ADPR 3850 1nd Edition Lecture 17 Outline of Previous Lecture I II Competition Conflict Management a Risk Communication b Crisis Communication Outline of Current Lecture I Factors Related to PR Audiences II Popular Segmenting of Audiences a Age based Audiences b Gender Lifestyle Specific Audiences c Ethnicity d Global Audiences III Other Targeting Diverse Audiences Important Factors Related to the Public Relations Audience 1 Diversity Geography history culture etc Example Geo targeting using Google AdWords Allows for targeting messages and an examination of performance like clicks Papa John s promotions and the accounts people have with them 2 Expanding International Audiences 3 Use of Technology technology is used to segment audiences and compile data 4 Visual orientation Compounded by smart phones tablets etc Shortened attention spans and the importance of the sound bite 5 Support for Single Issues 1 Finding like minded people through technology often leads to singular focus on issues for people 2 How can these people be reached 6 Emphasis on personality celebrity Can we trust celebrity tweets or are these really just paid advertisements Do we really believe Kim Kardashian loves Carl s JR burgers These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute 7 Distrust of authority This makes PR important but difficult How to target communications 1 Age gender ethnicity 2 marital status 3 education level income level 4 locations of certain groups of people 5 media use habits 6 political beliefs religious beliefs POPULAR SEGMENTING VARIABLES Age based Audiences Youth Market Generation Y E Generation Millennials born 1981 2003 Spend 1 4 to 1 3 of their lives online Surprisingly high buying power Foster relationships online The millennial have more access to things than previous groups Where do we get our news Twitter Generation X 1965 1980 Independent groups of people latchkey kids They ve taken care of their families etc Somewhat tech savvy resourceful Work to live rather than live to work They aren t employer loyal Value freedom in the workplace Disdain being micro managed Generally tolerant of alternative lifestyles Baby Boomers born between 1946 64 Tend to define themselves according to their profession Is this the case with us millennials This group is educated and take pride in their accomplishments Came of age during the advent of television giving them an appreciation for visual advertising Question authority and take strong positions on their social issues which is a mentality from 60s Are competitive in their careers Titles mean a lot to them an especially important accomplishment for them Have great appreciation for leisure time May retire later than their parents due to improved health as well as financial uncertainty Seniors 13 of todays population Less easy to convince than young adults very skeptical of many things Not changing their views on issues they grew up around Read newspapers are active voters magazines there is a flock of senior women who are using Facebook Are notable volunteers giving they have free time and good health Health conscious Not much in savings due to 2008 economic crisis Gender and Lifestyle Audiences U Women Are still kind of a niche audience because they were underrepresented in the past Traditionally male businesses trying to entice women by campaigning to them because of their significant purchasing power Harley Davidson Female only garage parties and instructional videos that use a strong female presence example of one of the male campaigns to women Exercise great influence as opinion leaders women have large social networks Have a large network of friends Multi minded they re able to balance roles as mothers wives professionals etc U LGBT An emerging demographic and lifestyle They re brand loyal and tend to support companies brands that reflect their views Disposable income 29 of gay households have median incomes over 90 000 PR and advertisers are flocking to that now 16 million LGBT adults have buying power of 743 billion year U Religious Groups Are growing in market and political power Example Catholic Evangelical Christian religious groups Movie studios are developing projects in the aftermath success of Passion of the Christ Examples God s Not Dead Heaven Is For Real Ethnicity Audiences Key ethnic groups are growing five times faster than other segments of the population Some are growing 5 times faster than others Public relations practitioners must be sensitive to the special issues concerns or interest of specific national and ethnic audiences Diversity media The number of options for reaching minority audiences has increased Research concerning these publics has also shown impressive growth Hispanics Fastest growing ethnic group in the US Are increasingly regular users of social media Radio and television are important types of media to reach this group Text more than any other ethnic group Growing skepticism among Hispanic audiences when they feel a campaign has simply just been translated to Spanish and not targeted just for them Must also be prepared to deal with follow up questions in Spanish to provide backbend information in Spanish A traditionally passionate and loyal demographic group if they can be engaged African Americans Rise of affluent AA Their buying power is expected to reach 1 1 trillion by 2015 Some however were hit hard by recession Associated with urban market Heaviest TV consumers Use the most voice minutes mobile phones Significantly more attached than Caucasians to the following consumer brands and services Lexus General Motors Google Fidelity Slim Fast UPS Tide Pampers Jello Doritos Dawn Oreos Ragu Campbell Soups Yoplait Dentyne Charmin Bounty Betty Crocker Walmart the Gap Lowe s Macys Levi Jeans Identifying Working with Global Audiences U Challenges of this Language and Cultural differences Unique aspects of the local political economic and industrial structures Increasingly Targeted Communications Contemporary PR has redefined how messages are targeted A public could be college students But the target audience may be a specific group of college students like maybe frats or sororities Even the opinion leaders within that audience Psychographics are increasingly important to PR researchers as well it s not always about demographics Psychographics classify people by what they think how they behave and what they