A Good Day Series: Creating Space for the Next Gen (The PR Habitat)
A Good Day is back again. Because when you think about it, a life well-lived is simply a collection of meaningful moments. Our series returns to spotlight the people and companies leading with purpose and doing good, one good day at a time.
The PR Habitat serving as a sponsor at the PRSSA Southeast District Conference, the first HBCU PRSSA District Conference.
The PR Habitat is closing the gap between ambition and access - helping the next generation of PR professionals find mentorship, community, and the opportunities they deserve.
Launching a career in PR can feel like trying to unlock a door without the key. Traditional entry points (internships, mentorships, networking) don’t always open for everyone, especially for those without legacy connections or access to elite programs.
Enter Damaryan Benton, a Black, first-generation graduate who decided to change the system rather than wait for it to change. As the founder of The PR Habitat, a digital-first community empowering over 15,000 Gen Z PR professionals, Benton is redefining how young talent finds opportunity, connection, and confidence in communications.
We caught up with Benton to talk about building access, representation, and the future of a more inclusive PR industry.
You founded The PR Habitat to close the gap between industry and academia - what moment or experience first made you realize that gap existed?
Coming out of school, I had all the passion in the world but no roadmap. I was managing multiple clients, learning corporate lingo, navigating project management, and still feeling isolated. It was a reality check. In school, you’re surrounded by diverse perspectives, but once you enter the workforce, that community can disappear. That’s when I realized the problem wasn’t the young professionals themselves; it was the lack of support and structure guiding them from education to industry.
What did those early days of building a digital-first community for Gen Z PR pros look like?
It started with me just sharing my own story on LinkedIn, lessons from projects, events, campaigns, and life as a young PR pro. I didn’t realize how much that would resonate. One post turned into a community of over 20,000 people. I began building a team, hosting conversations, and recognizing the power of creating a space where people could see themselves represented.
What are some of the most meaningful ways you’ve seen members of The PR Habitat grow - either in confidence, community, or career?
I’ve watched members go from simply networking to truly connecting. They’re helping each other, sharing opportunities, and even speaking to university classes or joining top agencies like Edelman. For many, it’s the first time they’ve felt seen and supported in a professional space. And that kind of growth, personal and professional, is what keeps this community going.
The platform tackles the “root of the problem” in PR access and representation. What does progress look like to you on that front?
Progress has to be multi-layered. We can’t just talk about representation; we have to build access points. The PR Habitat sits between school and industry, giving people real exposure to the work and the conversations happening at the next level. We’ve become a resource hub, a think tank, and a digital community that pushes the industry to listen, evolve, and stay accountable.
As a Black, first-generation graduate, how have your own experiences shaped the inclusive foundation of The PR Habitat?
My story is what grounds this work. I’ve always believed in using storytelling for social good, whether that’s supporting nonprofits or challenging negative narratives that surround our communities. The PR Habitat is diverse by design. It’s rooted in civic engagement, citizenship, and purpose. For me, inclusion isn’t a buzzword; it’s a commitment to stay true to our values and advocate for others on every level.
Demaryan Benton, Founder of The PR Habitat.
How can leaders hold themselves accountable in making sure diversity efforts aren’t just performative?
Retention matters more than recruitment. Representation is step one, but we also need to look at how we’re developing and supporting young talent of color once they’re in the room. Too often, we expect them to adapt quickly without real mentorship or investment. Leaders have to be intentional about creating spaces where convergence, not conformity, is encouraged. That’s how we build lasting change.
What do you think the PR industry risks if it doesn’t actively engage and invest in the next generation?
We risk becoming irrelevant. It sounds harsh, but the truth is the PR industry is facing a value problem. Gen Z is already reshaping how influence works, online and offline. If the industry doesn’t invest in us now, it will miss out on fresh ideas, evolving culture, and future-proof strategies. The gap between what audiences want and what agencies deliver will only grow wider. Investing in the next generation isn’t charity. It’s survival.
For someone just discovering The PR Habitat, what’s the first thing you want them to feel when they join?
Protected. We want people to feel safe being themselves and to express their perspectives, their emotions, and even their criticism. Gen Z professionals are redefining what it means to be ‘professional.’ They’re not afraid to be authentic, and they deserve a space that honors that.
What do you think the PR industry will look like in five years if communities like The PR Habitat continue to grow and lead the charge?
In the short term, it means an informed, empowered Gen Z workforce leading the cultural pulse of the industry, and more young people viewing PR as a purposeful career. Long term, it’s about transformation: reimagining communications as a force for responsible tech, civic storytelling, and ethical influence. If communities like The PR Habitat continue to grow, they’ll shape a generation of cultural architects using their voice, platforms, and power to build a better future.
What’s one piece of advice you’d give to someone trying to break into PR right now?
Master the fundamentals, writing, strategy, storytelling, but also understand business outcomes. Know why your work matters. It’s not just about impressions or coverage; it’s about the impact you’re driving for the brand or organization. The best communicators think like strategists; they understand their influence.
At its core, The PR Habitat is about rewriting the narrative, one that centers access, equity, and belonging as the foundation of a stronger PR industry. Through storytelling, mentorship, and radical transparency, Damarayan is helping young professionals see themselves not just as future leaders, but as present voices shaping what comes next.
To learn more about Demaryan Benton and The PR Habitat:
Website | The PR Habitat’s LinkedIn | Demaryan’s LinkedIn | Instagram
