THE online social networking platform is their new playground. But with these platforms changing the practice of public relations (PR), the entry of millennials further transformed the PR industry.
There was a refocusing, according to Joseph Asong, 29, PR manager of the Keds and Sperry brand.
“It is safe to say that most lifestyle brands are now doing a type of publicity that is dedicated to the young market and this is usually digital-driven,” Asong said in a email interview with the BusinessMirror. According to Asong, it is in the digital space “where most engagements and conversations happen.”
Asong defines himself a Millennial PR practitioner, someone who does publicity specifically targeting the millennial market. The political science graduate of De La Salle University (DLSU) argues that a millennial-centric PR requires the practitioner to fully understand how the market behaves, what draws their attention and how they respond to brands in a more social, rather than commercial, perspective.
For 30-year-old Ericka Bugia, a millennial PR practitioner needs to be able to adapt to change and work well under pressure. Bugia, managing director of PR agency 360 Platform, added that in today’s ever-changing atmosphere, “it’s important for PR firms catering to the millennial market to be able to understand and work with the different demands of the industry without breaking down and without fear of experimenting and going against the norm.”
With ease
BEING a millennial himself, Asong said he can interact with ease with today’s young generation because he has the same mindset and thinking and the way to communicate through online social networking platforms.
He said there were not many things to unlearn when dealing with millennials. Asong added there were also the need to learn more things as technology grew as well as the demand for new ways to express oneself whether through online social networking platforms, art or music.
“I think the most important thing to take note for brands is to integrate engagement to different lifestyle activities of which Millennials are heavily involved in,” Asing said. “With that said, brands are able to capture the attention and make themselves relevant and relatable.”
Bugia, meanwhile, does not think it’s necessary to “unlearn” as one has to adapt to change and be flexible enough to work with the new types of media that has sprouted since her student days.
Asong said in his engagements with clients serving the millennial market, he was always required to design creative campaigns that will really stand out and will create buzz in online social networking platforms. Moreover, they also prefer to work with so-called young online “influencers” when it comes to who should promote their brand or products.
“Nowadays, return on investment becomes secondary in a client’s objective,” Asong said. “What [comes] first is the ability of a certain campaign to stand out and become highly integrated in a Millennial’s lifestyle.”
No more TV
BUGIA also observed that nowadays millennial-centric clients prioritize online social networking platforms.
Moreover, she pointed out they also give high priority on followers and “influencers.” That makes sense, because these personalities inspire and guide the decisions of today’s online socialization-driven consumers, according to Bugia.
Asong describes the millennial market as something that is continuously evolving and growing at a rapid rate. Since millennials are heavy users of internet and other online-related platforms, companies now have an easier time to push information on their products and relevant content without requiring them to spend a bigger budget on promotion and marketing.
“With traditional PR, getting the brand featured in print magazines or TV requires a huge amount of budget and there is overspill in terms of readership and viewership,” Asong said. “As you know, most millennials don’t even read newspapers anymore or watch TV for that matter.”
For Bugia, the PR market for millennial is highly focused on online influencers and quick turnarounds. She noted clients need to be able to tap the right people and get the word out in a timely manner in order to succeed in today’s day and age.
Asong and Bugia both agreed that PR companies and practitioners need to be tech savvy these days to be able to reach out and harness the millennial market.
According to Asong, online social networking platforms and the use of new technology to maximize reach, syndicate relevant content, and to make things easy for millennials have become very important. The platform requires him to be always on his toes with the new trends and ways to engage the market.
Acting smart
ALTHOUGH there is a perception that millennials are not keen observers, Asong said PR firms must act smart when dealing with the group. “Remember, the millennial market knows if you don’t speak their language. They’re very smart, they know what they want, and they easily veer away from commercial touch-points such as online ads, aggressive sales pitches and what have you,” Asong said. “The way to pique their interest is through social engagements that allow them to express their individuality.”
Bugia said hiring people with knowledge of technology and online social networking is a must these days to remain relevant and competitive.
“The basic thing is to get techies by your side is one major step,” she added. “It’s important to have a reliable and trustworthy team by your side, in general, because it is impossible to survive this busy landscape on your own.”
Image credits: Photos courtesy Asong Joseph and Ericka Bugia