PR's Great Disruption: How Generational Forces are Redefining the Rules
By Victoria Hamilton, Sr. Strategic Planner & Project GAP (Generational Advisory Perspectives) Board Member
The PR industry is undergoing a seismic transformation. AI, hybrid work, the shifting media landscape and political polarization have created a perfect storm of change. The 2025 USC Global Communication Report, Mind the Gap, in collaboration with Zeno Group and the International Association of Business Communicators (IABC), offers a fascinating glimpse into how these factors will influence the future of public relations.
As a Sr. Strategic Planner at Zeno, I, like many communicators, strive to balance consumer expectations with evolving industry standards. But how do we proceed when there’s a disconnect between societal demands and industry perceptions? Here’s what stands out from the report and my Millennial perspective.
I knew AI would be a hot topic, but wasn’t sure how other generations perceive it. I was reassured to see that no matter how respondents think AI may reshape how we work, humans – and humanity – will remain core to the creativity and effectiveness of output. At Zeno, we always start with the human element. Our philosophy places values, behavior and truths at the core of every strategy. When faced with contradictions and tensions, all these contributing factors can be boiled down to a human truth that lights the best path forward.
Beyond AI, I finished the report thinking about three tensions shaping the future of PR. Each challenges communicators to think boldly about the opportunities they bring.
Tension #1: Every generation thinks they’re the most informed generation!
My favorite tidbit from this report: every generation believes they are the most informed generation on political, social, and current events. 62% of Gen X believes they are the most informed, compared to only 44% of Millennials and Gen Z. It’s amusing but also telling. Are we talking with each other across generations, or just talking at each other?
- The Human Truth: We view the world through the lens of our experiences and the era we grew up in, which naturally creates generational divides. Today, these gaps are widened by political polarization and misinformation, making it harder to examine issues with nuance and critical thinking.
- A Call-to-Action for the PR Industry: Integrated strategies must be informed by cross-generational dialogue and a meaningful exchange of ideas. Representation from every generation ensures a broad range of perspectives and experiences.
Tension #2: Consumers and PR Professionals are divided about a company's role in addressing societal issues.
The question about if, how and when companies should take a stand on hot societal issues has been long debated. Zeno’s Responsibility Reset study (2024), found 69% of consumers believe businesses have a role to play in addressing societal issues, yet 62% don’t think businesses have figured out how to do that effectively.
However, pivot to what PR professionals think and fast forward to 2025 and Mind the Gap findings show PR pros advise otherwise. I was struck by the sharp decline amongst those in my industry who believe companies should address social issues—from 89% in 2023 to just 52% in 2025 (notably, only 40% of Boomers and Gen Xers compared to 76% of Gen Z). While most PR professionals believe companies will communicate more about their commitments, fewer believe they’ll actually make those commitments.
- The Human Truth: Skepticism is growing within and beyond the industry. Words without action are wearing thin. To quote Simon Sinek, “People don’t buy what you do; they buy why you do it.”
- A Call-to-Action for the PR Industry: If a company speaks out on societal issues, the cause must align with its core values and be backed by meaningful action. Credibility is earned through a proven track record—not assumed. Only then can external messaging reflect authentic alignment with internal values, and be delivered with precision, consistency, and substance.
Tension #3: While Boomers have a more cautious outlook about the evolving media landscape, Gen Zs appear ready to ride the wave of change.
Boomers’ and Gen Zs’ opposing views about the evolving media landscape emphasize the importance of personalization and targeted content. The challenge and focus shifts to the role of platforms – where we engage and how we appeal to audiences.
Unsurprisingly, Gen Zs highlight that paid advertising (44%) and social media (65%) are the most relevant types of media channels, answering the question of where. Yet, it’s their optimistic outlook regarding a more traditional medium that surprisingly informs on how we engage audiences. More Gen Zs (27%) believe press releases will remain relevant in five years compared to their older colleagues. I wonder if it’s a reaction to the misinformation era.
- The Human Truth: Gen Zs crave primary-source clarity straight from the brand, which raises an important point – despite their fluency in social media, Gen Zs still value trustworthy, official content.
- A Call-to-Action for the PR Industry: Brands must tailor where and how, but also when they engage audiences. Success lies not just in crafting the right message, but in delivering it through the right trustworthy source, at the right stage of the consumer journey — recognizing that platforms like social media and influencers aren’t just discovery tools, they’re powerful mid- and lower-funnel validators.
These generational differences aren’t just curiosities; they’re clues. Clues to what matters, how trust is built, how stories are told, and how audiences want to be reached. As a strategist, my job is to parse through these differences, ask better questions and find the “why” beneath the data. And as communicators, it’s our job to keep bridging the gap—between generations, channels, messages, and meanings.