“Kids these days.” The phrase has been around forever. Usually accompanied by a head shake, but the undertone is clear; today’s generation is too casual, too disrespectful, too out of control, but what today’s generation hears is, “You don’t understand us.”
Right or not, “kids these days” represents the inevitable clash between generations that grew up in two different eras.
Generational tension isn’t new, but in public relations, it’s more than small talk. PR is an industry built on connection, how we’re talking to our audience, and how messaging resonates with a target group of people. If you don’t understand generational nuances, then you risk alienating entire audiences.
Gen Z professionals like myself bring a unique lens to this multigenerational industry. Besides the essential skills for handling day-to-day tasks, knowing how to merge generational differences is the key to building campaigns that actually land.
Different Users
Baby Boomers, born between 1946 and 1964, bring a respect for hierarchy, formal communication, and long-standing media relationships. They’re more likely to trust the information coming out of news outlets because in the era they grew up in, legacy media was the only place to get your news.
Gen X, born between 1965 and 1980, often leans on efficiency and directness. Early exposure to email shaped the way they prefer to communicate.
Millennials, born from 1981 to 1996, helped normalize digital culture. They had the Internet 2.0, AOL, and car phones. They are collaborative, purpose-driven, and comfortable integrating both analog and digital tools.
Gen Z, born between 1997 and 2012, is the first truly digital-native generation. Raised on TikTok, Instagram, and instant communication, they expect speed, inclusivity, and authenticity from brands.
Gen Alpha will grow up never knowing what it means to have a landline, but AI will be a “third parent,” and by age 13, they’ll have real consumer power.
User Vs. User
Those generational personas aren’t just trivia. They translate directly into how PR is done.
In media relations, Baby Boomers favor traditional media outlets, while Gen Z sees influencers and Substack writers as equally valuable voices. Studies show that younger audiences feel more connected to niche communities than to mainstream culture, meaning “earned media” now includes viral creators as much as traditional outlets. The campaigns that win are the ones that blend both, creating credibility with legacy press while tapping into digital-first conversations.
Inside the workplace, communication styles reflect the same divide. For some, informality in tone reads as unprofessional or lacking the motivation to put in the work; for others, formality feels confining and outdated. These clashes can either cause friction or an opportunity to learn when both sides are willing to explain their preferences and meet in the middle.
Crisis communication is another test. Senior professionals often rely on tried-and-true playbooks that emphasize caution and control. Younger practitioners push for speed, transparency, and cultural awareness, especially on social platforms. The most effective responses combine both, pairing the steadiness of experience with the urgency of digital-age responsiveness.
Gen Z’s value in this mix is hard to ignore. Their digital fluency gives them an instinct for what’s trending and why. They know how to humanize brands through authentic storytelling and are especially alert to diversity, inclusion, and cultural relevance. Just as importantly, they’re not afraid to challenge outdated norms when those practices risk making a brand feel tone-deaf.
The lesson for PR professionals is clear: don’t pit generations against each other. Respect institutional knowledge while embracing fresh perspectives. Use the wisdom of experience to ground strategy, while letting younger voices guide the way forward on digital and cultural trends. Translate across the divides, and keep curiosity at the center.
Generational tension may always exist, but in PR, it can be transformed from a weakness into a competitive edge. When experience and innovation work together, campaigns resonate with audiences across platforms and generations. The future of PR isn’t about choosing one perspective; it’s about weaving them all into the conversation.
