Gen Z – those born roughly between 1997 and 2012 – is stepping into the professional world with ambitions that go beyond a nine-to-five. We’re seeking purpose, transparency, and a seat at the table where both decisions and narratives are shaped. 

Luckily, I’ve already had an opportunity to pitch in. From drafting press releases to sitting in on client meetings for Violet PR this summer, I saw firsthand how language, tone, and timing can shape entire communities. 

This post is part reflection, part snapshot of what Gen Z looks for in a work environment. And it’s about what it means to be a Gen Z communicator and how we’re already making valuable contributions. 

Gen Z’s Ideas 

Gen Z brings a distinct set of values to the workplace, including: 

• Transparency in communication and job expectations 

• The ability to ask for help, and truly rely on a mentor to help influence growth 

• Desire to work on projects that make a meaningful difference 

• And, of course, authenticity 

What sets Gen Z apart in communications roles is how informed we are in technology. We’re the first generation to grow up with complete access to the internet and digital technology, which influences Gen Zers’ everyday communications. 

This may show up in public relations work, for instance, by navigating sites like Canva and LinkedIn with ease; or using these platforms to develop compelling thought leadership that demonstrates “real,” authentic stories. 

Reality of an Internship or Shadow Program 

Shadowing the team at Violet PR gave me a front row seat to the daily life of a PR pro. In working one full day per week, my tasks ranged from: 

• Practicing content development (including drafting press releases) 

• Researching media outlets and building media lists 

• Sitting in on client calls 

• Writing social media posts for the agency (as well as its clients) 

One area I enjoyed during my shadow program was: getting exposure to a fast-moving professional setting, arming me with info that could help me after college. I got to meet people who could someday be references for future jobs and got to sharpen my writing, research, and project management skills. I’m looking forward to further developing these skills during my upcoming years in college. 

Another bright spot: Everyone I met here gave me important feedback, and I felt like the workload was just about right. I would go to the office, run through a To-Do List, and then head home at around 4 or 5. However, if there was an assignment that felt urgent, I’d wrap it up at home. Overall, I felt like a contributor. 

As part of the Gen Z workforce, another important thing I learned was that it’s OK to ask for help. In the ‘real world,’ you may need to ask for more responsibility, or for help with certain parts of the job. It’s important to ask for help because it allows others to decide exactly what you need and offer certain projects that are suited to your strengths. 

My last takeaway: Internships or shadow programs are more important than just building a resume. They teach you how to communicate with people of all positions and levels, a valuable tool for a young person. 

Looking Forward 

This summer’s program really helped me identify my workplace values, and I think that’s important for any Gen Z professional. I learned how PR can shape public opinion, and moving forward, I’ll be thinking more critically about the PR team behind products, services and even communities (and how they get their messaging across). 

If you are interning at, or shadowing, a PR company or navigating internal comms work, my advice would be: 

• Request and use all resources – There will be a lot to learn at first and that is OK. You’ll become more familiar with tools and processes pretty quickly. 

• Meet with your mentor every time you are in the office – This really helps forge relationships and can help steer the internship or shadow program. 

• Share your ideas – It’s important to listen when you first start your program, but eventually, you will have ideas to contribute – and it’s important to share them. 

Shadowing a PR agency gave me a closer look at how public narratives are built and who gets to shape them. It also reminded me that being early in your career doesn’t mean you have nothing to say! 

Gen Z isn’t waiting to be invited into the conversation; we’re already in it. And I’m looking forward to making a difference professionally in the years ahead.