PR

1. Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.
Public Relations:
Strategies and Tactics
11th Edition, Global Edition
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
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Chapter 11
Audiences

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Chapter 11 Objectives
 Learn about public relations campaigns directed
to specific audiences
 Understand the characteristics of various age
and lifestyle groups
 Understand the diversity of audiences in the
United States
 Gain insights on how to communicate with
diverse audiences
 Be familiar with the cultural values of Hispanic,
black, and Asian audiences

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A Multicultural Nation
 Audience = a complex intermingling of groups
with diverse cultural, ethnic, religious, and
economic attributes
 Diversity is the most significant aspect of the
mass audience in the U.S.
 A successful campaign must be aimed at those
segments of the mass audience that are most
desirable for its particular purpose
 Practitioners use technology to segment the
mass audience and compile information about
target audiences

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Reaching Ethnic Audiences

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Reaching Ethnic Audiences
 The positive and negative impact of diversity in
the U.S.
 Sifting demographics place a strong focus on
diversity and multiculturalism for internal publics
and consumers
 Influence, profile, and buying power of easily
identifiable – but internally diverse – ethnic
groups
 Hispanics
 African Americans
 Asian Americans
 Understanding ethnic values

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Reaching Diverse Age Groups
 The Millennial
Generation
 Born 1980-1995
 College students to
adults in their 30s
 20% of U.S. population
 Major consumers of
digital media
 Teenagers
 Born after 1995
 Projected to spend
one-third of life online
 Have need to be
connected to
technology and social
lives

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Reaching Diverse Age Groups,
Cont.
 Baby Boomers
 Born 1946-1964
 Spend on consumer
goods freely
 Impact of economic
recession on their
spending habits
 Seniors
 65+ years old
 Demand high value
from purchases
 Heavy consumers of
traditional media
 Ignore fads
 Voters
 Volunteers
 Health conscious

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Gender/Lifestyle Audiences
 Women
 Make 80% of
household purchase
decisions
 “Supermoms”
 Large network of
friends
 Regularly advise
friends/family on
purchase decisions
 Participate online
 The LGBT community
 Estimated to be 9 to
16 million Americans
 $750 billion in
purchasing power
 About 80% regularly
use the Internet
 Increasingly in the
mainstream

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Gender/Lifestyle Audiences
 Religious groups
 Christian Evangelicals
 The Jewish
community
 The Muslim
community
 The disability
community
 Communicating with
this community
requires sensitivity
 Awareness of
acceptable language
 Specific
considerations/
specialized tactics