This Is AuburnElectronic Theses and Dissertations

Will Millennials Change the face of Relationship Management in the Public Relations Profession?




Knight, Terri

Type of Degree



Communication and Journalism


This study was conducted using a Web-based survey instrument, which was administered to public relations students and practitioners. It examines the perceptions and attitudes of the Millennial generation concerning various forms of communication as relationship-building tools to determine how this generation will adapt to other generations already in the workforce. Results indicate that the Millennial generation may have a preference for social networking to build relationships instead of joining outside organizations. Although the results are significant, it is also found that years of service within the PR industry can change a practitioner’s attitude concerning a preference for social networking. Additional findings also indicate the Millennial generation employee is much more likely to text at the workplace than are other generations. This study also discusses implications for those findings as well as limitations and suggestions for future research.