PR STRATEGIES FOR KENYAN GEN Z: THE FUTURE OF PUBLIC RELATIONS IN A CHANGING WORLD

By Aura Joe , [email protected]

Understanding the unique preferences and behaviors of different generations is vital for effective public relations (PR) strategies in today's dynamic marketplace. As we celebrate World PR Day under the theme "The Future of Public Relations in a Changing World," it is crucial to explore how PR professionals can adapt to evolving demographics, particularly Gen Z in Kenya.

Gen Z, born between the mid-1990s and early 2010s, holds significant influence in Kenya, making up 33.42% of the population alongside millennials. To effectively engage with this demographic, it's crucial to employ PR strategies that align with their digital-native behavior and social consciousness.

As an experienced strategic communications agency, Crestwood Marketing & Communications has successfully executed global influencer and digital campaigns with a specific emphasis on Gen Z. Here’s what we’ve learned about tailoring PR strategies for this demographic in the context of a changing world:

1. Engage Gen Z through Digital Channels

Given Gen Z's preference for consuming information through social media, blogs, and podcasts, it's crucial to prioritize digital communication. This generation spends a significant amount of time on platforms like Instagram, TikTok, Snapchat, and YouTube. Utilizing these channels effectively means:

? Co - Creating Content: Engaging Gen Z in live videos or co- branding Augmented Reality filters can increase engagement and lot’s of user generated content.

? Leveraging Influencer Collaborations: Partner with influencers who have credibility and a strong following among Gen Z.

? Utilizing Short-Form video Content: Platforms like TikTok, Snapchat and Instagram thrive on short, impactful videos.

2. Emphasize Genuine Storytelling and Human Connection

Building trust and forging deep connections with Gen Z requires authentic storytelling and showcasing the human side of brands. They value transparency and real stories that they can relate to. To achieve this:

? Share Behind-the-Scenes Content: Show the human side of your business.

? Highlight Employee Stories: Personal stories from employees can humanize your brand.

? Address Social Issues: Show where your brand stands on important social issues.

3. Support Social and Environmental Causes

Gen Z is highly conscious of social and environmental issues. Aligning your PR campaigns with purpose-driven initiatives can strongly resonate with this demographic. To do this effectively:

? Highlight Corporate Social Responsibility (CSR) Initiatives: Showcase your efforts in sustainability, community support, and ethical practices.

? Partner with NGOs: Collaborate with non-governmental organizations to amplify your impact.

? Promote Volunteer Opportunities: Encourage your audience to participate in social causes.

4. Encourage User-Generated Content (UGC)

Fostering trust and authenticity by encouraging Gen Z to create content related to your brand can be highly effective. UGC serves as social proof and can significantly enhance your brand's credibility. Steps to implement this include:

? Running Contests and Challenges: Encourage your audience to create and share content for a chance to win prizes.

? Featuring UGC on Official Channels: Share user-generated content on your brand’s social media platforms.

? Creating a Community Hashtag: Use a branded hashtag to collect and promote UGC.

5. Ensure Mobile-Friendly PR Content

Cater to Gen Z's heavy reliance on smartphones by optimizing PR content for mobile. This ensures a seamless experience for this audience. Key actions include:

? Responsive Design: Ensure your website and emails are mobile-friendly.

? Mobile-Optimized Videos: Create vertical videos for platforms like Instagram Stories and TikTok.

? Fast Load Times: Optimize content to load quickly on mobile devices.

6. Consistent Presence on Social Media

To effectively engage with Gen Z, maintain a strong and consistent presence on platforms such as Instagram, TikTok, Snapchat, and YouTube. Understand their unique communication styles and content formats to resonate with this audience:

? Regular Posting: Maintain a consistent posting schedule to stay relevant.

? Engage with Followers: Respond to comments and messages promptly to build relationships.

? Use Stories and Live Features: Engage with your audience in real-time through live videos and stories.

7. Collaborate with Authentic Influencers

Amplify your message and bridge the gap between your brand and Gen Z audiences through authentic influencer partnerships. Key points to consider:

? Authenticity Over Popularity: Choose influencers who align with your brand values rather than just focusing on follower count.

? Long-Term Partnerships: Build ongoing relationships rather than one-off collaborations to maintain authenticity.

? Micro and Nano Influencers: These influencers often have higher engagement rates and more loyal followings.

8. Create Engaging Snackable Content

Given Gen Z's short attention span in the fast-paced digital environment, prioritize short and engaging content to effectively capture their interest. Tips for creating snackable content include:

? Bite-Sized Information: Use infographics, short videos, and concise text.

? Hook Early: Capture attention within the first few seconds.

? Use Captions and Subtitles: Many Gen Z users watch videos without sound.

9. Utilize Data-Driven Insights

Tailor PR strategies based on data analytics to create more targeted and effective campaigns that resonate with Gen Z. Actions include:

? Monitor Analytics: Use tools to track engagement, reach, and other key metrics.

? A/B Testing: Experiment with different content types and strategies to see what works best.

? Personalize Campaigns: Use data to create personalized messages that resonate with individual preferences.

10. Demonstrate Commitment to a Meaningful Purpose

Align your brand with a meaningful purpose and showcase your commitment to making a positive impact. Gen Z values authenticity and social responsibility, and demonstrating these values can strongly resonate with this demographic. Steps to take include:

? Communicate Your Mission: Clearly articulate your brand’s purpose and values.

? Show Real Impact: Provide evidence of how your brand is making a difference.

? Engage in Cause Marketing: Partner with causes that align with your brand values.

However, it's important not to ignore other demographics entirely in your approach. While Gen Z may be quick to adopt new technologies, millennials, Gen X, and baby boomers also engage with emerging platforms. PR professionals should experiment with innovative techniques to captivate and engage diverse demographics effectively through their preferred channels.

As we look toward the future of public relations in a changing world, embracing the nuances of each generation while focusing on authenticity, social responsibility, and digital innovation will be key to success. By understanding and adapting to the preferences and behaviors of Gen Z, PR professionals can create effective, resonant campaigns that drive engagement and foster lasting connections.