What's in store for this edition:
From ages 18-80, make your messages work with each group
Multi-Generational Public Relations
If you have a product or service that different age groups use or are interested in, then that means you need to make your communications attractive to different generations. How can you undertake such a monumental task?
By understanding your audience and adapting your process to fit their needs. Let’s take a look at some audiences.
Baby Boomers (Born 1946-1964):
Think of Boomers consuming content like the regulars at a classic diner. They have their favorite dishes (traditional media) but are open to trying new specials (social media). They value reliability, depth, and a leisurely pace in their media consumption.
✅ Traditional media comfort
✅ Values quality and service
✅ Prefers detailed information
✅ Facebook - Main social media choice
✅ Traditional email - Desktop preferred
✅ Print newspapers and magazines
✅ Cable TV news
✅ Radio
💫 Key Takeaway: Baby Boomers prefer longer-form, detailed content
Gen X (Born 1965-1980):
Think of Gen X consuming content as diners at a fusion restaurant. They like a blend of traditional and modern, and take time to appreciate both. They savor a mix of familiar comfort food (traditional media) and innovative dishes (digital platforms), and take time to appreciate both.
✅ Digital adapters
✅ Values work-life balance
✅ Appreciates direct communication
✅ Facebook - Primary social platform
✅ Email - Prefer detailed newsletters
✅ LinkedIn - Professional updates
✅ Traditional news websites
✅ YouTube - How-to content and news
💫 Key Takeaway: Balance digital and traditional approaches for Gen X
Millennials (Born 1981-1996):
Think of Millennials as consuming content like patrons at a food truck. They want personalized options, original flavors, and the ability to mix and match. They like a balance of quick bites and more substantial food, with authenticity and community guiding their choices.
✅ Tech-savvy but remembers analog
✅ Values experiences over possessions
✅ Prefers visual storytelling
✅ Instagram - Both feed posts and Stories
✅ LinkedIn - Professional content and networking
✅ Twitter - News and real-time updates
✅ Email - Especially on mobile devices
✅ Podcasts - During commutes or multitasking
💫 Key Takeaway: Mix of visual and written content for Millennials with a strong emphasis on mobile
Gen Z (Born 1997-2012):
Think of Gen Z as eating at the Buffet. They prefer an ever-changing choice in food. They like trying a wide variety of bite-sized dishes (short videos, memes) quickly, and are always looking for the next trending “dish”. They prefer visually appealing, easily shareable content that can be consumed rapidly.
✅ Digital natives
✅ Short-form video preference
✅ Values authenticity and social causes
✅ TikTok - Primary platform for short-form video content
✅ Instagram - Especially Reels and Stories
✅ YouTube - Long-form content and tutorials
❌ Rarely use Facebook or traditional email
💫 Key Takeaway: For Gen Z, mobile-first, video-heavy content is essential
Tips to Make your life easier:
Use multi-platform approach for maximum reach
Repurpose content across channels
Maintain consistent core message
Adjust format and tone for each social media platform
Consider time-of-day posting for each generation
Visual content works across all generations
Each generation has different privacy concerns and sharing habits
“Never treat your audience as a customer, always as a partner.”
Do this now: Audit your current PR strategies and then ask yourself:
Are you considering age demographics in your messaging? __Yes __No
Which generations are you currently reaching effectively?
Baby Boomers: __Yes __No __N/A
Gen X: __Yes __No __N/A
Millennials: __Yes __No __N/A
Gen Z: __Yes __No __N/A
Where are the gaps in your generational outreach? ________
What channels are you using, and do they match your target audiences? ________
Term to Learn
Generation Alpha (Born 2010-2025) is the upcoming generation of consumers who have never known a world without smartphones and social media.
FAQ
Q: Should I create different messages for each generation?
A: While your core message should remain consistent, the delivery method and tone should be adapted. Think of it like translating the same story into different languages - the meaning stays the same, but the way it's told changes.
Get PR techniques from recent news.
Newsworthy
Dark Chocolate and Diabetes 🍫
A new study shows that a small quantity of dark chocolate is better than milk chocolate for insulin control and type 2 diabetes prevention.
Using industry studies, or scientific studies, is a great way to get publicity for your product or show off your expertise.
Lets be creative as to what type of companies or expert could use this study in their communications efforts?
Dietician
Nonprofits or NGO’s in the nutrition field
Podcasters
Chocolate Manufacturers
Diabetes organizations
Did you think of something I didn’t?
✍️ Key PR Takeaway: Use professional studies in you communication efforts. Reporters love facts and figures and the studies have done the hard work of gathering facts and figures for you.
Useful PR Resources.
🧰 TOOLKIT
Your Local Library
The library provides free access to many publications that are often behind a paywall, requiring payment to do research on their publications. You can also access many different trade journals or other databases for free.
Did you know that many libraries now offer many useful tools like computers with paid software applications like Adobe Creative Cloud, recording studios, meeting rooms, printers, 3-D printers, Cricut die-cutter, Glowforge laser printer, Ultimaker 3D Printer, and HP large format printer, and loads of other resources.
Search for public libraries in your area.
Good to know: Librarians are incredible sources for research help, plus they are very friendly… truly an untapped treasure close to home.
Attention Seeker of the Week
Gary, the adventuring cat, loves to sit on his social media manager shoulder when he goes skiing in the Canadian Rockies. He also loves the attention he gets when fellow skiers watch him fly down the hill.
Can we feature your fluffy attention seeker? We love sharing stories of these cuties.
Thanks for tuning into this weeks episode. Makes me nostalgic for family and all the beauty & variety that different generations bring.
Until next week, keep your shades on and stay cool.
Your fellow Seeker,
Keren
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