1.2 Peculiarities of identifying target audiences in a PR campaign

PR campaign is comprehensive program communication with target audiences, aimed at achieving a certain result. This program is carried out strictly certain period time and traditionally consists of four main stages: research (assessment of the current state); planning; implementation and evaluation of results. The effectiveness of a PR campaign largely depends on the quality of each of these stages, none of which can be considered secondary. However, sometimes little attention is paid to the initial research, definition of goals and identification of campaign audiences. But in order to achieve a result, it is necessary to correctly formulate goals, as well as identify those groups public opinion, on which their achievement depends and with whom work will be carried out during the PR campaign.

For any company, there are public opinion groups that can directly or indirectly influence its activities. These groups include: the internal audience of the company (its staff), partners, suppliers, consumers of goods and services, competitors, financial circles, public authorities, local audiences, the media, the general public. With such groups, the company needs to maintain contacts and form a positive attitude, for which long-term communication programs are developed. To conduct a short-term PR campaign, only those from all public groups are selected that meet its purpose. This helps to focus efforts and save money.

The target audience of a PR campaign (targeting group) is the main and most important category of recipients of an informational message. It is this group that determines the content of calls, the main message (message), as well as the style of presentation and channels for transmitting information. Target groups are identified using segmentation, i.e. division into homogeneous sectors according to certain characteristics. Audience segmentation for a PR campaign can be carried out according to several criteria.

Product consumption type

Within this criterion, there are two main groups of consumers:

Consumers who purchase goods for subsequent resale or to create their own product based on it: distributors, dealers, resellers, retailers, various intermediary organizations. Almost everything is more or less large companies do not sell their goods directly to the final consumer, but use a developed distribution system. Inside it, the product moves through the distribution channels, the nodes of which are independent organizations having their own goals and objectives. It is clear that a PR campaign aimed at this audience will have its own specifics. This group also includes companies that create their own product based on the purchased product - these are, for example, system integrators and application developers. Although these consumers have their own specifics, they can be assigned to the first group according to their goals;

end users. These are those who purchase goods and services for their own use. A PR campaign focused on them will be much more extensive, while the list of tools used will differ from those used in the first case. Typically, the company's clients belong to both of these groups, and a separate PR activity is carried out for each of them. PR campaigns aimed at end consumers are more complex and therefore such consumers must be further segmented.

Consumer type

Within this criterion, consumers are divided into:

a) corporate customers;

b) individual consumers.

Depending on the segment in which our target audience is located, we can further “divide” it. In the case when we are dealing with corporate customers, professional selection criteria are important for us, first of all:

Orientation of the consumer. Corporate customers can be commercial companies, government agencies or public organizations;

The consumer's field of activity: various sectors of the economy and not commercial activities;

Customer specialization within an organization: Different departments and departments of an organization may have very different requirements for a product.

Professional status of consumers: say, a PR campaign aimed at top managers will be different from a PR campaign aimed at middle managers. Thus, consumers are segmented according to several criteria at once, which makes it possible to more clearly identify the target groups.

In the case when a PR campaign is aimed at individual consumers, personal characteristics come to the fore. This audience category is segmented according to several criteria:

Demographic: age, gender, nationality, religion, etc.;

Social: occupation, income level, level of professional training, education;

Professional;

Psychological: lifestyle, circle of interests, attitude to fashion, consumption stereotype, etc.

Geographic feature: local audience, regional, foreign.

Obviously, without a clear description of the target audience, the definition of tasks is extremely difficult. The concept of the target audience is one of the most important in PR. F. Jeffkins emphasizes that PR activities are aimed at "carefully selected groups of people who are part of a large general public." It is important not only to clearly define your target audience, but also to accurately define its ideals, interests and, accordingly, precisely its communication channels. Thus, the definition of the target audience actually includes three interrelated tasks:

Segmentation of the mass audience;

Identification of the values ​​and ideals of each segment;

Determination of communication channels specific to each segment.

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PR -campaign - this is a purposeful, systematically organized and completed set of PR operations and activities that support them, united by a common strategic plan, aimed at solving a specific problem of the organization (basic subject of PR) and carried out by the technological subject (subjects) of PR at a certain stage of the organization's activity.

Under PR- operation (operation - “a separate action in a number of other similar ones”) is understood as a separate action of a technological subject of PR, directly aimed at solving the local problem of increasing and maintaining the publicity capital of the organization and harmonizing its relations with the target public. Thus, PR operations are also understood as quite complex PR events, such as exhibitions, presentations, press conferences, and individual PR actions, such as posting an image article or an interview with the head of an organization, and a number of intermediate PR forms.

The main characteristics of PR campaigns include the following.

problem orientation. A PR campaign is always aimed at solving a specific problem of an organization that has arisen before it at a particular point in time.

Purposefulness. A PR campaign is always aimed at achieving specific purpose.Consistency. A PR campaign should be a coordinated system of PR operations and activities supporting them, i.e. an ordered set of actions that has a stable structure and is aimed at achieving the set goal.

