Morphing Demographics Require Imaginative PR Strategies

The adage “different strokes for different folks” now guides public relations strategies, particularly in maintaining engagement with diverse generational clientele.

Generation Z, sometimes called Zoomers, is the new power kid on the buying block. This demographic follows Generation Y, or millennials, born between 1981 and 1994 and precedes Generation Alpha, which includes those 10 years old and younger. Born between 1997 and 2012, members of Generation Z are currently between the ages of 11 and 26.

Each targeted segment comes with its own message delivery demands. When creating PR content for Gen Z, for instance, retailers have to stay on or ahead of the trends, cautioned Danielle Gober, account strategist at public relations firm Otter PR.

“If it is not TikTok-worthy, Gen Zers could lose interest more easily. They like quick, funny, engaging content from the brands they follow and love,” she told the E-Commerce Times.

Push Ideology to Better Promote Products

Attracting Gen Z consumers now and sustaining ongoing sales as they grow means rethinking traditional PR strategies. Successful sales marketing requires companies to help the world rather than hurt it. So, your company’s PR must first win over its brand’s saving graces to close the purchase to a growing number of consumer tiers.

“Gen Z is the first generation in my eyes that cares and is concerned about what big corporations are doing when it comes to climate change, wage gaps, and what philanthropy they are taking part in,” Gober shared about the difficulties in creating such specialized PR.

That often means PR content cannot come with the old tropes that PR is used to using. Gen Zers are big on doing their homework. If the media is trying to spin something a certain way, they can dig up the truth in mere seconds since they grew up with smartphones in the palms of their hands, she offered.

“Lastly, you have to keep in mind the current climate. You can’t promote a weight loss product and not be body-positive in your pitch. You can’t promote self-made millionaires without them checking to see if they came from wealthy parents, and you can’t promote equality in any area without them checking who they donate to as a company,” Gober added.

This is not to say Gen Z is trying to catch people in lies. They are not, she insisted.

“They are just the first generation that fully holds every person or company in the media to a certain standard. If that isn’t met, they will let you know,” she counseled.

Insider’s View of Pitching PR Productively

Employing a PR agency can help companies increase sales and expand their customer base. We asked Danielle Gober for further insights on utilizing PR effectively, especially for reaching Generation Z.

“Sales and public relations do not directly correlate in most cases. Thinking they do is one of the big mistakes companies make in dealing with PR. However, the more eyes on your product, the more product reviews — and more exposure will always aid in sales efforts. That is what PR can accomplish,” she opined.

“It also can add a layer of credibility to your brand. That will encourage consumers to be more receptive to buying or at least trying your product. PR can make potential customers more responsive because they are familiar with the messages about the firm and its brand.”

E-Commerce Times: What advice should e-commerce merchants know to supplement marketing buys?

Danielle Gober: Knowing your demographic is key to a successful campaign. Targeting the people who would use or most benefit from your product is the goal when it comes to marketing. But it also aids in being aware of other sub-targets and angling press or ads to those people as well to give yourself a bigger reach.

What mistakes do e-commerce merchants make when approaching PR help?

Gober: Thinking that PR success is guaranteed. It is not. Take dealing with product reviews as an example. Most reporters expect free products to give an honest review.

They cannot promise coverage in exchange for the product. Be prepared to send out a lot of products without the guarantee that it will be published.

Why is Gen Z a difficult advertising target segment in today’s economy?

Gober: Gen Z is not impossible to market to. You just have to speak their language and get along with the current times. Companies need to showcase the good they are doing either through their product or because of their product.

They also need to be as inclusive as possible and be aware of Gen Z’s budget. Knowing ahead of time what they are willing to spend in this economy keeps budget and PR expectations in proper alignment.

How can retailers use PR to sharpen the focus on attracting the attention of different audience segments?

Gober: You wouldn’t market to a boomer the same way you would to Gen Z and everyone in between. Each generation has its own motives for purchasing and desires for buying. Each segment pays attention to trends in its own way.

The usual pathway for this is through social media platforms. You have to pivot when targeting certain demographics, but you also must stay on message consistently. It’s a fine balance to achieve.

What do you see as the most successful approaches to using PR to grow e-commerce sales?

Gober: Take as many opportunities out there that fit your brand. Limiting yourself to certain publications will limit eyes on you. Even mid-tier publications can do wonders for a campaign if it is the right audience.

How do these approaches differ from traditional retail strategies?

Gober: Traditional retail is becoming a thing of the past. It is not something I have even encountered in a working environment because even when I worked retail through college at a local boutique, we utilized social media and website development daily, weekly, and monthly to stay on trend and get people to stop by the store.