978-0205960644 Chapter 11

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CHAPTER 11: REACHING DIVERSE AUDIENCES

OBJECTIVES

After reading this chapter students should be able to:

1. Learn about public relations campaigns directed to specific audiences.

2. Understand the characteristics of various age and lifestyle groups.

3. Understand the diversity of audiences in the United States.

4. Gain insights on how to communicate with diverse audiences.

5. Be familiar with the cultural values of Hispanic, black, and Asian audiences.

SUGGESTED PROJECTS AND DISCUSSION

This chapter introduces students to various audiences of importance for public relations

professionals. In addition, a variety of mass media outlets are discussed in connection with

their relevant audiences as well as the use of specialized channels such as trade magazines,

direct mail, sponsored books and sponsored films in reaching target audiences.

1. Organize a panel of speakers to talk about audience segmentation by age. Try to

have at least one speaker who can provide insight into each of the following

specialized audiences: Generation Y, Generation X, Baby Boomers, and seniors.

2. Have students visit http://ypulse.com/ to determine what is currently “hot” for

Generation Y. Ask students to come up with ideas to reach this audience with

information based on what they read on the ypulse.com website.

3. Have an assignment or class exercise in which students brainstorm and then

research databases to find examples of “prepackaged publics”. Discuss best

practices in reaching certain demographic/psychographic groups.

4. Analyze a national newspaper and/or magazine and note how gatekeepers are

targeting specific publics/audiences. What are key issues that resonate with

target audiences (e.g. Social Security, prescription drugs with seniors)?

5. Bring in examples of print media that target an ethnic or foreign audience, and

discuss differences and similarities with more “traditional” approaches. If

possible, watch a certain type of channel (BET, Telemundo) or listen to an

ethnic radio station and analyze the programming styles.

6. Ask students to get into small groups and then assign each group a global

audience to research (some possibilities are Russia, China, Latin America,

India, and Europe). There are many resources online that can facilitate student’s

understanding of each culture (i.e. www.Executiveplanet.com). Have students

determine the best ways to communicate with their assigned global audience.

7. Have students practice matching the audience with media by brainstorming the

best ways to reach the following audiences using mass media outlets:

• Evangelical groups with spiritual messages

• Gay/lesbian community with specialized travel offers

• Disabled community with medical information

• Women with shopping discounts

CASE ACTIVITY: A CAMPAIGN DIRECTED TO HISPANIC WOMEN

Here, it is important to remember that any type of multicultural marketing — especially

involving a product that can change one’s skin tone — requires the utmost in sensitivity and

insight to one’s audiences. The student agency should begin the Banana Boat campaign by

pursuing several research avenues to better understand the motivations, purchasing

patterns, and media habits of young Hispanic women. What does it mean to be a young

Latina in the United States? As a starting point, students could review Dove’s Real Beauty

campaign to understand how a company can be successful in aligning its brand with

positive self-esteem and healthy body images for women. Online keyword searches will

quickly reveal an abundance of traditional and online ethnic media to inspire the student

teams. Finally, the students should locate and monitor blogs or other social media sites

devoted to Latinas and their personal and professional lives.

ANSWERS TO QUESTIONS FOR REVIEW AND DISCUSSION

1. Public relations practitioners are cautioned not to think of audiences as

monolithic, but very diverse. Why?

2. How can technology be used to segment audiences?

3. What are some guidelines for developing a communications campaign for

multicultural audiences?

4. What is the fastest-growing ethnic group in the United States?

2050.

5. How do you think the various changes in the racial and ethnic makeup of the

United States will impact the future practice of public relations? The future of

presidential elections?

6. What are some of the cultural values of such groups as Hispanics, African-

Americans, and Asian Americans?

7. What racial/ethnic group has the highest median income and percentage of college

degrees?

8. To what extent are the Internet and social media used by various ethnic and racial

groups?

9. What are some characteristics of Millennials, also called the E-Generation?

10. What is the baby boomer generation, and what are some of this group’s

characteristics?

11. Why is the senior audience so important in the United States? What are some of the

characteristics of this audience?

12. Why are women considered an important audience for public relations and

marketing personnel?

13. What are some characteristics of the gay/lesbian community?

14. In what ways can Christian conservatives impact a company’s policies and product

sales?