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.