February 23 - 26, 2025
insight
Commentary
2013 - Beginning Of The End For PR Boomers
- by David Bray , February 8, 2013
Baby boomers represent the largest percentage of business owners in the United States. Thus, it’s safe to say that a majority of the top leaders in the PR business are baby boomers -- in their late 40s to mid 60s. This is all about to change.
The first group of baby boomers turns 65 this year, and a new poll by the Associated Press and LifeGoesStrong.com reveals that nearly half of all baby boomers now work for a younger boss. If 2012 was the year of the social media surge, 2013 will be the beginning of the end for our baby boomer PR compadres.
The media landscape is evolving rapidly, and baby boomers are about to be left behind because of their inability to keep up with technology and the changing times. The days of the self-proclaimed experts (those who profess to be "thought leaders" as a result of reading and hearing about new advancements that clients can take advantage of) are long gone.
Media today is all about authenticity -- and largely dominated by participatory media and consumers, who see right through advertising and marketing hyperbole and shut it out. Participating in these media is the only way to gain a "true" understanding of how and which work, and which don’t. Clients are demanding that their PR counsel and support teams are in the conversation, and that they themselves use the media where their content is being created and distributed.
advertisement
advertisement
Take, for example, the use of social media for online business networking or lead generation. As the saying goes, "it’s hard to teach an old dog new tricks." The old dog in this instance -- baby boomers -- use traditional, in-person offline meetings as their primary source of building their business networks, while the younger generations are building their own brands and businesses more quickly, and reaching a much wider audience by leveraging new digital tools like LinkedIn and Twitter to run full-on campaigns.
Baby boomers’ misgivings about modern technology are countered in the workplace by their younger-generation counterparts who grew up with technology and are eager and quick to adapt to innovations. While many baby boomers have begun using social media and other new technologies at home, few have transferred this use to the workplace.
Some companies are now asking Millennials -- a group of individuals ranging between 18 and 35 years old -- to mentor baby boomers. At Edelman Public Relations, the Rotnem program matches young employees with older colleagues who need tutoring on text messaging, navigating Facebook and Twitter, or using iTunes. I applaud these companies for attempting to save the technology dinosaurs that exist within the confines of their conventional offices, but question the effectiveness of such programs.
Understanding and managing social media issues (the balance between personal and professional use) in the workplace is a major challenge that many companies face. A recent study titled The 2012 Kelly Global Workforce Index), revealed that among the different workplace generations, baby boomers are most skeptical, with almost half (49%) believing social media negatively impacts work productivity.
In the PR business today, the old saying "you have to be in it to win it" has never rung more true. There are a number of free webinars available that can help baby boomers effectively communicate online and on various social media platforms and more importantly, stay relevant. It is essential that PR industry professionals become knowledgeable about the latest tools and trends if they want to succeed -- or they will fall behind and be consumed by the ever-growing technology and social media boom.
51 comments about "2013 - Beginning Of The End For PR Boomers".
Read more comments >
Next story loading 
Wow. Just Wow. I do hope that 2013 is the end ... for ageist and ill-founded posts like this one.
1) Older adults not only keep up with tech changes, they've pioneered most of the ones you take advantage of each day. eMail (a Boomer), mobile phones (a member of the Greatest Generation), Apple products (boomer) ...
2) Boomers ARE participating in new media. The ages of internet users are more like the off line population than ever. 27% of all social media users are boomers or seniors over 45.
3) Boomers more than any other age group are re-careering, taking courses and getting new skills. They're in it to win it.
The tendency of silly, thoughtless people to profess themselves as thought leaders is ageless. Your post proves that.
Ruddick,
There are clearly exceptions to every rule. However, with your #2 comment you are providing consumer states. Not sure you captured the essence of the article.
While many baby boomers have begun using social media and other new technologies at home, few have transferred this use to the workplace.
Understanding and managing social media issues (the balance between personal and professional use) in the workplace is a major challenge that many companies face. A recent study titled The 2012 Kelly Global Workforce Index), revealed that among the different workplace generations, baby boomers are most skeptical, with almost half (49%) believing social media negatively impacts work productivity.