Planned. A PR campaign is always an activity unfolding in accordance with a specially prepared plan in advance in accordance with specially developed procedures.

discreteness, limited time frames, the presence of a beginning and an end. A PR campaign is a social and communicative technology for solving a specific problem of an organization when a corresponding need arises, which means its discreteness and finiteness.

Manufacturability (structure, nomenclature and sequence of procedures and operations). The set of actions of technological subjects to solve the organization's problem within the framework of a PR campaign should be presented in the form of a structured technological chain of procedures and operations. This process chain is called technological process(or technological row) PR-campaigns.

Optimization and feedback. Each PR campaign is developed and implemented taking into account the criterion of optimality. Various optimization criteria are possible. The optimization criterion implies feedback and evaluating the effectiveness of the PR campaign.

TypologyPR-campaigns.

1. By criterion subject orientation PR-campaigns implemented in the political, economic, social, cultural and recreational spheres are singled out. PR campaigns in social sphere usually associated with social policy and decision social problems federal, regional or local scale, carried out by both state and non-state organizations.

2. Depending on the scale PR campaigns are divided into local (implemented at the level of the local community), regional (at the level of individual regions, subjects of the federation), interregional (at the level of economic regions, federal districts), national / federal (at the level of the entire state), transnational (at the level several states, regional international organizations, such as the CIS, the European Union, NATO, etc.) and global (at the level of global international organizations - the UN, UNESCO or global interstate agreements).

3. According to duration PR campaigns are divided into short-term (full campaign cycle up to 1 month), medium-term (from 1 to 3 months), long-term (from 3 months to 1 year), extra-long-term (over 1 year) and strategic campaigns (over 5 years).

4. By criterion subject typePR PR campaigns are singled out aimed at increasing the publicity capital of an organization (company, campaign, state institution, political party, etc.) or an individual (political leader, head of an organization, show business star, etc.). They can be labeled respectively as organizational and person-oriented PR campaigns. A mixed version of organizational and personal campaigns is also possible.

5. One of the most important criteria for classifying PR campaigns is the criterion nature of the target public, to which the totality of the PR-operations that make up the campaign and the supporting events is directed. If the campaign is aimed at the public, external to the organization, of real and potential consumers of a product or service, business partners, charitable foundations, government institutions, etc., then we are dealing with an external PR campaign. If, however, communication is built and optimized with the internal public - the labor collective, ordinary workers, middle managers, management, then there is an internal PR campaign.

6. The typology of PR campaigns according to the criterion is closely related to the last classification. functional type target public. There are PR campaigns aimed at the organization's clients, its partners or competitors, sponsors, governing bodies, government and political organizations, etc. -campaign, if for several types, it is a poly-object PR-campaign.

7. By the criterion of the chosen one strategies for the nature of thePR-operations PR campaigns are divided into high-intensity and low-intensity. A high-intensity campaign is a campaign that is usually implemented in short term using high-intensity communication technologies. Wherein target audiences exposed to massive information impact through many channels. For these audiences, as a rule, both the subject of PR influence and the purpose of the PR campaign are obvious. A low intensity campaign has a long duration. Communicative influences on the target public here are softer than in the first case, indirect, mediated. Target audiences in a low-intensity campaign may not be directly aware of their functioning as participants in directed PR communication. Neither the source of the messages nor the purpose of the PR campaign is obvious to them.

It is advisable to single out four stages of preparing and conducting PR campaigns: analytical, planning stage, implementation stage (actions and communication) and performance evaluation stage.

Process Logic:

1. Assessment of the current situation:

The history of the problem (the so-called "background");

The reasons that gave rise to the emergence of a problem situation and its scale;

Search for answers to the question: “Due to the fault of which departments or structures did the problem arise, who is to blame and whose interests are affected?”;

Clarification of the attitude of the public, target groups and the media to the problem situation;

Development of options for the possible development of events and likely consequences

Study of precedents and similar cases from practice.

2. Develop campaign goals:

Setting preliminary goals;

Analysis of compliance with the preliminary goals of the company's communication strategy;

Formulation of the final version of the goals.

3. Solving the issue of the need to involve a specialized PR agency in the campaign:

Analysis of the "price" of not achieving the goals of the campaign and comparing it with the cost of attracting a PR agency;

Deciding on an independent campaign or choosing a specific PR agency.

4. Definition and study of the target audience:

Definition of criteria for information requirements;

Solving the issue of attracting research companies;

The direct process of studying the target audience.

The choice of instruments of influence within PR.

Campaign budget development.

5. Carrying out activities planned within the framework of the campaign.

6. Final control of the results of the campaign and evaluation of its effectiveness.

PR-campaign of the department "Organization of work with youth"

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Course work

by discipline: Target audience in PR

on the topic: The concept, varieties, principles and forms of interaction with the target audience in PR activities

In the modern information age, the theory and practice of public relations are becoming increasingly important. A huge flow of information messages circulates in society. However, information does not always reach the “right” audience. It can get lost in a lot of data. There is also a risk that the message, under the influence of objective or subjective factors, will be distorted and lose its effectiveness.

The task of Public Relations is information in its original form to the public to whom it is intended. Establish two-way contact with the audience and have a certain impact on it.

