By: Mariana Lopez
Hello! I’m Mariana Lopez, the latest addition to the Hope Beckham Espinosa team. Born in Venezuela, my education took me from India’s UWC international school for the IB to majoring in Advertising at the University of Florida. The power of communication – shaping opinions, fostering connections, and making lasting impressions – has always fascinated me.
Besides bringing a global perspective, I reflect the outlook of my generation, Gen Z. Let’s explore how Gen Z is reshaping public relations. Born between the mid-1990s and early 2010s, this generation embodies tech-savviness, authenticity, and innovation.
Let’s explore three key communication aspects of Gen Z.
Authenticity at the Core: Gen Z values authenticity above all. In PR, this means a shift toward genuine and relatable strategies. Unlike past generations, members of Gen Z spot inauthentic content instantly. Transparency, honesty and personal connection matter. PR pros should focus on crafting narratives that resonate, forging deep audience bonds. Their agility in adopting new technologies, platforms, and trends invigorates agency approaches, injecting a modern twist into traditional PR.
Born into the Digital Era with Technological Proficiency: Gen Z, who are digital natives, are fluent in social media, influencers, viral trends. Their Tech-Savvy Nature is invaluable for PR. They navigate platforms and craft relatable content. Their insights fuel innovative PR campaigns, combining modern digital skills with established methods. Their grasp of emerging tech and digital trends makes PR relevant and engaging. Their expertise in digital analytics supports data-driven decisions, allowing for precise impact assessment.
Driven by Purpose: Gen Z is dedicated to social and environmental causes. Members of the group expect brands to share their values and drive positive change. PR aligns with this by linking campaigns to meaningful causes. Gen Z seeks brands committed to bettering the world. PR practitioners spotlight purpose-driven initiatives, while Gen Z’s inclusive mindset brings cultural sensitivity to the agency. This is valuable when working with diverse clients or reaching global audiences. Their skill in bridging connections allows them to effectively access new markets.
Incorporating these aspects into PR strategies is transformative. Gen Z’s perspective shifts communication profoundly, enabling PR pros to deeply connect with audiences.
I’m proud to be part of Hope Beckham Espinosa, contributing to this transformative journey and helping shape PR’s future.