The Pursuit of Happiness in PR: Joy, Satisfaction and Motivation during Working as Communication Manager on Purposeful Cases

In recent years, only a small number of studies have touched upon the question of job satisfaction of communication managers. The European Communication Monitor studies (2007–2020) series, for example, continuously returns to the issue across Europe, with its 2018 edition stating that overall job satisfaction is slowly decreasing (compared to previous studies) and connects satisfaction to an individual's willingness to change their current job profile. Recent studies in Germany (Hoffjann, Köster, & Wieczorek, 2019) indicate that communication consultants, in particular, are discontent with their current work. In general, these studies relate job satisfaction to salaries, types of organization (e.g., corporates vs NGO), the position in the organizational hierarchy, stress and pressure in a working environment.

Younger generations (e.g., Millennials; Generations Y and Z) that have entered the business over the last 10 years are known for preferring purpose-driven job profiles that are related to fields like sustainability, corporate responsibility, health, education, etc. Does this attitude also make a difference when it comes to working in communication management? This chapter discusses the connection between a good cause and job satisfaction and the difference it makes when it comes to working in communication management over time. Unlike other studies, the focus in the chapter is on purpose-driven projects as a change in business routine to stay motivated.