How can you speak to your
In our last blog we looked at the PR planning process and how
you can put your creative ideas into a more formal structure. Now
we’re moving on to consider how researching your audience can help
to create really compelling PR campaigns.
Why you need to understand
It seems obvious but it’s a mistake many people make when they
don’t have a PR or marketing background – you need to know your
audience for your PR campaigns to reach them and, most importantly,
resonate with them so they take the desired action. You will waste
your time (and budget) if you put out PR campaigns that your target
audience can’t relate to. Your PR campaign may be worthy of an
award when it comes to its creativity but if it doesn’t hit the
mark with your target audience then, quite simply, it’s pointless.
So, don’t get carried away!
Knowing your customers, their influencers, your employees and
other stakeholders will help you to target your communications.
Here’s a mad idea – why not ask them what they want to hear about,
what they read and who they listen to? PR is all about opening up
two-way communication so start as you mean to go on.
It’s easy to forget in the busy business of business that your
target audience may change, develop and expand with your brand so
remind yourself to revisit the research on your target audience on
a regular basis.
Here’s a great cheat for business owners starting out with PR,
look at case studies of PR award wins. There are plenty of PR and
comms awards out there – start with googling the CIPR’s PRide
awards. Looks at brands that operate in your sector or with similar
products and services that have won awards for their PR campaigns.
Who did they target and how? It’s a really good starter for ten
where you can see how other brands related well to their target
Look out for our blog next time on formulating your brand
messages and how that can save you so much time in the long