Transcript PR - 8

Chapter 8:
Reaching the Audience
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Overview

Nature of the public relations audience
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Target markets and other emerging audiences
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Matching the audience with the media
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The print media

The spoken and visual media

Online media
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Public Relations Audience
Characteristics
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Diverse
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Visual orientation
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Single issues support
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Emphasis on personality and “celebrity”
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Distrust of authority

Internationalization
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Target Markets and Emerging Audiences
Target markets

Senior market

Youth market

Ethnic Audiences

Global Audiences
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Target Markets and Emerging Audiences
Emerging Audiences

Gay community

Religious groups
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Matching the Audience with the Media
Matching Audience to Media
 Print
for detail and contemplation
 Television
 Radio
for emotional impact
for flexibility and specific targets
 Online
media for customized information of
target audience
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Media Relations
Facts
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Media are busy.
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Editors are proud of independence.
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Trust is earned and easily destroyed.
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Informing media and public is important work.
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Assume stories judged on merits.

Continue serving after story idea is accepted.
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Print Media
- Newspapers
- Magazines
- Books
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Spoken and Visual Media
- Radio
- Television
- Motion pictures
- Sponsored films
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Online Media
Word Wide Web
Not subject to editing by
any media gate keeper
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Allyn & Bacon 2008