Transcript PR - 8
Chapter 8:
Reaching the Audience
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Overview
Nature of the public relations audience
Target markets and other emerging audiences
Matching the audience with the media
The print media
The spoken and visual media
Online media
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Public Relations Audience
Characteristics
Diverse
Visual orientation
Single issues support
Emphasis on personality and “celebrity”
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
Media are busy.
Editors are proud of independence.
Trust is earned and easily destroyed.
Informing media and public is important work.
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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