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It's not you, it's me: Generation me and the public relations stategies to reach it
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It's not you, it's me: Generation me and the public relations stategies to reach it
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Content
IT‟S NOT YOU, IT‟S ME:
GENERATION ME AND THE PUBLIC RELATIONS STRATEGIES TO REACH IT
by
Veronica Navarrete
______________________________________________________________
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2011
Copyright 2011 Veronica Navarrete
ii
Acknowledgements
I‟d like to give a very special thank you to my thesis committee members,
Jennifer Floto, Brenda Lynch and Kjerstin Thorson, for the time, effort and
encouragement they have provided. Thank you to my family and friends for the
continued support that you have provided throughout my final years of school. Your
support has, and always will be, much appreciated.
iii
Table of Contents
Acknowledgments ii
List of Tables iv
List of Figures v
Abstract vi
Chapter One: Introduction 1
Chapter Two: Literature Review 6
Generation Me 6
Current Media Landscape 15
Daily Me 25
Chapter Three: Research Methods 28
Chapter Four: Research 30
Shared Themes among All of Generation Me 30
Shared Themes among Older Members of Generation Me 36
Shared Themes among Younger Members of Generation Me 41
Platform Preferences 44
Chapter Five: Strategies for Generation Me 46
Chapter Six: Case Studies 59
Red Bull 59
Target 64
National Public Radio 67
Chapter Seven: Conclusion 71
Bibliography 74
Appendix: Interview Questions and Images 76
iv
List of Tables
Table 1: What online sources do people use? 17
Table 2: Online news users 24
Table 3: Wireless and news on-the-go population 24
Table 4: Generation Me news platforms 44
v
List of Figures
Figure 1: News on the go with handheld devices 20
Figure 2: Youth news consumption 23
Figure 3: Dove Campaign for Real Beauty 32
Figure 4: Cartoon Network Facebook Campaign 35
Figure 5: XBOX Launch Event 40
Figure 6: KFC Publicity Stunt 42
vi
Abstract
The media landscape has dramatically changed over the past couple decades and
continues to evolve. Having grown up with customized media, overflow of information
and constantly evolving technologies, Generation Me (Americans born in the late 1970s
to the 1990‟s) proves to be one of the toughest audiences to reach. Some confuse
Generation Me‟s preference towards customized media as a lack of media consumption
altogether, while others feel that with one single tweet a majority of the target audience
will be reached. Neither is true. This paper will look at the current media environment
and the characteristics and behaviors of Generation Me to present the best strategies and
tactics necessary to reach the youth target audience.
1
Chapter 1: Introduction
Scenario 1:
Girl 1: Did you hear the latest Lindsay Lohan scandal?!
Girl 2: Yeah, I did! Heard it on Twitter and went to Perez to confirm.
Scenario 2:
Mom: I just heard on the radio that the Chilean miners are going to be pulled up
today.
Daughter: The rescue is going to start at 8pm. They have the order of men set up
and plan to have a camera down in the mine so we can view the whole thing.
Mom: Where did you hear all that? Aren‟t you just leaving work?
Daughter: La Tercera online, CNN online and the ChileMinero hashtag.
The media landscape has dramatically changed in the past couple decades. As
seen in the above scenarios, newspapers, magazines, radio and television are no longer
the only sources for news information. The Internet has surpassed newspapers and the
radio as a popular news platform.
1
Breaking news on the latest protests, elections and
celebrity scandals can be found online within seconds of the event.
Between online news websites, news alerts on text messages, physical papers, talk
radio and countless other options, news consumers are living with an abundance of
1
Purcell, Kristen. et al. “Understanding the Participatory News Consumer.” Pew Internet
and American Life Project. March 2010.
2
information and unique voices. Even one publication can provide dozens of ways to
access it with the online version, phone app, tablet app, and physical copy. Fears
surrounding the longevity of traditional news sources are justified by the presence of
countless online publications, blogs, apps and social media sites.
News information is becoming increasingly customized as well, making news a
personalized experience. News alerts and RSS feeds deliver only the news that interests
the consumer directly to their inboxes and cell phones. IPad apps such as Flipboard,
Editions and News Mix allow users to aggregate feeds from news sites, social media sites
and blogs into one space. News websites also allow consumers to customize the
homepage and only show the news that interests them. Although staying on top of
interests and specific news issues is a benefit of modern technology, it can also isolate
people from being exposed to other important news and messaging.
Generation Me (those between the ages of 12 and 29) has grown up in the digital
age and accepts customized media to be the norm. Since the teens and young adults of
today are the upcoming consumers and producers, they are already shaping the media
environment. For public relations professionals, young consumers who are used to
receiving news only of interest to them pose a difficult challenge. Generation Me is
likely to dictate the media and messaging in both format and style for years to come.
This is why it is important to look at the current youth generation and understand their
media consumption preferences.
The following paper will look at the trend toward customized news in the context
of Generation Me. First, there will be a discussion of the current literature and theories
3
on Generation Me, with a focus on the characteristics and behaviors that define it.
Following will be a discussion of the current media landscape and the trend toward
personalized news consumption.
The discussion on current theories and research will set the stage and provide
necessary context for the primary research findings that will be presented. This research,
conducted in the form of in-depth interviews, will point to how and why customized
media makes sense to Generation Me, why convenience is key when choosing a news
source and why face-to-face contact is one of the most effective strategies for this age
group. Finally, strategies and tactics will be presented explaining how to best reach
Generation Me. Understanding why members of Generation Me choose the tools and
sources they do for news information will allow public relations professionals a chance to
access this key group regardless of the filter that customized news presents.
Finding one solid definition and name for the current youth generation is a
difficult task. This is the task at hand for sociologists, anthropologists, psychologists and
journalists studying those individuals that range in age from their early teens to late
twenties. Each with their own agenda and viewpoints, several different names have been
used to describe them; Gen Y, Millennial Generation, Digital Generation, Boomerang
Generation and Gen Me are just a few. Each term highlights a distinct characteristic of
the generation, but with so many characteristics and defining features of the age group,
there has yet to be agreement on one specific name.
It may seem inane to focus so much attention on just a name, but it is a
characteristic example of the problem surrounding this generation. The members of this
4
generation are difficult to understand and even more difficult to typify, making them
complicated to reach. In a New York Times article, Robin Marantz Henig characterizes
this age group as the Boomerang Generation that “refuses to launch” and grow up. She
notes that
the traditional cycle seems to have gone off course, as young people remain un-
tethered to romantic partners or to permanent homes, going back to school for
lack of better options, traveling, avoiding commitments, competing ferociously
for unpaid internships or temporary (and often grueling) Teach for America jobs,
forestalling the beginning of adult life.
2
Experts wonder what effect this prolonged youth will have on society, while sociologists
and psychologists struggle to find an explanation and definition for this new group.
The 20-somethings of today are perceived to be in a new life-stage called
“emerging adulthood. Psychology professor Jeffrey Jensen Arnett noted in his research
that “what is happening now is analogous to what happened a century ago, when social
and economic changes helped create adolescence.” This new life-stage, as with
adolescence, comes with a specific psychological profile, which includes instability, a
strong self-focus and a feeling of in-between stages. Whether this new life-stage will
have a positive or negative effect on society, it is the self-focus (often called self-
entitlement) of this generation that has caught most experts‟ attention.
Although this age group has received negative criticism and mostly confused
hypotheses about their influence on society, it is these exact shared characteristics that
define the generation.
2
Henig, Robin Marantz. “What is it About 20-Somethings”. New York Times. August
2010.
5
These common characteristics stem from several external influences such as common and
popular societal beliefs, trends and shared experiences. This is why to understand why
this generation thinks and acts the way it does, it‟s important to understand the external
influences that have shaped them.
6
Chapter 2: Literature Review
Nearly an explosion of articles, theories and recommendations has taken place
over the past two years attempting to explain and characterize Generation Me. Similarly,
the changing media landscape has also received significant attention from scholars and
journalists in the past couple decades. Rarely are both Generation Me and current media
landscape taken into consideration at the same time. In the following Literature Review,
the author examines an array of theories on both topics that leads to an understanding of
the current media space within the context of a generation. The theories and information
presented in this literature review will serve as a point of reference for the primary
research to follow, and will be beneficial to current and prospective public relations
practitioners as they attempt to view Generation Me as buyers, voters, donors,
influencers, volunteers and overall news consumers.
Generation Me
Psychological and behavioral characteristics are important, and particularly useful
to public relations professionals, when defining a generation because they promote a
better understanding of the target audience. This is why Jean Twenge‟s definition and
explanation of the youth generation in “Generation Me: Why Today‟s Young Americans
Are More Confident, Assertive, Entitled- and More Miserable Than Ever Before” is
utilized in this paper. In her comprehensive look at Generation Me, she argues that due
to societal norms and trends of their childhood an entire generation has developed certain
ways of thinking and specific patterns of behavior that are distinct from previous
7
generations. Twenge labels this group as Generation Me, or Gen Me, and defines them
as those born in the late 1970s to 1900s. Although she gives specific chronological years
for this generation, she emphasizes that it is more about shared experiences and societal
trends that binds the generation together. As shown throughout this thesis, possessing the
following characteristics are far more telling than the actual age of the individual.
Focus on the self and self esteem
First and foremost, it is interesting to note why this generation is called
Generation Me. Instead of being driven by rules as with previous generations,
“[Generation Me] are driven instead by [their] individual needs and desires.”
3
This is a
positive asset and these individuals are encouraged to be different, think for themselves,
and understand that there is no one right way to live. Focus on the individual is pervasive
in every aspect of life. Current dance trends can be pointed to as an example. Since a
majority of songs are fast dances, no partner is required. The consistent striving toward
individuality and uniqueness stems from an entire childhood focused on promoting self-
esteem. With all the focus on self-esteem and the self, Generation Me grew up believing
that they could be whoever they wanted to be and achieve whatever goals they set out to
do.
Generation Me kids were taught about knowing and loving their inner selves from
a pre-elementary school age. Twenge argues that in the “years after 1980, there was a
pervasive, society-wide effort to increase children‟s self-esteem”. She notes that while
3
Twenge, Jean M. Generation Me: Why Today‟s Young Americans Are More Confident,
Assertive, Entitled and More Miserable Than Ever Before. New York: 2006
8
“for Boomers, who grew up in the 1950s and 1960s, self was a new concept,” knowledge
of the self was a pillar of the next generation‟s development. From Girl Scouts to school
and television programs, self-esteem was the champion of a generation.
A recurring topic for academic articles in the 1990s was self-esteem, and the
theories and findings from them are a perfect example of the patterns of thought at the
time. In the 1990s, articles sought to make sense of self-esteem as both a social and
psychological concept.
4
Gloria Steinem‟s “Revolution from Within: A Book on Self-
Esteem” was a best seller in the early 1990s and challenged youth to take control of their
own lives.
5
Generation Me is not necessarily spoiled or selfish, but has been taught from
a young age to put themselves first and often take for granted that they should feel good
about themselves.