Relevance This work on the study of the target audience of PR is that the concept of the target audience is one of the central ones in PR activities. The purpose of any PR campaign is to influence the opinion of the audience about any events, problems or organizations, their products and services.

Proper selection of the target audience ensures the effectiveness of the campaign at the lowest cost and time.

You need to clearly know your audience and understand their needs in order to determine the direction of PR actions. After all, in order to attract the attention of a particular group, you need to have an idea of ​​​​what people expect from this organization.

Depending on the factors that formulate the nature of the target audience, the methods of transmission and communication channels of the message are selected. For example, the target group of middle-aged women and the target audience of adolescents require different forms of message and its sources.

Don't forget the importance of social status geographical location and value orientations of the group and each individual individually.

The use of such complete and versatile information about the target audience to which PR activities are directed increases the chances of obtaining the desired result.

This paper contains the definition of the term target audience, its characteristics and features. The criteria for selecting the target group and the existing theories of typology are also presented.

object work is PR as a means of influencing the target audience.

Subject- the target audience. aim This work is the disclosure of the concept of the target audience in Pr-activities..

Were supplied tasks:

1) Define the term target audience.

2) Find out the specifics of the target audience.

3) Consider the criteria for determining the target audience.

4) Identify the features of interaction with the target audience.

practical application This work can be used as an auxiliary information material in determining the target audience and interacting with it.

The target audience is formed on the basis of the recognition of a certain problem that can harm the common interest of a certain circle of people. However, without communication among themselves, a group of people can remain a shapeless shadow, something that frantically searches for itself, focusing on chimeras, and not on the essence of the matter.

American researcher James Grunig drew attention to three factors that, thanks to communication and communication between people, turn the hidden public into an active audience. Among these factors, he lists:

1. Awareness of the problem. This is a factor showing the extent to which people feel changes in the situation, realizing the need for information.

2. Awareness of limitations. This is a factor indicating the extent to which people feel disadvantaged by the impact external factors and looking for ways out of a particular problem situation. If people believe that they can change something or influence a problematic situation, they will seek additional information to draw up a plan of action.

3. The level of inclusion. This is a factor showing the extent to which people see themselves drawn into a problem situation and feel its impact on themselves. In other words, the more they associate themselves with the situation, the more actively they will communicate, looking for new information about this.

The needs of the target audience clearly define its boundaries, its differences from other small groups.

The fundamental human needs that have become common ground theories and practices of advertising, as well as Public Relations, are included as a basis in the characteristics and target audience. Usually, following A.Kh. Maslow, researchers list needs such as:

Physiological (hunger, thirst);

Needs for self-preservation (safety, health);

Needs for love (attachment, spiritual intimacy, identification with others);

Needs for respect (self-esteem, prestige, approval from society);

Needs for self-affirmation (self-realization, self-expression).

The structure of the target audience is not rigidly uniform: there is nothing like a military unit in it, clearly following the commands of its commander. Western PR-specialists invariably advise commodity producers to allocate more specific subgroups to target audiences:

1. Regular customer- the basis of this target segment of the consumer market. It exists in the environment of other categories of the public visiting the places of sale of goods.

2. The buyer is random, acquiring goods from motives unknown to the seller.

3. The potential buyer is known to the company in the most general terms, the task of both the company and the PR agency is to “outweigh” his doubts and hesitations with a proposal worthy of their attention.

4. Dissatisfied buyers - they were ready to purchase the product, but they are not satisfied at the moment with some characteristics of the product. Their value to the company lies in the fact that they consciously contacted the company, they know it trademark trust her reputation.

5. A "fashionable" buyer is able to purchase a thing for the sake of general fashion trends, moods, out of imitation of the "legislators" of consumption and lifestyle.

6. Carriers of manufactured goods (dealers) contribute to the wide sale of new goods, their number is constantly fluctuating (as well as their own earnings).

7. Intermediaries or wholesale buyers; there are few of them, but they buy large quantities of goods. Their demand depends on deep market trends.

8. Buyers from among the company's shareholders who enjoy certain benefits for the purchase of goods (discount, credit, etc.).

9. Big business, acting as a buyer, builds its relationship with the firm on the basis of long-term and mutually beneficial cooperation within the framework of common programs.

10. Small business proceeds in relations with the firm from other principles, counting on the support of their initiatives from the firm, on benefits, etc.

The key parameters that characterize the target audience are such concepts as the buyer's interest in the product (service), readiness potential buyer change their preferences under marketing pressure, the seller's interest in selling the product to this audience and the possibility of such a sale. In this case, all parameters must be present at the same time.

The complex of all these (and other!) characteristics results in more or less specific ideas about the target audience, inspires hope for the success of your business in this target segment market.

In the theory and practice of public relations, the problem of grouping and identifying the public or "active audience" is important. The approach used by this science to define public groups is in many ways consonant with that used by sociology and social psychology. At the same time, it is not difficult to notice a number of significant differences.

