Post-millennials will bring energy, fresh ideas and new ways of working to the PR industry, a workshop staged by the Chartered Institute of Public Relations (CIPR) South West heard.
But traditional writing skills will remain just as important despite new methods of communicating, attendees were told.
The event on the future of the PR workforce was held on March 1 in collaboration with the University of West of England’s PR department and hosted at Floating Harbour Studios in Bristol. 
It brought agency leaders and senior managers together with the future talent coming into the communications industry to align visions and ideas between the two.
The roundtable discussion and workshop explored how the PR industry is adapting to the millennial generation and how new recruits can prepare to enter the world of PR.
Collectively known as Generation Z, post-millennials are considered to be entrepreneurial and tech savvy, and so are shaping new roles. Through group brainstorm sessions, it was agreed that their entry into the PR industry brings new energy, fresh ideas and a different approach to work/life balance.
National CIPR president Jason McKenzie was among the speakers giving the 35 attendees his insight on this shift, and drew comparison between the 60-hour weeks he started his career working, and the expectations the students have of a more flexible working life.
Outgoing CIPR South West chair Julie Jupe offered an overview of the year gone by, which included 14 successful events across the region and a “fantastic” industry awards season.
Her successor Rachel Picken spoke about regional opportunities for the year ahead.
“Last week’s event was a brilliant opportunity for the new generation of talent to pick the brains of communications managers and experts working in higher education, public and private sectors,” she said.
“One thing made clear was that writing skills remain hugely important for those pursuing a career in PR, despite a rise in the need for less traditional capabilities such as video and podcasting.”
Editor of Behind the Spin magazine Richard Bailey also offered students his advice as an experienced PR educator, having lectured at UWE for over three years, while former UWE student Polly Snell gave a presentation on her experience entering the industry, specialising in consumer PR as an account executive at Octane.
