Category : Insights

In our #FutureForward series we ask members of our ruckus family to share their insights into what two skills they think will still be relevant in public relations, communications, marketing and digital in 30 years.

Nicole Pomeroy , senior integrated media strategist at ruckus Digital, discusses the importance of understanding your target audience as a communicator.

As PR and marketing practitioners, it’s our jobs to challenge the status quo and guide brands through the fast-changing media landscape. It’s hard to say which platforms are around for the long haul, but the importance in understanding your target audiences and knowing what motivates them will always be key.

From a simple scroll through your Instagram feed, or walk downtown, it’s blatantly obvious that we live in a world cluttered with vast amounts of luxury and household goods. From brunches filled with avocado toast and glasses of bottomless mimosas – millennials often get a bad rep for their “basic” lifestyle.

The most popular brands today among millennials are the ones that understand their daily struggles. Regardless of indulging in overpriced avocados, the reality is that millennials are often labeled the “brokest generation” with a low chance of owning a house and the demand of a post-secondary education for employment, followed by a load of serious student debt. As a result, their buying demand has shifted from material things to experiences.  

When young people today choose to spend the little money, they are more interested in spending money on experiences. Finding those things bring them happiness (like the perfect avocado, or a selfie worthy exhibition), and helps to raise their social currency amongst their peers.

While targeting millennials, brands continue meeting the demand of offering experiences instead of possessions. We’re seeing brands adapting to this movement using miniconcerts, yoga classes and cafes to draw consumers through its doors. Today’s brand ROIs are seeing high engagements through branded event hashtags, user generated content on social media, and increased awareness through word of mouth from these experiences.

In addition to connecting IRL (in real-life), we’re seeing more online design trends that take on a more emotional design, connecting more intimately with the consumer.

Just as we’re seeing millennial’s view ownership differently than previous generations did, upcoming generations will continue to have different habits that will both take businesses by surprise. It’s safe to say, knowing your audiences is and will always be key.

Nicole Pomeroy is a senior integrated media strategist at ruckus Digital. Need help with your social media approach? Drop us a line.

In our #FutureForward series we ask members of our ruckus family to share their insights into what two skills they think will still be relevant in public relations, communications, marketing and digital in 30 years.

Katie Boland , account director at APEX Public Relations/ ruckus Digital, discusses why curiosity is an advantageous skill to bring into the workplace, and how you can put it into action.

The pace of our work in communications seems to accelerate as each year goes by, so when asked what skills will be needed in our profession decades from now, a couple things came to mind.

Within the last 10 years that I’ve been practicing communications, the workplace has evolved and changed significantly from tearing down the cubicle walls, to digital tools that teams use to collaborate from the comfort of their homes if they choose to do so.

With this evolution, there are more options for communicators to make the work environment flexible and accessible for all people. Yet every opportunity, comes with its own challenges or weaknesses.

Regardless of future technology and media changes, there are skills that will still be valuable regardless of the channels, tools or applications we use. For me, the skill of curiosity has helped me stay relevant and open-minded.

Don’t let change hold you back

As a highly anxious person, there are things that I will also go back to because they’re comfortable and reliable, such as a great movie, a good meal or favourite outfit.

Ironically, within the workplace, I’m always curious about new tools and exploring new channels, tactics or opportunities. Working with brands always trying to stay relevant, there is a stigma about not becoming the next Blockbuster Video or Kodak Film (a couple brands that didn’t adapt)Their work teams could have helped these brands evolve by practicing the skill of curiosity.

How can you become more curious?

1. Ask more questions. There are no dumb questions, just missed opportunities. Even if you’re the most senior person in the room, you should always be challenging and ensuring you’re clear on the direction or answers.
2. Try something new. Seek out new knowledge or experiences on a regular basis. Whether it’s reading a new book, podcast or networking to meet new people. Keep your curious funnel full.
3. Take a different perspective. Be a devil’s advocate and seek out new and diverse perspectives. Looking at a problem or opportunity from a different angle can help you see things in a new way.

Katie Boland is an account director at APEX Public Relations and ruckus Digital. Need help with your social media approach? Drop us a line.

In our #FutureForward series we ask members of our ruckus family to share their insights into what two skills they think will still be relevant in public relations, communications, marketing and digital in 30 years.

Diane Bégin , VP of integrated communications at APEX Public Relations/ ruckus Digital, discusses how boredom can be a blessing for a creative mind and why it might be time to cut down on distractions in the workplace.

The pace of our work in communications seems to accelerate as each year goes by, so when asked what skills will be needed in our profession decades from now, a couple things came to mind.

Both skills revolve around minimizing the ‘so busy’ badge of honour some proclaim – by learning to integrate boredom in your life and toning down the crazy around you.

Add boredom to your skillset

One of the greatest skills I’ve come to admire in my career is when people know how to disconnect, be bored and do nothing.

Surprisingly very few people seem to be able to, instead filling their time with Netflix, meditation, a book or going online to consume more content – anything else than being bored.

The thing is the less time you take to disconnect and do nothing, the less creative capacity you have. And, working in a creative field like communications, that becomes a career-limiting move.

A recent New York Times article said the Dutch call doing nothing ‘niksen.’ 

Niksen makes us “more creative, better at problem-solving, [and] better at coming up with creative ideas.” It also helps you refuel your lost energy.

The challenge however in our culture is finding the time to be bored. It’s something you have to proactively fit in (and the New York Times article offers five tips to help you with just that).

Surround yourself with anti-crazy

There seems to be no shortage of new distractions to add to our daily work lives – including adding productivity tools like Slack or Basecamp, which some say add to the noise rather than helping it.

Ironically one of my favourite recent reads was written by the founders of Basecamp – Jason Fried and David Heinemeier Hansson – appropriately titled It Doesn’t Have To Be Crazy At Work.

Basecamp is an example of a small business with an international success story. Through their journey its founders learned to navigate away from the ‘crazy’ of a start-up lifestyle by bucking the expected.

While not everyone aspires to be the founder of a tech start-up, the book itself offers all kinds of tips that anyone can act on like knowing that three people is actually the sweet spot for efficiently running group projects and not creating dreadlines (i.e. unrealistic deadlines not fixed to anything realistic nor purpose driven) to help you win at work.

Diane Bégin is the VP of integrated communications at APEX Public Relations/ruckus Digital. Need help with your social media approach? Drop us a line.