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

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!

 

Dittoe PR helps CycleBar breakaway from the peloton

Tired of being stuck behind joggers and walkers on the bike path? Say goodbye to traditional outdoor cycling and hello to CycleBar. CycleBar, an indoor cycling studio, opened its second location in Indianapolis with the help of Dittoe PR.

Unlike most workout studios that require a monthly membership fee, CycleBar Traders Point operates on a pay-per-class model that allows guests to purchase class packages and reserve their spots up to a week in advance.

CycleBar Traders Point ribbon cutting

How Dittoe PR assisted CycleBar’s opening

Dittoe PR invited area businesses, groups, and nonprofit organizations to attend a VIP experience free of charge. The only request? Riders were encouraged to bring spare office supplies as a special donation to Teachers’ Treasures, a local partner organization that helps teachers provide their students with the supplies necessary for a well-rounded education. Dittoe PR used the charitable tie to spark media interest and contribute to a good cause. A win-win for all involved.

Overall, CycleBar Traders Point was able to collect five donation boxes filled with new and gently used school supplies for Teachers’ Treasures. Each box weighed nearly 50 pounds!

“Our area teachers and students benefited enormously from this partnership,” said Margaret Sheehan, executive director of Teachers’ Treasures. “We are appreciative of CycleBar’s commitment to the community and in particular, to teachers and education.”

CycleBar Traders PointIn addition to reaching out to local businesses and nonprofits for VIP rides, Dittoe PR executed several communications tactics including media relations, influencer outreach, and organic social media promotion to secure mounds of coverage for CycleBar. Interviews have included – WISH TV, WRTV, Indianapolis Business Journal, The Indianapolis Star, and Current in Zionsville.

With Dittoe PR’s help, CycleBar Traders Point is on its way to becoming the hottest ride in Indy.  They’re located in the Traders Point Shopping Center at 6010 W. 86TH St., Suite 130 and are currently running a three for $29 ride deal. We hope to see you there!

How to get media coverage for your next company event

Event planning is not for the faint of heart. But the added responsibility of inviting the media and securing press coverage for an event is enough to make even the most seasoned event planner’s stress level go off the charts.

Superhero

We’re here for you. And we’re sharing some of our secrets to success.

At any given moment, our agency is working tirelessly on behalf of our clients to invite journalists and online influencers to grand openings, launch parties, philanthropic donations and other company events that need to receive maximum exposure in the media and online. We’ve even donned superhero capes for the sake of pulling off a great event.

In other words, to say we know what works (and what doesn’t) to get the media to attend and cover your company event would be an understatement. Here are some words of wisdom from Dittoe PR Vice President and Partner Megan Custodio that will help you look like a hero the next time you need to drum up media coverage for your big day.

Do your homework before blindly sending invitations to the media. Identify which media outlets are most important to target, and then conduct research on their websites to see who’s recently covered a similar event. For example, if you’re opening a new restaurant, you can search for the names of restaurants that have recently opened in your area and see who reported on the news of their grand opening or VIP party. Once you’ve extended an invitation and they accept, though, your work doesn’t stop there.

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After they arrive at the event, greet them as soon as you can and offer to facilitate any interviews they may need, answer their questions, take them on a tour if the event necessitates it and thank them for coming.”

Targeted outreach and being an on-site resource are just two of the many keys to generating maximum media exposure for company events. From selecting the best time of the day and week to hold an event to choosing the right language to use in your media invitations, there are several other variables to consider when devising your media relations strategies and tactics for your next celebration.

Have a big event on the horizon for your company and want to make your life a lot easier? Ask us how we can make your next event a success. Here’s how we’ve recently helped Broken Beaker Distillery, Indiana Grown and TCC, the nation’s largest Verizon Premium Wireless Retailer, get major media attention for their recent initiatives.