A. The Nature of the Public Relations Audience

1. Complex, intermingling of groups
2. Diverse cultural, ethnic, religious, economic attributes

B. Senior and Ethnic Markets

1.  Seniors. 35 million Americans are 65 and older. Longer life expectancy. By 2010 “baby boomers” will be 65. Characteristics:

less easily convinced

demand value in purchases

vote in greater numbers

more intense readers of newspapers

excellent volunteers

extremely health-conscious

financially stable

eat out and travel frequently

2.  Ethnic Groups

Growing. 5 times faster than general population

By 2010 Hispanics and African Americans will each make up 13% of U.S. population, while Anglos will be 58%

Ethnic groups form many target audiences, not massive, monolithic groups

PR messages and channels must be tailored to each cultural group. Radio and TV are popular among Hispanics, for example. Correct translation a must.

C. Characteristics of the Audience

1. Visually Oriented
2. Single-issue Oriented
3. Emphasis on Personality and Celebrity Status
4. Distrust of Authority and Suspicion of Conspiracy
5.  Expanding International Audience

D.  Matching Audience and Media

1. Print for Detail and Contemplation
2. Television for Emotional Impact
3.  Radio for Flexibility and specific Targets

E. Media Relations

1.  Media are busy
2.  Editors make own decisions, so don’t beg, hype, or threaten to pull the ads. Assume stories judged on merits
3.  Able journalists and PR persons work well together, although there is still some distrust toward some unprofessional practitioners
4.  Informing media and public is important service, not asking a favor
5.  PR role is to continue serving after story idea is accepted

F. The Print Media

1. Newspapers
--1500 dailies, 7200 weeklies
--PR generate about 50% of NY newspapers
--Metro papers have circulations of than a million, but two thirds of dailies have circulations of 20,000 or less
--Three quarters of dailies are owned by newspaper groups
--Newspapers as a commercial institution, created to make money as a carrier of news and advertising. 80% of income come from advertising; 20% from sales.
--Organization of a medium-large daily newspaper
Publisher takes care of all financial and administrative operations.
Editor heads the news and editorial department.
Associate editor conducts the editorial and commentary pages (Op-Ed)
Managing Editor supervises news operations, and editors—city editor, sports, business, entertainment, etc.
Reporters—Beat and general assignment reporters

2. Public Relations Opportunities in newspapers

a. News Release
b. Fact sheet
c. Media Advisories
d. Personal call about a story

3.  Created Events: Making news happen

  Stage a newsworthy event. Build it and they will come!

4. Magazines  More than 12,000 periodicals in the U.S.

a. Public at Large

1. General Interest (People, Reader’s Digest, etc.)
2. News Magazines (Time, Newsweek, etc.)
3. Women’s Interest (Good Housekeeping, Vogue)
4. Men's Interest (GQ, Sports Illustrated, etc.)

b. Specific Audiences

1.  Special Audience Magazines (Cat Fancy, Dog World, Muscles and Fitness, Seventeen, etc.)
2.  Trade Journals (Progressive Grocers, Public Relations Journal, PR Quarterly, etc.)

c.  Public Relations Opportunities in Magazines

1. Submit a story idea
2. Send a written query offering a finished article
3.  Submit a completed article

G.  The Spoken and Visual Media

1. Radio: Speed and mobility are special attributes

--More than 12,000 radio stations reach more than 150 million Americans each day.
--FCC regulates radio stations. Must renew license every 8 years

2. Public Relations Opportunities in Radio

a. Newscasts
b. Community calendars
c. Actualities (brief reports either live or taped)
d.  Talk Show/Disc Jockey Shows
e.  Sponsorship of Community Events
f.  Public Service Announcements (PSA) promoting public or civic programs

3.  Television

--More than 1500 TV stations.
--Average American family watches TV about 7 hours a day.
--Because of its visual impact, TV emphasizes personality
--TV stations get their “feeds” from their network affiliation (ABC, NBC, CBS, Fox). PR must send materials with mass appeal.
-- Cable TV provide another outlet but smaller audience.

4. Public Relations Opportunities in Television

 Guest Appearances on news and talk shows
 News releases
 Story proposals to news departments
 Video news releases (VNR)
 PSAs