Even if You’re Targeting Two Distinct Groups, PR has to be on Same Page

Break the Cycle, a Los Angeles-based nonprofit organization, works directly with young people to combat domestic violence against teens. Like many organizations focused on teen
violence Break the Cycle directs its outreach efforts toward two distinct groups. First are the young people themselves, typically ages 12 to 22, who are the most likely
recipients of the organization's services. Second are the corporate leaders, grant makers and other potential donors upon whom the group relies for support, financial and
otherwise. Unfortunately, these two groups typically do not read the same magazines, watch the same TV shows or surf the same Web sites. Even so, the message must remain
fundamentally the same.