Millennials and Public Relations Leadership in the 21st Century: Are They Ready?

Abstract

Public Relations professionals are taking an increasingly important role as part of the “C-suite” team. Millennials (born 1982-2000) will need to be ready to assume leadership positions earlier in their careers than any generation before them. The study presented here uses the results of nine focus groups and two depth interviews conducted during the summer of 2014. It explores how current public relations professionals who manage Millennials evaluate them for promotion and the concerns and issues they face as they do so. Many of the qualities of a good leader identified in the leadership literature are inherent in how Millennials have been raised and educated. However, the focus group findings point to several key areas of concern about Millennials engaged in public relations work: personal qualities, communication skills, business acumen, and work ethic. Additionally, there are some concerns about collaboration and social media. Suggestions for future research are presented in the conclusion.

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