Relationship management with the Millennial generation of public relations agency employees

This study investigates relationship building with the Millennial generation of public relations agency practitioners from their own perspectives. A recent survey of this population revealed that they have strong relationships with their agency employers, except for a measurement that asked if a long-term bond existed between themselves and their organizations (Gallicano, Curtin, & Matthews, 2012). Consequently, this study explores long-term relationship building with this employee public based on five asynchronous online discussion groups. The conclusion of this study offers theoretical insights about commitment and relationship types. In addition, this study can be helpful to public relations researchers who study Millennials by providing participants’ descriptions of how they characterize their generation of public relations practitioners.