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How do you prioritize your Public Relations audiences?

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Public Relations (PR) is all about building and maintaining relationships with your key stakeholders, such as customers, media, investors, employees, and community. But how do you decide who to focus your PR efforts on, and in what order? Prioritizing your PR audiences is a crucial step in developing an effective PR strategy that aligns with your goals and resources. Here are some tips on how to do it.

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Eunice Asantewaa Ankomah, MCIPR, CDFP

Award winning PR & Communications Professional || Fintech || Digital Finance Consultant || ESG & Sustainability ||…
Cynthia C.

CEO @ POSH CONCEPTS PR | Certified in Media Relations, Business Communications Expert
Rahul Mandal

Founder & CMO @Branding Area

1 Identify your PR objectives

Before you can prioritize your PR audiences, you need to have a clear idea of what you want to achieve with your PR activities. Do you want to raise awareness, change perceptions, generate leads, or enhance loyalty? Your PR objectives should be SMART: specific, measurable, achievable, relevant, and time-bound. They should also be aligned with your overall business goals and values.

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Eunice Asantewaa Ankomah, MCIPR, CDFP

Award winning PR & Communications Professional || Fintech || Digital Finance Consultant || ESG & Sustainability || Digital literacy & Financial inclusion Advocate
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Be guided by your PR objectives. I prioritize my PR audience based on the particular PR objectives. I use the stakeholder mapping approach to map out all stakeholders key to my organization. Now, depending on the message and the intended purpose, I select the stakeholder and work towards achieving the set PR objectives

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Cynthia C.

CEO @ POSH CONCEPTS PR | Certified in Media Relations, Business Communications Expert
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PR audiences are generally segmented by interest area, topic, alignment with PR audience, and message that is being conveyed by the news ??? being shared.

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Rahul Mandal

Founder & CMO @Branding Area
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Unique Value Proposition: Craft an event with a distinctive theme, exclusive content, or valuable insights that align with their interests.

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DAVID BRIMM
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It's not up to the PR practioner to identify a target audience, it's an agreement between the agency and the client. Reach existing customers or stake holders, or reach new customers and markets? Then create the PR program to accomplish the goals set.

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2 Segment your PR audiences

Once you have your PR objectives, you need to identify who are the groups of people that can help you achieve them. These are your PR audiences, and they can be segmented based on different criteria, such as demographics, psychographics, behaviors, needs, preferences, or influences. Segmenting your PR audiences helps you to understand their characteristics, motivations, challenges, and expectations, and to tailor your PR messages and channels accordingly.

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3 Evaluate your PR audiences

After segmenting your PR audiences, you need to evaluate them based on two factors: importance and influence. Importance refers to how relevant and valuable each audience is to your PR objectives. Influence refers to how much each audience can affect your reputation, credibility, and performance. You can use a matrix or a scoring system to rank your PR audiences based on these factors, and to identify the ones that are most critical and influential for your PR success.

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Rahul Mandal

Founder & CMO @Branding Area
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overnment and Regulatory Bodies: Stay informed about relevant policies and regulations that can impact your business. Engage with government officials and regulatory agencies to address concerns and contribute to policy discussions.

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4 Allocate your PR resources

Based on your evaluation, you can prioritize your PR audiences and allocate your PR resources accordingly. Your PR resources include your time, budget, staff, tools, and media. You should focus your PR resources on the audiences that have the highest importance and influence, and that require the most attention and engagement. You should also consider the cost-effectiveness and feasibility of reaching each audience, and the potential risks and opportunities involved.

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5 Monitor and adjust your PR priorities

Prioritizing your PR audiences is not a one-time task. You should monitor and measure the results of your PR activities, and the feedback and responses from your audiences. You should also keep an eye on the changes and trends in your industry, market, and society, and how they affect your PR objectives and audiences. You should be ready to adjust your PR priorities and resources as needed, to ensure that you are always delivering value and relevance to your key stakeholders.

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Rahul Mandal

Founder & CMO @Branding Area
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Primary Stakeholders: Identify key audiences critical to your PR goals, such as customers, investors, and employees. Tailor messages to meet their specific needs and concerns.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Rahul Mandal

Founder & CMO @Branding Area
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Media and Journalists: Cultivate relationships with media professionals who cover your industry. Provide them with timely, newsworthy content and exclusive access to build credibility and visibility.

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Nakul Ghai

Linkedin Top Voice | Strategic Global Communications, Public Relations & Corporate Affairs Practitioner | DU | IIMC | MICA
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Honing the skill of audience prioritization is like wielding a strategic compass. Success hinges on recognizing, segmenting, assessing, allocating, and tracking audiences with precision. Whether the goal is awareness, perception shift, lead generation, or loyalty, knowing whom to target and how is paramount. My approach? I merge data-driven insights with strategic finesse. I identify key audience segments aligned with PR objectives and available resources, ensuring each outreach is efficient and impactful. In PR, it's about more than just reaching people; it's about forging connections that leave an enduring mark. This focus on audience precision sets me apart as a specialist who delivers tangible results in the PR landscape.

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How do you prioritize your Public Relations audiences?

1

2

3

4

5

6

1 Identify your PR objectives

2 Segment your PR audiences

3 Evaluate your PR audiences

4 Allocate your PR resources

5 Monitor and adjust your PR priorities

6 Here’s what else to consider

Public Relations

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How do you prioritize your Public Relations audiences?

1

2

3

4

5

6

1 Identify your PR objectives

2 Segment your PR audiences

3 Evaluate your PR audiences

4 Allocate your PR resources

5 Monitor and adjust your PR priorities

6 Here’s what else to consider

Public Relations

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