If your media strategy still sounds like it was written for a boardroom binder, we need to talk.
A new report from the Reuters Institute for the Study of Journalism at the University of Oxford indicates that younger adults want their news to be more fun. And, hey, who doesn’t like fun?
People in the 18- to 24-year-old group ranked “fun news” far higher than older audiences did.
For public relations agencies, this is not a quirky side note. It is a strategic warning shot.
If younger audiences are reshaping how news is consumed, reporters and editors are responding accordingly. That means brands that want earned media coverage need stories that are not only credible and relevant, but compelling, human, entertaining and engaging.
Here are six ways PR teams can work to win attention from journalists and the younger set.
1. Create Stories with the Younger Generation as the Main Character.
Younger generations are egocentric.
That statement didn’t stem from this old brain. A colleague shared it.
Bospar’s Jess Pechie clarified that she wasn’t using that term in a negative way.
Rather, she explained: “When social media has been what we engage with for 10+ hours a day for years, all of it mainly being advertising, and your For You page feeds specifically created to keep YOU engaged, it’s hard to care about something not formatted in that way.”
Then, she spilled the tea (as some in my generation might say): “When I used to take my Twitter seriously (don’t laugh!), I ran some tests on the engagement rates of different POVs of my tweets,” she divulged. “Second-person POV always achieved the highest rates of engagement.”
The bottom line, according to my younger and wiser colleague: “Brands need to figure out who their desired main characters are (audience/customers) and develop a problem to solve, a fantasy to put them in or a narrative that makes them specifically feel better about themselves.”
Building teams with a mix of senior staff and younger generations can be extremely valuable, too.
2. Make Your News Jump Off the Page with Visual Assets.
Young readers often encounter journalism through social feeds, newsletters, short video clips and mobile-first platforms. That means visual storytelling matters more than ever.
Stop focusing exclusively on text-heavy materials. Start providing media-ready assets such as:
- Behind-the-scenes photos
- Charts with clean data visuals
- Founder soundbites
- GIFs and social snippets
- Short, vertical video clips
This accomplishes two things:
- It helps reporters build richer stories faster.
- It increases the odds that coverage gets shared, clicked and remembered.
3. Find a Timely, Cultural Hook and Add Value to the Conversation.
Young audiences are highly tuned into culture, trends, identity and what everyone is talking about right now. They tend to respond best when news connects to the broader conversation.
“Tying your news to a social media trend or what’s going on in pop culture can introduce your brand to a younger audience that would’ve otherwise scrolled past what you had to say,” explained Deanna Davis, a colleague on Bospar’s content creation team.
For example, Deanna tapped into the “Roman Empire” trend a few years ago with this client article: “Why Authenticity Should Be Your Roman Empire in Influencer Partnerships.”
Deanna added that “There’s an art to tying news to a social media trend or pop culture moment. The trend or moment should make sense for your brand and be used in the proper context. Nothing can turn younger people off faster than a trend that isn’t used correctly (they’d call it ‘cringe’), which can translate to not really understanding them.”
Bospar’s Joey Jandoli emphasized, “Timeliness is super important to the younger generation. Trends on TikTok, X, etc. move very quickly. A trend that is in this week may be out next week.”
Smart PR agencies help clients identify where their expertise intersects with culture. Reporters are much more likely to cover stories tied to current conversations than isolated corporate milestones. And audiences, especially younger ones, are more likely to pay attention.
4. Make Executives Sound Like Humans.
Tone is one reason younger audiences flock to creators and influencers.
Why? Because these individuals sound like people, not polished robots.
Yet brands often sabotage themselves with executive quotes that say absolutely nothing:
“We are thrilled to leverage innovative synergies to drive customer excellence.”
No one talks like that. No one believes or understands it. And despite the thrill, it’s just no fun.
Coach spokespeople to communicate with clarity, conviction and personality.
Effective media training today should focus on:
- Speaking plainly
- Using memorable examples
- Sharing real opinions
- Explaining complex topics simply
- Showing warmth and perspective
A sharp, quotable CEO or other spokesperson helps reporters write better stories. A human voice also makes brands more relatable to young people, who, as Joey pointed out, can instantly smell corporate jargon and a lack of authenticity.
5. Think Beyond the Press Release.
The press release still has value. It is searchable, official and useful background material.
But you can’t rely on it for the whole campaign.
Modern PR agencies build multi-format story packages around announcements, including:
- Data snapshots
- LinkedIn posts
- Listicle-style expert tips
- Myth vs. fact explainers
- Q&As
- Short videos
- What this means summaries
Different formats serve different audiences. Seasoned journalists may use the formal release, while younger reporters and consumers engage with the quick explainer or video recap.
Younger people are upfront about what they want and why they want it. As Deanna shared: “Younger people are used to getting everything instantly, [so they have] shorter attention spans. They’re scanning more than reading. So bite-sized, easily digestible, tl;dr (too long; didn’t read) content is key to getting their attention. In other words, get to the point as fast as possible.”
6. Ask Yourself: Did We Create Something People Actually Want to Share?
My original draft of this blog asked: Did we create something people actually want to consume?
Jess said the better question is: Did we create something people actually want to share?
To drive audience engagement, start by considering your desired audience, she advised, “Then think about what they want to convey about themselves to their own audience” on their own pages.
For example, Jess said, they may be thinking:
- “I’m sharing this news about a new green-tech company so that I can feel smart and like I’m sharing something revolutionary with my followers and friends.”
- “I’m sharing this new wellness brand that focuses on women’s health because I’ve seen a lot of discussion around women’s rights lately and want to remind people that their health is important. I want people to know where I stand.”
- “I’m sharing this post about an AI brand explaining how its product helps people with ADHD. Why? Because I want people to know I have ADHD and want to share it with other friends who have ADHD.”
Adding an element of fun through humor is possible with most topics, she added. One way to do that: “Create a joke about the problem your brand solves, formatting it in a way that allows others to relate to that problem and want their followers to know they have that problem.”
Final Word: Fun Is Not Frivolous
Some executives hear “fun” and assume “lightweight.”
That is a mistake.
Fun can mean engaging. Human. Memorable. Smart. Shareable.
The brands that understand this will earn more coverage, connect with younger audiences and be better positioned to earn their trust and their business.