Public relations specialists approach the issue of grouping target audiences exclusively from a pragmatic position, highlighting in it those groups that a particular institution (corporation, government agency, a socio-political organization or just an individual) considers “their own”. That is, we are talking about those audiences that are influenced by this or that organization and whose attitude towards the organization determines the success or failure of its activities.

To determine the target audience for PR activities, there is a wide range of different criteria. The application of these criteria gives the clearest picture of the public. Considering that each group of people and each individual can simultaneously fit in many parameters, it is possible to develop an effective strategy for influencing the target audience.

1. Geographic - natural or administrative-territorial boundaries, that is, it indicates where to look for people. It is convenient when you need to choose the media, distribute resources for the implementation of the program, taking into account the degree of population density. Important components of information here are postal codes, telephone codes, city limits, districts, etc.

2. Demographic - gender, income, age, marital status, education - the most commonly used individual characteristics. However, they do not allow one to fully understand why or how people are included in a problem situation or fall under its influence. Demographic and geographic data provide an opportunity to make the first "cut", but without additional information(exactly how people get involved in a problem or are influenced by this problem or situation) they, as a rule, do little to help develop strategy and tactics.

3. Psychographic - psychological and lifestyle characteristics (cross-situational). Personal characteristics of people, their emotional state, value orientations, features of behavior, lifestyle, etc.

4. The criterion of hidden power, which takes into account people who are not necessarily at the top of the pyramid of power, but who have a significant, outwardly imperceptible economic and political influence on the opinions and decisions of others. The identification of such people requires combined, thorough and long-term observation, interviewing people involved in the problem situation, analysis of documents that record or track hidden power.

5. Status criterion. Attention is drawn to the official position of the individual, and not to the attributes of his individuality.

In many situations, people are recognized as important because of the role that their position plays in certain conditions. The positions they hold make them important "players" when it comes to efforts to achieve the program goals and goals of peers.

6. The criterion of reputation is a criterion that determines "informed" and "influential" individuals, based on the considerations and opinions of other people about them. Such groups of the public include "opinion leaders", influential persons who are recognized as such by other interested and involved people. They should not be confused with groups with hidden power, or with those who, by the definition of outside observers of the situation, are considered opinion leaders.

7. Membership criterion - a criterion that takes into account a person's place in the official staffing, list, his party affiliation as indicators of involvement in a specific problem situation. Membership in a professional association or in a special interest group testifies rather to the inclusion in a certain situation of this person, and not some outsider. Members of an organization, for example, can use its own media.

8. The criterion of the role in the decision-making process. It provides for monitoring the decision-making process, clarifying who and what role plays in decision-making in specific circumstances. This helps to identify the most active among active groups, people who really make decisions, really act and communicate.

At the same time, knowing the personal qualities of individuals alone, again, may turn out to be less important than knowing how they behave in the process of making a decision related to a problem situation. The reasons for the typology of public groups are as follows:

definition of all groups of people related to a particular PR program;

setting priorities within a given budget and allocated resources

choice of media and methods of their use;

· preparation of messages in an acceptable and effective form.

In the framework of the situational approach, the concept of an active or target audience is understood as any group of people, under certain circumstances, one way or another rallied around specific common interests or experiences.

The most common is the division of the public into two groups: external and internal. The external public is made up of groups of people not directly related to the organization: the press, government agencies, educators, customers, residents of the area closest to the organization, suppliers, etc. The internal public is groups of people that are part of the organization itself: workers, engineering and technical employees, managers, shareholders, board of directors, etc. This is the most general typology, which is the basis for other divisions of the public into target groups.

In the practice of PR, the concept of "domestic public" sometimes means exclusively employees. However, this approach has a significant drawback in terms of social functions Institute of Public Relations, because instead of considering all those working in the organization as a single team, he strictly delimits them into leaders and subordinates. This can lead to communication problems within the organization, especially if, on the basis of such opposition, the workers' union, for example, begins to conflict with the company's management.

In general, positively evaluating the division of the public into external and internal, it should be noted that this is too general an approach that is of little use for the practice of public relations.

The typology of the public proposed by the American researcher Jerry Hendrix is ​​considered more fruitful. For purposeful, communicative work of any organization, he recommends identifying the following main groups of the public:

1) workers means mass media(local, national, special channels);

2) the public of the organization itself, including the governing and service staff central office, the main elected and appointed specialists of various profiles, honored and honorary members of the organization, production personnel different levels, service personnel in production, trade union members and others;

3) local residents, their media, group leaders and leaders of local political, public, business, religious, cultural and other organizations;

4) investors, including real and potential ones, financial press, statistical service, financial and economic information networks, insurance companies, etc.;

5) state bodies, including representatives of the legislative, executive and judicial authorities of the central and local levels, local governments, etc.;

6) consumers, including the organization's own staff, various consumer groups, consumer rights activists, consumer publishers, local media, local leaders;

7) the public of special interest groups, their information channels, leaders, heads of organizations, etc.

In expanded form, Hendrix distinguishes about 150 different groups of the public.

