I was looking over the six characteristics that make a message “sticky” and again I questioned the importance of credibility in terms of appealing to an audience of my age or younger. It was interesting to notice in class that many of us had difficulty finding examples of messages that used the idea of credibility to get an audience’s attention. I think that fact says something about the changing audience that we as public relations practitioners should take notice of. Being young college students, we are on the cusp of an upcoming generation that seems to care more for humor and unexpectedness than the credibility of a message. I feel like one of the reasons less importance is placed on credibility is that many people find it hard to trust the so-called credible source giving the message. Audiences today put more faith in the reviews or opinions of friends and family or other consumers that have had experience with a certain product or service. It seems to me that of the six characteristics of message stickiness, credibility is becoming the least effective or least important.
All of this thought has led me to the decision to rate the six characteristics in order of effectiveness from most effective to least effective (as I see it for emerging audiences today). I even went so far as to ask several of my friends and family which characteristics appealed to them the most. The following list is what resulted.