Self-esteem is often valued over other ethics and other mindsets. Marketing
professionals have known this about youth for years and have made self-esteem a central
part of their messaging in marketing and advertising campaigns.
4
Greenwald, Anthony G. and Mahzarin R. Banaji. “Implicit Social Cognition: Attitudes,
Self-esteem, and Stereotypes”. Psychological Review. 1992.
5
Steinem, Gloria. Revolution from within: A Book of Self Esteem. 1992.
9
One illustration of this is when Prudential Insurance Company changed its slogan from
“Get a piece of the rock” to “Be your own rock” in the late 1990s.
6
Above other
characteristics, the focus on self-esteem has a significant influence in the cognitive and
behavioral patterns of the generation.
Longing for face time
The focus on the self and self-esteem is just one aspect of Generation Me
Americans. Another characteristic especially worth noting about Generation Me is that
they feel like they are lacking in-person interaction. As Robert Putnam points out in his
study on social capital, Americans have become increasingly disconnected from family,
friends and formal social organizations in the past few decades.
7
Twenge points to
modern technology for an explanation of why Generation Me may feel the effects even
more so. They are “malnourished from eating a junk-food diet of instant messages, e-
mail, and phone calls, rather than the healthy food of live, in-person interaction.”
8
As
technology allows society to withdraw from in-person contact, younger generations may
be craving a return to more traditional forms of communication.
6
Twenge, Jean M. Generation Me: Why Today‟s Young Americans Are More Confident,
Assertive, Entitled and More Miserable Than Ever Before. New York: 2006
7
Putnam, Robert M. Bowling Alone. 2000.
8
Twenge, Jean M. Generation Me: Why Today‟s Young Americans Are More Confident,
Assertive, Entitled and More Miserable Than Ever Before. New York: 2006
10
It‟s not only the mobile devices that leave Generation Me longing for face time,
but the generation has increasingly become one without solid roots. The ease and ability
to move from one area of the country to another has made Generation Me much more
likely, about one in four, to change locations. Twenge argues that this constant mobility
and lack of time for personal interaction is the “flip side to putting [themselves] first”
9
.
Constant mobility also explains the dependence on the same technology that is separating
them from others, as it is necessary to keep in contact with some.
As an industry based on relationships and communications, this characteristic is
especially pertinent for public relations professionals to understand. As Kathy Cripps
points out in Firm Voice, a public relations blog, “success means face-time, not just
Facebook.” Several studies, including the 2010 Harvard Business Review “Happiness
Survey”, current marketing campaigns and psychological research, show that personal
contact increases happiness, trust, relationship bonding and even business innovation
10
.
With a generation starving for more face time and in-person attention, public relations
campaigns and companies can no longer afford to be faceless entities.
Cynicism
Generation Me is also credited with being a cynical generation that questions
authority and sometimes disrespects it altogether. In “Born Digital: Understanding the
First Generation of Digital Natives,” John Palfrey and Urs Gasser point to how the
9
Twenge, Jean M. Generation Me: Why Today‟s Young Americans Are More Confident,
Assertive, Entitled and More Miserable Than Ever Before. New York: 2006
10
Kripps, Kathy. “Success Means Facetime not Facebook”. Firm Voice. 2011
11
Internet is an often faulty source for credible information but has become the new
authority on everything. They note that this is a significant problem because for “young
people, who are growing up surrounded by so many information sources and so many
services that let anyone be an author or an editor […], it has become even more difficult
than before to distinguish the good information from the bad.”
11
No longer are the days
where a reputable columnist or broadcast journalist is solely trusted for news information.
Being fed an endless stream of inaccurate information from the Internet, a top
source for information, Generation Me had to grow up with a certain level of mistrust and
cynicism. Palfrey and Gasser point to one of the most popular websites for news
information, Wikipedia , which is “an open platform with low cost of information
production-regardless of whether the information is accurate,” as a perfect example of the
information that Generation Me has grown up with.
12
Similarly, Perez Hilton, a man who
sits in his closet with a webcam to deliver daily entertainment news pulls in about 1.7
million unique visitors per month to his blog, is as much of a source for information as
some newspapers.
13
It can be challenging for Generation Me to recognize credible
information and credible sources.
11
Palfrey, John and Urs Gasser. Born Digital: Understanding the First Generation of
Digital Natives. 2008.
12
Palfrey, John and Urs Gasser. Born Digital: Understanding the First Generation of
Digital Natives. 2008.
13
Shafrir, Doree. “The Truth and Perez Hilton‟s Traffic.” Gawker. 2007
12
A survey conducted by the Media Management Center at Northwestern
University in partnership with the Online Publishers Association “found that the top
driver for online site use was that the Internet „entertains and absorbs me.‟”
14
Entertainment value is beginning to outweigh credibility when searching for information,
making it difficult for youth to understand what valid news is. As news organizations
and foundations recognized this pattern, programs such as the News Literacy Project
were developed to educate youth on how to sort fact from fiction and recognize credible
sources.
15
Gen Me also shows cynicism toward formal institutions, with political institutions
receiving similar levels of trust as corporations. In a recent poll conducted by AdWeek,
adults between the ages of 18 and 25 were more likely to feel that their purchasing
decisions contributed to real social change over politics.
16
This is attributed to their
overwhelming belief (83% from that same study) that their generation has a duty to
change the world. With politics ranking dead last at 13% as an agent that can create
social change, the research suggests that Generation Me has lost faith in traditional
institutions and methods.
One of the most important takeaways from this point is that Generation Me
appreciates directness. Older generations are perceived as cautious and political in the
way they phrase everything, indicating that the generation appreciates honesty and
14
McCauly, Todd and Pam Horan. “The User Engagement Study”. Media Management
Center of Northwestern University. 2005.
15
“About Page”. The News Literacy Project. 2008.
16
Dolliver, Mark. “What Young Adults Believe”. Ad Week. October 2010.
13
directness upfront. This is important to note, especially for the public relations field,
because it condones an open and direct form of communication and messaging as
opposed to the subliminal, indirect and often inferred messaging that some public
relations practitioners have come to be characterized by.
The overshare generation
Not only does Generation Me combat and refuse to conform to strict social norms,
but they are also devoid of “boundaries.” With the introduction of countless social media
tools (Facebook, Twitter, Foursquare, Blogger) and even more exhaustive ways to access
them (smart phones, laptops, tablets) Generation Me has no qualms with sharing all. In
their research on social networking sites, Judith Donath and Danah Boyd draw attention
to an underlying core set of assumptions behind networking sites, primarily being the
need to make more connections and the desire for the easiest way to do it.
17
They also
note that “public displays of connections is one of the most salient features” to social
networking sites.
18
As noted earlier in this paper, social connections will always be
important, but it has become easier to make those first connections with social media.
Social media has also assured a new level of public versus private. Twenge notes
that “telling everyone about your experiences and feelings, no matter how distasteful” is a
17
Boyd, Danah and Donath, Judith. “Public Displays of Connection.” BT Technology
Journal. 2004.
18
Boyd, Danah and Donath, Judith. “Public Displays of Connection.” BT Technology
Journal. 2004.
14
cultural norm for Generation Me.
19
This is a unique aspect of the generation that has
never been seen before or completely understood by previous generations. Generation
Me “is much more open about their emotions.” It is interesting to notice that the
acronym TMI (too much information) was established for this generation.
Indeed, other research shows that Generation Me will likely make online sharing
a lifelong habit. In a survey of technology experts and stakeholders conducted by Pew
Research Center, a majority felt that “by 2020, members of Generation [Me] will
continue to be ambient broadcasters who disclose a great deal of personal information in
order to stay connected and take advantage of social, economic, and political
opportunities.”
20
As „digital natives,‟ it is predicted that Generation Me will retain its
willingness to share personal information and news information online even as they get
older and take on more responsibilities, feeling that the advantages outweigh concerns
about privacy. For Generation Me, sharing has become the new normal and public
disclosure of private behavior will continue.
Short attention span
Constant mobility and adaptability have come at a price. Generation Me is also
called the “ADD (Attention Deficit Disorder) generation”, and members are viewed as
having a short attention span. There are countless diversions and distractions with the
19
Twenge, Jean M. Generation Me: Why Today‟s Young Americans Are More
Confident, Assertive, Entitled and More Miserable Than Ever Before. New York: 2006
20
Anderson, Janna Quitney, Elon University and Lee Rainie, “Millenials Lifelong
Sharing Habits”. Pew Research Center Internet & American Life Project. July 2010.
15
Internet and mobile devices. Receiving constant Facebook and Twitter notifications
means Generation Me has grown up on information overload and the overloaded
members don‟t know when to hit the “off” button. Companies have begun offering
services and products that cater to this short attention span. For example, Kindle is
offering “shorter prose at pocket prices” to entice and appease an entire generation whose
catchphrase should be “I have no time.” News is also being delivered in shorter and
more visually appealing segments as well. The implications behind this point are clear
for the public relations field. As devices and technologies become more instant and
require less prolonged attention, key messaging bolstered by stunning visuals will have to
be created.
Current media landscape
The current news media landscape is changing every second. Web 2.0 was
quickly replaced with 3.0 before everyone could get a grasp of what 2.0 meant. As a
result, news no longer exists in one pure form and the rules of media have had to quickly
adapt. Most research points to the decline of physical newspapers and increasing online
popularity. What is most interesting however, are the patterns of news consumption that
directly affect the look and shape of the media industry.
Online news
Acquiring news online has become the new norm. In fact, according to a 2010
Pew Research Center survey, “the Internet has surpassed newspapers and radio in
16
popularity as a news platform on a typical day and now ranks just behind TV,” with 61%
of Americans accessing news online.
21
Other high-ranking platforms include television,
with 78% of Americans saying they get their news from a local TV station, 54% from
listening to a radio news program at home or in the car and 50% of Americans claim to
read the news in a local newspaper.
21
Purcell, Kristen. et al. “Understanding the Participatory News Consumer: How Internet
and Cell Phone Users Have Turned the News Into a Social Experience.” Pew Internet
and American Life Project. March 2010.
17
Table 1: What online sources do people use?
Looking at the chart above of online websites that Americans use most, there are
a couple of interesting patterns. Regardless of age, webportals such as Google News and
AOL are used the most for news, outranking websites of TV news stations and
newspapers. This number is increased (56% to 68%) for those between the ages of 18
and 29. Furthermore, 36% of Americans are looking at 3 to 5 sites per day. Again, the
number is increased to 44% for those between the ages of 18 and 29. This suggests that
Americans, especially in the Generation Me population, are interested in acquiring news
18
from more than one source, potentially limiting the amount of time spent on each
individual source and website.
Online media is mixed with both credible and non-credible sources and the lines
between the two are often blurred. Bloggers are now issued media credentials alongside
traditional journalists. With the rise of the Internet, anyone with a free blog spot can
become a source of news information The obvious outcome is that members of Gen Me
are beginning to believe – and even trust – bloggers and other non-traditional news
sources, whether they have been vetted as credible or not.
