THINK Public Relations Wilcox/Cameron/Reber/Shin

Ch 10: Reaching Diverse Audiences

Overview The nature of the public relations audience Age group audiences Gender/lifestyle audiences Ethnically diverse audiences Global audiences Matching the audience with the media

Nature of Public Relations Audience Diversity Expanding international audiences Use of technology Visual orientation Support for single issues Emphasis on personality and celebrity Distrust of authority

Age Group Audiences Youth market Generation Y (E-Generation) Generation X

Age Group Audiences Baby boomers Tend to define themselves according to their profession Are well educated and take price in accomplishment Question authority and take a strong opposition on social issues Are competitive in their careers Have great appreciation for leisure time May retire later than their parents due to improved health as well as financial uncertainty

Age Group Audiences Seniors Are less easily convinced than young adults Are active in voting, reading newspapers and magazines Represent an excellent source of volunteers Are extremely health conscious Have seen their savings erode in recent years since the 2008 economic crisis

Gender/Lifestyle Audiences Women Have significant purchasing power Exercise great influence as opinion leaders “multi-minded”

Gender/Lifestyle Audiences Religious groups Are growing in market and political power (e.g., Catholic and evangelical Christian religious groups)

Ethically Diverse Audiences Are growing five times faster than the general population Public relations practitioners must be sensitive to the special issues, concerns , or interest of specific national and ethnic audiences.

U.S. Census Bureau Data

Ethically Diverse Audiences Diversity media The number and research of minority media channels has increased.

Ethically Diverse Audiences Hispanics Are the fastest-growing ethnic group in the U.S. Are increasingly regular uses of social media

Ethically Diverse Audiences African Americans The rise of affluent African Americans is an important aspect of public relations.

Global Audiences Challenges Language and cultural differences Unique aspects of the local, political, economic, and industrial structures

Matching the Audience with the Media Print for detail and contemplation Radio and video for flexibility and specific targets Television for emotional impact Online media for customized information of target audience Social media for reaching diverse audiences in new ways

Dynamic and ever-changing Related to Chapter 10 and diversity, successful public relations campaign planners know that audiences are: Dynamic and ever-changing

“prepackaged publics” advocacy groups, educational groups and charitable organizations are all within what we refer to as: “prepackaged publics”

What are are general characteristics of seniors. … of ‘baby boomers’ What are are general characteristics of seniors? … of ‘baby boomers’? ... Of the ‘youth market”? See Chapter 10

Why should public relations practitioners be sensitive to women as an audience? See Chapter 10

According to recent research, what do they say is true regarding Hispanics and social media? See Chapter 10

“They are often associated with the urban market” is said to be true of what ‘group’ discussed in the chapter? See Chapter 10