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Chapter 11 July 5, 2010

Filed under: PRCA 2330,Reading Notes — amberlaurin @ 8:44 am

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.

Baby Boomers

  • 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


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