Wow, indeed! Erin, thank you for exposing what an ill conceived, insensitive and flat out inaccurate post this really was. Being the dinosaur that I am, I sure wish I had a mentor to teach me about using texting, Facebook, Twitter and iTunes. Are you kidding me, David? Surely your post is meant to be ironic...right?! As Erin noted, plenty of Baby Boomers are enthusiastically using all kinds of social media channels and tools. And, if you want to get feedback on how social media can sometimes negatively impact work productivity, just ask any C-level executive -- Boomer, Gen X or Millennial. They will tell you how troubled they are by the amount of time that people waste on Facebook and other such sites when they should be doing their real work. Ironically, a big part of my consulting work is to teach Millennial executives about how to effectively use social media and content marketing strategies to drive measureable results in both B2B and B2C marketing and communications programs. I also spend a lot of time integrating social media marketing with the full range of marketing automation and Revenue Performance Management activities. Yep, and I am a doddering old "dino" Boomer! David, I am sure you have much to add to the ongoing conversation about social media PR and marketing, but this post is not much of a contribution.
Note to all: If David Bray is working for your company or heavens ! in your department or your boss, get out ...fast ! There will always be an excuse for such a mirror staring person to get rid of you. Or maybe David just drank the cool aide and is wasting too much time with anti-social media. If you have your tongue in your cheek, take it out. If you are writing this for your own pleasure to see what responses you'll get so you can twit it, you too don't have enough to do. Some elderly veterans who provided you with life could use some volunteers to change their diapers. You are not so good at changing your own. Cannot be as elegant as Erin.
I'm pretty sure we have captured the essence, also hope you were being deliberately controversial, but I doubt it
love the irony of the article positioned right next to yours - "Study: for Stores, Social Media Still a Bust"...only 12% of consumers bought anything through social media...“Our survey data shows that social media will, for the near future, remain a backwater sales channel, if you can call it a sales channel at all,” the report says
David Bray, I say this as a boomer and an old. DIAF, please. People of your generation need to get out of our way, not the other way 'round. It's hard to imagine a bigger tool writing today than you. I love how you seem to believe that your generation invented social networking. Oh, how I hate to disabuse you of that notion. You're just not that special, Snowflake, despite what your mother might have raised you to believe.
I obviously am a misguided soul, a Boomer, in the process of developing an inter-active, multi-platform download, which many other Boomers will utilize as a bridge from the past to the present and future. Other features include engagement between other trends and elements which affect everyone's daily living. Should I quit? Send me a text.
Steve, I look forward to viewing the video on your new product on YouTube, reading your tweet on my Twitter feed, liking your new project on Facebook, blogging about it, and pinning some cool stuff to your Pinterest page. Of couse, I will be doing all of that on my iPad (I was one of the first to ever get one). I think we'll even be able to boost your Klout score through the process. Keep up the great social media work!
This article only highlights the ignorant rants of its author. How dare your say, "I applaud these companies for attempting to save the technology dinosaurs that exist within the confines of their conventional offices, but question the effectiveness of such programs."?
It is unconscionable for anyone to be this openly biased and at some point you will suffer the consequences.
Oh my. If it was a fight you were itching for you sure got it, David. I've so enjoyed the comments here. ;) One item I take exception to for reasons of form: there is a lack of consistency in your position regarding old dogs. In the Edelman reference, you question the effectiveness of mentoring programs and then right after that, you plug free webinars as coaching tools. Are the old beasts teachable or should they be shot? Release the hounds!
-Sincerely, a pro who knows how to not only use the tools, but has invented some, and knows laborers can't build works of art without the blueprints created by the visionaries. Talk is cheap.
Your ignorance is stunning. I am 50 years old and I work every single day to remain current. I eat, sleep, and breath social media and emerging technologies...as does the man who mentored me when I first left journalism. BTW...he's 61.
One thing is clear. As the children stare and stare for hours at their own reflections in their smart phones, they are not getting any smarter and are indeed becoming more ignorant and uglier in word and deed.
Be nice to the boy. David is merely looking for a job but can't find one since all the boomers he doesn't like are still working (perhaps because they actually produce results).
David, if you paid more attention and got involved more with social media, I'm sure you'd be aware that Wal-Mart is hiring. Good luck.
David-- I would love for you to reread this post in 10 years, and see how you fee !about it then. Reminds me of what Mark Twain said about his father-- "When I was 18, I thought he was the dumbest man alive. By the time I was 21, and I couldn't believe how much he had learned in three years."
As a Gen Xer and owner of a boutique video production company, I must say I find the vicersal reactions a little immature-it seems by and large to be full of responses from baby boomers saying "F you! That's not me!!!" Which, well, good for you guys as individuals.
To give poor David a little love, while he may be over reaching for affect (as many columnists do) I think many are missing his point, which has truth;
baby boomer led companies, by and large as a trend, are using social media and other tech far less in the work place then Millennial led, or hey-remember us?-Gen X companies. I find this especially true when you're not talking about elite companies. Obviously, nobody at Apple lacks mental sharpness.
