Did you always know you wanted to work in PR? I didn’t. I ended up in PR accidentally, and learned on the job with a lot of support from colleagues.

A complete novice back then, it was they who explained what a DPS was, and how most of the stories I had been reading on my way into the office were placed there by PRs just like them.

I wouldn’t be here today if it wasn't for the generosity and patience of those who willingly shared their time and knowledge with me.

The fact is that without well supported and driven young talent, there wouldn’t be any seasoned, experienced, strategic PR practitioners at all.

Gen Z, which makes up around 30% of today’s workforce, has modernised the PR industry. This generation, born between 1997 and 2012, helped bring social storytelling mainstream. They are the first to adopt new tools and technologies, and bring much needed energy to this storied old industry.

These are some of the many reasons why we all have a role to play protecting and nurturing talent that’s entering the PR sector now — and those who are already honing their craft alongside us.

 Gen Z’s unprecedented challenges

It has always been true that fresh talent is the lifeblood of our industry. Yet the obstacles confronting this generation are unlike anything that came before.

• Remote working. The intensity and very tight deadlines in PR means that bonds are quickly established when working side-by-side. Learning happens by osmosis: next to senior veterans who’ve been there and done it. These opportunities to grow have diminished for young people who spend three to five days working from home. I recently spoke to an account executive who had never met their colleagues in person. I’m not advocating for a full-time return to office (Releasd is a hybrid working company), but it may take longer for Gen Z to mature into senior, seasoned leaders if they’re not working alongside their peers.

• Economic uncertainty. The world is fragile at the moment and that’s breeding caution across all industries. It’s a view reflected in the conversations I have with agency and in-house leaders. I’m sure you've seen the headlines about the dip in graduate and early careers roles. Data from Indeed revealed a 12% drop in the number of positions in 2025 compared to 2024 alone. It’s going to be increasingly challenging for junior talent to enter our industry if the number of graduate and early careers roles continues to diminish.

• Artificial Intelligence. PR leaders tell me that AI is being deployed to take over menial, repetitive tasks in their teams. And that it will never replace the senior, experienced consultancy they offer to clients or boards. But, as mentioned earlier, such expertise can only be earned through years of hard work. If AI is being used to replace lower level tasks, then it will inevitably be junior roles that suffer.

Supporting The PR League

Data from the CIPR revealed that 45% of the estimated 90,000 people who work in the UK PR industry are aged between 16 and 34. The PR industry simply can’t afford to lose or neglect such a large share of its future leaders.

That’s why, when PRmoment founder Ben Smith approached us to support The PR League, we jumped at the chance. It’s never been more important to identify and showcase the skills of young professionals in the industry.

Because ultimately, the future of PR won’t be shaped by technology or budgets alone - it’ll be shaped by the people entering the industry today. If we invest in them, listen to them, and give them space to thrive, the next chapter of our profession will be brighter than anything that came before.