Posted by: Sarah Kemp | April 7, 2009

Chapter 11

Reaching a Multicultural and Diverse Audience

In Chapter 11, it discusses different types of audiences and different media and tactics to reach the different audiences. It also talks about different way used to reach out to them.audience.. The text book defines audiences as, “A complex intermingling of groups with diverse cultural, ethnic, religious, and economic attributes whose interest coincide at times and conflict at others” (p. 276)

In Public Relations, many people will generalize audiences into categories to make it easier for their campaigns to direct towards a certain generalization. Our Chapter discussed some generalizations that can be made about audiences today…

  • Diversity is the most significant aspect of the mass audience in the United States. Differences in geography, history and economy among regions of the sprawling country are striking.
  • Women are an important group because they make more than 80 percent of purchasing decisions.
  • Audiences are increasingly taking control of information streams. Audiences determine what content will be delivered to them as well as when and where. For example, the with use of cell phones, you can keep up to speed with real-time updates to game scores. With TiVO you are able to watch a television show when it is convenient for you!
  • Public Relations professionals recognize the importance of the youth market. Today’s youth market has over $350 billion of purchasing power.  The youth will 1/3 of their lives on line.
  • Health issues are most likely to interest the “baby boomer” generation.

Using Age Groups is another tactic used in PR in order to reach a variety of audiences. Although the demographics of the United States changes frequently, the ages markets are: youth & young adults, baby boomers, and seniors. I found it very interesting that the youth and young adult market is the largest market. The youth market is mostly identified as Generation Y (GY) or Generation X. Because of the electronic media and mass media that these generations use heavily, they have also be known as E-Generation.

The Fortino Group (Pittsburgh) projects that the Y Generation will spend 23 years online… WOW!

With all the information discussed in this chapter, it is obvious that knowing this information will help to further a PR practitioners career, because this will help you to be able to reach the audience you want to reach. With technology it is now possible to put audience members into groups and communicate best with them. Communication with your targeted audience is an essential aspect in Public Relations.


Notes from: Public Relations Stategies and Tactics (9th ed.) by D. Wilcox, G. Cameron.



  1. I love the pictures and captions you added to your blog!

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