ADPR 3850 1nd Edition Lecture 17 Outline of Previous LectureI. CompetitionII. Conflict Managementa. Risk Communicationb. Crisis CommunicationOutline of Current LectureI. Factors Related to PR AudiencesII. Popular Segmenting of Audiencesa. Age based Audiencesb. Gender/Lifestyle Specific Audiencesc. Ethnicityd. Global AudiencesIII. Other TargetingDiverse AudiencesImportant Factors Related to the Public Relations Audience1. 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 Audiences3. 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 Issues1.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/ethnicity2. marital status3. education level/income level4. locations of certain groups of people5. media use habits6. political beliefs/religious beliefs_____________________________________________________________________________________POPULAR SEGMENTING VARIABLESAge-based AudiencesYouth 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 AudiencesUWomen- 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. ULGBT - 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.UReligious 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 werehit 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 AudiencesUChallenges of this:- Language and Cultural differences- Unique aspects of the local, political, economic, and industrial