Customized
The concept of customized media and the Daily Me is not just a fad. In fact, 28%
of Internet users have customized their home pages to include news from specific sources
and on specific topics that particularly interest them. Furthermore, “40% of Internet
users say an important feature of a news website to them is the ability to customize the
news they get from the site as well as manipulate content themselves.”
22
People also
personalize the news by getting alerts about news developments sent to their phones and
inboxes. Some 71% of Internet users say they get news forwarded to them through email
and 11% of cell phone owners have alerts sent to their phones via text or email.
23
The
22
Purcell, Kristen. et al. “Understanding the Participatory News Consumer: How Internet
and Cell Phone Users Have Turned the News Into a Social Experience.” Pew Internet
and American Life Project. March 2010.
23
Purcell, Kristen. et al. “Understanding the Participatory News Consumer: How Internet
and Cell Phone Users Have Turned the News Into a Social Experience.” Pew Internet
and American Life Project. March 2010.
19
desire to customize media shows a different trend in thinking about what type of news is
considered important. More than half (67%) of Americans say they only follow news
topics that are of interest to them. Different online tools, like news filtering and
aggregator sites, allow people to apply different kinds of customization to their news
experiences and in the long run only pay attention to what they are interested in.
Portability
Another trend in news is that it is becoming increasingly portable. A whopping
33% of adult cell phone owners now access news on their cell phones. They utilize their
phones mostly to check weather reports (72%) and get news and current events
information (68%). Furthermore, 49% have downloaded an application that allows them
to access news on their cell phones. According to a separate 2010 Pew Research Center
study on cell phones and American adults, “82% of American adults own a cell phone,
Blackberry, iPhone or other device that is also a cell phone.”
24
This high number
indicates that the move towards mobile platforms are significant and potentially long-
lasting.
24
Lenhart, Amanda. “Cell Phones and American Adults”. Pew Research Center.
September 2010.
20
Cell phones have moved “beyond fashionable accessory and into the realm of life
necessity,” especially among young adults (ages 18-39), with 90% of them owning a cell
phone. About 38% of all adults (ages 18 through 65+) report that they use their cell
phones to access the Internet. Based on those who use their cell phones to access the
Internet, 48% use it to access a social networking site such as Facebook, 20% use it to
access Twitter and 40% use it to watch videos. As noted by the table below, younger cell
users are more likely to use their phones to get information on the go. Since cell phones
aren‟t just used to make calls or text any longer, it makes sense that they are starting to
branch into all areas of life.
Figure 1: News on the go with handheld devices
21
Participatory and social
People‟s relationship to news is also becoming increasingly personalized and
participatory. Research from the Pew Research Center on understanding the participatory
news consumer (2010) showed that 37% of Internet users have contributed to the creation
of news, commented about it, or disseminated it via postings on social media sites like
Facebook or Twitter. The news is becoming increasingly social because “72% of
American news consumers say they follow the news because they enjoy talking with
others about what is happening in the world.”
25
The study points to the advent of social media and social networking sites as a
reason for this trend because it has made sharing news fresh and interactive. It also
highlights the instantaneousness and portability of smart phones that changed media
consumption behavior altogether. The days of loyalty to a particular news organization
on a particular piece of technology are gone. An overwhelming majority of Americans
use multiple platforms to get news on a typical day, including TV, the Internet, local
newspapers and radio.
25
Purcell, Kristen. et al. “Understanding the Participatory News Consumer: How Internet
and Cell Phone Users Have Turned the News Into a Social Experience.” Pew Internet
and American Life Project. March 2010.
22
Some 46% of Americans say they get news from four to six media platforms on a typical
day, and only 7% get their news from a single media platform.
26
For public relations
practitioners who are trained, in part, to seek news coverage of their products, clients and
issues, this new form of acquiring news is becoming particularly challenging.
Searching for multiple sources may also lead to a reliance on shared stories and
news pieces from friends, and thus, use of social media sites for news. Thirty percent of
all online users and 44% of online users between the ages of 18 and 29 follow an
individual or organization, other than a journalist or news organization, on social
networking sites for news information.
27
Out of those considered Gen Me, about 22% of
those surveyed (ages 18-32) say they rely on their social networks for news information.
“The youngest online news users, those under age 30, are particularly likely to use portal
news sites and to get news from journalists, news organizations, and others on
Facebook.” Regardless of the strength of the personal relationship, online relationships
may have the power to influence people‟s opinions and actions. Social networking sites
highlight the importance of influence among friends, family and acquaintances and why
the change to a participatory and social news society is important.
26
Purcell, Kristen. et al. “Understanding the Participatory News Consumer: How Internet
and Cell Phone Users Have Turned the News Into a Social Experience.” Pew Internet
and American Life Project. March 2010.
27
Purcell, Kristen. et al. “Understanding the Participatory News Consumer: How Internet
and Cell Phone Users Have Turned the News Into a Social Experience.” Pew Internet
and American Life Project. March 2010.
23
Media & Generation Me
Slightly more than half (56%) of American adults say they follow the news most
or all of the time. Younger adults (8-39) however, are more likely to follow the news less
frequently, with some admitting that they hardly ever follow news. The chart below
highlights the steady decline of news consumption with each generation. Only 35% of
young adults say they follow the news all the time. This may explain why only a tiny
portion of Gen Me are accounted for of those who access the news over the Internet or
via cell phones.
Figure 2: Youth news consumption
24
Even when looking at the platforms that young adults focus most of their attention
on, youth are underrepresented. According to the following tables, which focus on young
adults in comparison to other groups, youth are underrepresented in terms of accessing
their news online and via cell phone. This is unusual because they make up a significant
portion of online cell phone users.
Table 2: Online news users
28
Table 3: Wireless and news on-the-go populations
29
28
Purcell, Kristen. et al. “Understanding the Participatory News Consumer.” Pew
Internet and American Life Project. March 2010.
25
Gen Me‟s seemingly lack of interest in news information may be discouraging
when attempting to reach them. However, focusing efforts on the media they do pay
attention to and utilizing other tactics may help capture their attention.
Daily Me
Due to rapid advances in technology, the way Generation Me consumes their
media has changed. There are infinite options for people to access and consume media.
From online versions of the paper to tablet app versions of magazines, the traditional
black and white paper is old-fashioned to some. It seems, however, that nothing can
strike so much fear in journalists and public relations professionals as the concept of the
“Daily Me.”
A term used to describe the latest trend in media consumption, the Daily Me
refers to the news consumers ability to customize the type and way they receive their
news. Most traditional and online news sources provide an option for customization in
one way or another. The Daily Me usually looks like a customized homepage or list of
top stories, where the consumer chooses which news stories he or she wants to peruse.
New York Times op-ed columnist Nicholas Kristof summarized the idea and fears behind
customized media well, pointing out that “when we go online, each of us is our own
29
Purcell, Kristen. et al. “Understanding the Participatory News Consumer.” Pew
Internet and American Life Project. March 2010.
26
editor, our own gatekeeper. We select the kind of news and opinions that we care most
about.”
30
Some of the earliest mentions of the Daily Me concept can be found in Nicholas
Negroponte‟s (1995) “Being Digital,” but as time and customization has progressed,
more scholars and journalists fear that while we will always be exposed to outside events
and sources, Generation Me might be too self-focused to pay attention to them. As Dan
Kennedy, writer for The Guardian points out, the degree and breadth to which people
actively flag their interest in news, entertainment and information has increased due to
new tools such as Digg, Reddit, Facebook and tablets.
31
Customization of media is not
just a trend, but a tool to facilitate the speed of accessing information.
Most research and opinions on the Daily Me are related to its effect on
democracy, as people choose which political side to pay attention to and which side to
completely ignore.
32
Regardless of whether allowing people to become their own editors
means a tip in the balance of power, or the slow decline of traditional media, it is a trend
worth watching.
33
It means that people can choose the news, and more importantly
messaging, they pay attention to, making even the most targeted campaigns only
marginally successful. Understanding customized media and how consumers interact
30
Kristof, Nicholas. “The Daily Me”. New York Times. March 2009.
31
Kennedy, Dan. “From the Daily Me to the Daily We”. The Guardian. September
2007.
32
Sunstein, Cass. “Boycott the Daily Me!”. Time. June 2001.
33
Lasica, J.D. “The Promise of the Daily Me”. USC Annenberg Online Journalism
Review. 2002.
27
with it is important as it is an emerging trend that is increasingly becoming the norm.
Furthermore, Generation Me has a large role to play in the customization trend. Due to
the generation‟s focus on the self, the customized nature of the Daily Me suits them well.
Working around customized may not always be a primary strategy behind public
relations campaigns, but it should be. By only getting a portion of the world‟s news,
certain groups, including a large portion of what is thought to be Gen Me, are isolated
from messaging. More and more public relations campaigns are aimed at a niche group
of people, but even that can be ineffective for Generation Me because they are more
likely to self select what news they want to hear. Public relations professionals need to
look at a wide a range of publicity strategies and tactics since the more voices that there
are, the fewer are likely to be heard.
28
Chapter 3: Research Methods
Current research on younger generations‟ preferences regarding the news is
plentiful. However, current research does not often include information on the entire
Generation Me population. A significant portion of the research conducted up to this
point has been quantitative, focusing on those who are eighteen years or older and
leaving out those between the ages of twelve and eighteen, that make up a significant
portion of the emerging Generation Me population. There have also been studies focused
on teenagers, but the data is not often juxtaposed with that of older members of
Generation Me. Previous research also primarily focuses on the tools that the generation
is using to consume their news, but does not look to understand why those tools are
preferred over others. When trying to understand the interaction between Generation Me
and the media, it is useful to conduct qualitative primary research for a complete
understanding of the generation, why and how they prefer to be reached.
To better understand the nuances of Gen Me, the author conducted in-depth
interviews with representatives of the category to determine what their media
consumption and communication preferences are. Factors such as preference for online
versus traditional media, feelings toward a variety of public relations campaigns, and
customizable media preferences yield valuable insight into an audience‟s thoughts and
behaviors. The ultimate goal was to uncover key values that will provide the basis for
effective messaging and tactics for public relations professionals when targeting the
Generation Me population.
29
A total of 16 interviews were conducted with participants ranging from 12 to 26
years old between January 3 and February 13, 2011. Most of the interviews were
conducted in person to gauge participant reaction and interest. This specific age group is
often difficult to target and engage, which makes it an interesting and important group to
study. It is not a representative sample of everyone included in Generation Me due to the
difficulties in randomizing the selection of respondents, but a valuable in-depth
representation of those between the ages of 12 and 30 nonetheless.
Participants were asked about their interest in the news, why they choose specific
tools to follow the news, and their level of interest in public relations campaigns. The
public relations campaign examples presented to the interviewees ranged from crowd
sourcing to classic corporate social responsibility, publicity stunts and social media
campaigns. Each campaign had a correlation to one or more defining characteristic of
Gen Me, which were presented earlier in this paper. For example, the crowd sourcing
tactic employed by Starbuck in its “My Starbucks Idea” campaign is likely to engage
Generation Me since they are prone to sharing details about their lives and their own
opinions. Understanding that there is a big difference in opinion between a 12 and 26
year-old, the interviews and results were also analyzed separately as two distinct groups:
those who are still in high school and those who are post high school.
