PR is all about raising our clients’ profiles, bolstering their brand reputation and positioning them as experts in their field. But unless we are securing coverage in the right channels, in front of the right audience, all of this outreach is meaningless.
It’s therefore vital that we understand the different segments that these audiences fall into, so that we can be sure that our PR and social media efforts are putting the right message in front of the right people at the right time.
Most of us will have seen the ‘Karen’ meme in recent months. If we picture the person exemplified in those memes, it’s usually a married woman, likely to be in her mid-40s, living in the suburbs, perhaps more right-leaning politically, and probably using Facebook as her preferred social media platform, if any.
We regularly help our clients to understand their own version of ‘Karen’ by looking at the below factors:
- Demographic – age, gender, marital status, income level
- Behavioural – online shopping habits, social media sites visited, devices used
- Attitudinal – values (e.g. political leaning), lifestyle choices (e.g. more ethically-driven decisions)
- Geographical – where they’re located, from a continent to a postcode
When it comes to identifying a target audience, it can be tempting to look at specific job titles or sectors in isolation. It’s actually a much better idea to think about these people as individuals though, since this approach can often open up alternative routes to market.
Finding the right platform to amplify a company’s core message is just as important as identifying its target audience. Every news source is different and will therefore attract different audiences. As such, businesses need to consider how their potential customers consume information. Are they leafing through a traditional newspaper or are they using their smartphone or tablet? And if it’s the latter, are they using an app, engaging with social media or listening to a podcast?
Interestingly, according to research by Statista, UK adults have changed the way they’ve been engaging with different forms of media under lockdown:
- 50% are watching more news coverage
- 24% are spending longer on social media
- 17% are listening to more radio
- 15% are reading more magazines
- 11% are listening to more podcasts
- 9% are reading more newspapers
This ongoing crisis is likely to turn these shorter-term behaviours into lifelong habits for many people. As a result, we need to start thinking beyond the idea of a single ‘target audience’. Instead, we need to examine how individuals are consuming their media, look for any emerging patterns and trends, and develop a targeted strategy based on this information.
If you’d like to learn more about audience profiling and creating a tailored PR strategy, get in touch: enquiries@rostrum.agency
