By Sierra Goodman
In the SOJC, it is common for public relations majors, such as myself, to minor in business. I regularly apply concepts from PR and business to my classes and clubs such as IR Futures. Understanding business is beneficial not only for a career in financial communications but in all sectors of PR. Here is why:
Better serve your clients
Whether you work for an agency or in-house, your knowledge of business will allow you to understand your client’s business model faster eliminating a learning curve with concepts such as stock history and return of investment (ROI). It will be easier to communicate and simplify what your client or employer is trying to say to their audience if you have insight to the business side as well.
Pursue Investor Relations
Investor relations is a lucrative PR position and requires a strong understanding of the financial sector of business. Investor relations involves communicating an organization’s value directly to current and potential shareholders. This requires literacy of stock markets such as the NYSE, NASDAQ, Dow Jones, etc. A company’s stock value is a reflection of the shareholder and public view of the company. It is a PR professional’s job to find out why your client’s stock goes up or down and convey this information accurately to shareholders.
Expand Your Marketing Toolbox
Public relations is one of many business marketing tools. Other tools include digital marketing, social media, advertising and search engine optimization (SEO). Strong knowledge of marketing can help you advocate the reason why a client should use PR as a marketing tool opposed to another option.
It is helpful to understand your client’s target audience in both quantitative and qualitative factors. For instance your client may have a young audience of skateboarders and snowboarders (qualitative) and have 70% of that demographic in the Portland area (quantitative). The ability to find out these details will help you produce better results for your client.
A business mindset will help you gain credibility in a public relations role. The ability to argue a case from a business perspective is a valuable asset to employers. A business degree is not the only way to gain knowledge. Chapter president, Lily Gordon, takes online business classes through Lynda.com and communications director, Talia Smith, listens to business podcasts.
By Kate Templeton
Winter break was great, but now we need to refocus as we begin the new term. Below are a few tips to get back into the swing of things and have a successful 10 weeks!
Organize Your Planner
You will be shocked how much better your life is with a planner. It has been proven that writing words down actually helps people retain information better than just reading it. By having a visual list of the work you need to complete, you will be able to actually visualize and better organize the tasks at hand. Plus, I have to admit, I find it very satisfying to cross a completed task off my list!
Winter term is not only a new term, but also a new year! Whether you made New Year resolutions or not, setting some goals for yourself will help start your term off right. It doesn’t matter if your goals are small or large — they will help you keep your focus on what you want to achieve.
Start a Routine
Be proactive and create a routine for yourself. I know that it’s syllabus week and we all want to lie around and finish the TV shows that we binge-watched all winter break. However, implementing a solid and effective routine at the beginning of the term will help you be more successful as the term progresses.
Start Healthy Habits
My next tip is simpler said than done! Starting a consistent workout routine and eating healthier food choices is easier now than when the term gets busy later on. It is crucial to be in both a healthy and a happy mindset. Winter term can bring on seasonal sadness due to the lack of sun and shorter daylight hours. Being mentally and emotionally positive is extremely important to keep your spirits up these next 10 weeks!
I hope these tips help and everyone has a happy and successful 2018!
By Talia Smith, UO PRSSA Communications Director and former Veracity intern
For our last meeting of Fall term, Amy Rosenberg of Veracity Marketing in Portland was kind enough to drive down to Eugene to talk to our chapter about traditional versus digital PR. As we found out, there is no difference.
Amy’s presentation was unique to our guest speaker lineup as we had yet to learn about digital PR and how it can be the “secret weapon to SEO.” Many of us have heard of SEO and know it’s important, but we don’t really know what role we will play in SEO as PR students and aspiring professionals. Amy did a great job explaining what we can do to start thinking digitally to make media coverage go further while helping clients maximize their online presence.