30
Chapter 4: Research
The individual discussions with those interviewed resulted in the author
identifying a number of unique results and trends. Although differences between the age
groups were initially expected, there were some striking similarities in opinions and
patterns.
Shared themes among all of Generation Me
Customizing media makes sense
One common theme yielded from the interviews is that customizing media is not
only easier, but makes the most sense for Generation Me. A preference toward
customized media was seen regardless of whether those interviewed had actually
customized media before or not. This is partly because Generation Me wants to be
interested in the news they are paying attention to. “I already read material that doesn‟t
interest me for school,” noted Kristin, an 18-year-old high school senior. “When I read
or follow the news in my free time, I want to be interested.”
Another reason why customizing media makes sense to Generation Me is because
of the focus on the self. Those interviewed felt that it was not only easier for them to
follow news if they customize homepages or news sites, but explicitly stated that
customization made more logical sense to the way they think. “I only pay attention to
sports news because that‟s the only news I like,” explains 15- year-old Julian. With Gen
Me, if it isn‟t inherently interesting, they believe they have the right to ignore it. This is a
representation of the self-focused nature that the generation has come to be known for.
31
It is worth noting that a preference toward customized media is not accepted
across the board however, and some still enjoy the discovery of stories and information.
“It makes sense to customize my news homepage,” noted Kristin, a 24 year-old law
student, “but sometimes I like seeing what [editors] choose. It wouldn‟t be what I would
have chosen”. Although this is a smaller group, it is still an important distinction to note.
Cynicism affects their openness to messaging
Regardless of age, those who were more informed were distrustful of corporate
motives. Those interviewed were presented with a series of campaigns in order to
understand their feelings and reactions to them. One of the campaigns that was presented
during the interviews to gauge corporate trust and its effects on campaigns was British
Petroleum‟s “A+ for Energy,” an education-focused corporate social responsibility
program. BP has sponsored energy-focused science programs in elementary schools for
years. The reaction of those interviewed to this campaign was almost universal.
“They‟re doing it just because they have a bad image,” said Laura, a 24-year-old grad
student, “but all companies do that. It‟s fine, I guess, as long as the cause is good.”
Noted Franco, 24, “Sounds like they‟re recuperating the brand name.”
Even for the younger Gen Me, the motives seemed to cause confusion. “It‟s hard
for me to decide if I like it” explained Evely, 14, “because half of me says they should
focus on the Gulf Coast and the other half says that schools need the money.” Although
the end results of the program are positive, corporate donations and programs are
frequently seen as being tied to some ulterior motive.
32
Even with positive campaigns that are not tied to a company in the middle of a
public relations crisis such as British Petroleum, distrust was still noticeable. To compare
reaction and feelings of trust, those interviewed were also presented with the Dove
“Campaign for Real Beauty”. The “Campaign for Real Beauty” promotes healthy body
and beauty images among young women. Although the messaging for this campaign is
positive, there was some interesting difference in opinion on the campaign. “I love the
self esteem message, but I hate that they sell beauty products,” pointed out Stacey, 17,
reflecting a sense of cynicism that the generation is known for.
Figure 3: Dove Campaign for Real Beauty
34
Learned media consumption habits & webportals
The interviewees also touched on some shared media consumption habits. For
those in both the older and younger range of Generation Me, the media habits were
34
Dove advertising campaign. www.dove.us. 2008
33
mostly learned. Generation Me members were likely to follow the news in ways that
they have learned from their parents. If they grew up listening to news radio, they are
more likely to listen, and be open to listening to, news radio. In fact, the personal
connection to the news source or platform that their parents used made those interviewed
feel more loyal to source and platform. This is especially true of the younger
generations. “I watch the TV with my mom sometimes at night when the news is on”
noted Gabriella, 12, when asked about how she pays attention to the news. Younger
members are more likely to be exposed to news second hand, making their parents and
family members a primary access point for learning about news and how to follow the
news.
Regardless of what platform their parents used to follow the news, all of those
interviewed highly favored webportals. As seen in the previously cited Pew Research
Center studies, websites such as MSN, Yahoo!, and iGoogle were overwhelmingly
preferred sources for news information. These websites are not only favored because
they are used as homepages and for email servers, but Generation Me finds that the
content is provided in an interesting manner. They enjoy the bright visuals and shortened
news pieces. An interesting contrast to note is that only three of those interviewed were
on Twitter at all. Out of those, only one person used Twitter frequently to access news.
Although Twitter is also a source for news delivered in a short format style, the visuals of
webportals were more engaging.
34
Social media campaigns and messaging
One of the more interesting and important recurring themes found during the in-
depth interviews was a general apathy toward social media campaigns and tactics. Social
media campaigns attempt to engage the target audience by bringing the messaging to
them via social media platforms such as Facebook and Twitter. The social media tactic
that was presented to those interviewed was used by the Cartoon Network in an effort to
draw attention to the television station. The Cartoon Network hoped that by calling on
Facebook members to change their profile pictures to a cartoon character, it would make
Facebook users brand advocates and generate awareness and publicity. When
interviewees were asked about the campaign, most of them had seen it before and could
remember the changes in profile photos. When asked how they felt about the campaign,
however, responses were mostly indifferent. “I saw it but I wasn‟t sure what it was all
about,” explained Lauren, 24. “To be honest, I didn‟t even really care.” The specific
purpose of the social media tactic-- and the important messaging behind it-- seemed to
get lost with the fad.
35
Figure 4: Cartoon Network Facebook Campaign
35
Even more surprising were the responses of the older members of Generation Me
regarding social media campaigns. Respondents in this age group generally agreed that
social media campaigns do not accomplish much. In fact, they found Facebook actions to
be completely different from real world action. “Social media campaigns are ok,”
explained Kristin, 24. “People changing their [Facebook profile] picture in support of
something doesn‟t actually do anything [to solve the problem].” Interviewees felt that
social media campaigns were more of a fad, and without a specific call to action, it didn‟t
hold their attention for long.
35
Haim, Daniel. “Cartoon Characters as Facebook Profile Pictures.” Blognity. December
2010.
36
Shared patterns among older members of Generation Me
Overwhelmed by the current media environment
Several more patterns and shared opinions were found among those at the older
end of the Generation Me spectrum. The interviews unveiled that they are more likely to
feel forced and obligated to follow the news. This is due to pressure from their peers and,
more often, their co-workers and demands of their jobs. Furthermore, they felt
overwhelmed when trying to follow the news. Young adults feel that it is no longer
enough to just check the local newspaper to feel informed. “I always feel like I know less
[about the news] than other people do,” noted Maggie, 23, “but really, it‟s just because I
don‟t read the same news they do. It‟s too much to keep up with at once.”
Generation Me feels more overwhelmed by the news than ever. Some sources are
deemed necessary while others are deemed important because they interest the
viewer/listener/reader, but the need to constantly check different sites and sources is
overwhelming and may be turning Generation Me off from news consumption in general.
This may suggest a motivating factor behind the customization trend. Feeling
overwhelmed also favors shorter and more visual methods of receiving information.
They are also more likely to favor and use a comprehensive and organized news source,
which may be another explanation of why webportals are so popular with this generation.
37
Convenience is important
Although television is a popular source for news among the older Generation Me
members, acquiring news online and via the phone is perceived as easiest. Setting aside
the news that they feel obligated to pay attention to, news consumed out of free will
should be convenient for them. This means that the news must be easy to access and
consume the least amount of time. As Mario, 23, explains it, “Online [news] is easier
because I can look at it during my breaks and there are usually pictures and brief
descriptions, so I don‟t have to read the whole story.” Feeling short on time but
overloaded with information, readers prefer online versions of the paper over the physical
copy because they are likely to spend most of their time on the computer either at work or
school.
The same logic applies for accessing news on their phones; convenience is a
primary motivator. “I get almost all of my news from my phone and I link stories to
Facebook and Twitter all the time,” shared Franco, 24, “It‟s easiest because it‟s instant
and portable.” Since the phones are with them at all times, it is easy and convenient to
access news sites on the phone. With the introduction of news apps, the phone has
become an even more valuable tool for news information. As Lauren, 23, explains “I
have a Fox news app on my phone and I can customize the top bar to show me the types
of stories I‟m interested in. It‟s instant news, with me at all times. I rely on the app more
than anything.”
38
Accessing news on phones lends itself to customization more than any other platform or
source because customization is generally a feature of the phone applications. Not all
members of Generation Me use applications or even own smart phones, but as phones are
increasingly used to access the Internet, it is likely that they will be used for acquiring
news information as well.
Social media and credibility
Contrary to expectations, further questioning revealed that although older young
adults use social media for information, they are likely to distrust it. Credibility of source
is just one problem that social media presents to this age group. “I hear about a lot of
news stories through Facebook, but then I‟ll go check them out and research them on real
news sites,” explained Michael, 24. As they get older, they still turn to professional
reporters and news organizations, confirming that traditional media sources are still
among the most trusted.
However, even traditional media on social media websites are sometimes
questioned. “I feel like information found on social media sites is always spun,” said
Adriana, 26, “[for example] President Obama sends out news information on his
Facebook feed, but of course it‟s going to come from his point of view.” This is an
important point to remember when trying to reach this age group because information
and messaging may be viewed with slight mistrust. These viewpoints suggest that
although social media is highly used by this generation, there is still a need for credible
news organizations and traditional public relations tactics.
39
They like feeling involved
Another interesting recurring theme among older young adults was how much
they liked to feel included and how little they got involved. When asked about
campaigns that asked for their opinions or whether they liked to be included in decisions,
the responses were overwhelmingly positive in favor of sharing. “I like to feel involved,”
said Lucia, 21, “people should be able to share their opinions.” This pattern and trend of
wanting their opinions to be heard coincides with the characteristic of Gen Me wanting to
share their opinion. Asking for public opinion can make consumers feel engaged and
important. “I like when big companies ask for our opinions because interaction is key,”
claimed Franco, 24, “it makes me feel like I know the corporation on a personal level.”
This suggests that whether consumers respond or not, they are more likely to feel positive
about a company, organization or person who just asks for their thoughts and opinions.
Although Gen Me likes to feel included and involved, it is interesting to note that
they do not voice their opinions as often as expected. “I like to read comments, but
haven‟t left any. They‟re usually full of ignorant comments anyways,” Mario, 23 said.
For a generation that shares most of its personal details online without hesitation, it is
interesting to note that they don‟t get involved on larger platforms. When asked whether
they comment on news stories or on brand websites, responses were generally the same.
“I very rarely leave a comment and I have to be really passionate about something. Who
really sees them?” noted Maggie, 23. They may feel so overwhelmed by the scale of the
company or person that they feel their comments are insignificant. Most, however, stated
that they do like having the option of voicing their opinion if motivated enough.