Viewpoints of Audience Weight An organization can be divided into the following groups:

1. Main, secondary and marginal. Home - the one that can provide the greatest help or cause the greatest harm to the efforts of the organization. The secondary public is the one that has a certain value for the organization, and the marginal public is the least significant for it. For example, leadership tax office, which controls tax affairs, may for some time become the main target audience for commercial organizations waiting for specific rules and instructions on how to report profits, while legislators and the rest of the public in the country may be relegated to the margins.

2. Traditional and future. For example, employees of the organization, its current regular customers are traditional groups, while students and potential clients represent the audience of the organization in perspective. No organization can be satisfied with relationships with their target audiences, which are constantly changing. Today, the public of the organization, say, is represented by numerous social groups, starting with women, national minorities and ending with the elderly, the disabled, etc. But each of them can potentially become the main one for the life of the organization in the future.

3. Supporters, opponents and indifferent. This typology is important from a practical point of view. After all, it is quite understandable that an organization or institution should treat those who support it differently, or those who oppose it. For example, in relation to supporters, the organization must establish communications that would strengthen their confidence in it. As for the skeptics, in order to change their opinion in their favor, the organization should rather resort to argumentation and persuasion. Of decisive importance, especially in the political sphere, is an indifferent audience. Numerous electoral and other campaigns have been won precisely because some politicians have been better than their competitors in winning over voters who are undecided or indifferent to politics. Having studied the "situational theory" of the public on the material of a number of problematic situations, another American sociologist J. Grunig concluded that audiences formed as a result of the coincidence of the nature of communication behavior, for example, environmental groups of the public, as a rule, have unique dynamics and differ significantly from others groups formed according to demographic or any other characteristics and attitudes. Based on this, he proposes to distinguish the following four groups of the public:

1. A non-public that reacts to all problems, that is, which is active on any issue. These are people who do not find themselves in a problem situation, are not drawn into it, or those who are not influenced by the organization or other people. The level of their involvement is so insignificant that they do not have any impact on the organization, and the organization, in turn, does not noticeably influence them.

2. Latent public, that is, indifferent, not active on any issues. It covers people objectively involved in the problem situation, who are simply not yet aware of their involvement in other people or organizations in this issue or problem situation.

3. Conscious public, i.e. active on one or a limited number of interrelated issues (for example, animal welfare). People who have realized that they are influenced in a certain way by a problematic situation, or they are involved in it together, but have not yet exchanged opinions (did not communicate) among themselves about this.

4. Active public. This public begins to act actively after the problem is already known to almost everyone thanks to the mass media and has become the subject of wide discussion in society (for example, a drop in the birth rate in the country).

The situational approach to grouping the public and the proposed definitions of groups in specific circumstances are unique and unrepeatable. Therefore, under other specific circumstances, they may be used infrequently.

public target audience contact

2. believers

Ordinary conservative people, with specific beliefs based on traditional, stable codes: families, churches, communities and nations. Many believers hold deep-seated moral values. They uphold stable orders surrounding their homes, families, social and religious organizations to which they belong. As consumers, believers are conservative and predictable, preferring domestic products and well-known brands. Their education, income and energy are moderate, but sufficient to meet their own needs.

The second group of consumers.

Status Oriented:

1. Performers

People who are job oriented and have successful careers; they not only seek to control their lives, but tend to control it. As opposed to risk, they prefer stable structures, predictability and stability, love intimacy and self-discovery. They are deeply dedicated to their work and family. Work for them is associated with a sense of duty, material reward and prestige. Their social life centers around family, church and work. Performers lead a moderate lifestyle, are politically conservative, respect power and the status quo. Image is important to them. As consumers, they prefer traditional goods and services that demonstrate their success among their peers.

2. diligent

People who, in their motivation and self-esteem, seek approval from others. They want to find a safe place in life. Being insecure, having little economic, social and psychological resources, diligent people are deeply interested in the opinions of others and seek support from others. Money for diligent people is a measure of success, but because they are not enough, they are often sure that their life did not work out. Diligent impulsive, easily fall into anger. Many of them tend to chic. They try to outdo those who have great opportunities, however, what they strive for is beyond their capabilities.

Third group.

Action oriented:

1. And testers

Young, energetic, enthusiastic, impulsive and rebellious people. They seek variety and temptation, savor the new, go against the flow and take risks. Being in a state of formation of life values ​​and patterns of behavior, they are quickly ignited by new plans and cool down just as quickly. At this stage of their lives, they are politically illiterate, ignorant and extremely ambivalent in their convictions. Challengers combine an abstract disdain for conformity and power with an outsider's reverence for the wealth, prestige, and power of others. Their energy finds outlet in sports, leisure activities outside the home, and social activism. Testers are voracious consumers, spending nearly all of their money on clothing, music, movies and videos.

2. Masters

Practical people who master the art of design and value independence. They lock themselves into the traditional problems of the family, practical training, physical recreation and have little interest in what is happening outside of this. Masters learn the world, improving it - they build houses, raise children, repair cars, preserve vegetables. At the same time, they have sufficient skill, have income and are endowed with energy to implement their plans. Masters - politically conservative, suspicious of new ideas, respect state power, organized labor, indignantly rejecting the encroachment of the state on property rights. They are not fond of material values, they make an exception only for what has a practical and functional purpose (for example, tools, trucks, fishing tackle, etc.).

