Kourtni's Blog

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Chapter 11 June 16, 2010

Filed under: Reading Notes — kourtnilee @ 7:45 pm

Chapter 11 notes from Public Relations: Strategies and Tactics.
cultural_diversity

Generalizations made about audiences today:

  • diversity is the most significant aspect of the mass audience in the United States
  • the international audience for public relations has expanded swiftly
  • technology can be used to segment the mass audience and compile related valuable information
  • the public is increasingly visually oriented and seems to have a shorter attention span
  • audiences are increasingly taking controls of information streams
  • fervent support is generated for single issues
  • heavy emphasis is placed on personality and celebrity
  • strong distrust of authority and suspicion of conspiracy can arise from sensationalistic investigative reporting

Generation Y (born after 1980…this is where I roll!):

  • it has been projected that Gen. Y will spend 23 years online, which will have some interesting impacts

Generation X (born 1965-1980…my parents are even to old for this one!)

  • Baby Boomers (born between 1946 and 1964…hi mom and dad!)
  • they comprise a market of 76 million people (28% of US population)

* “Those wishing to be successful in the market can’t ignore the boomer numbers, the wealth, and the spending power they have” – Pat Conroy, vice chairman of consumer business practices for Deloitte and Touche accounting firm

Seniors (men and women 65 years or older, although the AARP include everyone that is over the age of 50…wow, huge difference)

  • financially, they are better off than the stereotypes suggest
  • the Census Bureau found that people ages 65 to 74 have more discretionary income than any other group (median assets = $108,885)

Hispanics:

  • the average person listens to 26-30 hours of radio per week (13% more than the general population)

Asian Americans:

  • Calif. is home to 70% of the US’s more than 650 Asian-American focused tv channels, radio stations, and newspapers. San Francisco’s population is 19.2% Asian

**PR professionals must be aware of emerging audiences and pay attention to them (catholic/evangelical groups, gay/lesbian community, disabled, and women)
Supermoms: (5.4% of mothers)

  • have at least 75 friends with whom they keep in touch
  • give their friends advice on what to buy and restaurants to try
  • spend at least nine hours a week on the internet
  • participate in online chats and discussion
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