One key element in PR is that you MUST know your audience. You cannot possibly expect to ‘win over’ a group of people whom you know nothing about. In order to produce effective marketing strategies, you need to know how to best communicate to the group. What will benefit these people? Figure that out…and you’ve won half the battle.
Key Demographic realms you need to realize include:
-Racial and ethnic group
Audiences are always generational. This means that interests, values, and needs will always vary in a group. Because of this, PR professionals need to always understand each generation. Whether it be Generation X, Generation Y, or Baby Boomers, PR professionals need to know how to best communicate and meet these people where they are.
America is often called the ‘melting pot’ of the western world. We as a nation are made up of different races, ethnic groups, and backgrounds. PR professionals must understand this fact. We need to understand that by 2050, Hispanics will complete 25% of the population. We need to understand African American and Asian American groups as well, as they are growing substantially.
Once you’ve learned your audience, learn the media they will respond best to. Whether it’s print media, TV, radio, or internet, learn how they best learn.
Chapter 11 in Public Relations: Strategies and Tactics (9th ed.) by Dennis L. Wilcox and Glen T. Cameron