The Future of PR: Exploring Four Generations in the Workforce

The Future of PR: Exploring Four Generations in the Workforce

In this special episode from the 2025 Kenneth Owler Smith Symposium, industry leaders dive into the forces reshaping public relations — AI, hybrid work, media changes, and polarization — and discuss how they impact the four generations working in PR today. Moderated by Zeno Group’s Global CEO, Barby K. Siegel, the panel address the importance of values, flexibility, and collaboration in navigating these challenges. The discussion was based on the USC Center for PR’s 2025 Global Communication Report: Mind The Gap.

The panelists address the integration of AI in work, emphasizing its role as a tool rather than a replacement for human creativity and critical thinking. The conversation covers the evolving media landscape, noting Gen Z's preference for digital media over traditional outlets. Panelists stress the significance of trust, authenticity, and authority in media, and the need for companies to balance culture in hybrid work environments. They also discuss the importance of soft skills, such as communication and networking, in fostering generational collaboration and effective PR practices.