Understanding subjective well-being across a multi-generational workforce in public relations: a qualitative study

Abstract

Purpose

The current inquiry advances the public relations field and practice in several ways. First, this research addresses a clear gap in research on subjective well-being, specifically among PR professionals across career stages and generations. Second, the findings reveal important generational similarities and differences in how PR practitioners talk about well-being. This provides an empirical basis for developing tailored, multi-generational approaches to supporting well-being in PR workplaces. Lastly, this research provides practical implications for PR professionals to understand generational perspectives and to implement flexible policies to improve well-being.

Design/methodology/approach

The current study explored subjective well-being (SWB) across generations of public relations professionals. Using a qualitative approach, semi-structured interviews were conducted with 12 PR practitioners at various career levels – entry, mid-level and senior.

Findings

Analysis revealed several similarities but a key disparity among cohorts. Senior-level professionals specifically reported struggling with work–life balance and the perceived ability to be autonomous, while entry-level professionals expressed commitment to setting boundaries on their time. These findings highlight a need for the PR industry to establish flexible workplace standards that enable employees at different career stages to collaborate and support one another’s well-being.

Practical implications

Our findings will appeal to your readers who seek to cultivate employee subjective well-being and understand generational issues via qualitative methods. By conducting a qualitative study in an understudied area, PR industry leaders and managers can support employee well-being across generations and career stages.

Originality/value

Our study is the first to examine generational dispositions as it relates to SWB across the public relations industry.

Citation

Candello, E. and Mohammadpour, M. (2024), "Understanding subjective well-being across a multi-generational workforce in public relations: a qualitative study", Journal of Communication Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JCOM-02-2024-0029