South Carolina IABC Event to Hear from BurrellesLuce Exec on Best Ways to Reach Multi-Generational Audience

LIVINGSTON, NJ, (Jan. 5, 2009) BurrellesLuce Vice President Johna Burke will describe communication tactics that can bridge the generation gap in remarks to be delivered in Columbia, S.C., on Tuesday, Jan. 6, at a professional development luncheon sponsored by the South Carolina Chapter of the International Association of Business Communicators (IABC). In her presentation, titled "Four Generations of Audience, Four Generations of Media — One Approach to Media Measurement," Burke will offer suggestions that public relations practitioners can use to best communicate with each of the following generations:

  • 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.” But while the generations’ attitudes differ, she noted, “the benchmarks used to measure the impact of media coverage should be the same for all of them.”

Prior to joining BurrellesLuce, Burke was director of public relations and investor relations for U-Haul International. She currently serves as the IABC’s Southern Region chairperson, and is a member of the Public Relations Society of America.

Additional details regarding the South Carolina IABC’s Jan. 6th luncheon can be obtained on the chapter’s website ( or from Stefanie Caraviello of the South Carolina Chamber of Commerce, who is the chapter’s programming vice president.  Her telephone number is 803-255-2635, and her email address is


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