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Recruiting, retaining and engaging young adults from Generation Y — or the Millennials or the Internet generation, if you prefer — the newest vanguard of PR practitioners has emerged as a critical challenge to the growth and success of our profession and the service sector in general.
In a business that relies on unselfish workhorses, a few too many new entry-level hires come across as self-centered show horses. But is this phenomenon the result of a societal and parental failure to instill working-class attitudes? Or, ironically, have we not yet learned how to effectively communicate and motivate the staffers who will someday replace us?