The Rise of Gen Z in PR

By:ANgela Grund

Photo Courtesy of Pexels

While preceding generations still hold leadership roles, Gen Z students are quickly claiming their position in the landscape of public relations. With their expertise in social media, influencer culture, and viral marketing, they are reshaping how brands build trust and connect with audiences. 

Digital Fluency

Unlike the other generations, Gen Z was born and raised in a digital era. This gives Gen Z an advantage in digital communication and allows for a natural ability to tell stories on online platforms. Additionally, members of Gen Z have a better understanding of the nuances of various platforms like Instagram, TikTok, and X. They also have personal insight into what messages work for each platform and can optimize content, leveraging trends to develop effective campaigns. The comfort of Gen Z with technology and social media will allow for PR teams to be ahead of the game when developing content and allow posts to resonate better with audiences.

Authenticity and Transparency

In recent years, there has been a shift in what the public desires. Gen Z has shown an interest in authenticity and transparency from brands and content creators. In an age full of fake or over-polished messages, Gen Z has been drawn to more genuine messaging. This signals a potential shift in PR for brands to focus on owning up to mistakes rather than trying to cover them up, along with simple, honest communication. This is also reaching content creators, prompting influencers to more openly share when content is sponsored, boosting trust with these influencers and brands. Similarly, the growing trends in behind-the-scenes content allow audiences to connect with brands and influencers on a deeper emotional level. This could become a more prevalent PR tactic in the coming years as it can boost communication with the public during the development of various campaigns, so teams can adjust content based on the audience’s feedback and foster a more long-term relationship.

Collaborative and Diverse Mindset

Gen Z has been extremely expressive of social issues, working to be more inclusive and actively challenging social norms. This is visible through who Gen Z supports, which is important for PR practitioners to be mindful of. Gen Z is going to be more interested in working with brands that have similar values and ones that reflect their ethical beliefs. This not only encourages brands to align and uphold certain principles but also foster an environment of trust and brand loyalty for both employees and customers. The push for authenticity and diversity will work toward including a larger amount of representation in campaigns, while keeping teams aligned with real-world expectations and desires.

Conclusion

There is still much to be learned by PR practitioners who are experienced in various fields and industries. That said, room should still be made for Gen Z’s voice in PR. As Gen Z gradually enters the workforce, they will continue to transform it. While the question of AI’s role in the future of PR is uncertain, Gen Z provides a promising future with their drive for purpose and emphasis on building real connections with audiences. Their technical skills, cultural and global awareness, and aspiration to expand trust and engagement with audiences are encouraging a shift in the future of PR.