Target-audience penetration is key to a successful media relations strategy and the tactics that follow. Technology, research and insights provide detailed information about the audiences you need to reach and how to reach them. The results often surprise PR pros.
Conventional PR wisdom drives many targeting decisions to pursue ‘big numbers’ media. However, communicators make a mistake when they exclude smaller media outlets that offer a higher reach among target audiences.
For example, the NY Times appears on everyone’s top-tier media list and, for the most part, it merits inclusion. However, if everyone seeks the same destination, that path grows crowded and competitive. In addition to aiming for media targets with the highest reach, smart communicators also target more accessible media that attract a large concentration of the intended audience. In this way, target audience reach becomes a preferred metric over gross audience reach. In laymen’s terms, quality is more important than quantity (not to mention that we shouldn’t automatically assume conventional media choices are the most efficient way to reach certain niche audiences).
When considering target audiences and the media they consume, you must apply data, not just ‘big numbers’ but ‘smart numbers.’
For example, an ultra-luxury products retailer whose campaign touted expensive women’s jewelry for high-income individuals generated many placements in high-circulation outlets, but missed its target audience.
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