.
During January 2025, more than 1,000 PR professionals participated in this study, across the four generations currently working or planning to work in Public Relations — Gen Z, Millennials, Gen X and Baby Boomers. They are from every level of seniority, in both agencies and in-house. Half are from the U.S.
The results reflect definite similarities and distinct differences of opinion between those who are well-established in their careers and those just starting out. Some findings are expected, others are surprising. No matter your age group, if you want to be part of PR’s future, be careful not to stand in its way.
In other words, MIND THE GAP.
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