First, if your client doesn’t have a website, encourage them to create one or outsource someone to make a “SEO-friendly” site. Amy compared a company’s website to a flyer, except this flyer doesn’t end up at the bottom of your purse. A website provides your brand’s stakeholders with a platform to learn more about them and follow up. “If you don’t have a presence online, you don’t exist,” Amy said. The call to action of most of your PR efforts are going to lead back to this website which is why it is essential your client has one.
Once your client has a website, you need to help people find it which is where SEO comes in. In a nutshell, websites can get lost in a sea of search results on Google and Bing and SEO helps a site rank higher to garner more clicks. Let’s be real, no one is going to click to the second page of Google. In order for a website to be useful it must appear in the top results when using keywords associated with your brand. Blogging provides a website more keywords for people to search.
Once a website and blog are up and running, PR and social media can be used to drive viewers to the site through links. When it comes to securing media coverage, Amy suggests keeping your pitch to five sentences or less and linking out to a press release as reporters appreciate brevity. Also, don’t spam anyone. Instead, take the time to personalize a pitch and offer the same respect to all positions in the newsroom. Amy says bloggers and writers are the most important people in the newsroom to PR professionals because they could be editors five years down the road.
Once you secure media coverage, it is imperative to get the link so it can be sent to your client and shared on social media, an important step to amplifying viewers. It is also wise to have an “In the News” tab on a website and have an ongoing list of links to recent media coverage. If you can’t find a link to coverage you know you secured, Amy recommends asking the digital editor who is responsible for placing stories on a traditional news media outlet’s website. You might feel like you are bothering someone just for a link but Amy assures that these digital editors understand you are asking for SEO purposes and will respect you.
At the end of the presentation, Amy was asked what students can do to stay ahead of the curve when it comes to digital and traditional PR. She suggests “showing up” to professional development organizations such as PRSSA and PRSA for PR and SEMpdx for digital. Fortunately, Amy will be speaking at SEMpdx’s Engage conference in March 2018.
Thank you, Amy, for sharing your insight about traditional and digital PR. Please come back soon!
By Kate Templeton
As a junior in college, I am very focused on learning how to prepare myself for a future career as a public relations professional. I imagine many of you are also pondering and planning what steps you should be taking while you are still a student to best set yourself up for success after graduation. Fortunately, as journalism and communication students, we have access to many outstanding resources for guidance. For this week’s blog, I decided to ask an expert. I reached out to the SOJC Dean, Juan-Carlos Molleda, to hear his perspective and recommendations on what to do to be a successful public relations student. He provided me with some incredible insight and advice. Below are some highlights of our discussion.
How can students make the most out of their time as a UO PR student?
Dean Molleda explained that actively participating in classes is extremely important. Students who ask questions, engage in class discussions and interact with faculty are able to gain more than those who just show up to lectures. He also went on to explain that getting involved in extracurricular activities outside of a student’s major is essential, too. He feels that in our ever-changing world, it is important to be knowledgeable about global issues and to be up-to-date on current events in the news. Dean Molleda suggests getting involved in a variety of activities on and around campus to become a more informed citizen.
What are some things PR students can do to set them up for success while in college?
While students are still in school, Dean Molleda recommends actively networking. He explained that networking is a necessity when trying to maintain relationships and establish solid connections. He also emphasizes that one should not be solely focused on getting multiple internships while in college, but the importance of doing high-quality work and having successes while at these internships. This will help students create real world networks that will help them post-graduation. Dean Molleda also suggested utilizing the many resources that Allen Hall offers. For example, guest speakers that come and speak to student groups are a great way to learn about a field of interest, and a way to network with a professional who is actually in that field.
What are must haves when looking at resumes of PR students?
A student’s resume can completely make or break them when applying for jobs. Dean Molleda stresses the importance of having a clean and clear resume, with absolutely no typos. He also reiterates the importance of having unique experiences on the resume. Having solid work experience is a must, but having additional and diverse skills is equally as crucial. Employers want to hire people with skills; they want to see if PR students have the capability to work with various software programs, social media, analytics, etc. Dean Molleda states that “Internships are important, but students need additional skills, experiences and expertise to really make their resume and portfolio stand out amongst the rest.”
