For some, it’s a clash of styles. For others, it’s a strategic advantage waiting to be unlocked.

The latest USC Global Communication Report lays the tension bare. While most PR professionals agree the industry is headed in a positive direction, they disagree on almost everything else — from the role of AI to the value of social media, hybrid work, and even purpose-led campaigns.

At the heart of the divide is Gen Z. Not because they’re difficult, but because they see the future differently. And if you’re in any kind of leadership role in PR, understanding their mindset isn’t optional anymore. It’s critical.

Same profession, different perspectives

The report shows that 74 percent of PR professionals across generations feel optimistic about the future. But when you unpack what’s driving that optimism, the gaps show up fast.

Younger professionals believe technology will make the work better and faster. Gen Z, in particular, sees AI as a workload booster. Around 72 percent say it will make their day-to-day easier. Compare that to just 39 percent of Boomers who say the same.

There’s a similar split on hybrid work. Gen Z and Millennials value flexibility, link it to improved morale, and are more likely to say it boosts creativity. Older generations are less convinced, citing risks to culture and collaboration.

Then there’s media. Gen Z sees social media, influencer marketing, and podcasts as highly relevant communication tools — not just now, but into the next decade. They’re also more comfortable navigating polarisation and working in fast-moving content environments. These aren’t soft skills. They’re strategic advantages.

Across the board, younger PRs are more likely to favour purpose-led campaigns, value inclusion, and expect alignment between employer values and personal beliefs. Older professionals, on the other hand, place higher weight on leadership character, legacy media relationships, and structured processes.

It’s not a battle of old vs new. It’s a reality check. The future of PR is already being shaped by the people just entering the field. And they’re not asking for permission.

Gen Z is already shaping what comes next

Gen Z brings more than digital fluency to the table. They bring a different definition of relevance.

They’re more confident navigating social platforms because they grew up inside them. They don’t need to be told how to build a narrative across channels. They’ve done it for years, with or without a brand behind them.

This generation doesn’t fear influencer power. They understand it. They know when it works, and more importantly, when it doesn’t. They’re also more likely to see press releases not as outdated, but as SEO tools that keep brand messaging consistent and discoverable online.

Their confidence in purpose-led communications also stands out. While older generations have grown more cautious, in part due to high-profile backlash around brand activism, Gen Z still expects companies to take a stand. They believe in values-based messaging, not just for campaigns, but for recruitment and retention too.

Even when it comes to where they get their information, Gen Z moves differently. They’re less attached to traditional media and more comfortable scanning multiple sources in real time. It’s not always neat. But it is fast. And it often reflects what the audience actually cares about.

What PR leaders need to do right now

You can’t close the generation gap. But you can learn from it. Here are five practical moves PR leaders should consider.

• Give younger professionals space to lead:  Don’t just give them tasks. Give them problems to solve. Let them pitch, experiment and own outcomes. If you’re not hearing new ideas, you might not be asking the right people.
• Rebuild roles around flexibility: Flexibility is no longer a benefit. It’s a baseline. Whether you’re in-house or agency side, your best talent will expect hybrid options, asynchronous workflows and outcome-driven management.
• Prioritise skills that match the future: Yes, writing still matters. But so does creating in short-form, managing social calendars, building community and prompting AI tools. Make sure your team’s development plans reflect that shift.
• Pair experience with fresh perspective: Mix your teams across generations. Let senior talent pass on craft and context, and let newer hires bring platform fluency and content instincts. Don’t separate strategy from execution.
• Lead the change, don’t resist it: The world Gen Z is preparing for is already here. The best thing senior leaders can do is stay open, stay curious and let go of old playbooks when they no longer fit the audience or the moment.

This isn’t a story of conflict. It’s a story of convergence. The PR industry will always depend on human insight, strong messaging and earned trust. But the way we get there is evolving — fast.

And if you want to keep up, pay attention to what Gen Z is already doing. They’re not the future of PR. They’re the present. And they’re just getting started.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team bd@curzonpr.com