40
In-person interaction is appreciated
Social media tactics didn‟t elicit overwhelmingly positive reactions, but
campaigns that included face time did. When presented with a campaign that brought
people together offline, reaction was extremely positive among older young adults. The
case presented to them was that of the Xbox Kinnect launch event. In order to gain both
media and public attention, a launch event was held in the middle of Times Square, New
York. Times Square was shut down and people were invited to use Kinnect motion-
sensor gaming systems and the new dance game for it. What resulted from this event was
a large dance party in the middle of the city as displayed by the picture below.
Figure 5: XBOX Launch Event
36
36
Dancers Take Over Time Square. “Xbox Kinnect Launch Event”. Microsoft News
Website. Nov. 2010.
41
Those interviewed revealed that this sort of engagement was preferred over most
tactics. “I really like the idea of bringing the product out to the public,” noted Laura, 24,
“It‟s really cool and I like feeling personally engaged with the company.” It‟s not only
the engagement with the company that Gen Me enjoys but the engagement with each
other as well. “I really like that it brings people together,” said Caitlin, 23. Whereas
other campaigns didn‟t elicit much of a reaction, even when interviewees claimed to like
the idea, the personal and face to face engagement tactic generated genuine excitement
and interest among those interviewed.
Shared patterns among younger members of Generation Me
Teenagers have little interest in the news
Interviews with the younger members of Gen Me also resulted in some interesting
shared themes and ideas. Although they were far less outspoken about the topics than
older members of Gen Me were, they still provided some unique conclusions. Least
surprising was that they held the common perception that teenagers (those in their age
group) don‟t care about the news. Most of the younger members of Generation Me that
were interviewed did claim to watch or read the news once or twice a week; however,
they didn‟t realize how much news and outside information they actually consume. “I
don‟t care [about the news] because it‟s boring,” explained Julian, 16, who watches
ESPN news every day of the week. The interviews suggest that the younger they are, the
more likely they are to only pay attention to stories that is interesting to them and not
actually view it as “news.”
42
Publicity stunts are engaging
Although the idea of the apathetic teenager is not new, it does lead to questions
about what teenagers will pay attention to. When showing them the different campaigns
and tactics, little excitement and few opinions were elicited from most of them.
Surprisingly, the one tactic that did generate a lot of excitement was the classic publicity
stunt. The example of the classic publicity stunt given to those interviewed was KFC‟s
world record breaking bucket of chicken made in honor of their 70
th
anniversary. The
enormous bucket of Colonel Sander‟s chicken garnered a lot of attention from the local
public and national media. When asked about their opinions of the classic stunt,
teenagers were intrigued by it.
Figure 6: KFC publicity stunt
37
37
“Record Breaking Chicken Buckets: The KFC Gigantic Bucket of Chicken Weighs
Over a Ton.” Trend Hunter. Aug 2010.
43
“Oooh, [laughs] I like it,” said Gabriela, 12. “I‟m ecstatic about it,” exclaimed Evely, 14,
“that is so cool.” Teenagers automatically responded positively to the company and the
idea of the stunt. This is an interesting point to notice because when asking the older
members of the generation about their thoughts, they were much more likely to give a
mixed review of the same stunt.
TV is the top source for news among teens
Where teenagers get their news information may be a contributing factor to what
types of campaigns and tactics they are likely to respond to. Teenagers are much more
likely to get their information from local TV stations over any other platform. Partial
explanation for this may be that it is what their parents have on but another component
may be convenience. “TV is convenient because it‟s on when I‟m getting ready for
school,” explained Stacey, 17. This is yet another example of how convenience and ease
are important factors in determining what Gen Me pays attention to.
It is also interesting to note that considering a significant amount of their time is
spent online, teenagers are not paying attention to news information online, including
social media websites and online versions of newspapers. Some respondents in this age
group were even more likely to read the actual paper over the online version if provided
with both options. This is a big difference from those in the older range of this
generation.
44
Platform preferences
Below is a comprehensive chart of the media platforms presented to those
interviewed and the frequencies with which they are used by those interviewed. The first
line separates the responses into the younger and older categories. X denotes the older
members of Generation Me and Y denotes the younger members. The second line within
each box denotes the total for that category.
Table 4: Generation Me news platforms
HARDLY EVER
(never —once every
couple months)
SOMETIMES
(every other week--
2 times a week)
ALWAYS
(5+ times a week)
Facebook
2X, 4Y
6
5X, 2Y
7
3X
3
Twitter
8X, 6Y
14
1X
1
1X
1
Blogs
5X, 5Y
10
2X, 1y
3
3X
3
Newspapers
3X, 3Y
6
6X, 3Y
9
2X
2
Online newspaper 2X, 6Y
8
3X
3
5X
5
TV-local
4X
4
2X4Y
6
4X2Y
6
TV-
national (ESPN,
MSNBC,
CSP AN … )
1X3Y
4
7X1Y
8
2X2Y
4
45
Table 4: Generation Me news platforms (continued)
International news
6X6Y
11
3X
3
1X
1
News
aggregation sites
(Delicious)
10X 6Y
16
RSS feeds
5X6Y
11
2X 3X
News
Radio
5X5Y
10
3X1Y
4
2X
Mobile or tablet
app
6X, 6Y
12
1X 1Y
2
2X
2
Webportals (MSN,
Yahoo!, AOL,
Google news)
1Y
1
3X3Y
6
7X 2Y
9
Family & friends
(email, in-person)
2X
2
4X 6Y
10
4X
4
46
Chapter 5: Strategies for Generation Me
Taking note of the patterns and findings from the primary and secondary research,
several public relations strategies and tactics can be derived. Although based on research
done for Generation Me, the following tactics are likely to resonate well with several
different audiences because they take into account both modern and traditional media
tools and platforms. These strategies should prove especially effective when targeting
the Generation Me population (those between the ages of 12 and 30) because they pay
special attention to the interests, lifestyle and behaviors of the generation.
Get to the point
If the iPhone screen only measures two inches wide and four inches in length, the
message, along with everyone else‟s, needs to fit on the screen. Adapting the message to
fit the platform is one of the most important details when trying to reach audiences. This
means that visuals, images, shorter messaging, and more eye-catching messaging are
necessary. Eye-catching doesn‟t necessarily mean flashy or stunt-like, but the message
should be interesting and relevant enough to draw attention.
Also, because Generation Me is checking so many platforms for information, and
feel like they have so little time to do it, messaging is more likely to be noticed if it‟s
received quickly on tools that they use often or have with them at all times. This may
require strategic partnerships, such as working with Facebook or a popular new video
game company to include messaging and promotion in the scenery of games.
47
Part of battling the Daily Me is knowing where to go to get their attention. This
also means paying attention to the tools being used. A significant portion of teenagers
don‟t own smart phones. They also haven‟t begun to use the internet in the ways that
young adults have with twitter and to follow blogs. Taking into consideration what
technology is available to the target audience can make the difference between a
marginally successful campaign and a triumphant campaign. This is especially true when
considering Generation Me as a target audience. They are no longer likely to seek out
news information, so it is absolutely necessary to bring it to them in order to get their
attention.
Face-to-face interaction has a lot of impact
The primary research presented in this paper has indicated that Generation Me is
longing for face time and personal interaction. It isn‟t difficult to imagine that a
generation that came to age in the digital world and have established networks and
relationships online are longing to return to the days of face-to-face interaction. This
means that Generation Me is likely to favor any social tactic that brings them in contact
with other people. This can include grassroots tactics as well as formal and organized
ones. Getting people to gather around a cause, candidate or even product not only
generates awareness and potentially media attention, but also good will. Incorporating
some face time with a consumer also makes them feel like they know the product or
company on a personal level, which will help them develop trust and a longer lasting
relationship.
48
This strategy can also help deal with the problem of the Daily Me. By focusing on
common interest of being social and the human need for interaction, the campaign and
messaging are likely to reach a broader range of people.
One example of a campaign with large publicity success due to an emphasis on
face-to-face interaction is that of the grassroots creation of a National Dance Day
celebration. Initial publicity for the event was very limited and relied heavily on a
grassroots effort to make the day a success. National Dance Day was announced only
once on the television show “So You Think You Can Dance,” and was heavily publicized
using social media outlets. A video dance was created and uploaded to YouTube, calling
on people all over the nation to learn the dance and perform it on National Dance Day. In
the social media realm details about the event were shared over Twitter and a Facebook
page was created for the event.
With these simple and low cost social media efforts, word of mouth spread the
message quickly across the nation. On July 31, 2010, hundreds of people celebrated by
learning the You Tube video dance and attending the official Los Angeles event.
Thousands more participated by organizing flash mobs and sending in the videos to the
Facebook page and website. One of the largest flashmobs was held in Universal City
Walk, Los Angeles, and included hundreds of dancers of all ages and backgrounds
spontaneously erupting into the choreographed dance.
38
There was so much participation
within individual cities and communities that it attracted the attention of the local media,
only further spreading the message and motivation behind the day.
38
“National Dance Day Flash Mob, Universal City Walk”. Youtube. 2010
49
Although social media tools are one of the reasons that this new kind of collective
action can take place, the shared physical experience is what made the event such a
success.
39
Most participants hadn‟t met anyone involved in the movement until the day
of, but the chance to interact with other on a face-to-face level and be a part of a positive
message drew out crowds. Furthermore, because it was a grassroots campaign, all who
participated shared the responsibility of promoting of the event. It‟s impressive to think
that it took only a few videos uploaded to Youtube and word-of-mouth to encourage
thousands of young people to get outside and move.
Hear their voices (or at least offer to)
The research showed a surprisingly low level of Generation Me participation
when it came to leaving comments after news stories or leaving their opinions on
corporate and news websites. It was surprising that the numbers were low because it is
seen as characteristic of the generation to be very opinionated and used to expressing it.
Generation Me is known for sharing private information so often that it seems logical for
them to voice their opinions to anyone that will listen. They can not be expected to
comment if the information does not interest them, however, primary research revealed
that the main reason cited for not participating was that they questioned whether
companies actually heard their opinions.
Generation Me members often feel as though companies and corporations are too
large and structured to ever listen to consumers on an individual level. Although
39
Flanagin, Stohl and Bimber. “Modeling the Structure of Collective Action.
Communication Monographs. March 2006.
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questioning whether companies are actually listening may be a classic manifestation of
Generation Me cynicism, the generation does like to feel as though they‟re heard. Just
giving the perception of listening will likely receive a positive reaction from Generation
Me consumers. Even the largest corporations can strive to make consumers feel like
they‟re dealing with smaller companies and that their opinion does matter.
An example of a large corporation making their audience feel heard can be seen
with Starbucks, the multinational corporation and coffee sensation. Although it is often
seen as a symbol of big business, it has managed to connect with customers by soliciting
their opinions and thoughts on several levels. Starbucks asks for suggestions on its
products and has actually utilized some of the suggestions. The company has also added
ordinary consumer‟s names and opinions to the back of the coffee cups. By doing so,
many customers feel personally connected to the company and the brand. Customers also
feel that if they were to participate in one of these efforts and share their opinions, they
might actually be heard.