If at the top of this system there are implementers, then the fighters occupy the lowest step of the hierarchy of consumers.

The lives of wrestlers are limited. Chronically poor, poorly educated, low-skilled, without strong social ties, aging, preoccupied with their health, they are passive, often on the verge of despair. As limited people, they do not show a tendency to self-orientation, they are focused on overcoming everyday problems. Their main concern is safety and caution. Wrestlers are careful consumers. They represent a rather modest market for most goods and services, but they are loyal to their favorite brands of goods.

The following typology of the audience was proposed in the fifties by the American researcher David Riesman. He identified three main types, which were then used in political marketing: traditionally oriented, internally oriented, and externally oriented types .

First type influenced by the norms of their culture. Second type(let's use a metaphor) has a gyroscope built in in childhood by "parents" and calibrates his actions on it. Third- has a kind of radar. It targets a wider range of peers. In this regard, the first and third types are similar, since both of them do not provide for the possibility of independent behavior.

The main merit of David Riesman was that he saw a change in the system of Western civilization, when the focus shifted not to the leaders of production, as it was before, but to the leaders of consumption, professionals in the field of leisure, and not labor. To some extent, this turned out to be due to the fact that uncertainty has increased dramatically in the world, and it has become more difficult for people to focus on long-term goals. They have to be not internally, but externally oriented.

Based on the foregoing, it can be argued that the main feature of the approach of public relations specialists to determining the target audience is to establish how certain groups of people are included in the situation and how the situation affects them. This enables peers to develop and effectively implement intervention programs in problem situations.

That is why, in the practice of public relations, the ranking of the weight of a particular group of the public in the life of a particular organization in a particular period of time is of great importance. Depending on this, under certain circumstances (problem situations), a priority, that is, a target group of the public, which moves into the focus of the organization's PR efforts, can be determined.

§one. Principles of successful interaction with target audiences

For the successful organization of PR activities, it is not enough just to determine the target audience and its characteristics. It is necessary to develop an interaction strategy taking into account the specifics of each audience. In PR communication, every detail counts. All actions should be aimed at creating a positive attitude of the target groups.

In order to have a clear idea of ​​the position of priority audiences, a peer-reviewer must develop sensitivity to each of them, be able to enter into their position and ask himself: if I belonged to this group, how would I act in such circumstances? Having developed such a habit, an ethic of attitude towards the target group, the peer man has more chances not only to build a plan for working with it in rapidly changing circumstances, but also to accurately select the most effective channels of communication with its representatives. At the same time, it must always be remembered that the hierarchy of the target groups of the public of any organization never remains constant. It can vary significantly depending on the circumstances.

Practitioners of public relations, especially representatives of organizations (corporations, firms, political and public formations), constantly and carefully refine the lists of the target audience, identifying those groups that may have exceptional weight for the implementation of a particular program. Groups that are not priority, but which may also be affected by the implementation of the organization's program, are also monitored. With complete and accurate information about each of them, the organization can neutralize in a timely manner undesirable consequences for such peripheral groups.

The reasons for singling out public groups are as follows:

Identification of all groups of people related to a particular PR program;

Setting priorities within a given budget and allocated resources;

Choice of media and methods of their use;

Prepare communications in an acceptable and effective manner.

There are some consequences if the target group of the public is not singled out (not defined).

In an effort to attract the attention of too many groups of the public, efforts and funds can be distributed indiscriminately.

The same message can be sent to different categories of the public, regardless of how it applies to each of them.

The work is not regulated, as a result, it is impossible to achieve the most efficient use of working time, materials and equipment.

Goals may not be achieved.

The management (or the client) may be dissatisfied with the lack of results, which is entirely justified, since the results obtained are intangible or, even worse, indicate a waste of money or that the PRO is incompetent; such a specialist will lose his job, and if we are talking about an external consultant, then future orders.

When target groups are identified and their character traits studied, it is advisable to divide these audiences according to the principle of interest into: a) the main group to which the PR campaign is directed and for which it is carried out; b) an intermediate group that has direct contacts with the main group and can provide information, and also has its own opinion about this information and attitude towards it; c) a facilitating group that shares an interest in conducting a PR campaign and can provide real assistance; Then it is necessary to identify the degree of awareness of the target groups. The PR Specialist needs to know:

The level of awareness of each group about the organization, its products and services; - assessment of the organization's image; - past and present behavior of the target groups in relation to the organization.

Forming the opinion of the target audience can be successful only when creating a benevolent atmosphere of market interaction. The key element of this atmosphere is trust, without which business cooperation based on mutual understanding and common interests is impossible. The main components of trust are: constructive cooperation, mutual benefit, ethics of freedom of behavior and responsibility, sincerity, openness and consent.

§2. Forms of establishing contact with the target audience

During the PR-event, to achieve the desired result, all methods of attracting the attention of the public are used. Effective impact can be achieved only if all existing communication opportunities are actively used.