What are some things all PR students should know about the field?
In a workplace, the term ‘public relations’ isn’t always used. Dean Molleda explains that there are an array of different titles other than PR used in the real world. The job title could possibly be called public affairs, corporate communication, communication specialist, project manager, etc. He explained that because of the many career possibilities for PR students, it is imperative to be familiar with the variety of jobs students can apply for and obtain. Dean Molleda explains that “We are in a golden age of PR because of technology, so it is extremely important to understand technology and all of its uses.” The basics are still needed in PR: writing, speaking, presentation, critical thinking, etc. But being proficient with technology is now a necessity in the field. To close the interview, Dean Molleda gave one last great piece of advice. He said there is one specific word he likes to use when explaining what a PR professional needs to have in order to be successful in the field, and that word is ‘resilience.’ Having resilience is a valuable skill because it shows that a person will work hard and use all their abilities to get the job done, no matter the obstacles they may face.
By Sierra Goodman
Local reporters, Tiffany Eckert, Justina Roberts and Amber Wilmarth, were on our media relations panel at our Nov. 1 chapter meeting. The three answered questions and informed members about relationships with public relations professionals and reporters.
Public relations professionals and reporters have a symbiotic relationship. Public relations professionals provide reporters with newsworthy stories and reporters provide PR professionals a platform to tell those stories. The key is to maintain the relationship on both a professional and personal level. Similar to any other relationship it requires mutual respect, communication and trust. Here are nine ways PR professionals can foster positive relationship with journalists:
1. Use the 5 W format
Journalists live on fast-paced schedule which means they need to know the who, what, when, where and why in a concise manner. Introduce yourself in a short and simple sentence. The pitch should be about a paragraph long to give enough detail about what you are pitching and why it’s important to the reporter and public as well. The ability to write concisely is a skill learned with practice so don’t beat yourself up if it takes an hour or more to write a paragraph.
In the past, it would be deemed inappropriate and unprofessional to resort to texting a reporter instead of calling or emailing. Texting is becoming a more efficient means of communication as reporters don’t have time to go through emails all the time and they are always on the go. Just make sure you have met or talked with the reporter at least once.
“I think that the most important part of PR is communication; communicate well, communicate distinctly, communicate visually.”
3. Initiate and maintain
Yes, we are in the year 2017 where apparently texting between professionals is now acceptable. However, it is still necessary to communicate in-person as well and introduce yourself. It is important to do so whenever the chance is given and to make an effort to make those chances possible. As Gossip Girl would say, “Remember public relations rule number one: your value is your social network.” Building these unique relationships develops overtime, there’s a number of angles to go about maintaining them. This can be anything from complementing them on a recent article they published to going out for a cup of coffee to discuss an impending exclusive. It all depends on where you’re at in the relationship.
4. Keep an exclusive, exclusive
One day in your PR career, you may be given the opportunity to give an exclusive news story to your favorite reporter. If you tell them it is exclusive, stick to your word and only share this information with them. Trust is lost if you tell multiple reporters you have an exclusive story.
5. Be crystal clear about an embargo
Following up on the last statement, be sure to make it clear when a story is an embargo. In this case, the term embargo is described as an agreement between a PR professional and reporter that information given will not be released until the time stated. It’s easy to misunderstand unless it is explicitly said the story is not to be released until the given date.
“What is the most important 15 seconds I could tell this reporter?”
6. Be available
There is nothing more annoying to a reporter than getting an interesting press release only to find out the contact is unavailable for further details. This forces them to move on to the next story making the day harder for both of you. If they are not able to rely on you for a quick response it can severe sever the relationship. Most reporters understand that PR professionals have a busy life too and may not be able to respond immediately. In this scenario, it is important to at least acknowledge that you have received the reporter’s message and let them know when you will be able to get back to them.
