(CONTINUED….Identifying Audiences Based on Gender & Lifestyle)Religious groupsAre growing in market and political power (e.g., Catholic and evangelical Christian religious groups)Movie studios developing projects in the aftermath of the success of “The Passion of the Christ”Brought in a ton of money worldwideCombining action film with religion—expands audienceIdentifying audiences based on EthnicityKey ethnic groups are growing 5 x faster than other segments of the populationPR practitioners must be sensitive to the special issues, concerns, or interest of specific national and ethnic audiencesPR should realize these ethnicities’ purchasing powerDiversity mediaThe number of options for reaching minority audiences has increasedResearch concerning these publics is also growingHispanicsFastest-growing ethnic group in USIncreasingly regular users of social mediaRadio and television important media to reachText the most of any ethnic groupGrowing skepticism among Hispanic audiences when they feel the campaign has simply been translated into SpanishMust also be prepared to deal with follow-up questions in Spanish and to provide backend information in SpanishA traditionally passionate and loyal demographic group if you can engage them*must realize this is Hispanic public as an aggregate, this isn’t the population as a whole, you cant pick how an individual person will thinkAfrican AmericansThe rise of affluent African Americans is an important aspect of PRBuying power expected to reach $1.1 trillion by 2015However, a group hit especially hard by recessionEveryone was, them just worseAssociated with urban marketMore city living as opposed to ruralPR tries to take advantage of thisHeaviest TV consumersUse most voice minutesIncreasingly Targeted CommunicationsContemporary PR has redefined how messages are targetedA public may be college students, but our target audience may be a very specific group or group of college students (e.g., fraternity members) or even the opinion leaders within that audienceTools for targetingNielsonClaritasEnter zip codeBut, we target based on factors outside of demographics tooPsychographics increasingly important to PRPsychographics classifies people by what they think, how they behave, and what they think aboutAsk people what their opinions areFinally, we target at the individual levelOne-on-one marketingFacebookGoogleSmall marketsExamples: Mercedes Maybach$400,000- $600,00040 Personal Liaison Managersno point in making a commercial for a car this expensive, so they send out these managers to build contacts with people that have the means to buy one of these carsAround 500 sold in 2005Matching the audience with the mediaPrint for detail and contemplationRadio and video for flexibility and specific targetsTV for emotional impactIdea of narrative transformation—get emotional investment if followingOnline media for customized information of target audienceSocial media for reaching diverse audiences in new waysA New Way of Thinking:Competition & ConflictPR can be defined as the strategic management of competition and conflictCompetitionTwo or more groups fighting for the same resourceConflictWhen groups direct their efforts against each other, often through verbal attacksPR as the management of conflictStrategic conflict managementConflict is inherent in PR processPR professionals must develop communication strategies to manage the conflictWhat are some real world examples of conflict management?Is conflict always bad for organizations?Factors influencing conflict managementStance driven approach in managing conflict and competitionExternal & internal variables  stance  strategyVariables—could be change in economy, natural disaster effecting organization, THINGS HAPPEN, PR FIRM MUST TAKE A STANCE (acknowledge that we screwed up or defend, or somewhere in between?) whatever you decide will influence your strategyThe Threat Appraisal ModelPR professionals monitor for threats, assess those threats, arrive at a desirable stance for the organization, and then begin communications efforts from that stanceSituational demandsNature, duration, and complexity of the crisisResourcesTime, money, etc.Do you have the time, money, people, plan to deal with the crisis?Contingency TheoryContingency factorsA matrix of factors drive the stanceThe contingency continuumThe stance is dynamic; it changes as events unfold Contingency Continuum Advocacy AccommodationThe Conflict Management Life CycleProactive phaseStrategic phaseReactive phaseRecovery phaseProactive PhaseTo prevent a conflict from arising or spreadingEnvironmental scanning: reading, watching, paying attention to matters of interest to organizationIssues tracking: A more narrowed version of aboveIssues Management: change behavior in response to emerging issuesCrisis plan: preparing for the worstStrategic PhaseEmerging conflict is identified as needing actionRisk communication: communicating the risk to vulnerable publicsIf you know your organization is responsible for chemical spills, get the people in danger alerted to minimize the damageConflicting positioning strategies: how can the organization best position itself in the “court of public opinion” and in preparing for possible litigation?Crisis management plan: planning for crisis communicationReactive PhaseMust react when conflict reaches a critical level of impactCrisis communication: putting that planning into effect; help victims; communicate plans through mediaConflict resolution techniques: reduce the conflict and/or bring about resolutionLitigation public relations: preparing for legal actionsCourt so company won’t get suedRecovery PhaseStrategies employed in the aftermath to bolster or repair reputationReputation management: research-based approach to understand and bolster reputationImage restoration strategies: an extreme form of reputation management when damage to an organization is largeRisk Communication5 Variables affecting risk perception1. Control or Efficacyhow much control do you have or more risk avoidance?2. Complexityhow hard is it to avoid the risk? (e.g., flue shots)3. Familiarityhow familiar is the behavior required to avoid the risk? (e.g., hurricane preparation)4. Message consistencyare your messages consistent?5. ConsequencesDo your audiences believe the consequences apply to them?ADPR 3850 1nd Edition Lecture 13 Outline of Last Lecture I. Identifying audiencesOutline of Current Lecture II. Continued