ADPR 3850 1nd EditionExam # 3 Study Guide Lectures: 12- 15Lecture 1 (September 12)How might we target communications? (Meaning how might we segment targets) Age (purchasing power varies as kid v. adult) Gender Ethnicity Marital status (money spent on family activities, limitations where you go) Education level Income level (income and education = positively correlated)  Location Media use habits (ESPN targets differently than Lifetime network)  Political beliefs (most obvious category) Religious beliefs What are important factors related to the PR audience? Diversityo Ex. Geotargeting using Google Ad Words Expanding international audiences o Ex. McDonalds making their menu fit overseas to adjust to cultureUse of technologyo Used to segment audiences and compile data Visual orientation o Compounded by smart phones, tablets, etc. o Shift toward people being visually orientedSupport for single issueso Finding like-minded others through technology leads to singular focus on issues for people, people can self select the content they seeEmphasis on personality and celebrityo Can we trust celeb tweets? We worship celebrities in this cultureDistrust of authority o Difficult to reach audience because we are skeptical What are popular segmenting variables? Age based audiences Gender/lifestyle audiences Ethnic audiences Global audiences What are the ages to identify audiences on? Generation Y or E- Generation (born 1981- 2003)o Spend 1/3 to ¼ of lives online, foster relationships online, high buying power (surprisingly), trust twitter and buzz feed Generation X (born 1965- 1980)o Independent, tech savvy, resourceful, work to live rather than live to work (lesstied to their profession), value freedom in the work place, disdain being micro managed, tolerant of “alternative” life styles  Baby Boomers (born between 1946- 1964)o Tend to define themselves according to their profession, are educated and takepride in accomplishment, came of age during advent of TV so appreciate visual understanding, question authority and take a strong position on social issues, competitive in their careers, great appreciation for leisure time Seniors o 13% of today’s population, less easily convinced than young adults, active in voting, reading newspapers, and magazines, represent excellent source of volunteers, extremely health conscious, have seen their savings erode in recent years since the 2008 economic crisis What are the genders and lifestyles to identify audiences on? Womeno Have significant purchasing power, exercise great influence as opinion leaders, large networks of friends, “multi minded” (balance profession, mother, wive) LGBT (lesbian, gay, bisexual, transgender)o An emerging demographic and lifestyle group, brand loyal and tend to support companies and brands that reflect their views  Religious groups o Growing in market and political power, movie studios developing projects in the aftermath of the success of “Passion of Christ” (combining action with religion expands audience) Lecture 13 (March 20)What are the ethnicities to identify audiences on? *Key ethnic groups are growing 5 x faster than other segments of the population Diversity media: the number of options for reaching minority audiences hasincreased Hispanicso Fastest growing ethnic group in the US, increasingly regular users of social media, radio and TV important media to reach, text the most of any ethnic group, growing skepticism when they feel the campaign has simply been translated into Spanish, must be prepared for follow up questions in Spanish, passionate and loyal demographic group if you can engage them, must realizethis is Hispanics as an aggregate African Americanso The rise of affluent African Americans is an important is an important aspect ofPR (buying power expected to reach $1.1 trillion by 2015, but hit hard by the recession), associated with the urban market, heaviest TV consumers, use most voice minutes How are PR practitioners using increasingly targeted communications? Contemporary PR has redefined how messages are targeted Tools for targeting: Nielson & Claritas  We target based on factors outside of demographics too (psychographics) Finally, we target at the individual level (FB, Google)Explain matching the audience with the media Print is best used for detail and completion  Radio and video are best used for flexibility and specific targets TV is best used for emotional impact  Online media is best used for customized information of target audience Social media is best used for reaching diverse audiences in new ways What is competition and conflict? PR can be defined as the strategic management of competition and conflict  Competition: two or more groups fighting for the same resourceConflict: when groups direct their efforts against each other, often through verbal attacksWhat are some factors influencing conflict management?  Stance driven approach in managing conflict and competition  External and internal variables  stance  strategy Variables could include a change in economy or natural disaster  PR must take a stance, the stance is dynamic, it changes as events unfold What is the Threat Appraisal Model and The Contingency Theory? PR professionals monitor for threats, assess those threats, arrive at a desirable stance, and begin communications efforts from that stance Situational demands: nature, duration, and complexity of the crisis Resources: time, money, etc. What are the phases in the Conflict Management Life Cycle? Proactive phaseo To prevent a conflict from arising or spreading Environmental scanning: reading, watching, paying attention to matters ofinterest to organization Issues tracking: a more narrowed version of above Issues management: change behavior in response to emerging issues Crisis plan: preparing for the worst Strategic phaseo Emerging conflict is identified as needing action  Risk communication: communicating the risk to vulnerable publics (get the people alerted to minimize the damage) Conflicting 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 communication  Reactive phaseo Must react when conflict reaches a critical level of impact 