The 2024 Edelman Trust Barometer’s “Trust at Work” report highlights crucial trends that are influencing organizations, including Public Relations (PR) agencies, to reevaluate their workspace dynamics. As trust in institutions such as businesses, governments, and media dwindles, “my employer” emerges as the most trusted entity for many employees. The workplace is becoming not only a professional hub but a sanctuary where individuals are willing to engage in difficult conversations. With a growing trust gap between executives and associates, PR agencies must address workplace concerns such as economic optimism, mental health, and the implementation of new technologies like Artificial Intelligence (AI).
PR agencies, known for managing reputation and communications, now find themselves needing to adapt internally. Trust, once primarily managed externally, is becoming a vital internal resource. This shift is forcing PR agencies to adopt new work models, redefine roles, and empower employees with greater agency. But how are they doing this?
As highlighted in the Edelman report, the role of remote work has become crucial in addressing mental health disparities, particularly between executives and associates. Executives, who often had the luxury of remote work during the pandemic, emerged relatively unscathed in terms of work-life balance. On the other hand, associates, many of whom were required to work in person, have faced mental health challenges, with many questioning their overall well-being.
PR agencies are increasingly embracing hybrid work models to bridge this gap. Flexibility is key in this transformation, allowing employees to work from home part of the week while ensuring that in-person collaboration continues. This change not only promotes mental health but also nurtures creativity, a critical asset in the PR industry. Agencies like Edelman are leading the charge in making flexible work an integral part of their operations, acknowledging that talent retention is linked to providing employees with work-life balance options.
A major theme in the Edelman report is the role of AI and other transformative technologies. Many executives feel optimistic about AI’s ability to enhance work efficiency, yet only 22% of associates believe they have control over how AI will affect their jobs. This disconnect is one of the largest challenges facing PR agencies today.
The integration of AI is inevitable in PR, from automating media monitoring to enhancing data analytics capabilities. Agencies are finding ways to leverage AI to automate mundane tasks, freeing up PR professionals to focus on strategic, creative work. However, the challenge lies in ensuring that all employees feel empowered by AI rather than threatened by it.
Agencies are addressing this issue by investing in upskilling programs, teaching employees how to use AI as a tool to enhance their capabilities rather than replace them. Providing employees with training opportunities, career development, and transparent communication about AI’s role in the future of PR helps bridge the optimism gap. By equipping their teams with the tools and knowledge to navigate technological advancements, PR agencies are creating a workforce that’s both adaptable and resilient.
The mental health divide between executives and associates, exacerbated by the pandemic, remains a crucial issue in the workplace. According to the Edelman report, executives were more likely to work remotely during COVID-19, while associates were often required to be physically present, which has contributed to lingering mental health challenges among non-executive employees.
PR agencies, as employers, are increasingly focusing on creating support structures for employees’ mental health. This includes offering flexible work arrangements, fostering open communication about mental health, and providing access to resources such as counseling services. Initiatives that promote wellness and reduce burnout are becoming commonplace, helping agencies maintain a healthy and productive workforce.
Moreover, there is a growing emphasis on mental health as a component of corporate social responsibility (CSR) in PR. Agencies are aligning their CSR initiatives with internal wellness programs, advocating for mental health awareness both within their organizations and in their external communications campaigns.
Diversity, Equity, and Inclusion (DEI) have become central to workplace conversations, but the Edelman report also underscores the challenges that many organizations face in sustaining their DEI commitments. Despite recent backlashes, particularly in the U.S., DEI remains essential not only for fostering a sense of belonging but for driving business outcomes in PR.
PR agencies are working to build inclusive environments where diverse voices are heard and respected. This shift is not just about recruitment but about retention and advancement, ensuring that diverse talent thrives within the organization. DEI is a business imperative, as clients and the public demand that agencies demonstrate a commitment to social justice issues.
Agencies are making DEI more than just a checkbox by creating spaces for difficult conversations and implementing mentorship programs to support underrepresented groups. In a sector driven by creativity, ensuring that diverse perspectives are heard enhances the quality of the work produced and leads to more innovative solutions for clients.
(Read more: Checklist for Aspirants to Shine in PR and Communications Profession)
Economic optimism, or the lack thereof, plays a critical role in how employees view their workplaces. The Edelman report notes a growing divide between executives and associates, with executives often expressing more optimism about the future. In contrast, associates are increasingly skeptical, particularly regarding their economic prospects.
PR agencies are recognizing the importance of fostering economic optimism to maintain employee engagement. Providing clear career pathing, offering growth opportunities, and ensuring that associates feel valued are key strategies being adopted to bridge the optimism gap. By empowering employees with control over their career trajectories, agencies can increase job satisfaction and retention.
Upskilling is one practical way agencies are addressing this challenge. Employees are being given the opportunity to continuously develop their skills, ensuring that they remain relevant in a rapidly changing industry. This not only boosts economic optimism but also positions the agency as a forward-thinking employer.
The Edelman report highlights the importance of advocacy and loyalty, particularly for employees who feel optimistic about their future within the company. PR agencies are increasingly encouraging employees to become advocates for their organizations by involving them in decision-making processes and giving them a platform to express their opinions.
Agencies are embracing a culture of transparency, where employees sharing their feedback and play a role in shaping the direction of the company. This approach not only enhances trust within the organization but also boosts employee engagement, as individuals feel their voices are of value
In the evolving workspace, PR agencies are recognizing that employee satisfaction and loyalty are in connect with their sense of agency. By empowering employees and creating an environment where they can thrive both personally and professionally, agencies are ensuring their long-term success in an increasingly competitive industry.
(Read more: How Can Employers Close the Growing Economic Optimism Gap in the Workplace?)
The 2024 Edelman Trust Barometer report paints a picture of a workplace in flux, driven by technological advancements, shifting mental health needs, and a growing emphasis on DEI. For PR agencies, these trends represent both challenges and opportunities.
By embracing hybrid work models, investing in AI and upskilling, addressing mental health, and fostering a culture of inclusion and transparency, PR agencies are positioning themselves as adaptable and resilient organizations. The future of work in PR is in shape by the ability of agencies to trust and empower their employees, ensuring that they are not just surviving but thriving in the ever-changing landscape of public relations.
The School of Communication and Reputation (SCoRe) is shaping the future of Public Relations (PR) by equipping aspirants with cutting-edge skills, hands-on experience, and industry insights. The School of Communication and Reputation (SCoRe) also promotes interactive classrooms, a collaborative learning environment, and a strong alumni network, ensuring students in each other’s network and continuously supported as they build their careers in public relations and corporate communications.
Through its 10-month Post-graduation Programme in PR and Corporate Communications, SCoRe ensures students gain practical knowledge via consultancy visits, live projects, internships, and volunteering at prominent PR events like PRAXIS. The institution’s masterclasses, led by top corporate communications professionals, keep students updated on evolving industry trends. With a 100% placement rate in leading PR firms, SCoRe not only focuses on employability but also on fostering leadership, innovation, and adaptability. By offering scholarships, on-site training, and virtual learning, SCoRe prepares future PR professionals to navigate and lead in an ever-evolving communications landscape.
