Quo Vadis Communication?

This study investigates the perceptions of young PR/Comms professionals in Germany regarding the profession's current and future state, amidst the significant impact of the COVID-19 pandemic on the job market. The research builds on previous studies exploring the future of work and the PR industry, aiming to address gaps in literature regarding generational differences in attitudes and a critical reflective approach. The study used a standardized survey and purposeful and snowball sampling methods to select 160 PR practitioners under the age of 36. The results reveal that the next generation of PR/Communications professionals values intrinsic and idealistic factors when choosing an employer, but those without children pursue a more hedonistic agenda. Respondents perceive themselves as dealing with the ramifications of a VUCA world and consider trust as the most significant challenge within the next five years. The study highlights a significant gap between the societal and internal dimensions of PR/Communications and its actual implementation. The implications of the study suggest a need to address contentious questions surrounding the role and mission of PR/Comms in society, focusing on social impact and social value, and advocating for more collaborative and interdisciplinary approaches in training and learning practices.