Social media campaigns: The fad shouldn’t overshadow the messaging
In today‟s digital world, no public relations plan is complete without a social
media strategy. However, just having a social media component without serious critical
thought and strategy won‟t attract the lasting attention of Generation Me. Primary
research indicated that although the social media tactics did get attention, the message
behind them was often lost. Even among those that participated in social media tactics,
they found it difficult to remember the messaging and point of the campaign. This
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indicates that there needs to be clear and concise messaging attached to every social
media campaign. The messaging should be relevant and repeated often to really resonate
and last longer than an hour-long social news feed cycle.
Furthermore, with older members of Generation Me, social media campaigns are
often seen as fads. They are popular for a short time, especially among teenagers, but fail
to attract the attention or interest of young adults. One criticism that was repeated of
social media campaigns was that they did not accomplish any action. This suggests that
young adults are more likely to respond favorably to a campaign if there is some call to
action. Several non-profits for example have been utilizing Facebook to spread
awareness for their cause. Young adults would prefer that it be used to call Facebook
users to act on something. Whether this be signing a petition or participating in a rally,
youth will likely favor the chance to do something for the cause.
Again, the previous research and point does not mean that there isn‟t a space for
social media. In fact, social media allows for direct to consumer messaging. Some social
media platforms are more acceptable for campaigns, companies and messaging than
others, which is why the target audience, purpose of the campaign and expected
outcomes need to be taken into consideration when using social media.
One tactic that may prove to be especially successful with Generation Me and
social media is to use the platform to ask for their opinions. This speaks to the fact that
they like to share their opinions and personalities, especially on social media sites, and
will likely become a more engaged audience.
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It can also be used to organize events were face-to-face contact is made. These tactics
allow social media to enhance traditional media campaigns.
One example of the successful use of Facebook is with the Susan G. Komen “3-
Day for the Cure” fanpage. The page is for the three-day fundraising races that take
place across the United States to raise money for breast cancer research. A community
space, separate from the main Susan G. Komen page, was created for those participating
in the race and for anyone interested in the race. Race participants can post questions on
the main wall for other participants and even pose questions to the Susan G. Komen
organization. Photos and links to information are shared on the forums section and there
is a tab with a direct link to sign up for the race. Participants have the opportunity to
change their profile pictures to a designated photo provided by the organization that
marks them as a participant in the race. This Facebook page is directly related and linked
to a specific call to action to join the race and support the foundation. Over 90,000
Facebook users are fans of the page and it is a strong supplement to the organizations
fundraising and publicity efforts.
No BS, please
As cliché as it may be, honesty and transparency is often the best policy.
Generation Me has grown up being aware of political scandals, deceitful large
corporations and false celebrity endorsements. Trust is something to be earned by this
generation because they have grown accustomed to it being broken. Respect and good
will for a corporation, organization or person can grow if trust can be established.
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After asking for their opinions on various campaigns, the research revealed that a
majority of those interviewed had a decent understanding of the public relations and
marketing tactics used to engage their interest and persuade their opinions. Generation
Me responded to classic stunt campaigns as just that, “publicity stunts,” and responded to
other campaigns as “good marketing ploys.” Even when the messaging behind the
campaign wasn‟t directly related to a product, Generation Me is likely to understand the
underlying motivation behind the campaign and its messaging. This is why upfront
honesty and transparency is a good strategy when dealing with youth.
Generation Me is more likely to receive all corporate social responsibility efforts
with some cynicism and distrust, especially if the company has been in a crisis situation
recently. This does not suggest that there isn‟t a need for corporate social responsibility
programs, but instead that they should be implemented and publicized earlier rather than
later in order to build up good will. It is important to remember that the reaction will not
be overwhelmingly positive at first, but persistence and transparency in purpose would be
preferred over inaction or manipulative messaging.
Some of the top corporate social responsibility programs run seamlessly with their
products or corporate brands. Campbell Soup Company, for example, has always been
critical and careful when choosing programs to fund and community outreach to
participate in. In addition to its Campbell Soup Foundation that supports development in
the local community, they have a range of other efforts that make sense with its soup
products.
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Campbell Soup Company recently announced a ten year plan to reduce childhood
obesity, which is in alignment with their low sodium and low calories soups. These types
of corporate social responsibility programs that go along with the company brand are
more likely to be well received and recognized because they have a feeling of
authenticity.
Publicity stunts are still a classic
They may be old, repetitive and overdone, but the classic publicity stunt is still
alive and well. Timing, relevancy and originality all play essential roles when using a
stunt, but they can prove to be highly effective at getting attention and potentially media
coverage. Whether promoting a chocolate brand by making the world‟s largest chocolate
heart or having thousands of people join flashmobs to get a message heard, stunts still get
attention from the media and from the general public.
Reaction to classic stunts is likely to vary, with some receiving more positive
attention over others. Teens and younger members of Generation Me reacted
overwhelmingly positive when exposed to publicity stunts because the images and ideas
were still new to them. Beyond being a feat in itself, creating the world‟s largest food
item may be a novelty to some teens. Furthermore, publicity stunts don‟t require any
previous knowledge or serious attention to an issue, brand or product. Stunts can also be
shared and discussed with others, making them a social experience. Publicity stunts have
the potential to be a social tactic that is quickly and easily understood by many, making it
an ideal tactic for Generation Me.
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Early exposure is important
The primary research suggested that for both younger and older members of
Generation Me, they are likely to use the media that their parents did. In fact, they are
more likely to be loyal to the platform and source if they have some sort of personal
connection with them. This implied that learned media habits are important when it
comes to what platforms and organizations they choose in the future. Although public
relations professionals don‟t have much control over the platform that any given person
chooses, the idea of learned consumption habits is an important one to note.
When trying to attract youth attention to a specific product, brand or idea,
exposure while young can be an advantage. Marketing and advertising professionals
have known and utilized this idea for years, focusing their efforts on kids and teenagers,
in hope that they will become life-long brand champions. If consumption of a product or
repetition of a message can be introduced earlier on, youth may be more likely to carry
learned habits and ideas on into adulthood. As more products and ideas compete for
attention, early exposure can make a difference.
Although some products may not have teens and young adults as a primary
audience, early exposure can be a valuable strategy. For example, corporate social
responsibility programs that engage or include teens leads to the exposure of a brand,
which builds up good will. This good will can help maintain credibility and reputation in
times of crisis as well as distinguish them from competitors. Although teens may not be
active consumers in all markets yet, they eventually will, and are likely to rely on learned
habits.
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Exposing a product or message to youth early on should be a top priority
especially for media. Some companies are already doing this by providing a kid or teen
version of their product. For example, Time has a children‟s version of the magazine
with study guides that are delivered to the classrooms. Similarly, CNN has a teen version
of condensed news clips that they donate to high schools, and the Los Angeles Times
donates papers of subscribers who are on vacation to local schools. Not only are children
and young adults becoming familiar with news in general, but they may be more likely to
favor the specific brand or organization in the future. Furthermore, because they are
introduced to the specific product inside of the classroom, it holds more credibility as a
valid source for information. Even if the teens don‟t pay attention to the news outside of
school until they are in working world, the organizations and names that they became
familiar with in school may be the first place they turn to.
Don’t put all your eggs in the blog/online- only basket
As blogs gain more visibility and credibility as sources for news information,
public relations professional have increasingly reached out to them. Since blogs are
much more genre specific than most larger and traditional publications, they are an
incredibly successful way of reaching specific and niche audiences, thus potentially
bypassing the dilemma of the Daily Me. When looking at the research for younger
audiences however, it is interesting to note that blogs do not seem to be used to acquire
news information. In fact, primary research from this study suggests that with teens and
57
younger members of Generation Me, the physical paper was a preferred source for news
over blogs because most teenagers weren‟t really sure what a blog was.
Similar suggested results were found when looking at Twitter, a social media tool
that is considered a micro-blog. Although it is a revolutionary tool that has changed the
way we share information and even think (how do I say this in 140 characters or less?), it
is not one of the primary tools used to access news among Generation Me. This is not to
say that it is completely out of the picture or not useful to the public relations industry in
gathering attention. Since Twitter provides a quick and easy platform for consumers to
interact with the company and voice their opinions, the platform is seen as highly
effective when used for customer service purposes. This, again, goes back to the idea of
large companies feeling more personal and accessible to the consumer. As the number of
Twitter accounts continues to rise, the perspective that Generation Me has is likely to
change, but primary and secondary research shows that the number of youth that hold a
Twitter account is very low, especially those still in their teens.
But do go for the webportal
Whether it‟s the fact that it combines hard news with soft news, or all the
constantly changing photos and videos on the page, research indicates that webportals
such as MSN, Yahoo!, AOL and iGoogle are used and favored by a significant portion of
Generation Me members. Webportals are easy to access, quick to have the most updated
and top news stories, and organize the content in a visual manner, all things that
Generation Me find appealing when looking for a news source. Webportals make them
58
feel at ease because they appear to be comprehensive news sites. Since research indicates
that this is where the youth attention is focused, it is important to remember webportals
are a useful platform.
Another part of what draws attention to webportals is the trendy nature of the
stories. Most of the stories highlighted are already top news trends or viral videos. These
top videos may have no relevance to current events or hard news, but are interesting and
frequently talked about among and between social circles. It is important to remember
that a major contributing factor and reason as to why Generation Me follows the news is
so that they can feel like they are keeping up with their colleagues and friends. Since the
top trending stories are often highlighted on webportals, it is convenient for them to
access the most poignant and relevant news quickly. A significant portion of Generation
Me‟s time is spent online, so they feel more at ease if they are quickly in the know.
Other factors and drawbacks that are commonly associated with blogs and other
online news sources are not found with webportals. Although it may not appear to be the
most prestigious source for news to some, research indicates that Generation Me sees
webportals as reliable and truthful sources. They believe this because the stories that are
highlighted are among the most read or watched. Being convenient, social, eye-catching
and relevant, webportals are the perfect news information sites for Generation Me.
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Chapter 6: Case Studies
Several companies and organizations are utilizing some of the strategies and
tactics previously discussed and are showing significant signs of success in reaching the
Generation Me audience. Other companies and organizations, though making an effort to
reach Generation Me using new media and social media strategies, are still
misunderstanding crucial behaviors and thoughts of the generation. The following three
case studies show how three distinct companies, each with Generation Me as a target
audience, are trying to reach youth. The strengths and weaknesses of each company in
regards to Generation Me outreach are highlighted in order to show the effectiveness of
some of the aforementioned strategies.
Red Bull
The Red Bull brand is one of the most prominent and well known among
Generation Me. It is a company that started out making energy drinks, but since it‟s
creation in 1987, it has expanded to be an internationally recognized brand active in the
sponsorship and promotion of extreme sports, new music and high-energy activities. Red
Bull is the ideal example of a company that aims to reach the Generation Me population
because its product is geared towards those within the age range. Although there are
dozens of other similar products available on the market, they only receive a portion of
the publicity, presence and brand recognition that Red Bull has.
