Xavier Prabhu has touched the right chord. Knowing TA is the primary
task for any PR or advertising effort. But yes, how many of us know
who are the TA. In PR, the term 'public' itself means all those
stakeholders that are engaged with an organisation, both within and
without. They are the reason for any campaign or communication.
Questions need to be asked are, who are these TA? What is their
psychographs? What are their demographic attributes? What media they
consume? And what we want them to do - whether to purchase a product
or just feel good about a corporate.
Once we know our TA, it becomes apparent that what media to chose.
Xavier Prabhu aptly points out that there is whole lot of wastage in
newspaper advertising, and even PR efforts, if we are just blindly
following the flock without understanding what results we are looking
at and from whom?
CJ
CorePR
--- In prpoint@yahoogroups
>
>
> Dear Sanjay,
>
> great question and ironic that an advertising veteran asked this
question without asking that himself. please note here have no bias
here being a PR person and am not the rabid ones who consider
advertising and PR are chalk and cheese.
>
> but with my stints in both advertising and PR for a while now can
say one thing with absolute confidence. who is the target audience and
how sure are we in reaching that target audience is a question that
begs and answer and is not scientifically answered by any major
communication tools be it advertising or PR.
>
> let me give you an example. An agency brings out a full page ad. in
The Hindu. who is the target audience the ad. is targeted at? the
newspaper reader??? which segment of newspaper reader? what surety is
there that, the focus audience amongst the newspaper readers is
reading that page? and how does on even know that the reader read the
ad. today? ditto for the coverage in the paper obtained by the PR firm
taking the editorial route.
>
> TAM/People meter/IRS are all numbers which speak of reach which is
like saying India has one billion consumers. The whole point is, is
your message reaching your consumer/TA?
>
> It is a challenge shared by all communication functions and not PR
alone. we have a logn way to go but every professional across
functions understands the importance of getting there.
>
> To use steven spielberg analogy, it is the holy grail for
communications. and ofcourse the famous Ogilvy quote- we know 50% of
advertising is waste. we just dont know which one?
>
> Again am more a communications professional and not a PR
professional and would be a pity if my views were to be seen in the
advertising Vs PR context.
>
> regards,
>
> Xavier Prabhu
> PRHUB
>
>
>
> today most advertising agencies place advertisements in dailies and
commercials in TV
>
>
>
> To: prpoint@...: sanjaym@...: Thu, 24 Jul 2008 12:15:15
+0530Subject: [prpoint] Who is the target audience for PR professionals?
>
>
>
>
>
> Dear All,
>
> Recently at one of the forums a veteran of the advertising industry
asked a pertinent question . "Who is the PR targeting?" . This simple
question fumbled the PR agency , they struggled for an answer . The
agency had done a good job at changing the perception of targeted
journalist as per their perception study they presented about an
organization , the scores were good on all counts top of mind recall ,
management perception understanding of positioning etc . Yet the
question was whether this helped the organization in any way .
>
> The question by the advertising veteran raises a point "is media the
target audience" , is "public the target audience" – if so "who is the
public , are organizations fooling themselves and getting a ego boost
by getting covered in the print media ? Some PR agencies still go
around flashing advertising worth of print coverage , "does getting a
few lines in the papers on a news item change public perception –
again the important question who is "public" ?
>
> Can media/journalist be the target audience for PR and how would
shifting of media perception help the organization? The related
problem as has been pointed earlier are PR agencies only good at media
relations ?
>
> Warm regards
>
> Sanjay Mudnaney
>
> Sanjay Mudnaney
> AGM Corporate Communications
> Mastek
> M +91 9821876559 , D + 91 22 28247745
>
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