As the name implies, public relations cannot exist if one does not know to whom to refer. Therefore, determining the target audience is preliminary step of all communication strategies and tactics plans.
Generally speaking, the term audience encompasses any group of people who share common interests or values in a given situation. However, for successful public relations it is necessary to recognize the target audience, its specific values and behavior in certain situations.
In order to maintain successful relations with the target audience, think about the answers to these 6 key questions.
1. WHAT DOES THE TARGET AUDIENCE EXPECT FROM THE ORGANIZATION?
The first question should be asking yourself who is actually buying your product or service, and then the analysis can begin. Firstly, it is necessary to describe the demographic profile of the buyer in order to establish tactics which will be used to approach the desired user.
For example, if you sell a product of decorative cosmetics invented for younger women (20-30 years old), it is not wise to target older men in your campaign because you automatically reduce your chance of success.
2. WHAT’S THE PSYCHOLOGICAL PROFILE OF THE DESIRED USER?
After establishing certain demographical characteristics of the target audience, it is important to analyse their psychological profile as well. We have to be aware that people who share common demographical features often differ in their opinion and consumer behaviour.
It is necessary to focus on the psychological factors that affect decision making during the purchase of a specific product or service. Certain purchases are done impulsively by emergence of a new trend or service while others require analysis of reviews and comparisons of competing goods.
3. WHAT’S THE PUBLIC OPINION ABOUT THE COMPANY?
Even though this question is frequently skipped, it is pretty relevant. For the beginning, is the audience familiar with the company and its work and the quality of the offer? If it is, what’s the opinion of the target audience?
If there is a positive attitude which includes trust, it’s going to be much simpler to approach the target audience and achieve sales results. In any case, social networks are ideal platforms for analysis and segmentation of the target audience.
4. HOW CAN THE TARGET AUDIENCE AFFECT THE ACHIEVEMENT OF COMPANY GOALS?
Once you’ve defined your target audience it is important to think about an impact of that audience regarding your goals. The key is to focus attention on those sections of the target audience which are mostly related to your both short- and long-term goals, which is stated in the communication strategy.
5. WHAT DOES THE TARGET AUDIENCE EXPECT FROM THE ORGANIZATION?
Consumers have a positive view of corporate social responsibility. When it’s a word about the target audience, it is important for the business to be value-oriented in that group. If your business is related to a specific area then the target audience will appreciate local actions or an event which will help them contribute whether by presence, creativity or volunteerism.
6. WHO ARE OPINION LEADERS AND WHY ARE THEY IMPORTANT?
The message you want to send to the audience through the specific campaign is going to look more trustworthy and more natural if you convey it with the help of opinion leaders. Besides, relationship building with them could help strengthen relationships with the whole target audience.
Nowadays, influencers are considered to be opinion leaders as well as certain organizations that have the power to influence their followers or certain group.
By following these 6 questions it is easier to understand what the PR agency takes care about when it comes to defining the target audience. It is desirable to have at least a partial vision of the company goals while the analysis, strategy development, choosing tactics, and creating attractive campaigns are the tasks of a PR marketing agency.