jag PR boot camp session 2: Target audiences and key messages

It’s session two of jag PR boot camp.  Fired up and ready to go?  Great; but just pause for a word of caution!  Like any good exercise programme, or diet, you need to be in it for the long haul.  Immediate returns are rare in PR and there are never any guarantees.  Keep focused and committed and the effort will be rewarded.

Right, let’s flex those PR muscles!

Now that you’re clear about what you want to achieve, and how you’re going to measure it, it’s time focus on who you want to communicate with, which will help determine what you want to tell them.

  • Target audience

Whatever your product or service, you need to ask yourself the following questions when choosing your target audience:

  1. Who do I want to reach?
  2. What are the other influences on my audience?
  3. Which group is most important to my success?

Research and preparation are vital: the more familiar you are with your target audience, the more effective your communication.

  • Key messages

Every PR campaign or strategy needs a set of messages which will tell people more about your business, product or service.

Have you reviewed your key messages lately?  Are they: clear, concise, easily understood and credible?

Do you know how to present these messages according to the different audiences you are trying to reach?  The tone, context and format you choose impacts on how the message is interpreted, so factor this in to your planning.

Jag PR boot camp is about getting back to basics.  Answering these questions about audience and messages, will help you get your comms back into shape.

Next time: the PR tools.

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