1. THINK Public Relations
Wilcox/Cameron/Reber/Shin

2. Ch 10: Reaching Diverse Audiences

3. 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

4. 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

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

6. 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

7. 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

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

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

10. 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.

11. U.S. Census Bureau Data

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

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

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

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

16. 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

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

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

19. 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

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

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

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