Melding with Millennials

For PR managers and directors who want to appeal to millennials, organization and stress management take a backseat to showing that your company takes initiative and motivates teams.

What Millennials Look Up To: The “ability to negotiate,” or, in PR terms, the delicate art of persuasion, has been a hallmark of the business world since time immemorial. But millennials, or people born between the early 1980s and early 2000s, have a decidedly different take when it comes to the most important leadership qualities. Taking initiative (89%) is the top leadership quality appealing to millennials, closely followed by motivating teams and awareness of others (88%), according to a survey conducted by yconic, a digital media and research company focusing on younger consumers. “I think this is an opportunity for PR leaders to understand a key skills gap for millennials,” said Rob Henderson, president-CEO of yconic. “The fact they are downplaying (the ability to negotiate, for example) probably has more to do with their experiences or the fact they have not been taught about its importance to the industry.” PR managers who demonstrate the importance of these qualities to their millennial colleagues, he added, will be the managers who generate better outcomes, “as long as they feel motivated and understand that empathy is driving their career forward.”

Source: yconic


METHODOLOGY: The survey was conducted online with 2,000 English-speaking Canadians aged 16 to 29 sampled from a representative panel of over 549,000 Canadian residents. The survey was completed from January 17 to February 4, 2014. Since the online survey was not a random, probability based sample, a margin of error could not be calculated. The margin of error for a survey of 2,000 respondents using a probability sample is +/-2.19%, 19 times out of 20. Online surveys cannot be assigned a margin of error because they do not randomly sample the population, as outlined by the industry body, MRIA.

This article originally appeared in the July 28, 2014 issue of PR News. Read more subscriber-only content by becoming a PR News subscriber today.

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.