Engaging Young People with Broadcast PR: Strategies for Success

One of the main issues that the media faces, generation after generation, is how to appeal to younger audiences. As new platforms and trends emerge, the ‘traditional’ ways of communicating can quickly become outdated. This ongoing challenge is crucial for PR professionals aiming to engage young people effectively. Here’s how you can stay ahead of the curve and make broadcast PR resonate with younger demographics.

Here's our strategies for success:

The Evolution of Media Consumption

In recent years, social media has radically transformed how news is consumed. Platforms like Instagram, Facebook, Twitter, and now TikTok, have become primary sources of information, especially among younger audiences. This shift has led many PR professionals to prioritise social media in their strategies. However, while social media is undeniably powerful, it's not the only medium through which young people consume news.

According to recent studies, over half (55%) of those aged 18-24 still consume news through TV, closely trailing social media (59%), and far ahead of newspapers and online coverage.

The Enduring Value of TV News

Despite the rise of social media, TV remains a significant outlet for reaching young people. Interestingly, while those aged 18-24 are less likely to trust TV news compared to older generations, it still holds more credibility than social media. Over a third (34%) of young people trust TV news sources, almost double the trust placed in social media (18%).

This suggests that broadcast PR should not abandon traditional platforms but rather integrate them with modern strategies to maximise reach and impact.

The Rise of Podcasts

Podcasts have emerged as another key medium for engaging young audiences. Those aged 18-24 are more than twice as likely to trust podcasts as a news source compared to older demographics. This growing trust in podcasts presents a valuable opportunity for broadcast PR to diversify its channels and create compelling, on-demand content that resonates with young listeners.

Strategies for Engaging Young Audiences

1. Multi-Platform Approach: Don’t rely solely on social media or traditional media. Use a combination of TV, social media, and podcasts to reach young people where they are most active and engaged.

2. Leverage Influencers: Collaborate with social media influencers and podcast hosts who have a strong following among young audiences. Their endorsement can lend credibility and amplify your message.

3. Interactive Content: Engage young people with interactive content such as live Q&A sessions, behind-the-scenes videos, and interactive polls. This not only captures their attention but also encourages participation.

4. Relevant Messaging: Ensure your content is relevant and relatable. Young people are more likely to engage with news that reflects their experiences, concerns, and aspirations.

5. Trust-Building: Given the trust gap between TV and social media, focus on building credibility. Use reliable sources, fact-checked information, and transparent reporting to build trust with young audiences.

Engaging young people with broadcast PR requires a dynamic, multi-platform approach that combines the best of traditional and modern media. By understanding the evolving media consumption habits of younger audiences and building trust through credible, relevant content, PR professionals can successfully capture the attention and engagement of this crucial demographic. At The Relations Group, we specialise in crafting compelling broadcast PR campaigns that resonate with audiences of all ages.

Contact us today to learn how we can help you connect with young people and elevate your media strategy.