Real, authentic ways to engage Gen Z

For decades, many communications strategies focused on getting a story in the New York Times or creating catchy commercials that sparked conversations around the water cooler.

But times have changed, according to Amanda Coffee, a seasoned communications leader. Today, communicators need to focus just as much on authenticity and giving a glimpse into what brands stand for. A big part of that is providing reporters and customers alike with candid access to key company representatives.

“Access can mean meeting a CTO or CFO, but it can also mean meeting the people on the front lines,” Coffee said during Ragan’s Future of Communications Conference in Austin, Texas.

Coffee’s presentation – “Comms This, Not That: (and Tactics You Should Sunset)” – outlined a series of “what’s in, what’s out” elements ranging from the switch from press releases to social-focused strategies and moving from scripted messaging to content that’s more “real” as Coffee put it.

Audiences, especially the highly prized 16-to-24 age group, crave genuine engagement from companies and brands. Coffee believes this current generation is prone to dismissing corporate jargon from company spokespeople and slick social media content. So, instead, companies should tap into messaging and communications channels that allow them to engage their audiences in a more genuine way.

New media landscape is all about personalities

Coffee, who previously led global communications for brands like PayPal and Under Armour, believes the modern media landscape is making it easier to achieve engagement goals. The rise of podcasts, Substack and other nontraditional media platforms provides a way to connect with hard-to-reach audiences.

Journalists like Casey Newton and Taylor Lorenz, as well as podcasters like Alex Cooper, have the power to resonate with their audiences because they’re trusted messengers who tend to be more conversational and personal.

“What I love about podcasts is that there’s minimal editorial input,” said Coffee, currently a comms strategist. When working with traditional business media like the Wall Street Journal, the reporter typically covers the market or financial aspects of the story, which requires a certain level of tension.

An executive might provide a great quote that highlights the direction of a business, but reporters will put it in a broader financial context, causing the brand to lose some control over its messaging.

“When it’s a podcast, they really can’t add the editorial because it’s your spokesperson’s language, and you can really, like focus on the topics,” Coffee continued. She pointed to President-elect Donald Trump’s appearance on Joe Rogan’s podcast and Vice President Kamala Harris’ appearance on “Call Her Daddy.”

Coffee advises communicators to explore podcast, newsletter and social creators who align with company values or provide platforms for sharing their story. They should use social engagement figures and audience demographics to potentially change the minds of leadership who may not understand the value of these platforms as viable media channels.

“We’re moving away from the mindset of only wanting print coverage,” Coffee said.

Stories from the front lines

Traditionally, it’s leadership who appear in media interviews or social content. But Coffee believes empowering employees as brand ambassadors has real value.

In the past, she and her team identified “culture carriers” within the organization and provided them with the tools and resources to share their stories on behalf of the company. Coffee suggests looking at corporate values like innovation and inclusion, and then finding the people who best represent those values. Employee resource groups are a great place to find culture carriers, Coffee noted.

These individuals need media training, but they can share their stories on social media, and the company can amplify that content. By doing so, companies show they support their staff and give them a voice, emphasizing the “show, not tell” aspect of their corporate values.

Coffee gave the example of mothers who took a big career gap and returned to PayPal. The comms team media-trained these employees, and they went on to appear on the Today Show, Marie Claire, CNET and more to talk about their experiences with PayPal’s Recharge program, which provides paid training to female technologists reentering the workforce.

At Under Armour, Coffee highlighted designers and former athletes who created footwear and football uniforms. Not only were they able to provide more in-depth analysis about the product than an executive likely could, but it also kept the conversation on track.

“What I love about using subject matter experts is it’s low risk,” Coffee said. “They can’t ask you about a lawsuit or the last earnings call; they’re like, ‘All I know is how we made our football pants from yoga innovations.’”

Instead of looking for the most senior-level person, consider entry-level engineers and designers, or even interns, Coffee said.

“That’s who people want to hear from,” Coffee said. “If you have someone at the front of a trend sharing their story, you almost don’t need the CEO.

Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.