The attention of the target audience begins to act from the moment a PR message appears. To keep attention means to overcome the barrier of psychological protection, the barrier of indifference, the barrier of ignorance (ignorance). Retention of attention is achieved by skillful use of the factors of its attraction:

Surprise (paradox) of the slogan, main idea, argumentation of the appeal, illustration (with allusions to the scandalous situation, reputation, etc.);

Novelty (technical innovations, scientific achievements, original combination of known things into a modernist design, etc.);

Humor in the form of witticisms, jokes, anecdotes, caricatures, cartoons, collages;

The opinion of celebrities and "stars" of mass culture, classical art;

Design contrasts (non-traditional combinations of colors, paints, compositional and design elements);

Connection of audiovisual effects (music, sounding word, noise, video sequence).

Understanding a PR appeal as the next stage after attention has "worked" is possible if the target audience easily perceives the language, style, figurative and logical system of the text. The way of life, the style of life relationships, must be the same for the communicator and the audience, so that you can count on mutual understanding. Violation of this condition, the inability of a PR specialist to adapt to the lifestyle of the target audience leads to misunderstanding, to the “turning on” of a hard filter for assimilation of information.

If public speaking helps to attract the attention of the audience, to interest it, then further direct communication creates a feeling of involvement in the problem among people.

Various PR events can serve as forms of communication with the audience.

Public relations distinguishes: 1) natural events - events occurring in the life of each organization can be considered as a tool for PR and can serve as a reason to reach out to key public groups or to conduct specialized events based on them. 2) specially organized or special events allow strengthen the effect of all PR tools and technologies. The action of special events is enhanced by a touch of sensationalism, originality. Specially organized events differ in types, occasions and norms. The reason may be a sensation, an election campaign, the discovery of an invention, reforms, etc.

The types of special events include: sports-event, spectacle, competitions, celebratory events, historical events and more.

The form of these events depends on the nature and composition of the target group. These can be both official celebrations, such as receptions, presentations, buffets, and informal meetings with the public in a relaxed atmosphere.

Interaction with the audience is carried out using methods of direct and indirect influence. Direct impact means directly informing people. With indirect information about the product and reputation is given by analysts, investors, bankers and the media, authoritarian people whose opinions are trusted.

The choice of channels for disseminating information is also of great importance.

When choosing means of channels for PR communications, the following requirements should be taken into account:

1) information / communication should be delivered to the target audience in the shortest possible way.

2) channels should cover all or most of the target audience.

3) channels of information should complement each other.

Interaction with the target audience implies the obligatory presence of feedback.

Thanks to it, it becomes possible for the main participants in the PR to obtain comprehensive information about the reaction of the target audience to the signals received, taking into account the totality of all factors of the general background of the social situation. social environment. implies the presence of various interferences in the form of information barriers that prevent the smooth passage of information. The information obtained may influence public opinion. The opinion of the audience is studied by content analysis, which allows you to reveal hidden meanings and determine the mood of a particular segment.

The most commonly used form of the survey, which is of two types: 1) questioning; 2) interviewing. The questionnaire is a certain number of questions united by one goal. Questionnaire questions are classified according to the content and given design. Interviewing is also carried out in various forms.

Forms of audience interaction are chosen by PR specialists after a thorough study of "their" target audience and its specifics. And also taking into account the objectives of the PR-event.

Public relations never works with an "abstract" public. Any public should first of all be divided into groups and decide which groups of the public the campaign is interested in, and then look for adequate methods of influence.

Research and practice show that most efficient have information designed for a specific target audience.

This is where any PR campaign starts.

The public can be divided almost indefinitely, singling out smaller and smaller target groups. Train passengers, Most-Bank depositors, yogurt buyers, State Duma deputies, newspaper street sellers, residents of the Zavodskoy district, university professors - all these people represent different groups of the target audience.

Thus, for a particular organization, each group will be made up of completely different people.

In this paper, the concept of the target audience in PR was considered. The target audience is defined as the part of the general public that is most interested in a particular PR activity.

The main characteristics of the target audience are: gender, age and income. In the future, the target audience can be determined by social position, lifestyle, habits, media preferences and other factors, the number and types of which depend on the specifics of the constituency.

Determining your audience segment is one of the main goals of PR activities. Proper selection of the target audience is a guarantee of the effectiveness of the event.

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Determining and searching for the target audience of a product is one of the main business issues. The correct answer to it guarantees the success and profitability of the enterprise. If there is an accurate idea of ​​who is the consumer of products or services, his character, habits are determined, then there will be no problems with the selection of the assortment, the development strategy of the enterprise.

Consider examples of interaction with the target audience of some companies.

1. How Nestle found a new segment of the target audience

Nestle surveyed more than 2,000 respondents in order to segment the light snack market. As a result, 30,000 “possible reasons to eat” were identified, on the basis of which the exact target audiences of various products were found.

In particular, studies have shown that expensive boxes of chocolates, which are usually promoted as gifts, have such a target audience as "depressed chocolate lovers" (in Nestle's terminology). These are young women who love chocolate and buy it to unwind when they are depressed or miss their evenings at home. The taste and quality of chocolate is very important to them, so they choose sweets in expensive boxes.

