Chapter 11: Reaching a Multicultural and Diverse Audience
Generalizations made about audiences today:
- diversity is the most significant aspect of the mass audience in the United States
- the international audience for public relations has expanded swiftly
- technology can be used to segment the mass audience and compile related valuable information
- the public is increasingly visually oriented and seems to have a shorter attention span
- audiences are increasingly taking controls of information streams
- fervent support is generated for single issues
- heavy emphasis is placed on personality and celebrity
- strong distrust of authority and suspicion of conspiracy can arise from sensationalistic investigative reporting
Youth and young adults
- Are an important demographic for marketers because they influence their parents buying decisions, have their own purchasing power, and will mature into adult consumers.
- Have greater autonomy and decision-making power within the family.
- Spend one-third of their lives online.
- Grew up in an age of prosperity and continue to have few qualms about spending on consumer goods instead of saving for retirement.
- Concerned about health care, insurance, retirement planning, personal investing, and other issues.
- Known as the “rather active” group for being a socially conscious bunch.
- Men and women 65 years or older.
- Often less easily convinced than young adults
- Poor customers for household goods, eat out frequently and do much gift buying
- Travel frequently
All information in this post can be found in Public Relations: Strategies and Tactics 9th Edition