But who is Gen Z, and how can we reach them best? The secret lies in understanding their unique characteristics and developing PR communications strategies with them in mind.

Who is Gen Z?

Gen Z (aka the “Zoomers”) is comprised of people who were born approximately between 1997 and 2010. This generation is between that of Millennials and the new kids on the block — Generation Alpha — and their parents are usually members of either Generation X or older Millennials.

So, from a communications standpoint, what do these demographics mean for marketing? One of the most notable things about Gen Z is that they were the first generation to grow up with widespread access to the Internet, smartphones, and social media. They also tend to spend a lot of time on these platforms.

To Reach Gen Z, Stay on Top of Social Media Trends

Studies show Gen Z spends more time on social media than the American adult population on average. In one survey, 54 percent of Gen Z respondents said they spend four or more hours on social media every day, and only four percent say they use it for less than one hour per day.

Members of Gen Z also tend to spread their attention across different platforms. According to another survey, over 80 percent of American Zoomers watch YouTube on a monthly basis, and the same amount visit TikTok and Instagram. In case you’re worried that Facebook is fading away with this demographic, more than half of Gen Z still use it.

Since Gen Z is made up of digital natives, they tend to engage more with quick, funny, engaging content from brands. In general, they boost posts that allude to popular culture and participate in viral trends. They also like posts that demonstrate authenticity — those that show the realities of people and organizations behind the scenes. To reach these users, marketers and PR professionals need to stay on or ahead of these curves.

To Reach Gen Z, Prioritize Corporate Social Responsibility

As a McKinsey & Company report explains, “Young people today have come of age in the shadow of climate doom, pandemic lockdowns, and fears of economic collapse.” In consequence, many members of Gen Z want to help forestall climate change and move the needle further toward equality. To cite McKinsey again: “More than any other generation, Gen Z collectively demands purpose and accountability, the creation of more opportunities for people of diverse and underrepresented backgrounds, and rigorous sustainable and green practices.” 

Gen Z is therefore deeply concerned about what big corporations are doing when it comes to climate change, wage gaps, and political donations. Research shows that Gen Z prefers businesses that demonstrate Corporate Social Responsibility (CSR), with over 90 percent of respondents reporting not only strong feelings, but also a willingness to hold companies accountable.

As to how they hold these companies accountable, the short answer is by doing their homework. Members of Gen Z are quick to look claims up on their smartphones to double-check their veracity. This is not to say Gen Z tries to catch people out on lies — that’s not their intention — they’re just the first generation to have the resources to hold every person or company in the media to a certain standard. If that isn’t met, they will let you know.

In short, to win their support, your company has to help the world, not hurt it, and words about CSR need to be accompanied by corresponding actions. 

To Reach Gen Z, Don’t Perpetuate Bias

Given Gen Z’s sensibilities, brands also can’t afford to continue trading in outdated stereotypes and discriminatory messages. These risk marginalizing your brand to only the small percentage of Gen Z that continues to adhere to conventional ideologies of previous periods.

In particular, the women of Gen Z are finding their voices. For example, many no longer automatically blame the woman during public controversies. Consider the breakup of actress Sofie Turner and musician Joe Jonas. While Jonas’ team tried to paint Turner as a party girl who isn’t involved with her kids, Gen Z users took to the Internet, dug up videos that contradicted that portrayal, and took this story down with a few TikTok videos. As a result of the subsequent backlash, Jonas needed to distance himself from these previous claims.

Brands should keep this climate in mind while developing their messaging. When promoting weight-loss products, for instance, make sure to stay body-positive, and be conscious of any kind of nepotism to avoid embarrassment. Don’t promote a millionaire as self-made if they actually come from wealthy parents! 

If you want to position your brand as promoting equality, make sure to check what political donations it has made. If these aren’t in alignment with the Gen Z audience you’re trying to reach, they can make your brand’s marketing look disingenuous.

An Emerging Force for Good

Gen Z stands for the environment, equality, and humanity. They are a massive force on social media and in consumer markets, as well as for elections. As more and more of them enter adulthood, their influence will continue to grow.

Brands need to consider Gen Z in their marketing and PR strategies or risk being ineffective, embarrassed, or even exposed. To win this generation over, communications professionals will need to rethink business as usual.

The post Using PR to Reach Gen Z appeared first on SiteProNews.

“Barbie” is a prime example of a movie whose success was driven by its ability to go viral. The sensation that “Barbie” became was thanks to a combination of the audience’s appreciation for its IP, the “girl power” effect, and the marketing and PR teams’ extraordinary understanding of the audience. 

The PR campaign turned seeing “Barbie” at the theater into a genuine event. People came out to theaters dressed in their best pink outfits, and many even saw the also-successful “Oppenheimer” in a phenomenon dubbed by many as “Barbenheimer.”

What “Barbie” revealed about PR

The success of “Barbie” exposed an unfortunate truth about the PR and marketing industries: many brands — even ones that serve a primarily female audience — tend to belittle the needs and interests of women. Taking film, for example, there have been many successful films aimed at women, such as the “Twilight” or “Fifty Shades of Grey” franchises, but these were largely dismissed as “chick flicks” seen as “less than” the male-oriented blockbusters that often dominate the conversation, even if they made more money.

