Knowing your audience is a must for any brand, but breaking that audience down further and interrogating who a PR campaign needs to reach is key to ensuring public relations works for your brand.
Successful campaigns hinge on identifying the audience the brand is hoping to attract. Many companies will have this information to hand and will have well developed personas to make targeting them easier.
However, when it comes to a PR campaign, there are multiple audiences we need to consider to ensure the campaign meets the brands goals.
There are a number of questions a good PR agency will quiz a brand on:
- Who needs to hear about your brand?
- Are we trying to reach potential investors through PR?
- The consumers who will buy your product or service?
- Or is it the retailer who may stock your product?
Asking these four questions will help your brand identify whether it wants to reach a trade, business or consumer audience. The campaign that will follow will be different depending on those you are trying to reach.
Of course some brands will want to reach multiple audiences and that’s when a successful agency develops campaigns to reach all groups.
Once a target audience is clear then all messaging and content can be tailored to increase customer engagement.
There are a few other things to factor it too:
- Who are the brands competitors targeting? There may be some audience groups the brand isn’t targeting but maybe they should?
- Who influences your customers? Influencer campaigns can be hugely successful so look at who your customers follow and view to get information. If your campaign is consumer focused, head to TikTok, Instagram and other social media platforms. For a B2B campaign, LinkedIn is a great place to start.
- Where does your audience go to get their information? This will have a massive impact on publications and platforms you target for each audience group the brand wants to reach. Consider:
To find out how Motive PR can help your brand reach its target audience, take a look at our Greatest Hits here.