Throughout all of the presentations I’ve heard, and everything that I’ve learned so far about PR, one of the things that has stood out to me the most is the importance of knowing how to reach your target audience. Differences in age, location or other factors require that people get their information from different sources. Some people are dedicated newspaper readers, some prefer magazines, and many people now get information from the internet. Knowing the medium, however, is not enough to truly target your audience as it is important to narrow it down even farther. What newspaper does your audience read? What magazines do they flip through? What sites are most popular for receiving accurate news? It’s important to understand your audience and know how to properly reach them in order to get your message across more clearly.
Why is location important?
Depending on the location of the audience you’re trying to reach, different newspapers or magazines are likely to be more or less popular. Chances are, if the audience you’re targeting is in California, The Boston Globe is probably not the best choice of Newspaper to get a message across with.
What about age?
If you’re trying to reach a younger demographic, online sources are the best way to circulate a message. Online news sites like Buzzfeed or CNN.com are great choices because the stories can easily be shared and spread through social media outlets.
One component that is important to look for when choosing the right medium for your message to be spread across is credibility. While Twitter or People magazine may be a great way to get an idea trending, an article in a reputable newspaper such as the New York Times or in a magazine such as TIME could be taken more seriously by the audience you’re trying to reach.
Ultimately, though, the main goal is to get people talking. Whether they’re talking online or in person, word of mouth is an excellent way to spread a story or idea. No matter what medium you choose, if it gets people talking, it’s a good choice.