engaging Gen Z in the public sector: strategic media relations through influencer partnerships

In today’s fast-evolving media landscape, effectively communicating important policy projects to young audiences like Gen Z requires a modern, dynamic approach. Born between the mid-1990s and early 2010s, Gen Z is characterised by their digital fluency, social consciousness, and scepticisms toward traditional communication methods. For institutions tasked with promoting various key initiatives such as climate action, digital transformation, new policies, or education reform, understanding how to engage Gen Z through strategic media relations – especially by harnessing the power of influencers – is essential.

understanding Gen Z’s media habit

Gen Z is unlike any previous generation when it comes to media consumption. They are:

1. Digital Natives: Having grown up with the internet, they are comfortable navigating various social media platforms and digital spaces.
2. Highly Selective: Constantly bombarded with content, Gen Z is particular about the content they engage with, preferring authentic and values-driven material.
3. Actively Engaged: Gen Z is more likely to interact with content that allows them to express their opinions, share ideas, and react to posts that reflect their beliefs. It is a vocal generation that is not afraid to let the world know their views.

Traditional media outreach, while still useful, often fails to resonate with Gen Z, who trust content shared by peers and influencers more than traditional media or advertisements. This shift in preference is crucial for institutions to acknowledge if they aim to communicate effectively with this target audience.

The Role of Influencers in Reaching Gen Z

Influencers play an integral role in shaping the opinions and consumption habits of Gen Z. Unlike celebrities of previous generations, influencers are often perceived as “everyday” individuals whose lives and values reflect those of their followers. When influencers speak about a product, policy, or cause, their recommendations are considered more authentic and trustworthy.

For institutions, leveraging influencer management can be a highly effective media relations strategy to engage Gen Z. Following in the footsteps of B2C and B2B brands, public institutions are increasingly including influencers in their communication strategies. Here’s why:

1. Authenticity and Relatability: Influencers communicate in an informal and personal manner, which resonates more with Gen Z than corporate or bureaucratic voices. By partnering with influencers who align with the values of Gen Z—whether it be environmental activism, digital innovation, or social justice—institutions can more easily and effectively communicate their policy goals in a relatable and accessible way.
2. Micro-Targeting: Influencers offer the unique ability to reach specific subgroups of Gen Z based on niche interests or geographic regions. For example, an influencer focusing on sustainable fashion in a rural area in Slovakia is an excellent partner to promote policies or initiatives related to environmentally conscious young Europeans. A young pop singer from Bulgaria was a great fit to promote the End Gender Stereotypes campaign in Bulgaria, while a young French influencer, vocal about French politics, was selected among other influencers to promote the European Youth Week event at the European Parliament this year, encouraging young voters to participate in the EU elections.
3. Interactive Content: Unlike traditional media, influencer-led campaigns are interactive, creating opportunities for Gen Z to engage directly with policy discussions. Influencers can facilitate conversations about institutional projects and create momentum to promote new policies through polls, Q&A sessions, or live streams, fostering a sense of participation and shared purpose.
   
   
   

best practices for influencer management for institutions

To maximise the impact of influencer campaigns and media relations, institutions can build on proven methods:

1. Identify Authentic Partners: The choice of influencers should align with the values of the institution and the topic. Authenticity is key; selecting influencers who already advocate for topics like sustainability, digital transformation, or youth empowerment will resonate more strongly with Gen Z. Influencers should also be vocal and willing to take a stand, as Gen Z tends to follow influencers who are outspoken and fearless in expressing their views.
   
2. Co-Create Content: Rather than dictating a message, institutions should collaborate with influencers to co-create content that feels genuine, allowing influencers to adapt the key message to their audience. This might include storytelling from the influencer’s perspective, creating behind-the-scenes content, or engaging in real-time discussions with followers about the topic.
   
3. Leverage Multi-Platform Strategies: Gen Z does not stick to one platform. While TikTok, Instagram, and YouTube dominate, different segments of the audience may be found on other platforms like Twitch or Twitter. Institutions should ensure that their influencer campaigns are cross-platform, reaching Gen Z where they spend their time. If promoting on multiple platforms, influencers need to adapt content to each platform and target audience.
   
4. Measure and Adapt: Finally, as with any campaign, institutions should continuously monitor and assess the impact of their influencer partnerships. Engagement metrics, follower growth, and sentiment analysis are critical in understanding whether the message is resonating and where adjustments are needed.

Over the past years, Action Global Communication has been tasked with reaching Gen Z for various institutional projects, including initiatives of the European Commission. With each project covering a different topic and involving various actors and activities, having a wide EU27 network enabled us to gain insights on the best influencers in each market to best suit the respective projects’ objectives and effectively engage the target audience.

Reaching Gen Z through media relations requires a fresh and adaptive approach, and influencer management provides institutions with a unique opportunity to amplify their messages. By aligning with influencers who can authentically communicate the importance of key messages, public institutions have the power to build meaningful connections with Gen Z and foster a generation of informed, engaged citizens in Europe and around the world. In doing so, institutions can not only strengthen their current initiatives but also build lasting trust with future leaders and changemakers.