The Xennial Approach to Communication

Between Generations, Beyond Expectations: The Xennial Approach to Communication

We’re perhaps thought of as the depressed flannelette-shirt-wearing, grunge-listening children that came after the Baby Boomers, or the typical optimistic, tech savvy and maybe a bit too confident Millennials.

What does a generation have to do with communication and PR?

Everything! Without computers and smartphones in our early years, we honed strong verbal, written and interpersonal skills through real-world interactions - skills we later blended with digital fluency. We excel at blending old-school communication skills with digital fluency.

First to use platforms such as MSN Messenger, early Facebook, and MySpace, we were the wild west pioneers who set the initial online tone and social etiquette. Our trial-and-error attempts were laughably messy - but this is exactly what makes us good at navigating boardroom meetings, writing a thoughtful email, sending a perfectly worded text, or creating an ‘aesthetic’ social post - all with equal ease.

Video killed the Radio Star

Going from analogue to digital was big! At 2am on 1 December 2013, NZ Broadcasting Minister Craig Foss switched off the last analogue television transmitter at the Waiatarua TV tower in Auckland's Waitakere Ranges. I had the honour of working with Kordia to arrange a media event to mark the occasion.

This is only one example of technology disruption (mostly for the better). The list is extensive: think VHS to DVD, map books to GPS, USB to cloud storage, fax to email. Smartphones and modern Apps have replaced a whole lot of traditional functions. While we were loyal brand fans and weren’t always overly eager to be early adopters, we can’t deny these transitions have enabled us to communicate faster, better and way more creatively.  

AI - A new era of intelligence begins

While still inits infancy, AI is already revolutionising the way it enables communication and PR professionals to help their clients achieve their objectives. If I told mygreat gran that robots would be taking our jobs, she’d probably laugh and say something like, “My darling, machines have been at it forever! They’re tools, not bosses. Stop fussing and do something useful!”

I suppose it’s safe to say our peers were, in fact, onto something with AI ‘back in my time’ already - think Terminator, The Matrix, Bicentennial Man, etc. Here’s hoping AI progresses more in line with Bicentennial Man than Terminator, right?!

Point is greatgran and her old-school wisdom is something we should all take onboard. Timeshave been - and will continue - to change, and it’s up to us to embrace newtechnologies to our advantage. As for me, AI is another tool in my toolbox thatI combine with my traditional knowledge and skills to deliver more impactfulcampaigns and enhanced outcomes.

It’s by no meansa replacement for what I do and I would caution those that think they no longerneed industry professionals because they can now do it all themselves. Sure,you can do some things - but without the strategic nuance, industry knowledgeand experience, you open yourself and your business up to ethical and legalrisks, as well as reputational damage.

Overreliance on AI tools can also make you soundlike a generic, potentially tone-deaf robot that fails to engage deeply withreal people. While AI is a powerful tool, it’s our creativity, imagination andhuman touch that truly make communication resonate. The most impactful messagesstill come from original thinking, not just algorithms.