Generational Divides on AI, Media, and Polarization Are Shaping the Future of PR

LOS ANGELES (March 27, 2025) — The public relations industry is experiencing unprecedented upheaval due to artificial intelligence, hybrid work, the evolving media landscape, and political polarization. The 2025 Global Communication Report, "Mind the Gap," released today by the USC Annenberg Center for Public Relations in collaboration with Zeno Group and the International Association of Business Communicators (IABC), examines how PR professionals across four generations—from Gen Z to Baby Boomers—perceive these changes and their influence on the profession.

The report reveals generational differences in attitudes toward AI, corporate purpose, the workplace, and the future of media. Key insights include:

• Gen Z is both enthusiastic and concerned about AI. Two-thirds of Gen Z PR professionals believe AI will positively impact the industry, while one-fourth predict it will reduce entry-level positions.

• WFH is an expectation. Seventy-two percent of Gen Z respondents say hybrid and remote work make their jobs easier, compared to just 39% of Boomers. Forty-seven percent of Gen Zers would accept less pay for greater flexibility, nearly double the 25% of Gen Xers.

• Corporate social responsibility drops. The percentage of PR professionals who believe companies have a responsibility to address social issues has dropped sharply—from 89% in 2023 to 52% in 2025. Seventy-six percent of Gen Z communicators share this expectation, compared to only 40% of Boomers and Gen Xers, who appear to be losing conviction.

• Taylor vs. Times. Gen Z and Millennial consumer product marketers prefer endorsements from celebrities like Taylor Swift over positive consumer articles in national newspapers like The New York Times.

• Every generation believes they are the best-informed. If each age group thinks it knows more about political, social, and current events than others, collaboration across generations could be difficult.

• Optimism in the face of disruption. Despite the economic, political, and technological upheavals, 74% of PR professionals remain optimistic about the industry's future. This outlook is shared across all four generations.

“The future of the PR industry depends upon how tomorrow’s leaders tackle the critical issues we are beginning to face today,” said Fred Cook, director of the USC Center for Public Relations and chairman emeritus, Golin. “Not bound by tradition, Gen Z seems equipped and eager to confront those challenges. If we educate and support them on this mission, our profession will be in good hands.”

“While the concept of a generational divide in the workplace is not new, findings from this report acutely show how differently each cohort approaches work,” said Peter Finn, executive director of IABC. “With half of respondents coming from outside the U.S., these trends are not isolated to one country. Communicators at all stages of their careers should seize this opportunity to build community across generational divides, collaborate, and define priorities that will shape the future of the profession.”

The full 2025 Global Communication Report is available here.

Find the original release on the USC Annenberg Center for Public Relations website.

About IABC

IABC is the leading global association connecting communication professionals with the people and insights necessary to drive results. Bringing together the profession’s collective disciplines, IABC delivers on the Global Standard in communication through local chapters and regions; educational offerings; certification; awards; a proprietary resource library; diverse and global voices; and worldwide conferences including IABC World Conference, one of the premier annual conferences for the communication profession. Learn more about IABC at https://www.iabc.com.

About the USC Center for Public Relations

Based at the USC Annenberg School for Communication and Journalism, the USC Center for Public Relations (CPR) connects corporations, agencies, academics and students to define the future of our industry and to develop those who will shape it. Under the direction of longtime Golin agency leader and current USC Annenberg professor Fred Cook, CPR conducts and publishes research reports forecasting the future of communication and forward-looking, thought-provoking content authored by our board of advisers, staff and USC colleagues. Signature initiatives include the Global Communication Report, USC Annenberg’s Kenneth Owler Smith Symposium, the USC Relevance Report, and the Lead On! leadership forum for women in communication. Follow the Center for PR on social media (@USCCenterforPR, #PRFUTURE).

About Zeno Group

Zeno Group is the fiercely independent and global, integrated communications agency, born from PR. We bring together the boldest and brightest talent to help clients across industries and sectors unleash the power of strategic communications. Guided by our purpose to champion the courageous to achieve something better for humankind, we push boundaries to achieve real business value and societal impact for clients. Winner of the industry’s most coveted awards including the 2024 PRWeek U.S. Large Agency of the Year, 2023 PRWeek Purpose Agency of the Year, 2023 PRovoke Purpose-Driven Agency of the Year, 2022 PRWeek Global Agency of the Year, 2022 PRovoke Best Large Agency to Work For in North America, 2021 PRovoke Global Creative Agency of the Year, 2021 PRovoke North American Agency of the Year, 2021 PRWeek Agency of the Year and a four-time winner of PRWeek’s Best Places to Work. Zeno has also been previously recognized by the Cannes Lions International Festival of Creativity. Zeno is a DJE Holdings Company.