While I don't have data, I do have antidotal experience, which time and time again, it seems to be that baby boomer led companies or clients who wish to tether people to their desk to "take attendance," and over-burden people with face to face staff meetings, rather than project management software like Basecamp.
I have seen clients use expensive conference call meeting & desktop sharing software which isn't half as efficient or cost effective as ichat and Skype I use with other clients, who are led by people under 45.
Again, David may be reaching here, but with the venom is reaction, you have to wonder if he's struck a little too close to home?
Some of the reactions-"to much time on facebook" I think actually illustrate his point! Many boomers embraced the fact that interactions on facebook, twitter, pinterest, and the like actually are contributors to WHY people buy something, as opposed "wasting time," which actually sounds like something my dad would say. :-)
*Many boomers HAVEN'T embraced the fact...
Dump this yam and the twit who planted it in the click-bait bowl. Then flush it. But, hey, it worked. Look how exercised everybody is in this comments mosh-pit. Gawd, I wish I had the last couple of minutes back.
Dan, nice that you mention Basecamp. The main company I do contract work for uses Basecamp. The management team is composed of two very youthful people, one is 62, the other 60.
It's clear that this did hit a nerve. And there probably are more older people who don't use social media than there are younger people. But social media is a method, not the end result.
And yes, all the older people who run the companies I do work for use it. Maybe not every minute of every day, but their companies are profitable. And if they don't understand something, they are smart enough to ask someone younger or even older who does.
I keep seeing the following claim over and over, and there is no other way to describe than to call it what it is - bullshit:
"baby boomers are about to be left behind because of their inability to keep up with technology and the changing times."
For all its faults, this generation is nothing if not adaptable and resilient. We are the same folks who grew up with three channels that had to be changed by hand, telephones that were tied by a cord to the wall, and our first writings were done on these things called typewriters.
To say we're unable to keep up with change is to ignore all the change that has occurred in our lifetimes, change that has forced us to adapt. I daresay more technological innovation has happened during our time than at any time in history and the "adapt or die" mantra has permeated our entire careers.
I get that ritual bashing of a particular generation is endemic to the culture. It is also ridiculous and insulting. No one works in a vacuum, and while each generation believes it invented the wheel, it's usually when the next generation comes along that the one engaging in all the self-congratulations realizes that all it really did was come up with some new rims and covers for a thing that already existed.
David- In addition to this ill thought out opinion, you're also bad at math and/or research - the first Boomers turn 67 this year. Otherwise, nice work.
David - Do we need to embrace the ideas of Generations X, Y and Z? Yes, of course we do. And if not embrace, then at least we need to listen and observe. Young minds are fertile with new, exciting ideas and they are quicker to find ways to use new technologies to spread brand messaging.
But: the Boomer generation is not dead yet (I'm just on the cusp, at 47). There are brilliant minds in the communications industry leading multi-national agencies as well as forming new start-ups. The knowledge I have acquired in my 20+ years of working in this industry cannot be matched by someone right out of school. The emotional lessons of dealing with a client, or the media. How to handle conflict. How to develop long-term strategies. These lessons cannot be taught overnight.
A wise communications practitioner will not be close-minded, but will monitor all going around him/her and continue to learn - and continue to share their knowledge with clients and colleagues.
Ah, the joys of keeping it simple. Stereotyping is much simpler then truly understanding people as individuals. Following David’s logic, broad segmentation is better then one-on-one marketing. Yes, many boomers are tech phobic and social media adverse. Many millennials are tactically focused, can’t understand a media agnostic approach to planning and have trouble absorbing broader business issues and strategies. So, never give a boomer social media responsibilities and don’t ever expect them to be able to use Basecamp and don’t even think of giving strategic responsibilities to a millennial. Simple.
@Dan Napoli -- "antidotal" experience. HAhahahaha! You made my day.
No person is just a demographic, just a race, or just a category. Nor does any person like to be dismissed as a stereotype, especially if that stereotype is wrong about them personally. I have 972 friends on Facebook, 19,061 followers on Twitter, 801 connections on LinkedIn, a Klout score of 81 and a PeerIndex of 81. That I'm also 65 is not ironic. If I weren't this old, those stats wouldn't be this high. I got the hell out of PR several demographics ago — and into the far more helpful work I do now — exactly because of shallow and dismissive stereotyping that has been a cancer in PR, and all of marketing, for the duration. It only makes the problem worse to drive out of the business people who have been young a lot longer than you have.
Doc, right on! I just followed you on Twitter!