On the other hand, “Barbie” was not presented in this way. Instead, it was shown as an ambitious, idiosyncratic, and — most importantly — fun movie that wasn’t just made for girls. That Warner Bros. and the filmmakers pulled this off is an impressive feat in and of itself, considering that Barbie dolls have long been relegated to the girls’ toys aisle in stores. Yet, the “Barbie” movie’s marketing and PR managed to convince men and women alike that they were in for something intelligent, hilarious, and provocative in all the right ways.

Another aspect that helped “Barbie” stand out from other tentpole film releases is how it subverts expectations, especially regarding gender roles. In many instances in the media — even if it is aimed at women — women are seen as chasing the man. However, in “Barbie,” Ken was desperate for Barbie’s attention, and she didn’t care; he wanted more of a voice, and she didn’t notice him. This allowed the film to offer something unique and thought-provoking for women and men alike, which the PR campaign fully capitalized on.

At the same time, women of all ages connected with the film’s empowering message about pursuing their dreams and interests. In the film’s finale, Barbie — in a moment reinforced by the Billie Eilish song “What Was I Made For?” — realizes that she doesn’t want to be restricted to the path she was prescribed by life as “Stereotypical Barbie,” and that she instead wants to forge her own path.

In this way, the movie does something that even the iconic toy brand could not do. Although recent decades have seen a diversification in the types of Barbies offered, they are still confined to their labels. One character in the film even points out that while Barbie dolls may have been designed with the intention of empowering women, some of them have had the unintended consequence of creating unrealistic standards for women and their self-image. The movie’s self-awareness allowed it to break barriers that other films have not been able to overcome. 

The lessons that communications professionals can learn from the success of “Barbie”

The “Barbie” PR team also didn’t falter when it came to consistency in their messaging on the press tour. They went all-out on bringing the world of “Barbie” to real life, from renting a
“Dreamhouse”-esque mansion to hold interviews in, to having star Margot Robbie decked out in an all-pink wardrobe, and having Ryan Gosling answer in cryptic, coy answers, very few films have created a brand identity this cohesive.

However, it wasn’t just the movie’s PR campaign that was unique; “Barbie” caused an entirely new zeitgeist in the public relations sphere. Pitches went out with topics like “this Barbie is a lawyer” or “how to know if you’re ‘Kenough’” — even from people who were not involved with the film industry — because of how much the pop culture conversation was dominated by all things “Barbie.” People in various industries, from finance to human resources, found ways to spin “Barbie” content and themes into something relevant to their expertise for a PR campaign. 

Other brands also took advantage of the “Barbie” hype train through product placement and tie-ins. Although these investments in an untested IP are risky, brands believed in the power of “Barbie,” which paid off in even greater ways than they could have imagined. It has been a long time since crowds were actively obsessed with seeing a movie, and brands that put out “Barbie”-themed promotions had a crowd eager to buy whatever they put out, from pink ice cream at Cold Stone to special pink Crocs and “Jibbitz” with the logo and imagery from the films.

“Barbie” is unique in that it not only became the biggest movie of its moment but also a cultural zenith in its own right. From its own campaign to opening the door for business leaders to start their own “Barbie”-fied thought leadership campaigns, there is no overstating the PR power of “Barbie.” Communications professionals will be learning from the success of “Barbie” and trying to replicate it for years to come.

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In an era dominated by digital content, a physical sample of a product can go a long way in securing a brand’s credibility and, ultimately, success. Here, we dive into why giving product samples to the media is imperative in this new marketing and PR landscape and how you can best leverage this tool to your advantage.

Proper Reviews

In a world saturated with digital information and noise, the importance of physical product samples in facilitating genuine, well-informed reviews cannot be overstated. It’s easy to rely on social media content that proclaims the benefits of a product, but a hands-on experience can elevate any review. Therefore, requesting physical samples of products becomes a crucial aspect of the thorough review process. It allows journalists and reviewers to engage with the product firsthand, giving tangible samples that provide an immersive experience. Experiencing the product through the senses and testing the product’s functionality can only be truly understood through physical interaction, which is why sampling is of the utmost importance.

Through the physical experience with the product, media professionals can give comprehensive and reliable insights, strengthening the bridge of trust between not only the media outlet and the consumer but also the brand and the consumer. Plus, most journalists are adventurous at heart and love to try new things, so don’t shy away from reaching out and offering to send over your new product. If you have researched your target outlet, you will likely get a “yes.” Seek out media outlets that have covered products similar to yours or are putting together gift guides or product roundups. These can be the outlets most receptive to what you are offering.

Attention in a Competitive Landscape

Providing product reviews to the media is becoming imperative in an increasingly competitive business environment. In fact, many outlets may outright reject covering a brand or product if the business is unwilling to send a physical sample.

