During the years spent listening and talking to numerous public relations professionals, I've learned that one of their most frequent, yet daunting, challenges is deciding which channels to use in reaching a targeted audience.

It's a task made even more demanding when the intended demographic spans several generations. In such cases, the PR practitioner must determine how to maximize results from an audience characterized by widely diverse life experiences, core values and media preferences.

Our company has been examining the challenge posed by multigenerational audiences. And my background in public relations and marketing to public relations professionals has helped me personally to see how experienced people in the field meet the multigenerational challenge. The insights gained from both the scientific and anecdotal evidence form the basis of the following discussion, which suggests ways in which PR practitioners can bridge the generation gaps that might exist in their media relations programs.

Four Generations of Audience

Broadly speaking, today's PR audience comprises four generations. Listed below are generally accepted parameters of each group, and historical milestones that helped to form their worldview:

• Traditionalists (born before 1946): shaped by the Great Depression, World War II and the Korean War.

• Boomers (born 1947 to 1964): came of age at the time of the civil rights movement, the sexual revolution, the Cold War, the Vietnam War, space exploration and the assassinations of prominent national figures.

• Generation Xers (born 1965 to 1976): young observers of, or participants in, the Watergate hearings, the first energy shocks of the 1970s, the women's liberation movement, the fall of the Berlin Wall and the first Gulf war.

• Millennials (born 1977 to 1989): grew up during a period of large-scale school shootings, the Oklahoma City bombing, rapidly advancing technology, the impeachment proceedings against President Clinton and the attacks of Sept. 11, 2001.

Generational Values at a Glance

Research shows that each generation also possesses a distinctive set of core values, which are widely shared beliefs and perceptions shaping decisions and behaviors.

A generation's core values should matter to a PR practitioner because they can significantly influence message development. The following table lists the core values that are most closely associated with each generation. Please note that the values shown in the table are keys to defining each generation, but are not exclusive to each generation. In addition, people born in proximity to the cutoff points of each generation may internalize some of the values that more typically characterize the generation on the other side of the chronological divide.

I'm curious whether, like me, you immediately thought of this year's presidential race when reading the list of traits associated with each generation. John McCain was born in 1936 and, from everything we have come to know about him, he is an exemplar for the Traditionalist generation. Barack Obama was born in 1961, which puts him in the late Boomer generation. He displays the core values of that group but, perhaps because his birth year puts him just a few years shy of the Xers, he also exhibits several core values of the generation born between 1965 and 1976.

Media Usage Also Varies

Not surprisingly, some research shows significant differences in media consumption by generation. For example, as shown in the following table, the two older generations spend more time following the news and are more likely to read print versions of newspapers than do the two younger generations.

Other Ways to Slice the Pie: Media Preferences and Life Stages

One research model applies terms such as Traditionalist, Boomer, GenX and Millennial not to an age group, but rather to the types of media utilized. Thus, a Boomer who often logs on to social media sites, chat rooms and online communities—activities assumed to be foreign to the Boomer mentality—may actually align with Millennial values. Similarly, a Millennial who eagerly peruses the printed pages of newspapers and magazines—media typically associated with older generations—may exhibit core values closely resembling those of their Traditionalist or Boomer counterparts.

Other research has suggested that a generation also can be understood in terms of the stage of life in which individuals find themselves. So in theory, a career-driven Xer who is experiencing all the events associated with that lifestyle could just as easily be a woman in her 30s as a woman in her 50s.

Communications Tactics That Can Bridge the Generation Gaps

Ultimately, there is no "one size fits all" medium, as audiences vary widely. However, there are ways to ensure that you are communicating effectively with each of the commonly defined generations.

1. Understand your audience by demographic. A little research can go a long way. Determining the gender, age, and other key characteristics of your core audience is the first step in creating a successful campaign. Your marketing department should have the data to share with you; if not, start to gather it on your own.

2. Shape messages based on audience values. Knowing that Boomers often view themselves as team players who value personal growth while Millennials see themselves as confident individuals with a respect for diversity can help you build messages aligned with each audience constituency.

3. Use media channels most frequented by your target audience. A large part of getting your message into the right hands involves knowing how and where your audience gathers information. If you're looking to reach a general consumer audience, you may find beneficial research from analyst firms such as Forrester or Jupiter. Better yet, conduct your own customer surveys and interviews, which will enable you to target your messages with precision.

4. Pay attention to those responding. Cross-generational values and multigenerational media outlets can cause your messages to reach more than just your intended audience. Therefore, you should closely examine who responds to the calls to action contained in your news coverage, in order to properly tailor future messages.

A Bridge to Higher Rewards

The next time that you're asked to launch a public relations initiative for your company or client, be sure to take account of the experiences, values and preferences of the various age groups that constitute your targeted audience. Recognizing the distinct qualities of each generation, and applying that knowledge to your program, can translate a plan's potential into a campaign's success.

Johna Burke is a vice president at BurrellesLuce, whose comprehensive planning, monitoring, and measurement services help communications professionals improve their media relations results. A veteran of the public relations industry, she formerly headed public and investor relations at U-Haul, and currently serves as vice chair of the southern region at IABC.