BurrellesLuce Exec to Discuss Media Relations from a Generational Perspective

Livingston, NJ (November 5, 2008) — BurrellesLuce Vice President Johna Burke will discuss communication tactics that can bridge the generation gap in a presentation to the Public Relations Society of America’s (PRSA) Oregon Chapter on November 6, 2008.

Burke will provide tips on reaching four generations of consumers. Those generations include:

• Traditionalists. Born before 1946, traditionalists were shaped by the Great Depression, World War II, and the Korean War;
  

• Boomers. Born 1947 to 1964, these consumers came of age during the civil rights movement, the sexual revolution, the Cold War, Vietnam, and the assassinations of prominent national figures;

• Generation Xers. Born 1965 to 1976, they have lived through significant world events and changes such as Watergate, the 1970s energy crisis, women’s liberation, the first Gulf War, and the falls of the Berlin Wall and the U.S.S.R.;

• Millennials. Born 1977 to 1989, these consumers have witnessed 9/11, the Oklahoma City bombing, deadly school shootings, and the impeachment of a president.

“Perhaps because of the events that shaped their lives, these generations have different values and utilize the various media in distinctly different ways,” Burke said. “PR practitioners must know those attitudes and habits to find the appropriate tools to maximize their message among their targeted generations.”

While the attitudes might differ, Burke will emphasize that the benchmarks used to measure the impact of media coverage should be uniform. Her presentation is entitled "Four Generations of Audience, Four Generations of Media – One Approach to Media Measurement."

Prior to joining BurrellesLuce, Burke was director of public relations and investor relations for U-Haul International. She is a member of PRSA, and serves as Southern Region chair of the International Association of Business Communicators (IABC).

Burke’s presentation to the PRSA Oregon Chapter is scheduled for 11:45 a.m at the Downtown Athletic Club, 999 Willamette St. in Eugene.

About BurrellesLuce
BurrellesLuce helps communication professionals maximize their media relations results through a full range of planning, monitoring and measurement services. Besides delivering content, the company's online platform, called BurrellesLuce 2.0, enables clients to target and connect with journalists and bloggers, monitor the media for coverage, and measure and understand the impact of their outreach efforts. Founded in 1888 and headquartered in Livingston, NJ, BurrellesLuce has offices throughout the United States.

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