Consuming Media: Millennials vs. Baby Boomers

The ultimate goal of a #PRpro is securing stellar media coverage for our clients; however, that coverage can be less impactful if it’s not reaching the targeted audience. In a world increasingly influenced by technology, it’s important to remain knowledgable about how audiences are consuming media and staying informed.


We’re taking a closer look at how millennials and baby boomers consume media differently. Learn how it affects our strategies for telling our clients’ stories to the most influential audiences.


Baby Boomers

Baby Boomers, born between 1946-1964 and know sticking to their roots, are surprisingly open to new formats. In fact, research shows TV hold the top spot for Baby Boomers. More specifically, 51 percent of those older than 55 are found to rely on traditional news sources, including broadcast media.


While Baby Boomers are adopting social media sites like Facebook more and more, they are more likely to go straight to the source. They visit news outlets directly to stay informed, spending 20 plus hours a week consuming online content. If that doesn’t say how tied Baby Boomers are to traditional media, then knowing 92 percent of them continue to listen to the radio for news updates just may convince you.


So, if a client is trying to reach the highly respected Baby Boomer crowd, it’s evident that traditional media is the way to go. Leveraging local broadcast media can prove highly successful, especially in the early hours as the masses consume the news of the day before heading out to work. Don’t let the word traditional stray you away from online hits though, as an online article can garner thousands of eyes as the Boomers browse news sites throughout the week.



Millennials, born between 1982-2002, are changing the way younger generations stay informed. Studies show millennials rely heavily on trending articles and major headlines on platforms like Facebook, Instagram, Snapchat, and Twitter. According to Business Insider, 64 percent of people ages 18-24 say digital outlets such as online news sources and social media serve as their main source of news.


As for traditional media, only 24 percent of millennials ages 18-24 and 29 percent of millennials ages 25-34 turn to broadcast television to get their news. Only 5 percent of those are turning to radio and print to stay informed. Instead, millennials are utilizing local and national news sites to dive deeper into major headlines found on social media sites. In comparison to Baby Boomers, millennials are twice as likely to opt in to retrieving information from social media and word of mouth than traditional news sources (cue the group text gossip).


That being said, when working with clients targeting younger generations, we often gear our strategic execution toward securing media opportunities that will surface across social media platforms. While traditional outlets still garner high viewership, online hits support the research and prove to produce valuable results for client coverage. It’s important to look at online mentions when securing opportunities, in addition to utilizing social channels to increase exposure by posting client-oriented coverage.


The way each generation consumes news is constantly changes, dictating how we approach our strategies in the public relations industry. As the latest-and-greatest tech updates continue to revolutionize our world, it’s crucial that we do our due diligence and capitalize on the appropriate opportunities that will effectively produce results for our clients.


Interested in reaching these audiences online? Request a consultation with us today!


What is Public Relations? [Part 2]

Often times when people think of public relations, they think of high-class parties and frivolous networking –  as if we all are living the life of Samantha Jones, but as my colleague Vanessa Staublin demonstrated in part one of this series, public relations is much more than meets the eye.


After just a year in the public relations industry, I have contributed to numerous strategic campaigns all entailing services as unique as the clients they are designed for. From event planning to content creation, media relations to graphic design, the public relations industry is ever-changing and so is my job as a #PRpro.


Executing social media campaigns.

Whether you’re a millennial or not, maintaining a social media presence is crucial in today’s world.  And though it may be daunting, don’t fret! At Dittoe PR, we eliminate the headache by crafting and executing social media campaigns tailored to each clients seeking exposure in the social world. From Facebook, Instagram and LinkedIn, to Twitter, Snapchat, YouTube, Pinterest and more, it is important to take every platform into consideration and pinpoint which one will best support the messaging and motives of our clients.


We don’t stop there though; our entire staff of PR pros consistently contributes to our agency’s social platforms. While we often post client-oriented coverage to increase exposure, we also feature creative content that gives our followers a taste of our funky-fresh office and provide a behind-the-scenes look into the world of public relations.


