The phrase “know your audience” gets thrown around so often in the world of PR and Marketing. But what does it really mean to “know your audience?”
The world’s greatest message will not be effective unless it is placed in front of the right people in a way they will understand.
The primary goal of public relations is to connect with your target audience, publics and stakeholders. Your target audience comes down to who you are trying to get your message to. As a PR professional, you need to know and understand your audience because then you can tailor content to their needs and ensure your message will resolve any challenges they might face.
When you know your audience, your message will be more likely to resonate with the people who matter most to your success.
So, how do you get to know your audience? It is not enough to know the demographics and locations of your audience. You have to know as much as possible about them, including their personality traits, interests, values and opinions. Knowing these things about them will help you to craft the perfect message to move your audience to take action. Some of the actionable, practical ways to better understanding your audience include: doing market research, looking at your competitors (who share the same target audience as you), creating a customer persona, and conducting surveys.
Once you have determined who your audience is, it is important to ensure that the messages and tactics you have chosen are appropriate for your audience. If you want to communicate with your grandma, texting in emoji-code isn’t going to translate well. Similarly, humorous messaging will not always convert well for solemn non-profit or businesspeople.
In public relations, knowing your audience is crucial for a successful campaign. So, before you even begin to craft a message, consider the demographics and psychographics of your audience!