Platform: Why youth PR must lose its cliquey image - Portraying youth marketing as complex and unbelievably hip can be damaging to a brand in the long-term, says Dan Holliday

’Notoriously fickle, incredibly cynical and remarkably elusive’, screams the copy, supported by de rigueur psychedelic graphics and a funky little font. I find myself invited to yet another ’yoof’ conference where it’s a sure thing delegates will be told the youth market is a ’mindset and not a demographic’. Frankly I’d prefer to watch paint dry.

by DAN HOLLIDAY, associate director for Hi

Sign in to continue

Sign in

Sign in

Trouble signing in?

Reset password: Click here

US and Asia
+001 (800) 558-1708

UK & Europe
+44 (0)20 8267 8121


Don't have an account? Complete easy registration and receive:

  • Limited Article Views (Excludes Subscriber Only Content)
  • Select Newsletters (Excludes Subscriber Only Bulletins)

Register Now



  • Limited free articles a month
  • Limited number of free email bulletins

Register Now


To receive full access to PRWeek's content subscribe today and receive:

  • Unlimited access to PRWeek content
  • Daily Breakfast Briefing
  • Breaking News Alerts
  • Weekly Online Edition
  • Agency Business Report
  • Weekender Edition
  • PRWeek Magazine
  • Full Archive Access

Subscribe Options

Start your free trial 

Enjoy these subscriber-exclusive benefits:

  • Unrestricted individual access to
  • Breaking news and industry updates via PRWeek Daily News bulletin
  • Exclusive access to Power Book and Top 150 UK Agency Business Report

Join today

Need to activate your subscription?

Domain/Group Subscriptions
Click here >>

Individual Subscriptions
Click here >>

Need to activate your Subscription

Company Wide Subscriptions
Click here >>

 UK Individual Subscribers
Click here >>