PR Points to Remember When Reaching out to Millennials


Image: mediaispower.com

Image: mediaispower.com

Millennials are a much sought-after demo by communicators, but they’re not an easy bunch to nail down. In 2008 and 2012, the Obama presidential campaign wisely targeted Millennials (born between the early 1980s and the early 2000s), but since then the president’s communications team has learned the hard way that their continued support is not a foregone conclusion.

Recent polls show a majority of the 18-29 age group disapprove of the Obama administration’s handling on most major issues, including Syria, Iran, the economy and health care. How did things get so bad?

The Obama communications shop, and quite a few other communicators in the private sector, may have misjudged what makes Millennials tick. Glynn Murph, a senior account executive in Edelman’s Atlanta office (and contributing writer to PR News), notes that there are different standards at play for this generation that communicators need to understand in order to reach them.

1. We have a strong, but different work ethic: We may not want to work the way you did, but by no means does that imply we do not want to work hard. Technology has afforded us the opportunity to be productive from anywhere at any time and we are taking advantage of it.

2. Different definitions of success: Millennials are placing greater importance on quality of life than on monetary success alone. With the constant restructuring of modern businesses, we are concentrating on building our individual worth by pursuing careers we are passionate about with the hopes of achieving long-term success.

3. We’re tougher than you give us credit for: We don’t expect success to be handed to us on a silver platter; we just want the opportunity to prove ourselves.

Follow Glynn Murph: @GlynnCocoa.

Follow Richard Brownell: @RickBrownell




Tags: , , , , | 2 Comments

avatar

About Richard Brownell

Richard Brownell is Content Manager, PR Events at PR News. He has several years' experience in developing and producing online events. Richard is a published author with several titles for young audiences to his credit. He has also written political commentary for several popular websites and his stage plays have been produced in New York and other major cities.



Deals of the Week

Get $150 Off PR News' PR Measurement Conference

 prnews-measurement-conf-175x135-static

Join us on November 20, 2014, for PR News’ essential PR Measurement Conference, taking place at the Hyatt Regency Chicago. Commit now to grounding all of your PR efforts in metrics that connect to organizational goals and prove value that communications makes in thriving b2c and b2b companies, nonprofits and professional associations.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

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.