Targeting Your PR AudienceBy: Ana Ventura
In the world of public relations, there are two ways to go: targeted or non targeted PR campaigns. A targeted public relations campaign focuses on a smaller market, a group of potential buyers that might be more likely to buy your product or service. Non targeted public relations appeals to the population as a whole, and you aren't trying to aim your ideas at anyone in particular.
You might wonder why a targeted campaign is a better choice. Coca Cola or McDonald's, for example, are both companies that pitch their products to anyone who will listen the whole world over, right?
Au contraire. You might notice that different commercials for these companies are aired at different times of day. Versions of their commercials are targeted at certain age groups or "targeted markets".
Smaller companies and businesses most likely need to look for one or two specific audiences to target to, considering their budget is not nearly large enough to even try to market to the masses.
There are several ways to pick and choose how to target an audience. One of the first things to think about is the industry into which your product or service fits. Let's say you owned a small photo lab. If you wanted to target professional photographers as a market, you would stress your professionalism and quality. However, if you wanted to target people that just wanted better quality processing without the wait, you would want to stress not only your quality, but also your speed of service.
Location is another factor in deciding who you will market to. Recently, more and more companies have gone online, making it easier for them to sell to people in any location. However, distribution companies generally have to target business closer to home.
You might also try targeting specific people within a company. There wouldn't be much sense in trying to sell a certain product to an entire company when the buyer was the only person you really had to influence, right? There are certain magazines that are written by and for people with specific job titles, CEO and Purchasing being just a few.
Affinity groups are probably one of the best places to go to target an audience. An affinity group refers to a large group of people with a common interest, such as fitness, computers, outdoor recreation, or music. Because this group has shown obvious interest in your product in the past, chances are they will be more likely to buy than someone that knows nothing about whatever it is you are selling.
If you can't think of anyone specific to target, or there aren't any publications written specifically for a group that you would like to target, perhaps targeted public relations is not for you.
© Copyright 2001, Ana Ventura.
The author assumes full responsibility for the contents of this article and retains all of its property rights. MarcommWise publishes it here with the permission of the author. MarcomWise assumes no responsibility for the article's contents.