7. Get your story in before 8-10 a.m.
Before the day officially starts, reporters meet with the news team between 8-10 a.m. During this time, they are preparing stories for the rest of the day. If you want a reporter to pitch your timely story at the morning meeting, be sure to contact them BEFORE 8 a.m. If you contact a reporter after their morning meeting, the news agenda is set, your story will not be able to be fit in and it is old news by tomorrow.
8. Give plenty of lead time
Although reporters learn to live in a fast-paced environment, letting them know information a few days to a week in advance allows them to take a breather, even if only for a second. This step is important in maintaining a good relationship with the select journalist. No one wants to be working against the clock if they don’t have to.
9. Don’t pitch an advertisement
This part will take some time to master but it’s an important one. In order to not sound like an advertisement, a pitch requires some humanity. Remember to mention how what you are pitching effects the audience who watches the news. At the end of the day it’s one human speaking to another.
By Kate Templeton
Do you stress out before an interview? Don’t worry- you’re not alone! For me, interviews are the most nerve-racking part of the job process. Demonstrating to prospective employers that you are the most qualified person for the job while being asked questions on the spot can be very stressful. However, with preparation and practice anyone can become a pro interviewee! Here are five tips that will help you nail your next PR interview and alleviate some of that stress:
First impressions matter! When going into an interview, it is always a good move to dress professionally. Have you ever heard the expression, “Dress for the job you want, not the job you have?” Dressing up for an interview can show prospective employers that you care about the job and are taking the interview seriously. You want them to be able to picture you doing the job you are applying for. Plus, when you dress well it can help you feel more confident!
When conducting an interview, people are looking for specific responses. They are seeing if you possess the skills needed to work well with their organization. Why not show up extra prepared? As PR students and PR professionals we should be able to think on our feet and effectively promote ourselves. There are certain questions that are consistently asked at interviews (ex: strengths, weaknesses, why do you want to work here, etc.). Practice answers to questions you think you may be asked so that you feel more prepared and confident for the actual interview!
It’s easy to tell people that you have a full public relations portfolio with a variety of creative work pieces through multiple clients. However, actually being able to show off your skills during an interview is even better. Make sure to show your PR portfolio and sample work to an interviewer, whether it be a hard copy or online. This will help differentiate you from other candidates.
Few things are as impressive in an interview as showing how prepared and knowledgeable you really are about what you are applying for. Especially if it’s a job related to PR, you want to know all of the ins and outs of the organization and role. Being able to demonstrate that you have done your research tells employers that you spent time learning about the company and position, and that you genuinely want the job.
After the interview is over and you begin the process of waiting for a response, it is important to follow-up with the person/people who interviewed you. Sending a thank-you note or e-mail is always a great idea. This is an additional way to reiterate how much you want this position and help them specifically remember you when they are picking from a large pool of applicants.
By Kate Templeton
When most students imagine studying abroad, they probably picture exploring a foreign country and making lasting memories with new friends. However, studying abroad can actually help students gain professional connections and develop important skills that can positively impact their future. Last summer, I was fortunate to have an opportunity to study abroad. After what felt like months of researching different programs, countries and courses, I finally decided to spend six weeks studying in London. The program I chose was offered through the University of Oregon, and it provided me with an incredible opportunity to spend the summer with 60 other journalism and public relations students. While abroad, I gained valuable skills that have already greatly benefited my life as a PR student, and will help me reach my ultimate career goals.
Here is why you should consider studying abroad:
The professors in my London program were much different than the professors we have in the states. Two of my professors worked for the BBC, one in radio and one in television. Interacting with professors who are also working professionals from a different country with diverse experiences helps students gain new perspectives in the world of public relations. As students, we are advised to make connections and build professional networks. Having the chance to be in small, interactive and engaging classroom settings with professors who have their own unique professional connections opens up more possibilities for networking. One of my study abroad professors actually wrote me a letter of recommendation for a job!
