ADPR 3850 1nd Edition Exam 3 Study Guide Lectures 12 15 Lecture 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 Diversity o Ex Geotargeting using Google Ad Words Expanding international audiences o Ex McDonalds making their menu fit overseas to adjust to culture Use of technology o 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 issues o 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 celebrity o 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 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 less tied 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 take pride 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 Women o 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 has increased Hispanics o 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 realize this is Hispanics as an aggregate African Americans o The rise of affluent African Americans is an important is an important aspect of PR 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 attacks What 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 phase o To prevent a conflict from arising or spreading Environmental scanning reading watching paying attention to matters of interest 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 phase o 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 phase o Must react when conflict reaches a critical level of impact Crisis communication putting that planning into effect help victims communicate plans through media Conflict resolution techniques reduce the conflict and or bring about resolution Litigation public relations preparing for legal actions this is about court so your company wont be sued Recovery phase o Strategies employed in the aftermath to bolster or