I see Ageism is alive and well. Never mind David, you'll be late 40s soon enough!
BTW. Those of us in the 2nd half of the Baby Boomers have a lot of trouble with that label. Coming of age and waking up in the 70s was quite different to doing the same in the 60s. And being 49-59 now, we're probably not acting our age.
Thanks, Patrick. Just followed you too. For those interested, I also enlarged on the comment above, here: http://hvrd.me/WL2HoB .
Being 65 is an honor. Growing up in the 60's, I watched my mother's generation of women stay at home (many times not by choice) and raise their children. Most women became proud of their daughters who went on to become executives in their field and still find fulfillment in their lives, regardless if they had children themselves or not.
My husband, who is 48, has been unemployed for three years; long enough to loose his security clearance. He can't even get a call back from a resume while he watches younger people get job offers and have no loyalty towards their employer.
Ageism is in full swing and it's totally unfair that we can't find jobs when we still need them and have much to offer and years ahead to make contributions in this world.
It's true many of us do not act "our age" and that's one of the many reasons our May/December marriage of 27 years has worked so well.
Now if he could just find work in the IT field or at least get a call back on a resume with almost 30 years of experience to offer.
What's particularly missed by this author is that baby boomers INVENTED most of the technology he thinks they're so intimidated by. What's with this line: "baby boomers are about to be left behind because of their inability to keep up with technology"?
But every generation is granted the hubris to think they're so different from the generation before. So once he grows up maybe he'll realize his theory was purely a passing fancy of sort-of-youthfulness (based on his photo).
Let me start the way of others - um, WOW! I'm assuming you were trying to get response and followers from this article. With a nod to the fact that no one can be successful today in this changing world of PR, unless they fully use it themselves, they also need a top down management understanding and not operate in silos of technology expertise. Boomers - ah, yes, I am one! - are no better than young'uns - and vice versa. It is talent that is better than other talent. Ageism alive and well? I choose to think it was a way to shake the trees and get conversation going - and yes, we fell from the trees, didn't we?
Interesting in all of these comments nowhere is mentioned the value of the relationships with reporters built over the years as PR boomers aged. Trust me when I say they are important. Perhaps more so that a thousand "likes" or re-tweets.
than
David,
I'm looking forward to your next post pointing out how women and minorities need to be "mentored" by hipster guys like you and your demographic. Better look over your shoulder, there are women who are doing your job and more, while also raising kids and keeping other lives moving. Most of the women and minorities in PR have the good sense to at least consider their audience when they sit down to write. Maybe you could check in with them or *gasp!* a Baby Boomer like Doc Searls who could school you on a few things like class. DO you seriously believe the crap you wrote? People are people, not some demographic dweller? I feel for those you work with if they are squeezed into categories instead of you seeing them as the valuable, precious people they are.
Dan Napoli, as a Gen Xer surprised at the "vicersal" reaction of many of the commenters here, and your willingness to share "antidotal experience" to combat this "venom is reaction," my advice to you is to quit focusing on social media and the tech skills of ANYBODY else and go back to school and retake some English classes. You sir, should be embarrassed.
What a dumb article. Anybody that write about age (especially when criticizing older OR younger professionals) is clearly out of ideas. The worst part is that dumb articles like this create a lot of clicks, traffic and comments. I'm sorry to have contributed to the stupidity.
Interesting piece. I would expect the kind of reaction that I see. While it may be true that baby boomers invented much of the technology around us today, it is also true that they aren't at the cutting edge (or even a meter back) anymore.
The technology and its use has changed so rapidly that much of what career meant has been altered to an extreme.
A great piece on this theme: http://successfulworkplace.com/2013/02/11/22-year-olds-should-design-everything/
Well David, you seem to have agitated a lot of "Dinosaurs". One of my techniques is what I call "swatting the wasps nest" throw something out there controversial to get the other person ENGAGED so that we can then have a real discussion. David, REAL Sales Professionals are chameleons’. We change, evolve, adapt to our environments. Constantly doing/learning what the latest technology and information to stay Current AND Relevant. Anyone who does NOT constantly invest in themselves WILL become a "Dinosaur".
I sir am a T-Rex and I for one am excited AND prepared for all the opportunities that this DIGITAL Gold Rush presents. There has NEVER been a better time to be than right here, right NOW!
Chris, the article you quote has an error. That says that email was invented in 1981 by a 14 year old. It was actually invented in 1971 by Ray Tomlinson who was older than 14 at the time.
