The ICCO Next-Gen PR Report 2023-2024, released by the International Communications Consultancy Organisation (ICCO) and Opinium, offers a critical look into the motivations and challenges facing young PR professionals globally. This report emphasises the importance of creativity, mental health, and technological advancement in shaping the future of public relations, and helps agencies like ours enhance our approach to both our team and our clientele.   Here are three key takeaways that highlight the current state of the communications industry:  

 Shifting priorities among young professionals:  

 While salary remains a key factor for 60% of respondents, aspects like career growth potential (49%), work-life balance (39%), and company culture (29%) are increasingly influential. This shift underscores the need for PR agencies to cultivate environments that support creativity and meaningful career development. Communication, collaboration, and mutual support for a team is crucial to feel invested within the company’s success. At Liquid, we recognise that fostering a positive workplace culture is vital for retaining the trust of our current and future clientele.  

Mental health as a critical concern:  

Alarmingly, 64% of young professionals reported a negative impact on their mental health due to their job in the past year. This statistic highlights a significant issue within the industry, indicating a need for PR firms to prioritise employee well-being and implement effective mental health support strategies. We are committed to creating a supportive work environment at Liquid, our team’s health and well-being directly impacts the quality of service we provide to businesses. Addressing mental health in the workplace is crucial not just for individual employees but for the overall health of the industry.  

The Growing importance of AI skills:  

The report indicates that nearly half of the respondents (47%) see mastering AI skills as essential for their career. This reflects a broader trend in the industry where technological integration is becoming increasingly important to all landscapes in the digital sphere. As AI continues to evolve, PR professionals will need to adapt by acquiring new skills and training that enable them to leverage these technologies effectively in their work. Through relevant training, continuous industry updates, and ongoing research into the growth of AI in our field, we ensure our team is knowledgeable and adaptable, equipping them with the skills necessary to excel in this dynamic landscape.  

The insights from the ICCO Next-Gen PR Report serve as a useful roadmap for us at Liquid, to navigate the evolving PR landscape. By prioritising a holistic approach towards mental health, professional growth, and technological proficiency, we can attract and retain top clientele and business.  

As we move forward, it’s crucial for us to engage in open conversations about workplace culture and the support systems necessary for our team. Adapting to the preferences and challenges highlighted in the report positions Liquid as a forward-thinking agency and ensures we contribute positively to the industry’s evolution. By fostering a supportive culture and embracing technological advancements, we are not just preparing for the future of PR—we are actively shaping it. 

Ready to elevate your brand’s presence and build trust with your audience?  Let’s work together to achieve our goals! Contact us today to get started.