Red Bull was created in Austria in 1987 by Dietrich Mateschitz and within a few
years was sold internationally. Due to high amounts of sugar and caffeine, the drink is
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known to give consumers increased performance, increased concentration, improved
emotional status and a stimulated metabolism.
40
Red Bull, as cited by their world-
renown advertisements, “gives you wings”.
Because the drink provides high energy, it seemed like a natural fit for the
company to branch out into extreme sports. Through celebrity endorsements,
sponsorships of athletic events and teams, and creation of unique and extreme activities,
Red Bull has cemented their brand to be associated with high energy and risky youth
culture. This is important because the “action sports genre is a growing segment of the
sports industry” and has been one of the few to have “connected with the elusive
Generation [Me] market.”
41
Furthermore, action sports speak to Gen Y and
youth culture, as they represent elements that this demographic sees as important,
including creativity, individuality, friendship/camaraderie (even within a
competitive setting), and a style that can only be developed when not constrained
by teams and rules found in traditional sports like football, baseball, and
basketball.
As noted earlier in this paper, any activity that provides an opportunity to be social
through a shared experience will be received especially well by Generation Me. This is
why by paying close attention to the interests of its target audience and creating a strong
and consistent brand behind it, Red Bull has created a fan base. Red Bull loyal brand
champions and persistence in the market indicate that it has been profitable for the
company to remain in the extreme sports arena.
40
About Us page. Red Bull website. 2011
41
Bennett, Greg and Tony Lachowetz. “Marketing to Lifestyles: Action Sports and
Generation Y.” Sport Marketing Quarterly. 2004.
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Although the drink‟s positive benefits are the champion behind the brand, Red
Bull has faced several challenges due to the high levels of caffeine as well. Red Bull is
often used to mix with alcoholic drinks, especially on college campuses. “Red Bull
vodkas” are also frequently ordered at bars because the energy boost of the Red Bull
counteracts the depressant effects of alcohol to create a more energetic feeling. Due to
the association of the energy drink with alcohol, Red Bull has faced harsh criticism and
several public relations challenges. Even though Red Bull is not an alcoholic drink, it
faces the same challenges and resistance of one. Due to the high levels of caffeine in the
energy drink and the disorienting effects of alcohol, have caused some cases of death or
significant injury after consumption of too many Red Bulls.
42
Furthermore, since it is targeted at a younger market, several studies have been
done on the drink and the harmful effects of excess caffeine on children. These studies
have been used against the company and contribute to the controversial image of the
company. Increasing studies have shown that there is significant risk for children with
Attention Deficit Disorder and heart conditions when consuming high levels of
caffeine.
43
Although Red Bull isn‟t promoted as a drink to be combined with alcohol or as a
drink for children, the company had to decide whether to persist in their “extreme
lifestyle” brand and product promotion. Red Bull has responded to studies by conducting
42
Kiang, Kylene. “Alcohol, Red Bull mix may lead to death.” The Michigan Daily.
February 2002.
43
Dotinga, Randy. Energy Drinks May Hurt Kids: Study. Bloomberg Businessweek.
February 2011.
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and highlighting their own scientific studies on the effects of the drinks, showing that
they are safe for consumption.
44
Red Bull chose to continue to focus on the active and
extreme lifestyle when reaching out to their target audience. Marketing executives
decided to take a risk and stay true to the brand. This persistence of identity and focus on
youth culture is why it is interesting to study their public relations efforts within the
context of Generation Me.
Red Bull takes every opportunity to interact with their consumers and potential
consumers on a personal and face-to-face level. This is one of the key reasons why Red
Bull over other similar companies is so well known among Gen Me consumers. They are
consistently on college campuses -regardless of the potential risks and criticism this may
cause- offering samples of their products and sponsoring events. By sponsoring local
events, such as a break dancing show on a college campus, they receive brand recognition
and an accumulation of good will, which is helpful when the company brand finds itself
in criticism. These events that are open to the public also create a personal connection
with the brand and become a part of the consumer‟s life.
An example of one of the most popular and well known Red Bull events is the
Red Bull Flugtag held in Long Beach, California, Twin Cities, Minnesota, Philadelphia,
Pennsylvania, and Miami, Florida. It calls on people to develop a flugtag, or human
powered flying machine, and asks them to fly it off a 30-foot high deck in hopes of them
achieving liftoff. It is an extreme action event that requires energy and bravado,
appealing to Generation Me because of the action, danger and atmosphere of the event.
44
Dotinga, Randy. Energy Drinks May Hurt Kids: Study. Bloomberg Businessweek.
February 2011.
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Contestants are considered daredevils and judged by the flight‟s distance,
creativity and showmanship. Although the objective is to achieve flight, it can be just as
exciting to see the flugtags that don‟t succeed and end up diving straight into the water
below. Since the event is highly social, with hundreds to thousands of people in
attendance, Generation Me is likely to remember the event for a longer period of time.
Red Bull communicators have also taken a lot of care and strategy in how they
utilize social media tools. Looking at the Red Bull Facebook page, it is not only clear
that they are directly in-tune with their target audience, but delivering content that will be
of interest to them. Their messages are short, eye-catching and highly visual. Their
Twitter feed speaks directly to customers and connects them with some of the athletes
and extreme sports that Red Bull has become synonymous with.
By paying attention to what its target audience is, and meeting them with much
desired face time, Red Bull has managed to create a global brand successful in reaching
the public. The company has established itself as a stable and consistent brand that is
specifically geared towards the interests and active lifestyle of their target audience.
Regardless of the criticisms they face, they continuously choose to remain faithful to their
brand and target audience, garnering respect in the industry and market. Red Bull uses
the platforms that Generation Me use and above all, never underestimate the power
behind face to face contact.
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Target
Target is one of the most recognized stores and corporations in the United States.
Whether it be a home good, personal care, office supply or outdoor need, Target is likely
to have what consumers need. The colors and layout of the stores are similar enough to
be familiar to the consumer whether they are shopping in Chicago, Illinois or Chino Hills,
California. Advertising for the company is often whimsical and upbeat, while
highlighting the essential products sold at the stores.
Headquartered in Minneapolis, Minnesota, Target is owned by the publicly traded
Target Corporation (NYSE: TGT) and is one of the most recognized brands with its
famous red and white bull‟s-eye. Although it faces competition from several competitors
due to the diverse products they offer, they have managed to carve out a space for them in
market and develop a strong fan base, even being named one of the top 15 most trusted
brands among Generation Me.
45
Target is known for its “expect more, pay less”
philosophy and advertising campaign, and is equally well known for their public relations
efforts.
Target is ranked highly on several corporate lists including Fortune Magazine‟s
“Most Admired Companies” and has many public affairs and community relations
endeavors to keep their presence in the community strong. Target donates about $2
million a week to charities, schools and community programs. Management also
encourage employees to get involved in the community and volunteer.
46
In 2009, Target
45
Marco, Meg. “Gen Y‟s Top 15 Most Trusted Brands.” The Consumerist. April 2007.
46
Target Case Study. Volunteer Match. Target website.
65
“team members” logged in 450,000 hours of community service.
47
Although large in
scale, they make every effort to appear accessible and listen to the needs of the
community and customers, which is a critical component of earning Generation Me‟s
trust.
Target has a young fan following that is not comparable to most of their
competitors. Pricing and product availability can be attributed to the popularity of the
store, but their outreach and public relations efforts are what really distinguish their brand
from that of major competitors for the Generation Me market. It is also been noted that
the younger generations appreciate the “straightforward and stripped-down” form of
communication and marketing that makes the company appear transparent.
48
Target is
consistent with their brand image, displays their messaging where they know Generation
Me is watching, and has a strong social media presence that rivals and often beats some
of the best known corporate names.
One of Target‟s most recognized community affairs campaign is that of
promoting literacy in schools. Target Corporation has donated money to build libraries,
donate books and set up a reading program that is promoted nation-wide. Promotion of
this program includes small and manageable activities for consumers and fans to take part
in. This can include donating a book to a school or taking time to read to a child. These
tactics are publicized over their social media accounts and in the traditional media. It
does not just call for awareness of an issue but has a direct action that can be a part of a
47
Target Company Volunteer page. Target website.
48
Marco, Meg. “Gen Y‟s Top 15 Most Trusted Brands.” The Consumerist. April 2007.
66
solution to a problem. As stated in previous sections, Gen Me is likely to want to
participate and take action in a campaign instead of just be a passive listener.
Furthermore, since the tasks are small and manageable, such as reading a book to
a child on Dr. Seuss‟ birthday, helping out is manageable even for those who have
limited time. As with previous examples, coming down to a personal and community
level has great benefits for the brand, providing a tangible connection to a corporation
that in other ways may seem inaccessible. This is why public affairs and community
relations campaigns have been effective in reaching so many, and especially so many in
Gen Me.
Beyond reaching the community at a local and personal level, what Target
Corporation has done with their social media accounts really separates them from its
competitors. The company has reached out through visuals on Facebook, including
quizzes, such as “which Dr. Seuss character are you?,” and personal pages to express
creativity, such as a “create your own look” section that highlights Target clothing.
Target has also devised an application for Facebook where Facebook photos can be sent
directly to print at the nearest Target location. These activities and promotions, as well as
consistently asking for consumer opinions on the page and answering back when
questions are asked, have engaged many in the Facebook community. Since many in
Generation Me spend a significant portion of their time on Facebook, it is advantageous
for Target Corporation to be a part of that online community.
The social media tactics employed by Target have been successful in reaching
consumers. The Target Facebook page currently has over 3 million followers, beating
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even one of the highest followed newspaper Facebook pages, the New York Times, by 2
million.
49
This means that Target can reach a significant portion of its target audience
directly via this one social media tool without the use traditional media. This does not
indicate that there is no longer a use for traditional media, but strongly favors use of
social media as an additional tool when trying to reach out to consumers. Social media
allows for the company to be a part of the consumer‟s individual, online community. It
lends itself to be a part of the trend towards customized media instead of combating it.
National Public Radio
Long before television held the nightly news and the Internet had been invented,
the radio was a primary source for news information. The early 1900s found the
development of radio networks and some of the first radio news broadcasts. Since then,
news radio stations have increased and progressed and can be found all over the dial.
One of the most well known organizations for news over the past five decades is NPR,
once known as National Public Radio. NPR is a multi-media news organization that
“distributes award-winning news, information, and music programming to a network of
900 independent stations,…reaching 27.2 million listeners every week.”
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NPR has a
brand reputation of being a credible source for information and continues to hold a
significant amount of listeners.
49
Target and New York Times Facebook page. Facebook.com. 2011
50
About NPR. NPR homepage. 2011.
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When looking at the number of Generation Me members that listen to news radio,
however, the numbers are despairingly low. Only 54% of Americans say that they listen
to a radio news program and since youth make up a small percentage of news consumers,
the numbers for Generation Me are even lower.
