Gen-z grew up in an age of technology and has a different way of communicating and processing information than previous generations. This makes it more difficult for organizations to reach this target group and involve them in their PR efforts. In this blog, I give a number of tips to change that and achieve gen-z with pr.
Generation z (in other words: gen-z) is the first generation that grew up with social media and technology from birth. This generation was born between 1997 and 2010, and it is quite difficult to shut down technology for this age group. Social media takes up a large part of their day. In addition, there are many more connections within this generation with peers on the other side of the world. Especially compared to the older generation in their own city or village.
But social media also creates a lot of uncertainty, because young people compare themselves to “perfect” photos and videos on Instagram or TikTok. In addition, young people are often obsessed with the amount of likes and comments they receive on their photos, and when they don't get enough likes or comments, they may wonder why others don't like their photos. This can lead to a sense of rejection and inferiority.
In addition, some users tend to edit their photos to look perfect. This can lead to unrealistic expectations and uncertainty among young people who do not meet these expectations. Ultimately, this has made them who they are: real go-getters, who are open to change and are very independent.
Now the question is: “How can you best reach this generation?” As I have indicated, this one has target group a different way of communicating than the other generations. Below, I'll give you a few tips to help you get started.
When you want to achieve gen-z with PR, you need to take into account the value that gen-z attaches to authenticity and transparency. They grew up in an era where information is available everywhere, so they have developed a strong sense of what is or is not genuine. That's why it's important to be authentic and transparent pr strategies to use. So be honest about who you are, what you do, and why you do it.
Gen-z is a generation that grew up with social media and digital technology. They make extensive use of platforms such as Instagram, TikTok, YouTube and Snapchat. This means that you need to adapt your PR activities to these channels to reach them effectively. It's essential to understand which platforms gen-z is active on and what content they'd most like to see. Keep this in mind with the fast-paced trends.
gen-z also uses TikTok more often than Google as a search engine. Want to read more about this? Read the following blog: TikTok versus Google Search, the battle between search engines.
Gen-z has a strong preference for visual and interactive content. Not only do they want to receive information, they also want to be involved. That's why it's important to develop creative and interactive PR strategies that appeal to them. For example, the use of videos, infographics or other visual content.
Events are an effective way to reach younger audiences. Organize events that match their interests and make sure you attend events where they also attend. For example, at festivals, fairs and conferences.
Another way to reach gen-z with pr is by working with them. Gen-z has a strong preference for collaboration and co-creation. By involving this target group in your PR activities and allowing them to participate in the creation of content or campaigns, you increase the chances of attracting their attention. For example, place a young person in front of the camera to get more viewers.
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