By now, you should have a solid understanding of the basics of a public relations campaign as well as how to define your goals and objectives.
However, you really can't begin to craft your key messages and target media outlets until you determine your key audience.
Today, we're going to focus on the key questions you need to ask about your target demographic and how to translate that to media outlets in your region and on a national level.
If you're an already established garden business, you should have analytics that let you know who your target customer is. However, if you're just starting out or are in your first public relations campaign, then you need to conduct research to get a better idea of who your audience is by using surveys and/or focus groups.
Use trends and other relevant market research to narrow down your target demographic, the better you know your key audience, the better you can reach them!
Before you craft the key messages of your public relations campaign, make sure you've hit the following categories:
Having this information on hand allows your business to truly reach your target audience best by keying into their language, values, and tendencies.
Your marketing research allows you to deeply understand what your audience wants.
In essence, you need to constantly be thinking as your consumer: What's in it for them?
Once you understand your target audience inside and out, you can better understand what mediums they gravitate to.
Using the demographics and interests of your audience is the most straightforward way to discover mediums that are most relevant to them.
When selecting key media mediums to target, your garden business needs to cover multiple outlets. That means, even if you're targeting millennials, you need to be covering more than just social media.
For your message to stick in your audience's mind, you need to dominate multiple outlets: radio, television, magazines, news sites/papers, and blogs. Every audience has a program in each category that is their favorite. Tap into this knowledge.
The more outlets you hit, the more credible your brand and knowledge become to your audience. They'll learn to trust you quicker!
Identifying key audiences and media is time consuming, however once this foundation is laid, you will craft better key messages that will resonate in the places your audience trusts the most!
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Image credit - Love Many Layers of PR's image on knowing your audience for our public relations campaign in the garden industry!