My study abroad courses provided a great deal of experiential learning. We had amazing opportunities to attend a variety of theatre productions, dances, museums and sporting events. Through the classes, I learned how to effectively write news releases, news stories, critical reviews, blogs and features. I reviewed events and performances and learned how to critically and clearly explain what I had seen. Being a strong writer is important for PR professionals. Students who study abroad get the opportunity to dramatically improve their writing skills and become more compelling and effective communicators.
During my program, I had the opportunity to tour different businesses in the heart of London. I was able to see firsthand the role that public relations and journalism have in organizations like Chelsea Football Club, Ticketmaster, the BBC, the Olympic Games and many more. Being able to experience what it would be like to actually work in a communications field for these huge organizations opened my eyes to the many different possibilities that are out there for public relations majors. The hands-on atmosphere in studying abroad is key in showing students how professionals in these fields work and find successes.
While abroad, the classwork we did was very special. My program offered classes that required writing, photography and videography. Students left the program with multiple original pieces of work that showcased a variety of media platforms. The coursework created while abroad is extremely beneficial in differentiating and enhancing PR portfolios in comparison to other portfolios.
And finally, it wouldn’t be a study abroad experience without fully immersing into an entirely new and different culture. When students are able to say that they successfully lived in a new country while also taking classes, this demonstrates personal growth and perseverance. Study abroad students come back to their colleges and universities with a life changing experience that helps them mature personally, professionally and culturally.
By Erica Freeze
“Branded content” is the term for when companies create their own content to attract interest and engage an audience and generate familiarity, in the effort to pull consumers towards the brand to convert them to customers. But promoting your brand to the masses in this way won’t satisfy them. When the same sorts of messages arise from similar brands and competitors, consumers catch on. This is where emotional appeal needs to come in to push your brand ahead of the competitors.
One campaign that took emotional appeal to the next level is Always’ “Like a Girl” campaign. This campaign was groundbreaking because it reached its predominantly female consumers through a completely different method. Feminine care products normally focus on selling women on more idealized versions of themselves. This campaign however, compares stereotypes about the athleticism of young girls. The advertisement shows the frustration and misconceptions behind the statement, “run like a girl” and channels it into a powerful message: women are capable and strong regardless of the stereotypes placed on them. This unique advertisement resonated with women across the globe and was a huge success. Adobe ranked “Like a Girl” the top digital campaign of the Super Bowl in 2015, based on an analysis of mentions on a variety of social networks and internet platforms.
Creating an emotional connection means targeting an underlying emotion that may not be immediately obvious. Generating an emotional response is as important as having the right message. A brand can evaluate the emotional response through social media monitoring. Social media monitoring can help a brand understand how audiences perceive their message. The way that people respond to social media posts can tell your brand what attitudes and ideals your audience holds.
According to Harvard Business Review, those who are ‘fully connected’ emotionally are 52% more valuable to brands than customers who are ‘highly satisfied.’ Connecting consumers through emotional appeal can increase their action towards the brand. Think about it, if you see a brand promoting something that you align with, something that you are passionate about, then that brand activates an emotional response from you and increases your loyalty towards that brand. Therefore, you will want to be connected to this brand, and purchase their products and take action to consume this brand. The customers who are impacted by a brand’s stories and messages ultimately become advocates, sharing the brand on social media or telling their friends about the great products the brand has to offer. This is exactly what the Always campaign did, and as stated before, it was hugely successful.
The best approach to this is to focus on the connection that you want. You want to be consistent and target a smaller demographic; a more specific niche than a wide range of customers. Conduct some research on this target audience, take some surveys, view their social media engagement, analyze the data you collect and then come up with the underlying motivators for their consuming habits. From this you can see which emotional triggers work best and which do not. You can utilize this data to make a campaign to perfectly target a specific audience and utilize this audience to promote your brand and increase brand loyalty.