Consumers increasingly rely on authentic reviews of products and services as they are inundated with digital information every day. It has become more difficult to assess what is a true endorsement and what is simply someone getting paid to say a product or service is good. By furnishing media outlets and reviewers with product samples, brands not only facilitate genuine and unbiased reviews but also ensure that their products are accurately represented to the public.

Trust is one of the most important aspects of the consumer/brand relationship. According to a recent study, many consumers today do not trust conventional advertising. This makes reviews based on tangible experiences all the more powerful in establishing all-important trust. The trust built through these authentic reviews is instrumental in building a positive brand image among consumers, especially for new businesses.

Product samples are also a great way to show media outlets your company’s commitment to quality, innovation, and thoughtful design. With the right packaging and presentation, a business could set itself apart, even from other competitors that could be sending their samples to the outlet as well. 

The media is one of the main drivers of brand amplification. Reviews from reputable sources based on tangible experience do wonders to expand a brand’s reach and exposure. Outlets act as conduits through which a wider audience can gain insight into your new product and become aware of what your business offers. This positive exposure makes the return on investment (ROI) for product samples very high.

Part of a Multi-faceted Strategy

Providing samples to media outlets should be part of any multi-faceted marketing or PR campaign. It goes far beyond mere promotional tactics and allows outlets to gain first-hand experience with your product. By making product samples a regular part of one’s marketing or PR approach, your business is showing a commitment to transparency, quality, and trust-building. In addition, you show that you trust and respect the opinions of the individual media outlet, so much so that you will supply them with everything they need to create an authentic, thorough review.

If a business hopes to get its product featured in the media, it must make product sampling a part of its overall marketing strategy. While this comes at a cost, the benefits are far-reaching and can help significantly elevate one’s brand. As the marketplace continues to evolve and becomes increasingly competitive, the impact of genuine, thoughtful reviews will grow. Through product sampling, businesses can garner these authentic reviews and reap many benefits.

The post Why Giving Product Samples to the Media is so Important appeared first on SiteProNews.

What this means for marketing pros is that those all-important gift guides will be dropping very soon. If you haven’t yet pitched the publications and influencers that could make your client the toast of the season, here’s a brief how-to guide. Because by mid November, it may be too late to get them noticed.

1. Determine What Products You Are Willing to Send (If Any)

The first step towards holiday bliss is researching which outlets publish gift/holiday guides. Don’t forget top-tier outlets that normally report hard-hitting news but still get into the holiday mood this time of year. It may surprise you, but many hard news outlets also post gift guides for Christmas, Hannukah and/or New Year’s.

Also, keep your client’s target demographic in mind while putting a spin on their product. For example, a lot of my lifestyle clients focus on women from 25 and up because they usually make household purchasing decisions. Coupled with the fact that women are getting married later—and this past year experienced a huge wedding season—I pitched a lot of my clients to bridal publications in order to boost their coverage to an increasingly important demographic: older brides.

Finally, refreshing and even repositioning the same item can be hard, but doing so may be necessary to get your clients into multiple placements. Whenever you send a product, be sure to contextualize it with the positioning in mind.

2. Make Your Pitch Timely

Christmas is still the Superbowl of gifting, but don’t forget about the smaller holidays. Gift guide pitching should not be limited to the winter months. Long after the lights come down, there will be Valentine’s Day, Mother’s Day, Father’s Day, and even astrology-related gift lists. Also, season changes in general help a lot when it comes to products; they don’t have to be associated with a holiday. And some events are seasonal but do not necessarily conform to a calendar, such as baby showers and graduations. These can all be pitched into gift guides. To ensure the best response, always let the outlet know you’re happy to send a free product. Saying that testing the product is available will get a writer or editor’s attention; as for being timely, make sure you’re at least weeks ahead of any holidays, life events, or seasons.

3. Select Appropriate Contacts to Pitch Your Offer

Some clients sell higher end products that they are loath to give away; others are smaller businesses that need to watch their inventory. When you formulate your gift guide gifting strategy, you’ll need to consider what products you absolutely need reviewed as well as your client’s bottom line. And make sure your client knows that just because they gave something away, there is no guarantee of its placement on a gift guide.

That being said, there are ways to increase their odds of getting coverage. Finding the right person to pitch is number one on that list. Research the major gift guide writers on the site you’re pitching but filter out anyone who does not have ‘lifestyle” as their beat. Don’t get suckered by journalistic freeloaders who have nothing to offer your client.

4. Negotiate

These days, it’s not only magazines that publish gift guides; influencers are getting into the action in a major way. When it comes to social media celebrities, however, negotiating their “mention” fee and/or any product will depend on their stats. If they have a large following but those followers aren’t the right demographic, try negotiating a free mention. You might be surprised what they are willing to do just to have a relationship with you and your client, especially if there is a demographic match. Influencers also tend to be more flexible than editors. There’s typically no reason for a client to pay for a post on top of sending the product, though exceptions can be made for influencers with a large enough following.

Keep in mind that the right gift guide can still launch a product or solidify its status as a must-have item. This year, however, you’re going to need to act a little smarter and a lot faster. By following these four rules, you and your clients are sure to have a happy holiday season—all year long.

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