Designing client content.

If Instagram has taught us anything, it is that presentation matters. Here at Dittoe PR, we get giddy at the opportunity to ‘wow’ our clients by creating content that is both effective and visually appealing. Whether it is monthly reports, case studies, or Snapchat filters, we pride ourselves on crafting quality copy that not only aligns with our clients’ messaging, but our agency’s as well.


Communicating visually is just as important in PR when strategically working to reach audiences and produce results. When properly designed, graphic elements can even establish professional credibility and engage audiences on a deeper level. Utilizing graphic design sets our agency apart from the rest and serves as a major asset for our client services.


If you’re company is looking to secure more media coverage or is in dire need of a social media revamp, we’re just a click away from executing the right strategic plan based on your company’s unique needs.

Five Tips for Starting a Career in PR

Landing your first public relations job can be difficult, and getting started in this industry can seem intimidating. After attending all the right classes, studying all the right material and interning at all the right companies (like Dittoe PR), you’ve checked all the right boxes. While you may consider yourself a PR novice, it is often the unteachables that will allow you to make an immediate impact in the PR world and give you the confidence to take the industry by storm. Whether you’re switching careers or recently graduated, consider these tips to help you set the foundation for a successful PR career.


  1. Check your attitude.
    Walking in the door on the first day, you’re faced with an abundance of training material, employee handbooks, company paperwork, and a sea of tasks to get you acclimated in the new role. You may not be able to control feeling overwhelmed, but what you can control that is a vital to your career? Your attitude. Show that you’re ready to learn all the ins and the outs of the company and eager to immerse yourself in the work. A positive, determined and enthusiastic attitude will not only help instill self-confidence, but also trust in your ability to juggle the many demands of public relations.


  1. Research EVERYTHING.
    The most effective way to get a feel for the company, its clients and overall approach toward producing results is through research. That includes absorbing every aspect of company websites, vigilantly reviewing previous material created for clients, and carefully studying the content covered in local media. Research can help you with every assignment and ultimately gives you an advantage in the PR field. Research everything from your clients’ industries to reporters’ alma maters – you’d be surprised by how a tiny bit of information can lead to the perfect pitch that will garner national coverage.


  1. Know who you’re talking to.
    Every client is different. Every reporter is different. Every team member is different. Everyone and everything is different, and it is of the utmost importance you remain conscious of that at all times. Whether you’re drafting an email, writing a press release, or pitching to local media – it is crucial that you are aware of who will be on the receiving end. If your client is a government-funded organization, your communication should always be professional and clean cut. Don’t pitch an evening event to a sunrise reporter. Instead, personalize your pitch based on the specialties of a particular writer. Even your coworkers favor specific writing styles and templates when submitting content. The quicker you learn these differences, the quicker you’ll find success in your career.


  1. Say the Magic Word.
    The fastest way to gain experience in PR is by saying one word: “yes.” Can you draft a client email? Yes. Can you write a media advisory? Yes. Can you brainstorm pitch ideas? Yes. This tip comes with great responsibility, as you do not want to take on more than you can handle; however, be willing accept as many assignments as possible that will expose you to the different strategies your company offers. Soon you’ll start recognizing cues of when to draft certain material, all the while refining your skill set. Coworkers will respect your work ethic and you’ll gain a better understanding of each client while learning to prioritize your to-do list.


    A thank you goes a long way, especially in the PR world. Whether it’s to a team member, reporter or client – taking the time to send a quick thank you can do wonders for your career. A thank you shows that you respect the time and work of others and helps build relationships. A little appreciation goes a long way and often times gives you an advantage when future opportunities arise.


PR is demanding, challenging and occasionally chaotic, but utilizing these tips will offer a smooth transition into this fast-paced industry while separating you from the competition and laying the groundwork for a prosperous career. If you’re interested in a career in PR, check out our Careers page.