The PR industry is constantly changing and young talent plays a key role in terms of its future. To better understand their perspective, Good One PR agency conducted a survey[1] among students at the University of Warsaw during the Job and Internship Fair - 'PRactually to PRacy'. The survey showed what young people's expectations of working in the PR industry are, what opportunities they see in it and what challenges they face.
The majority of respondents, mainly aged 18-22, rated their knowledge of the PR industry as good (58.7%) or very good (21.7%). Students mainly get their information from lectures, workshops and content available on the internet and social media. 76.1% of the respondents have attended courses and workshops on PR, indicating a growing interest in the field. How do they perceive other issues?
Key competencies of a good PR person
Young people have no doubts - creativity, communication skills and the ability to build relationships are key qualities of a good PR person. The respondents also pointed to the importance of strategic planning, analytical thinking and trend monitoring. The results of the survey confirm that students are aware that the industry requires professionals to have developed soft skills, be open to new ideas and be able to react to a dynamically changing media environment.
Concerns and challenges
While working in PR offers many opportunities for creative development and interesting relationships, it also brings challenges that raise concerns among students. Factors such as stress and working under time pressure are mentioned most frequently, at 62.2%. Students also enumerate lack of experience and the difficulty of adapting to working with diverse clients. These concerns point to the need for PR companies to support young talent through internship programmes, mentoring and a clear career path. On the other hand, students' expectations are mainly about flexible working hours, opportunities for career development and advancement, and working in a creative environment. Despite the challenges, most respondents consider working in PR as their future career.
What attracts young people to work in PR?
The survey shows that students particularly value creative activities, working with the media and organising events. It is these aspects of the job that make them see PR as an exciting and dynamic career path. Working with influencers and well-known brands is also of great importance to them, further enhancing the attractiveness of the profession.
- The survey results show that the younger generation is genuinely interested in the PR industry and sees attractive career prospects in it. They value the opportunities for creative expression, cooperation with the media and the dynamism of the work. At the same time, they are aware of challenges, such as stress and the need to constantly adapt to a variety of tasks. Therefore, the PR industry should be flexible in relation to the expectations of young talent, offering flexible working conditions, support in the form of mentoring and opportunities for professional development - Ewelina Jaskuła Account Manager, Healthcare & Lifestyle Team Leader at Good One PR concludes. In order to attract new creative minds and at the same time maintain a work culture that encourages their development, PR firms need to create an environment that enables young professionals to realise their ambitions in a challenging but exciting environment.
Events such as the 'PRactually to PRacy' fair, organised by the University of Warsaw, are a great opportunity to present to students what working in the PR industry is all about and what it looks like. It is also a good moment for employers to learn more about the needs and expectations of young people in terms of their future workplace.
[1] The survey was conducted on a group of 46 people via electronic questionnaires in June 2024.
