Target auditorium. Specific PR

1.What target audience is

To succeed in PR campaigns, they must be based on an understanding of the intended audience. Target audiences are best understood through specific research resulting in a demographic and psychological profile of the audience. The research should answer at least the following questions: Who (demographics);

How (do they obtain daily information);

What (are their current perceptions, knowledge, needs, wants, preferences and behavior related to the issue addressed by the campaign;

What would motivate them to adopt the promoted behavior

2. Characteristics of the target auditorium

PR must appeal to public (auditorium, audience) which is not homogenous. Public might be segmented into groups of people whom PR identify, define, isolate and give a name. These groups have different ideas and varying needs at various times, they may be divided by geographical factors (residence, district, country), by income (wealthy and not), gender, age, education, social position, culture, political position, hobby, etc.

Most important target groups are: clients and local community.

Clients may be divided into:

*1)constant customers- the task of PR specialist is_______________________________________

________________________________________________________________________________

**2) potential customers- the task of PR specialist is________________________________________

***Local community- geographically concentrated or dissolute?

Small or big group?

****Example: Mayor elections. Target group-?

Interests: economy

Unemployment

Industry development

Education

Security and law

Social service

Health service

Culture

Infrastructure

Method to study needs- surveys, there are a lot of methodic to conduct survey.

2.Direct communication with the target auditorium.

PR agency task is to disseminate information among the target groups by the most appropriate way to gain best effect. Direct communication may be used together with mass media. Direct communication is the best option when the target audience is not large or when it consists of different parts. Information that can be disseminated by direct way to the target auditorium is specific: dates of events,(exhibitions, seminars, changes in prices or in staff), announcements for this specific auditorium, ads, More important information- results of company’s activities, serious changes,- should be send to mass media.

Means of direct communication.

Bulletin and journal- printed, on-line, or CD. Bulletin is a source of big amount of information about organization. It informs about achievements and corporate changes, staff qualification, perspective and future plans. Bulletins effectiveness depends on its regularity, it is issued usually 3-4 times a year; regularity may depend on budget.

Preparing a plan for bulletin PR specialist should take into consideration:

- target auditorium

- bulletin’s volume

- bulletin’s content

- news

- structure

It is recommended to inform the public about forthcoming events. It is very important to give contact information.

Feed-back - once a year a bulletin may include survey or request to evaluate a bulletin.

2. Specific PR

Lobby is a specific form of PR which establishes and maintains links with government in order to influence to legislation process. In the USA lobby is regulated by law. Lobby may act only in legislature and representative bodies, not on executive and judicial bodies- it is criminal.

*Target audience-

**PR goals-

Legislative or governmental PR is expensive, but very useful both for big enterprises and non-governmental organizations.

Some recommendations for lobby:

- first appeal to a member of local community by sending a written information with problem description, your company’s opinion and proposed resolution of the problem.

- arrange meeting with appropriate governmental politicians.

PR specialist could target specific MPs according to their influencing ability, their special interersts or their local concerns.

Exhibitions (show )

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