Most public relations professionals are able to work hand-in-hand with the business owner or marketing department in order to determine the targeted audience they are trying to reach.
This is a very key element to ensure proper messaging connects with the customer base.
However the task of defining that audience, and the related message, can become cloudy especially if the business has multiple targeted segments.
Many high-tech firms face this dilemma. Often their point of contact with customers and prospects begins with general staff, evolves to the CIO, and then includes the CFO and even CEO.
Each of these target groups read and respond in different ways.
General staff may read the industry trades, blogs and online publications, and attend events to find out about the newest trends and hot products.
CIOs may read the industry trades but also look at other publications which are more management oriented. Their goal is to find new products, maintain/hire staff and locate services which make their department more efficient from both a technical as well as financial standpoint.
CFOs obviously have the bottom line financial responsibility for the company. They are interested in what the investment in any new product costs and how it can help save money in the long term. They may glance at the trades but are also interested in financial publications which address many of the issues they currently face.
CEOs have the mile high view of the organization. Their goal is to advance the company in line with their long-term growth and operating goals. Many will have to sign-off on major investments in technology. Reaching these executives may involve some industry trades but also more high-end executive level publications and general business magazines.
Some research and solid analysis can help determine each audience segment.
Messages can then be created to connect with each audience at their particluar level.
Tailoring the campaign and message for each of these audience segments is the secret sauce which will determine the overall success of your campaign.