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It seems as though news radio may be
a dwindling platform just by looking at the primary and secondary research that was
conducted in this study, but talk radio is beginning to adapt and fight back. Although just
beginning to implement new publicity tactics, it is a case worth watching in order to track
the progress and effectiveness of their tactics, especially as Generation Me grows up and
becomes a key target audience. NPR‟s programming has been, and always will be
interesting, informative, moving and creative; however, Generation Me rarely gives
public radio a chance. In the primary research, some claimed that they saw it as
something only their parents would listen to or something that they just hadn‟t been
exposed to. Regardless of the reason, the low numbers do indicate that there is a problem
in brand and outreach that requires significant changes.
NPR is a classic example of a company with a quality product and an outdated
brand in the eyes of the public. Since its product may not be inherently the “coolest”
among younger generations, NPR has to push harder and work different angles to get
stories heard.
51
Purcell, Kristen. et al. “Understanding the Participatory News Consumer: How Internet
and Cell Phone Users Have Turned the News Into a Social Experience.” Pew Internet
and American Life Project. March 2010.
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In order to appeal to the public and younger generations, they have begun to increase
their social media efforts to attract attention. With nearly 1.5 million followers on
Facebook and nearly 55,000 followers on Twitter, NPR is showing signs of progress and
success.
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NPR engages its listeners by using several different tactics highlighted earlier for
the online space. They frequently ask listeners for opinions and help. NPR marketers
even crowd source Facebook fans and Twitter followers for information, and have used
them as secondary sources on current news stories. Asking the opinions of listeners and
followers is one of the most successful tactics out of the three because it appears as
though listeners have a say and a voice. As noted earlier, this is especially important for
Gen Me.
Even though the platform was originally radio-only, they have expanded to be
included in the online space with a site to listen-in live online and listen to entire
programs on podcasts. This is extremely critical for Generation Me who prefers to access
their news quickly online. Furthermore, shows are broken up into bite-size segments, so
that interesting or relevant stories can be heard without listening to the entire program.
NPR also attempts to use visuals on the Facebook page to stimulate interest in the
content. Every story is accompanied by some picture to draw attention to the story. The
easy access and shortened display of content make it ideal for Generation Me.
Although progress is being made in the online space, there is still a missing link
as to why younger members aren‟t listening to NPR news. Although active in the
52
NPR Facebook page. Accessed February 2011.
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community and reporting often times about the community, NPR and affiliate stations are
missing a strong presence within the Generation Me personal and physical space. The
NPR brand is barely represented or seen on campuses, at festivals, or other places where
Generation Me is known to be. Since they don‟t have face time with the generation‟s
members, youth are often likely to forget or keep old stereotypes about the company.
Publicity for the few events that are held is not visual or eye catching. Since NPR
fails to draw as much attention as it could, Generation Me is not even likely to know
about it. For example, NPR holds a storytelling workshop at its Culver City station. A
Facebook event page was created, but there were no images, links to the web and very
limited outward publicity was done to promote it. The events tab, where the information
was located, was buried behind several other tabs on the Facebook page.
NPR has managed to maintain a strong reputation based on credible and
intriguing journalism. In this constantly evolving and overwhelming media environment,
credibility is no longer the main factor when choosing a news source. The limited
outreach on their behalf makes it difficult for the brand to stay current, and most
importantly relevant, among Gen Me. When exposure to the station is a key goal in
reaching listeners, outreach is essential. If the efforts were focused slightly more on the
youth generation, it may inspire an entire generation to get back into news radio.
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Chapter 7: Conclusion
As the current and next group of consumers and decision makers, Generation
Me‟s influence is becoming increasingly visible in the public sphere. Their preference
towards more visual and condensed news stories, as well as comfort and insistence on
easy access to information, means that they are an increasingly important segment for
public relations professionals as they begin to dictate the look of the media landscape.
Looking at the characteristics that define the generation along with current media trends,
public relations professionals will be able to bypass several dilemmas and questions when
trying to reach out to this group.
Having grown up as “digital natives” and being comfortable in online platforms,
it may seem that the best place to target Generation Me is in the online space, but primary
and secondary research indicates otherwise. Research suggests that meeting Generation
Me face to face is even more effective for brand promotion and message retention than
most online platforms. Furthermore, as more Americans and Generation Me members
start using their mobile phones to access the internet, their news and messaging will
likely come from their phones. Mobile phones and physical meeting spaces are two of
the most important, and often underestimated, platforms for Gen Me.
Some of the most overlooked platforms are sometimes the most effective when
trying to reach Generation Me. Although not always considered in traditional media
outreach, web portals capture a significant portion of Generation Me attention. Members
have cited the visual organization and diverse range of news information as reasons why
72
it‟s so favorable. Anything that makes reading or acquiring the news easier is a positive
for Generation Me, which is why they often choose to customize their media.
The trend toward customization of media shows no signs of slowing or reversing.
Since Generation Me is geared towards caring about and paying attention to things that
are of relevancy to them, it is likely that they will carry the customization trend forward
and make it more of a norm than an exception. For this same reason, some public
relations professionals have turned towards blogs that reach a niche audience in order to
deliver their messaging. However, the research suggests that blogs are not heavily used
as news sources for Generation Me. Even when blogs are used as sources for
information, Generation Me finds them to lack credibility and would rather turn towards
traditional media sources to confirm stories, sources and information. This highly favors
the use and targeting of traditional media sources.
Messaging that is more accessible to a wide range of outlets and that focuses on
providing content that is relevant and interesting is still the best strategy to combat the
negative effects of customized media consumption. Generation Me, as well as most
Americans today, respond to quick and eye-catching news stories. The ever shrinking
screen size and free time for reading news makes it crucial to deliver content in a short
and visual manner. No public relations campaign should be without stimulating visuals
in the form of picture or even video. If the content is interesting and newsworthy enough,
Gen Me will be more likely to pay attention to it.
As the name suggests, one of the best ways to get the attention of Generation Me
is to focus on them. By offering to pay attention to their interests it makes them feel as
73
though they have connected with the company, organization or person on a personal
level. Crowd sourcing and asking for public opinion is an increasingly popular tactic
used in public relations campaigns and will likely prove to be exceptionally successful
with Generation Me. Just offering to listen to complaints or suggestions can make the
biggest entities feel like acquaintances. Whether Generation Me responds or not, and
most likely they won‟t, having the option to voice their thoughts goes along with an
essential part of the generation‟s conscience, the importance of the self.
Understanding people and groups is as important to public relations as
understanding the components of a press release. Although no one can predict what the
next revolutionary platform or tool in news information will be, flexibility and a
willingness to meet the target audience at their level are essential for the future of public
relations. The best public relations campaigns geared towards Generation Me, or any
target audience, will keep in mind the beliefs, social norms and habits of the group.
Understanding what media trends specific groups will gravitate towards is also necessary.
The more public relations practitioners understand the relevant publics, and their
preferred methods of media consumption, the easier it will be to establish those crucial
relationships and bonds that are at the very center of the industry.
74
Bibliography
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Boyd, Danah and Donath, Judith. “Public Displays of Connection.” BT Technology
Journal. 2004.
“Dancers Take Over Time Square.” Microsoft News Website. November 2010.
Dolliver, Mark. “What Young Adults Believe”. Ad Week. October 2010.
“Dove advertising campaign.” Unilever Company. 2008
Flanagin, Stohl and Bimber. “Modeling the Structure of Collective Action.
Communication Monographs. March 2006.
Greenwald, Anthony G. and Mahzarin R. Banaji. “Implicit Social Cognition: Attitudes,
Self-esteem, and Stereotypes”. Psychological Review. 1992.
Haim, Daniel. “Cartoon Characters as Facebook Profile Pictures.” Blognity. December
2010.
Henig, Robin Marantz. “What is it About 20-Somethings”. New York Times. August
2010.
Kennedy, Dan. “From the Daily Me to the Daily We”. The Guardian. September 2007.
Kripps, Kathy. “Success Means Facetime not Facebook”. Firm Voice. 2011.
Kristof, Nicholas. “The Daily Me”. New York Times. March 2009.
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2002.
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Center of Northwestern University. 2005.
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Palfrey, John and Urs Gasser. Born Digital: Understanding the First Generation of Digital
Natives. 2008.
Purcell, Kristen. et al. “Understanding the Participatory News Consumer: How Internet
and Cell Phone Users Have Turned the News Into a Social Experience.” Pew
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Putnam, Robert M. Bowling Alone. 2000.
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Shafrir, Doree. “The Truth and Perez Hilton‟s Traffic.” Gawker. 2007
Steinem, Gloria. Revolution from within: A Book of Self Esteem. 1992.
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Twenge, Jean M. Generation Me: Why Today‟s Young Americans Are More Confident,
Assertive, Entitled and More Miserable Than Ever Before. New York: 2006
76
Appendix: Interview Questions and Images
First Name:
Age:
I’d like to find out more about how you keep track of the news…
1) How many days a week do you pay attention to the news (either on TV, online, in the
paper)
2) What type of news stories interest you the most?
o Local stories, celebrity gossip, sports, health, politics, international?
o Any particular reason why they interest you?
3) Would you agree that you only follow news about topics that interest you? Why or
why not?
4) Do you like keeping track of the news? Why or why not?
5) What would make it easier for you to keep track of the news?
6) Have you ever customized a newspaper or other media webpage before? Why or why
not?
For example, CNN allows you to customize the homepage so that news stories
you‟re interested in appear first
Mobile apps sometimes allow you to choose your top 3 topics as well
7) Would you like the news better if it was customized to your preferences?
77
8) Have you ever set up a Google alert or RSS feed to keep track of a news topic or
issue? Why or why not?
9) Have you ever left a comment on news stories that you have found online?
10) Have you ever shared a link to a news story?
11) Finally, please go down the following list and mark the boxes with an X to show
tools that you have used to get your news.
For example, how often do you hear about or read news stories that you find on
Facebook, Twitter, etc…?
Platform Preferences:
HARDLY EVER
(never —once every
couple months)
SOMETIMES
(every other week--2
times a week)
ALWAYS
(5+ times a week)
Facebook
Twitter
Blogs
Newspapers
Online newspaper
78
Platform preferences (continued):
TV-local
TV-
national
International news
Delicious (news
aggregation sites)
RSS feeds
News Radio
Mobile or tablet app
(if so, which ones?)
Webportals (MSN,
Yahoo!, AOL,
Google news)
Family & friends
(email, in-person)
79
Images:
80
81
82
83
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Asset Metadata
Creator
Navarrete, Veronica
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Core Title
It's not you, it's me: Generation me and the public relations stategies to reach it
School
Annenberg School for Communication
Degree
Master of Arts
Degree Program
Strategic Public Relations
Publication Date
05/03/2011
Defense Date
04/20/2011
Publisher
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Tag
customized media,daily me,gen y,generation me,generation Y,Marketing,media landscape,OAI-PMH Harvest,Public Relations,publicity,Youth
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