The ICCO Next-Gen PR Report 2023 -2024: Creativity Remains King
10/16/2024 • Profession news
The International Communications Consultancy Organisation's (ICCO) Next Gen Group has released an insightful report on the motivations, challenges, and aspirations of young PR professionals across seven regions globally.
ICCO’s Next Gen Group is a dynamic team of young PR practitioners dedicated to shaping the future of the industry and the Report offers critical insights into the evolving landscape of public relations and the strategic steps needed to empower the future leaders of this field.
The report highlights that while salary remains a top priority for 60% of respondents when considering job opportunities, factors such as career growth potential (49%), work-life balance (39%), and company culture (29%) also play significant roles in their decision-making process. This diverse set of motivations underscores the need for the PR industry to create environments that not only foster creativity but also offer meaningful impact and growth opportunities.
A standout finding is that 71% of young professionals identify growth and development as their key professional inspirations, challenging the stereotype that Gen Z seeks an easier path and revealing instead a generation eager to tackle professional challenges and advance in their careers.
Despite the positive drivers, the ICCO Next-Gen PR Report 2023 - 2024 also uncovers challenges, with two-thirds (64%) of respondents reporting a negative impact on their mental health and wellbeing due to their job in the past year. This statistic demands an urgent need for PR agencies to prioritize employee well-being and mental health support.
Looking ahead, the report showcases a workforce with a mixed sense of optimism about PR as a career path, with 68% of respondents planning to stay in the PR industry for the foreseeable future, yet only a quarter (28%) expressing a desire to make it their lifelong career.
In order to retain quality talent in the industry, the report uncovers key skills and areas for development that will shape the industry’s next era. Nearly half of the respondents (47%) emphasized the importance of mastering AI skills, reflecting the growing integration of technology in PR and the need to embrace technological advancements.