In addition, for them it is a way of self-affirmation and self-esteem. Orientation of advertising promotion to this target audience has significantly increased the sale of expensive boxes of chocolates. The example shows the need to accurately represent the nature of the consumer. It also shows that there is no need to be afraid to “narrow down” the target audience of the product. On the contrary, the narrower the segment, the clearer you can build a promotion strategy. Accordingly, the cost of promotion will be significantly reduced, and sales will increase.

2. Suppose you are building a positioning concept for an airline company. The target audience of such a company is divided into three parts, respectively, the campaign will focus on these three parts: Students aged 18-25 who buy cheap tickets. This is the "lower part" of the fourth, mass audience. It is important for them that it is cheap, fun and fashionable. In short, we had fun, and at the same time flew. They will be inspired by the use of the image of a curvy stewardess, the distribution of beer without restrictions, trendy music in headphones, action movies on the screen and a cheerful party with a lot of interesting guys and girls on the seats nearby. Businessmen aged 40-50 fly expensive business class on business. This is the first audience with high and super-high earnings, although it is possible that among this audience there are also persons from the third category. One way or another, a wide selection of drinks and menus, a separate room behind a curtain, an opportunity for work: a socket for connecting a computer, a comfortable table are important for these people. As business people, they consider the profitability of the flight and look at the price / quality ratio and buy a partnership with transport company in transporting yourself to the right place for the right money. Pensioners over 60 fly to children abroad "cheaply to visit." This is also the "lower part" of the fourth, mass audience, but it should be clarified: its requirements for the company's product and services are strikingly different from the requirements of students. It is important for pensioners to fly simply (so that it is easy to navigate in time and space, no flight transfers, everything is simple and does not require effort), comfortable (a blanket, a large distance between the seats so that you can stretch your legs, a comfortable chair, etc.) and most importantly, quiet. Their dream flight is a cheap, non-shocking flight in the non-smoking front of the cabin under a warm blanket in an ergonomic chair, a caring stewardess in a nurse's uniform and a dietary lunch. And all these people, mind you, will fly in the same plane. As you understand, they do not buy a ticket, but the sensations during the flight. For these three categories, it is obviously necessary to make three different images of the company.

Thus, the selection of the target audience and segmentation of the market allows you to communicate more effectively with representatives of different segments. At the same time, you can figure out how to position a new or existing product, how best to “communicate” it to consumers who adhere to a certain lifestyle (probably, the efficiency here is higher than using demographic indicators alone). The main idea of ​​the method is to look beyond the standard variables, present the product in accordance with the actions, hopes, fears and dreams of the target audience.

3. In electoral PRs, the target audience is those voters who can potentially give their preference to a candidate during an election. And those who have the opportunity to "buy" them, which is also not unimportant ... A candidate cannot please all voters, if this were the case in practice, then the candidates would gain 100%, which does not happen. Almost all basic operations of political marketing are tied specifically to the target audience - the development of the candidate's image, positioning, campaign materials, the entire complex of candidate promotion - from the stage of nominating a candidate to the date of the election. Everything is done for the target audience, for "our voters". And accordingly, electoral success or failure is also determined by the parameters (recognizability, electability) in the target audience. Which confirms the election day.

Before planning an election campaign, one of the most important tasks is to determine the target audience, writing a "portrait" of the voter. Practice shows that campaign materials designed for a specific target audience are most effective. The exact "address" allows the voter to quickly select the information of interest to him from a number of all candidates and orient himself in numerous political announcements

The object of the effort is not all voters, but only those who can be persuaded to give their vote to a candidate. Opinion polls will help determine the contingent of potential supporters. Don't waste your energy trying to influence voters who will almost certainly not support the candidate.

The fact is that most of the voters - both those who can be persuaded to vote for a candidate and those who cannot - are tired of politics and no longer pay attention to it. Very often they are annoyed by the mere mention of politicians, political campaigns and parties. In any argument, they are ready to see exaggerations, slander and lies. At best, they heard about the candidate out of the corner of their ear. They may not like him just because he is a politician and blame him for something he never did. Today, it is no exaggeration to say that many voters are cynical, frustrated and hard to convince. swing voters

The swing voters are precisely the part of the electorate that determines the outcome of the elections. They usually make the final decision just before or on the very day of voting. The number of such voters is from 15 to 30 percent, and the main efforts should be focused on them. Careful “targeting” must be carried out before launching a campaign. Stable electorate

A stable electorate, also called “permanent voters”, votes depending on the party affiliation and on the position of the candidate on any issues and, thus, makes the final decision already at an early stage of the campaign. The goal here is to keep these people interested in the campaign, to keep them satisfied with their decision, and to create an incentive for them to go to the polls on Election Day.

Of course, competitors also have their own stable electorate. No need to waste energy in vain, trying to convince "foreign" voters. But since supporters of this candidate and supporters of other parties live nearby, the efforts that are made to influence their voters may indirectly affect the rival's stable electorate. The main thing is to minimize the waste of resources for other purposes and build the campaign in such a way that more "necessary" voters come to the polling stations on voting day.

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