I’ll admit it: I am a hardcore, no-doubt Gen Y. I’m addicted to technology, I state flexibility and work-life balance as one of my top priorities in my job, and I adored the ’90s. This colorful decade in the history of America was a creative one, full of capitalized branding, rainbow products and experimental mobile technology. What a lot of PR firms and specialists don’t realize is that so much of what we know and/or practice in public relations stems from the late ’90s. Think I’m stretching the truth a bit? Let me illustrate.

3 Things The ’90s Taught Us About Public Relations

1. Your brand needs a face. 

I was a hopelessly devoted fan of the Olsen twins; I can’t even tell you how many times I watched Mary-Kate & Ashley’s Sleepover Party or Passport to Paris. Anything that had the Olsen twins on it, I believed in it. Why? The darling twin girls mastered their brand and created a lifestyle full of fun and adventure that kept young girls wanting more. Personalizing your brand is so important in today’s online-only world. Make sure to know your target audience and give them someone they can connect with.

2. Mobile is key. 

I remember wandering around the playground in my decorated leggings, laced up sneakers and baggy shirt with my face glued to one of my many Tamagotchi screens. These little pixelated creatures were going to die if I didn’t care for them, so I needed to be connected with them wherever I went. Public relations today works the same way. The world is mobile and you must be too. Also, it’s less common for people to want to actually speak over the phone or in person so be skilled in communicating through email, instant messaging and mobile apps.

3. You must be transparent. 

Oh, ’90s children’s show scandals! Do you remember Pee-wee’s Playhouse host Paul Reubens? He was arrested for indecent exposure and simply went off the grid for ten years. This won’t cut it in public relations today. If there is a crisis, don’t go into hiding and wait for the whole thing to just blow over. Instead, be transparent: apologize and rebuild your reputation by being honest and upfront about your mistakes.

What other lessons about PR did the ’90s teach you? We’d love to hear about it in the comments below!

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