Attracting, managing, and developing the next generation of public relations leaders has emerged as a key challenge in the field. Though academic and trade scholarship addresses millennials in the general workplace, there is a relative dearth of information about millennials in public relations. This project offers a practical perspective of millennial professionals’ expectations of the field, and executives’ management techniques. As the numbers and statistics show an increasingly-influential group in the workforce, recruitment, retention, engagement, and development of millennials become crucial to organizational success.
Researchers, Dr. Juan Meng, Holley Reeves (doctoral candidate) and Dr. Bryan Reber, interviewed millennial PR professionals and the executives who hire and manage them. Several key themes emerged — relationships are key; workplace diversity is embraced; leadership development is expected; technological savviness is innate; and social responsibility is a workplace enhancement.