If you’ve spent any time in the media industry, let alone on the Internet, you’ve more than likely encountered the most enduring buzzword as of late: millennial. As many outlets will be quick to tell you, this generation born between 1980 and 2000 is now the largest in the U.S. with the biggest presence in the labor force.

With millennials poised to restructure the economy, it’s no wonder the media compulsively analyzes their attitudes and desires. Millennial stereotypes are an unfortunate byproduct of this obsession – “millennials are self-absorbed,” “millennials are entitled,” etc.

While there is much to learn from this generation, it can be problematic to conflate the characteristics of individuals ranging from 15 to 35 years old. Millennial workplace stereotypes more accurately reflect the modern work environment in general, as opposed to the attitudes of young people exclusively.

Given this, millennial stereotypes can actually reveal valuable PR lessons, including newer roles and strategies. The following are some commonly circulated “millennial” PR tips that can be leveraged to engage modern consumers of all ages.

“Millennials are Digital Natives”

Indeed, millennials grew up right alongside the evolution of the Internet and tend to be more comfortable using social media as a result. But social media proficiency doesn’t stop with the kids – in the U.S., 51 percent of 50-64 year olds and 77 percent of 30-49 year olds are active on social networking sites.

Thus, consumers of all ages now expect to be able to reach brands immediately through channels like Twitter, Facebook and Instagram. PR professionals can cater to this by helping to maintain a consistent and responsive social media presence for their clients.

Shareability has also become a crucial element of any successful campaign. PR people can take advantage of the viral nature of social networks with content like digestible articles and quippy tweets. As more people make themselves at home in the digital world, it becomes mandatory for PR professionals to establish a strong Internet presence for their clients.

“Millennials Trust Peers”

As the “if your friends jumped off a bridge” adage implies, young people of all eras have been highly influenced by their peers. Social media has provided an unprecedented connectivity that happened to coincide with the coming of age of millennials.

Many consumers today look to the Internet for a second opinion of brands, with 47 percent of U.S. readers consulting blogs to follow trends and ideas. Millennials in particular are more likely to trust anonymous consumer reviews over the opinions of people they know.

As the title would suggest, PR people are masters at all kinds of relations, from media to analyst to investor. This online review culture creates an opportunity for PR firms to develop another skill – influencer relations. With up to 70 percent of consumers preferring an endorsement by a non-celeb blogger, PR firms can create additional value for their clients by cultivating relationships with these key individuals.

“Millennials Care About the Greater Good”

Many indicators suggest that millennials are the some of the most progressive thinkers thus far, so it’s frequently posited that millennials care more about social justice and responsibility when it comes to consumption.

Sure, millennials care about the “greater good,” but so do most other 21^st century consumers, who tend to be more exposed to and versed in issues like diversity, sustainability, gender equality and the like. Studies have found that over half of consumers worldwide are willing to spend more money for socially conscious products.

PR professionals are well-positioned to address these concerns by developing strong corporate social responsibility (CSR) strategies, especially given their role as a liaison between brands and the general public. The PR people of today and tomorrow will use media relations and communications skills to promote the transparency and ethics of their clients. As long as CSR campaigns genuinely make a positive impact, this strategy will prove to be favorable for both PR pros and brands.

As long as millennials are in their prime spending and earning years, they will be the frenzied subject of speculation until the next generation takes their place. The resulting generalizations of this age group – despite being sweeping and often inaccurate – are indicators of contemporary consumer demands. Thus, PR professionals would do well to have millennial attitudes in mind when forming their strategies. Traditional PR roles are no longer enough; social media mastery, influencer relations and CSR implementation are among the new responsibilities of the PR professional of tomorrow.