Muskaan Bhatia, senior account executive at The Mavericks: "Being Gen Z, my ideal PR leader is someone who’s truly people-first, and not just in what they say but in how they show up every day. Someone who genuinely invests in their team’s growth and wellbeing, and knows that when you take care of your people, everything else naturally follows.

"They would remind you pause and remember it's okay to not have all the answers. Someone who shares their own learnings, slip-ups, and awkward client moments. The kind that makes you feel less alone on the hard days and laughs a little on the good ones. And in a crisis, they bring perspective, not panic. The kind of person who says 'let’s fix it' instead of 'who did this' and genuinely invested in helping you grow.

"That’s the kind of leadership that makes people stay, not out of obligation, but because they feel seen, supported, and safe."

Eleni Jones, PR and communications assistant at TMPR: "As someone starting out in the industry, and still settling into an office job coming from a background in hospitality, I find I need support in managing my time, what tasks to prioritise, and the best practice in doing so.

"My ideal PR leader would be a supportive role in the office who I can rely on to have my back, always checks in, and takes an interest in what could be going on my personal life. Our personal lives at the end of the day are our everyday lives, it’s only natural that it slips into daily behaviours that could impact how we feel and perform at work. An understanding and accommodation of this is important today.

"They would provide feedback and tips in a helpful and kind manner and remind me that while mistakes happen, they the end of the world. 

"We work in PR not A&E."

Elisabeth Borski, junior consultant PR and media relations at Laika Communications: "When I think about my ideal PR leader, I find it difficult to imagine one person that embodies every admirable quality I needed.

"PR is such a broad and multifaceted field, in which success requires a wide range of skills. But, three core qualities are respect, openness, and empathy. I believe these are the baseline for building trust and effective communication.

"It’s not about having one perfect leader, but rather having access to a range of leaders I can turn to depending on the advice, input, or support I need in a given moment. That’s exactly what I value most about working at Laika Communications. 

"The diversity within our team means each of our senior colleagues brings something unique to the table. Some excel in planning and structure, while others help me stay grounded and confident when things get challenging. I always know who to turn to, and that kind of balance and support is something I deeply appreciate."

Ellissa Brazel, PR senior account executive at McCann Manchester: “My ideal leader is fairly simple in my eyes, though they might not be everyone’s cup of tea. It’s someone who shows up ready to get the job done, leads by example, and genuinely wants to see you succeed. They encourage you to try new things and trust you to learn on your own.

“I admire a leader who’ll jump into the trenches with you — and if they can’t, they’ll still make sure you feel supported. Personally, I value someone who isn’t overly corporate, who shows their personality and quirks, and who I can be myself around. They’re always up for a chat and a bit of banter, but you never doubt their capability — they consistently step up to the plate.

“No need to be perfect, I value kind heartedness, honesty and strong work ethic —and really, what more do you need?

“It might sound too good to be true, but I am incredibly grateful to be led by my amazing line manager, and McCann’s PR senior account manager Cody Willoughby, who is all these things and much more.

“It’s an absolute dream working with Cody — she’s the definition of leading by example. She’s always there to listen and support, all while smashing it with our clients. There’s no one I’d rather be in the trenches with.”

Katherine Skidmore, PR account executive and junior content writer at Fox Agency: “My ideal PR leader would be someone who is genuinely open about not having all the answers. Especially now, when AI and LLMs changing how we communicate faster than anyone can define the rules. I think the best leaders are the ones who say, “we’re figuring this our together”, rather than pretending to already have it all down pat. This kind of openness builds trust and makes it easier for teams to experiment and learn without fear.

“They’d also be transparent with clients when it comes to these AI solutions. Not selling quick fixes or miracle results but guiding them through what is actually possible today while keeping an eye on what’s still developing.

“And beyond the tech and tactics, my ideal PR leader would bring a sense of curiosity, calm, and humour to all of this change. They would be someone who can balance transparency with optimism and encourage creativity. The kind of leader who can admit when something didn’t land, share what they learned, and remind us that PR (and AI) are both, at their heart, still very human.”