Generation X in PR: the experienced leaders driving modern communications

Journalist Callum Williams recently sparked a debate with a piece provocatively titled, “Why Gen X is the real loser generation” in The Economist. His argument? That Gen X have quietly borne the brunt of economic stagnation, housing woes, and retirement insecurity.

Debatable? Absolutely. But in the world of PR, Gen X is far from a “lost” generation. In fact, they’re one of the most valuable and quietly influential groups in the business. Here's why they still matter, and why we shouldn’t underestimate them.

Why Gen X PR professionals are still leading the industry

Gen X PR professionals, born between 1965 and 1980, grew up in a pre-digital world where fax machines, press clippings, and follow-up calls on a landline were the norm. Since then, they’ve adapted to every major communications shift: 24-hour news cycles, the rise of social media, digital-first PR strategies, influencer marketing, and now AI.

That kind of agility is pure gold. It means they’ve developed a deep instinct for narrative, a strong sense of media dynamics, and the flexibility to keep evolving, all while remembering the fundamentals of good storytelling and relationship building.

Gen X didn’t just survive the communications revolution; they helped shape it.

The untapped influence of Gen X decision-makers in PR and marketing

While marketers frequently focus their efforts on Baby Boomers, thanks to their accumulated wealth and purchasing power, Millennials command attention because of their comfort and familiarity with digital platforms and their influence over online trends. Meanwhile, Gen Z gets a lot of attention as the up-and-coming generation with growing influence as consumers. Because so much focus is on the youngest and oldest groups, Generation X often gets overlooked in communication strategies. Gen X might get overlooked because they’re stuck between the loudest generations, but they’re a key group, seasoned professionals, decision-makers, and major spenders in households. They tend to keep things low-key, which might be why they don’t grab the spotlight as much, but that doesn’t mean they’re any less important.

Overlooking Gen X is a missed opportunity. This generation values authenticity, reliability, and meaningful connection, exactly the kind of qualities that build long-term trust. They’ve got spending power and often control budgets at home and at work. And with so many Gen Xers in senior roles across different sectors, they’re the ones giving the green light to campaigns, partnerships, and big decisions. They’re now the CMOs, business owners, department heads, and senior leaders signing off on PR and marketing spend. They value consistency, trust, and long-term results and they respond well to storytelling that respects their journey. If you’re leaving them out of your marketing or PR plans, you’re likely leaving a lot on the table.

Gen X PR pros: masters of long-term strategy over short-term hype

Gen X PR professionals cut their teeth in a very different world, before social media feeds, influencer deals, and the constant race to keep up with the algorithm were part of everyday life. Back then, success wasn’t about likes or impressions; it was about earning trust, managing reputations, and getting solid coverage where it counts. You were measured by your ability to tell a story that stuck, manage a crisis with calm authority, and build lasting relationships with journalists and stakeholders.

That kind of foundation still counts. In fact, it’s more valuable than ever. It’s not that Gen X are stuck in the past, many are completely at home with digital platforms and tools. But they bring a deeper sense of perspective. They’ve seen the shifts, adapted with each new wave, and know that true value in PR isn’t built on a viral moment, it’s built on consistency, credibility, and strategy.

In today’s fast-moving, content-hungry landscape, it’s easy to get caught up in the short-term wins. But Gen X communicators remind us that playing the long game, nurturing reputation, staying calm under pressure, and thinking strategically, is what really builds influence over time.

Why Generation X is the backbone of modern public relations

If anything, Gen X is the backbone of an industry that thrives on both change and consistency. They’ve spent decades adapting to new platforms, shifting media landscapes, and evolving audience expectations, while staying grounded in the fundamentals of good communication. They know how to bridge the gap between generations, translate messages that land, and navigate crises with a steady hand.

At Empica, we see real value in the perspective that only experience brings. Because behind every TikTok trend and AI-powered pitch, there’s still a story that needs to be told well, and more often than not, it’s a Gen X pro who knows exactly how to tell it.

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About the author

Judith May is a PR Manager at Empica. Judith previously worked in print journalism, broadcast television and communication roles.

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