Newhouse Public Relations Professor, Students to Host Panel Discussion, Network at PRSA Conference

Part of a professor’s job is to help students amplify their voices. Arien Rozelle is doing just that. An assistant teaching professor of public relations, Rozelle is welcoming four students to her panel discussion at the upcoming Public Relations Society of America (PRSA) Northeast District conference Friday, Nov. 15, in Syracuse.

The discussion, titled “Disrupting the Narrative: How Gen Z is Reshaping The Field,” includes Newhouse seniors Cara Steves, Emma Harby and Mariana Godinez-Andraca, and Rozelle’s former student from St. John Fisher University, Michaela Meleca.

“By giving students a platform to share their perspectives, we’re validating their professional insights, encouraging critical thinking and demonstrating that their voices matter in shaping the evolution of our industry,” Rozelle said.

Anthony D’Angelo, a professor of practice and chair of Newhouse’s public relations department, is also presenting a session during the conference titled “This Isn’t a Drill: AI in PR.”

Below, Rozelle talks about the upcoming panel, Generation Z in the PR industry and more.

Your panel discussion is about Gen Z reshaping the public relations field. Why is this an important topic to talk about?

Gen Z represents not just a new demographic of professionals, but a huge shift in communication, authenticity and strategic engagement. Gen Z is the most digitally savvy, ethically driven generation to enter the workforce. They are the first truly digital-native generation. They’ve grown up with social media, real-time communication and an intrinsic understanding of multi-platform storytelling. This means that they have a lot of skills that potential employers want to put to great use. But Gen Z also has expectations of their employers that stand out: They expect to feel like their work has purpose, they expect work/life balance and they expect a high level of transparency and authenticity. This means that if employers want to truly harness Gen Z’s unique capabilities, they need to reimagine their employment practices. That’s a big task.

How will Newhouse students be participating in your discussion and why is this an important experience for them?

Our Newhouse students are really the primary subjects of this conversation. They’re panelists who will provide insights based on their own experiences, which are predictive and actionable. By giving students a platform to share their perspectives, we’re validating their professional insights, encouraging critical thinking and demonstrating that their voices matter in shaping the evolution of our industry. And, the opportunity to speak on this panel also further involves our students in The Public Relations Society of America, the country’s leading organization that serves and supports those in the communications industry. The Northeast District is one of 10 districts that make up the Public Relations Society of America and is comprised of over 1,100 members spread out over nine PRSA chapters in NY, MA, RI, NH, VT and ME. It’s a great networking experience for them!

How will you bring your research on Gen Z in the public relations field into the classroom at Newhouse?

As an assistant teaching professor, I use my research to primarily inform my teaching. I think it’s important to really get to know my audience and teach them in ways that resonate with them. Research about Gen Z has been used in my classes to update and create new assignments, develop new teaching strategies and to introduce activities about ethics, diversity and AI in the classroom.

What do you want the audience to take away from the discussion?

If we really hear what Gen Z is saying, we will understand that this is a transformative moment in professional communication. We’re witnessing a reimagining of public relations that goes beyond generational differences—it’s about creating more meaningful, transparent and impactful communication strategies. It’s a really big moment for the field, and for our students as they prepare to enter the workforce.