Ageism in the PR industry

The UK public relations industry faces a significant challenge from ageism, which undermines talent retention and business performance.

Like other creative industries, PR has always been regarded as a young industry. However, I was shocked to read the recent research reports on the problem of ageism. 

The CIPR analysis of census data revealed that 45% of UK PR practitioners are aged between 16 and 34, while only 16% are 55 or older. The average age in the sector is 27 years old, according to recruitment specialist f1 recruitment. The CIPR’s Missing Women study found that nearly 4,000 mid-career women have left the PR industry or failed to advance into senior roles. Women in PR’s 2025 report, Lost in the Industry, Found in Their Prime, reveals that 59% of women working in PR have experienced ageism.
 

I am glad that young people see a career in PR. Many of my PR apprentices are young, enthusiastic and keen to learn. But aren’t we, as an industry, missing a significant swathe of experience when, for example, two-thirds of women currently working in PR agencies cannot see themselves being there beyond age 50 (Global Women in PR)

What benefits do we, slightly older practitioners, bring to organisations?

• Expertise and knowledge: Older workers bring experience and critical thinking that cannot be taught. A nonprofit manager noted: “Young people have a can-do attitude—and make mistakes; old people know what questions to ask”.
   
• Stability and commitment: Workers aged 55-64 have a median job tenure of 10.4 years, more than three times the 3.0 years for workers aged 25-34. This stability is crucial in an industry facing high turnover rates.
   
• Leadership and mentorship: Older practitioners often possess superior communication skills, developed before the rise of digital dominance, which translates into stronger leadership abilities. They’re more collaborative, with their “ego days” behind them, making them excellent mentors.
   
• Productivity benefits: Age-diverse teams demonstrate higher organisational performance and improved productivity.

There are some industry-specific challenges. PR has an obsession with youth culture, trends and digital nativity. Yes, Ofcom statistics show that gen Z spend far more time on TikTok than Baby Boomers. However, that doesn’t mean we older generations can’t use software, apps, record and edit video or audio, or create content using storytelling. There is a common misconception in the industry about the adaptability of older workers to new technologies. The next problem is the prevalence of ageist language in job advertisements. There is an inference that to be dynamic, you need to be young. And let’s not forget the impact on female practitioners who face a “double burden” of gender and age discrimination.

What can be done to counter ageism in the PR industry? Four ideas:

• Let’s challenge age stereotypes in recruitment practices.
• Let’s implement age-inclusive diversity policies with specific targets.
• Let’s create mentorship programs pairing experienced practitioners with younger colleagues.
• And let’s celebrate experience alongside innovation in agency and in-house cultures.

Jenny Manchester has started a Substack, The Age of PR, about ageism in our sector. Well worth reading if my rant has resonated with you. My observation, not based on research, is that PR practitioners are expected to become freelancers when they reach their 50s. Many of my acquaintances and I are doing just that. That was a choice that I relish. But there should be more options.

I’m a young 63. I do not feel it is time to hang up my laptop, camera, and podcast mic. As a sector, let’s get serious about diversity and inclusion and recognise the benefits we bring to the profession, being slightly older folk.

Alan Anstead is a PR and communications specialist. You can also find Alan on Bluesky.

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