By Erica Freeze
As the school year is coming to an end, it is important for college students to have updated résumés for future careers or internships. As a graduating senior, I constantly find myself updating and changing my résumé to best represent who I am. A résumé can include other elements besides words – different colors and fonts can all help to show who you are to a potential employer. Potential employers make snap judgments about who you are from a simple glance at your résumé. Because of this, it is important that your résumé makes a positive impression on readers. There are certain mistakes that people make time and time again on their résumés that will make an employer turn his or her nose up. Here are some common mistakes and how to avoid them:
1. There is not enough white space.
You want your resume to appear clean and professional. Overcrowding the page with too much text will most likely overwhelm an employer and cause him or her to not want to read through the whole page. Being precise and to the point on résumés is the best way to go. When an employer receives your résumé, you want them to be able to glace at it and get a general idea of your experience. Additionally, it doesn’t hurt to have a visually appealing layout with some color or a logo you have created to represent who you are. If you’re adept at graphic design, there are general résumé layouts in Microsoft Word and also simple design platforms online such as Canva which have premade templates.
2. You didn’t include results-oriented language.
As aspiring public relations professionals, we know that results are very important in understanding how to best target key publics. Employers want to see how you drove change at a previous job or internship. They want to know what you have to contribute to their company to drive change. Your résumé should be clear about results you’ve achieved. It can be as simple as “increased Facebook page views by 15%.” If offered an interview, you can elaborate on how you did so, but it is important that on paper you show them that you do include how you contributed to your past job or internship.
3. Your objective statement could use some work.
If you decide to include a statement at the top of your résumé, try to steer away from an objective statement. An example of an objective statement is, “Seeking a role as an account coordinator to advance my career in the public relations industry.” There are a few problems with this statement. It is very bland, and the focus is on what the candidate wants for herself, to advance her career, rather than providing information on how she can generate change for the potential employer. Instead of that, try using a statement that shows your value to a company. An example of this would be, “Transforming communication problems in the entertainment sector into intensive, results-backed solutions. Creating results through identifying stakeholders, building relationships and implementing change.”
4. You didn’t include skills.
You can list out your skills in a section or provide them interwoven throughout your résumé in your experiences. Employers need to see your skills and how you applied them in previous positions. These skills can help you stand out from other applicants. In a CareerBuilder survey, 35% of employers stated résumés that don’t include a list of skills is one of the most common résumé mistakes that may lead them to automatically dismiss a candidate. If you decide to weave your skills into your resume, start with the skill and then include how you generated positive results because of this skill.
5. You aren’t confident in your past work experiences.
As a student in the SOJC, I know that classmates can get competitive with each other, and sometimes it feels as though you may not have enough experience or involvement to stand out. Don’t give up, and don’t represent a lack of confidence on your résumé. If you have no PR experience, highlight the skills you acquired in another job and how they can relate to the position you are applying for. For example, if you are a server, you can say something along the lines of “accurately recorded orders and partnered with team members to ensure satisfaction for our customers.” This shows that you have experience working on a team which most likely helped you enhance you r communication skills. Additionally, if you have no work experience, highlighting certain classes on your résumé is okay to do as well – that’s how I got my first internship! Be confident in what you have to offer an employer, even if it isn’t a bunch of work experience in the field you hope to end up in.
The job hunt can be a tricky one, but be confident in what you have to offer employers with an awesome, updated résumé! This is a first impression of who you are and what you have to offer. Use these tips to help you stand out among competitors!
By Kate Miller
Breaking news: Most students attending college right now are not millennials, even though older people still categorize us as millennials. According to The Huffington Post, if you were born in 1995 or later you are part of “Gen Z.” Sorry to all of the thirty somethings who still want to relate to college kids. A “millennial” is a person who is or becomes a young adult in the year 2000.
Although many of us thought we were millennials up until recently, there are some key differences between us and “true millennials.”
