They say, “Do it for the plot.” I say, why not?

In today’s career landscape, our professional lives have evolved into more than just a string of jobs and promotions. We now view them as dynamic stories with ever-changing narratives that reflect our values, passions and willingness to take risks. This mindset – what my generation calls “doing it for the plot”- challenges the traditional linear path and embraces a journey filled with bold decisions and creative pivots.

When I first entered the workforce, I felt so much pressure to be great and to defy all odds, as if it was the standard to meet. However, over time, working with different individuals and having varied experiences shifted my perspective. I began to loosen up, realising that my most rewarding moments came from embracing change and seeking out new challenges. Whether diving into unfamiliar industries or taking on projects outside my comfort zone – from a National Government Agency to an International PR Agency – I have learned that stepping into the unknown can lead to the most compelling stories.

This narrative-driven approach has since become second nature and I believe it is essential as we, the younger generation, step into the forefront of redefining international PR driven by innovation and adaptability in today’s digital-first world

The Rise of Gen Z in International PR

Gen Z is not the future; we are the present. Our fresh perspectives, developed through our hunger for knowledge and experience, have fueled our efforts to compensate for our lost time during the pandemic. Armed with a deep understanding of global trends and digital cultures, we aren’t just following the rules, we are rewriting them.

My experience at Atteline mirrors this. We work in an environment that demands constant innovation and adaptability, especially when navigating different client campaigns. We need to be creative; we need to be bold. But while I may still be navigating the communication industry, I am not about just following trends, but also setting them (hello, main character energy!).

Global Storytelling Through Digital Platforms

One of the key ways Gen Z is reshaping international PR is through the use of digital platforms to tell stories. TikTok, Instagram, and YouTube have become powerful tools for sharing stories, especially short-form content, which caters to diverse audiences, especially those with shorter attention spans.

Take our work with Netflix, for instance. Enhancing their communication efforts in the MENA region involves localising our campaigns; and digital platforms play a crucial role in facilitating this. By crafting engaging content that speaks to regional audiences, we’re able to maintain Netflix’s global messaging while respecting cultural nuances.

In this context, “doing it for the plot” extends beyond – it helps brands make a global impact.

Authenticity is the Plot Twist

For Gen Z, authenticity is not just a buzzword — it is the ultimate plotline. It drives how we work, connect, and create. Everything must feel genuine and aligned with the brand’s mission. And this applies to who we choose to align ourselves and brands with. While a clear brief is important, we avoid being boxed in by a “pretty aesthetic”, follower number or reach.  We look for authentic connections that resonate with today’s discerning audiences. can determine who is committed to authenticity, which resonates deeply with today’s audiences.

For example, Pandora’s influencer collaborations emphasise real-life moments and meaningful connections, while Netflix’s social media engages users with relatable, candid content.

Challenges and Opportunities

Of course, no great story unfolds without a few twists, and the same goes for Gen Z’s rise in PR Like any other generation, we face challenges — whether its adapting to different communication styles, managing time zones, or staying ahead of rapidly changing industry trends.

But with every challenge comes an opportunity. Each hurdle has allowed me grow, gain insights into new markets, and apply that knowledge to support my colleagues’ miles away in the Dubai and Saudi offices.

The Future of PR is Plot-Driven

As Gen Z continues to shape the future of PR, one thing is clear: PR will increasingly be driven by plot-driven, authentic campaigns. It is not just about promoting a brand — it is about crafting stories that resonate, spark engagement, and inspire audiences to become part of the narrative.

We are no longer passive consumers of content; we are the creators and the directors of stories that inspire change and impact culture. And, brands have the opportunity to be part of these larger, collective stories; authentic and enduring that build lasting connections.

Hence, the question is not whether brands can adapt to this mindset, but how quickly they can embrace this new approach, collaborate with the next generation, and start crafting their new chapter — for the plot.

Words By: Lemuel “Miko” San Gabriel, Associate Account Executive & Copywriter at Atteline