PRSA Leadership Retreat PR in the Age of Millennials: Bridging Generations Shira Harrington Founder & President, Purposeful Hire

“Children today are tyrants. They contradict their parents, gobble their food and tyrannize their teachers.” Socrates ( B.C.) “Children today are tyrants. They contradict their parents, gobble their food and tyrannize their teachers.” Socrates ( B.C.)

Generational diversity vs. age diversity People are individuals Use to archetype, not to stereotype!

Traditionalist

 Hard work  Sacrifice  Respect for authority  Following the rules  Frugality  Military focus  God and country Communication Style… Formal

Baby Boomer

 Respect for seniority  Live to work  Pay your dues  Face time  Career-focused  Competitive  Long-tenured jobs  Women in leadership  Diversity / Civil rights Communication Style… Authoritative

Generation X

 Independence  Self-reliance  Cynicism  Questions authority  Entrepreneurism  Work to live  Work-life balance Communication Style… Efficient

Millennial

 Global diversity  Saving the environment  High expectations / self-esteem  Strong relationship to parents  Question everything  Tech-focused  Personal branding  Hyper-focus on performance  Given rules so they didn’t fail Communication Style… Positive

 WIIFM / Self-esteem  Creating experiences  Options, options, options  Teamwork  Diversity  Career advancement  Saving the world  Instant communication  Latest technology  Succeeding – i.e. NOT failing (no matter what)

 Facing massive college debt  61% of recent grads unemployed or underemployed  Delaying adulthood  Want to innovate but fear failing  Want options  Unlimited opportunities  Want to change the world  Living vicariously  “Recessionistas”

 Social media is a way of life, not just a tool  Want experiences more than things  Love to self-broadcast  Community / tribal focused  Value strangers’ opinions  Non-committal / little loyalty  Don’t want to be sold Bulldog Reporter article: PR for Millennials: The Five-Factor Recipe for a Winning Campaign

 Keep it casual and fun…not sophisticated  Get to the point – 140 characters  Use acronyms…but don’t overdo it  Focus on inclusivity / power of the collective  Help them create experiences  Showcase social responsibility angle  Highlight affordability of product / service  Remember the influence of their parents

 Respect them despite their young age  Don’t overpower them  Stay away from being “flashy”  Communicate with “Sunshine and Rainbows”  Affirm them…often!  Text / more comfortable than phone & F2F  Keep communication casual

 “The End of Membership As We Know It” By Sarah Sladek  “Knowing Y: Engage the Next Generation Now” By Sarah Sladek  Associations, Generation Y and Millennials: What You Need To Know About Your Next Generation Members ASAE White Paper

70% % of members expected to retire by 2021 (Source: Association Adviser) 62% % of nonprofit board members over age 50 (Source: BoardSource)

1. Overall decline in younger members 2. Gen X not populous to backfill membership 3. Most associations exclusive not inclusive 4. Membership offerings “one size fits all” 5. Millennials can’t afford to join/engage 6. Volunteer leadership is regimented 7. Technology is outdated, not interactive 8. Social media used to advertise not engage 9. Most boards reluctant to change

Join for personal benefit, not out of obligation Loyal to people/mentors not institutions Define “community” as global network Appreciate diversity at all levels Expect constant innovation, not traditionalism Want to be engaged, not sold Want relational “experiences” not products

 Personal member invitation & quick involvement  Tangible career development opportunities  Mentorship and VIP connections  Microvolunteering opportunities  Cost-saving opportunities to participate  Immediate, mobile-friendly access to information  Collaborative social media discussions  Interactive, life-style convenient learning  To serve a mission larger than themselves

Air Traffic Controllers Association  Launched NextGen program in 2011  30% membership increase  25% event attendance of all generations  Went from $300,000 in losses to healthy reserve Marine Retailers Association of America  Launched NextGen program in 2009  200% membership increase  $100,000 revenue increase Source: “Knowing Y: Engage the Next Generation Now” By Sarah Sladek

1. What does a highly engaged member look like at a PRSA chapter? 2. What are three Millennial-friendly initiatives you could employ to recruit Millennials? 3. What would make volunteering attractive to the next generation of PRSA members? 4. In what ways can you better align your business practices to connect with your Millennial clients? 5. How can you adjust your messaging and use of social media to better target Millennial consumers?

Shira Harrington Founder & President Purposeful Hire, Inc. T: For every hire, there is a higher purpose.