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Millennials: PR's New Hot Commodity
By: Maya Jordan
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Generations are often given nicknames. We have the Baby Boomers, Generation X, Generation Z, and the Millennials. These names are often derived from current events in society, such as economic pitfalls (i.e. The Great Depression). However, due to the digital age, a new generation has been unleashed on the PR industry: Millennials. That’s right. Millennials, aka Generation Y, are the 80 million people that were born between 1980 and 2001. Millennials have honed in on traditional PR practices while embracing the new changes in the evolving PR world. Nowadays, Millennials are fulfilling positions such as social media managers, social media editors, brand managers, and even PR roles. As technology continues to alter the way the world thinks, more Millennials are set to serve as the translators for the way we communicate.

What makes Millennials so unique? According to a 2009 Pew Profile, Millennials:
  • "...are the first generation in human history who regard behaviors like tweeting and texting, along with websites like Facebook, YouTube, Google and Wikipedia, not as astonishing innovations of the digital era, but as everyday parts of their social lives and their search for understanding."
  • "...are starting out as the most politically progressive age group in modern history. In the 2008 election, Millennials voted for Barack Obama over John McCain by 66%-32%, while adults ages 30 and over split their votes 50%-49%. In the four decades since the development of Election Day exit polling, this is the largest gap ever seen in a presidential election between the votes of those under and over age 30." In other words, Millennials are not afraid to voice their opinions (see Occupy Wall Street).
  • "...are the most ethnically and racially diverse cohort of youth in the nation's history. Among those ages 13 to 29: 18.5% are Hispanic; 14.2% are black; 4.3% are Asian; 3.2% are mixed race or other; and 59.8%, a record low, are white." They appreciate diversity.
Why should you hire Millennials? They are:
  • Tech-savvy
  • Leaders
  • Multi-taskers
  • Motivated by more than money
  • Entrepreneurial spirits
  • Highly ambitious
  • Mobile workers
  • Team-oriented
  • Agents of Change
Finally, keep Millennials at your firm by:
  • Encouraging
  • Collaborating
  • Appreciating
Millennials can also be seen as the iGeneration primarily because of the way they collect and monitor information. Most are Apple Inc. aggregators and use their iPhones, iPads, and iMacs (sometimes all three). Without a doubt, you will want Millennials on your team. They are always in the online marketplace communicating or looking for means to do so.

Lastly, check out this infographic highlighting the importance of keeping Millennials at your company.

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About the Author
Maya Jordan is a young, ambitious PR enthusiast looking to break into the field. In her spare time she enjoys live concerts, spoken word, and traveling. For more, check out www.MayaJordan.com, and connect with her on Twitter here.

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