The Public Relations Consultants Association (PRCA) established the Next Gen Group in 2026 as a forum for early-career professionals to contribute to the future of the PR industry in Ireland. For me, joining this group represented an opportunity to become more involved in the Irish communications sector and engage with the network of professionals who help shape it.
The PRCA Next Gen Group was established with a clear and practical remit; to provide leadership opportunities, represent next-generation perspectives within the PRCA, and support talent development and retention across the sector. Being part of it offers the chance not only to engage with these priorities, but to contribute directly to how they are delivered in practice.
From a personal perspective, being involved has been an opportunity to broaden my own understanding of the industry by connecting with peers across agencies, sharing experiences, and building a stronger professional network. It also creates a platform to contribute to discussions that reflect the perspectives of those at a similar stage in their careers.
That approach was reflected in the Group’s first event, which brought together journalists and PR professionals for a panel discussion on media relations. The conversation focused on how both sides can work more effectively together, the realities of achieving cut-through, and the challenges presented by a more sceptical media environment.
What stood out most was the openness of the discussion. It focused on what works in practice, where expectations can differ, and how clearer communication can lead to better outcomes on both sides. In a fragmented media landscape, creating space for that kind of honest exchange is increasingly important.
From an industry perspective, having a group like this matters for three key reasons. It helps to build confidence among emerging practitioners by creating opportunities for leadership and peer learning. It reinforces professional standards through open discussion around best practice. And it supports the long-term sustainability of the sector by ensuring that the next generation is both engaged and equipped to lead.
My involvement in the PRCA Next Gen Group reflects a broader belief that the strength of the industry depends on how effectively it supports those coming through it. Initiatives like this do not just benefit participants they help strengthen the wider communications ecosystem.