But aside from that, people who are and are not at the cutting edge of technology can be of any age. Many younger people do have new ideas that can be of great benefit. Many do not. The key is to take from those who have something to contribute. Many people have great ideas but no idea how to implement them. Some do and can be very successful. To engage in stereotypes, while it can be fun to set people up (and off) is ultimately self-defeating.
This entire post with comments has become mostly irrelevant, as the same points keep getting made over and over. Ultimately no one will care what anyone says. What is important is doing, not saying.
this is great and gives my frustrations in dealing with pr boomers . Their history, and yes there are exceptions , is frequenbtly contacts, lunch and events . The current mode is technology , technology , technology in all phases . .What you do is simply repalced who you know and that is threatening to many PR boomers
@Bert: The minimum requirement in communicating in any medium, whether it is technology, technology, technology, or lunch, is that you can speak and write correctly in the language you are using. I think you are trying to write in English but are not finding much success. Please get a grammar and spelling guide if you want to participate in the discussion, and then re-post, re-post, re-post. As it is, your post does not even make sense...except it is clear you do not like working with people older than yourself.
Some people just shouldn't blog:" David Bray wins the "Horsehockey Award of the Day" Not only do many Boomers and "Cuspers" know how to do it, they know why. And when not to. And why.
I haven't seen so many butthurt boomers all in one place since someone frist said that disco is dead. "LOL! JK! IMHO!" All your whiney replies reek of inauthenticity – which proves David's point. Anyone who can still fit into skinny jeans laughs at your pathetic, outdated references. 2009 is calling and it's wants to tell you it's Klout score is higher than yours.
Obvious trolls are obvious.
(And if you have to google that, you should learn how to internet. Sorry if I hurt your feels.)
In conclusion: Facebook, twitter, pinterest, LMAO, texting, LOLz, can i haz my 10 minutes back?
Alley,
Please check your spelling and grammar. Do you not even have spell check? The laziness (or just ignorance? Did you graduate high school?) is not just annoying; no one will listen to you if you can't even get the language right.
Alley Funke? Really? Here is an antiquated piece of advise:
"Never argue with a FOOL, as the observers may not be able to tell which is which".
You WIN!
My first response is: Tell this to George Takei.
Number 2 is: Based on my contact the last few years with a selection of New York City PR people of various ages (mostly Gen X & Y), I would say that alcohol still has a place in the PR world -- as do events. They also use mobile devices to the fullest.
Number 3 is: Job success should depend on ability and accomplishments, not age.
Number 4 is: The boomer generation in the 1970s pushed out an entire group of 50-somethings because the boomers were cheap to hire. Employers then were little different than employers now.
One has to love people like Alley, who makes up for being arrogant by also being clueless. It never crosses their narrow minds that all the tools they take for granted were largely invented by the same generation they now find so silly.
Tell you what, Alley; you and yours actually invent something new and maybe we'll take you more seriously. Of course, a couple of grammar lessons would go a long way toward that, too.
I work with a lot younger people in a very high tech environment. Guess who they run to when "the fit hits the shan"?
Me.
This article is a joke.
Case closed.
@Carol. As the old internet saying goes "those with a lack of argument will attack your spelling and grammar." And they should add "And question your validity and education." The grammar is proper, this is how the internet speaks. Don't like it? Don't use it.
@Dean. You probably mean advice. But, good show.
@Alex Inventing something isn't the same as perfecting it. And Gen Y's invent many of things you use today. Including the majority of the HTML5 you're looking at right now. But I don't need to list all the things Gen Y invented, that's what Google is for. And I'm sure you know how to use that, don't you?
Thank you for proving my point that you, personally, need to need to reach deep into your ass and pull the stick out. Welcome to the internet. You have been trolled.
Alley, condescension and smugness are such attractive qualities that, no doubt, endear you to the rest of the bigorati who believe that time began with their birth. God forbid you might learn from someone older than you; it's much more satisfying to make fun of them while pretending that building on the existing product is just the same as inventing it. The folks you're taking shots at all knew everything at your age, too, though you deserve some credit for working to perfect that oh-so-attractive quality of mankind.
OK, Alley, so you reprimand @Carol for lack of arguement and then attack MY spelling? Bwaaaa Haaaa Haaaa
U a dikhead!
As always the proof is in the numbers. If we're so out of touch explain this and how people can paint us out to be technologically illiterate.
"Boomers up Their Online Shopping, Millennials Steady"
http://www.progressivegrocer.com/top-stories/headlines/consumer-insights/id37405/boomers-up-their-online-shopping-millennials-steady/
And I have plenty of other stats that prove the thinking in this article is way off base.
The young - So hip they're actually tragic.
;-)