Since our generation grew up with technology, Gen Zer’s relate closer with internet users across the world than the generations above. We are considered the first to be fully global: meaning we think, relate and interact with a global mindset. Ask yourself if you could go a week without your device or even a day? Huffington Post found 40 percent of Gen Z self-identifies as “digital device addicts.” This is contributing to the change in strategic marketing strategies across the board.
Think about how many TV ads Starbucks put out about the new unicorn frappuccino. I have yet to see one. There very well could be, but Starbucks is targeting “Gen-zennials” a Ketchum term for the cohort of 16-24 year olds in between generations. This Starbucks campaign is meant to be instagrammed.
We are a generation that has device dependency that leaves little time for TV consumption, and little interest for traditional advertising and news consumption causing brands to have to change their strategy. When marketing products, keep in mind that times have changed and Gen Z relates to diversity and responds to visuals. If you are starting a campaign, make sure to tailor it to social media and make sure it is sharable.
Generational hipsters were born social and started developing a brand for themselves from a young age. Myspace, Tumblr, Musically, Facebook, Snapchat, Instagram, Reddit, Weheartit, Vine etc.; 92 percent of Gen Z has a digital footprint. Local coffee shops, #exploregon and thrifting have become a generational norm. Gen Z looks for uniqueness in their brand and what they consume. They are focused on being different, embracing globalization and diversity.
Being unique is trendy. This is creating even more need for PR professionals to target messaging to specific groups due to the expansive individuality and diversity of this generation. Take a look at Lynda.com and Facebook blueprint. In order to strategically target Gen Z, it is becoming essential to understand your target market and to use paid media as an advantage for your brand.
Due to the constant speed of social media, especially on channels like Snapchat and Vine, Gen Z is developing a shorter attention span. There is an instant gratification expectation. We are reshaping the way PR professionals are setting up campaigns because when we are doing five things at once there is a lack of observation and attention to detail that PR professionals pride themselves in. It takes a visual appeal to grab the attention of a Gen Z. But this should not dismiss the work ethic of Gen Z and the way they are reshaping the classroom and workplace in PR.
Gen Z has created a shift within the work and play boundaries, multitasking is increasing productivity for offices, and making work environments more desirable due to the blurred lines. This requires PR professionals to step up their game and target audiences in a compelling and relatable way. When creating messaging keep it short and sweet because your messaging is getting read in between a scroll.
Because Gen Z was immersed in technology growing up, they are thinking entrepreneurially. Gen Z likes independence, they are self-starters and 72 percent of teens in Gen Z desire to start their own business one day. A lot of what has shaped Gen Z is growing up in the recession in 2008 which is apparent in how much they value experiences and how frugal they are with their money.
Gen Z is not seeing the value in higher education like previous generations and employers are predicting more young adults go straight into the workforce. The cost versus gain to of school does not seem to be paying off in comparison to the loans Gen Zer’s will be paying off long after.
Gen Z values efficiency and knowledge is included. If there is a way for them to learn something in a more affordable, timely manner that is less traditional, they will most likely take that route. When targeting this audience taking an approach like Starbucks’ unicorn drink, five days only, for a drink most consumers wouldn’t traditionally purchase, not only makes Gen Z want to consume because of the uniqueness, but the limited time increases value for Gen Zer’s.
Gen Z expects brands to be loyal to them instead of the other way around. They want to feel appreciated. If they do not feel valued and appreciated they will take their loyalty somewhere else. Because Gen Z has grown up in a culture of innovation and technological advancements, they now expect this level of innovation instead of being amazed by how incredibly advanced technology truly is. As a PR person, sharing the values of the brand and how much you value your customers through messaging is crucial.
Gen Z is changing the PR and marketing world dramatically, causing us to be more strategic and technological when running campaigns. As a Gen Zer, I am sure some of these findings are relatable. Keep in mind now more than ever the importance of targeting.