Let’s pick up where we left off. Part 2 is all about the following elements of the PR plan:

• Target Audience (put the bullseye on their backs)
• SWOT Analysis (again, no one has called 911)

Target Audience: That’s right folks… line ‘em up and put the bullseye on their backs. I don’t mean to just aim for males or females, old or young. You have got to be specific. The more specific you are about the audience your PR plan is targeting, the more focused your message will be and the more successful it will be. Your target audience should be broken down into two specific categories:

• Demographics: Your demographics is beyond male and female. It is about some much more. Be age specific – this isn’t just old vs. young, it is a specific age group; for example: 18-25. Know their location & climate — these factors have an important effect on the audience you are reaching [keep in mind how different climates can be in varying locations – Alaska and California aren’t in the same realm). Other key demographic areas to look at: Race, Income, Education & Employment. The more specific you are in outlining your target audience, the easier it will be to cater your message around them.
  
• Psychographics: Psycho, who? The psycho side of your target audience is their social side. You will want to narrow in on the social class, lifestyle, behavior, opinions and values of your target audience. Explore what underlies your original assumptions about them and see why this specific characteristics exists in them as a target audience.
  

SWOT ANALYSIS – no one has called the emergency teams in… but we do need to get to the bottom of the whole SWOT idea. SWOT consists of 4 important elements of your PR plan that will definitely get you thinking about where you are, where your competitors are and what you can do to capitalize.

• Strengths: What does your company have going for it? What are you doing right? Be positive and make sure you highlight “the good stuff.” You want to list the items that are working in your favor and that are a strength for your business.
• Weaknesses: This is where you want to talk more negatively, but be constructive. What are the current weaknesses your business has; what is standing in your way that will stop you from being successful? You want to highlight all the hurdles that are standing in your way.
• Opportunities: This is where you highlight what opportunities lie ahead. Opportunities are just that … areas where you have the opportunity to capture an audience, grow your business, take hold of a niche market, gain market share, etc.
• Threats: These are the things standing in your way – this is what could keep you from being successful. This could be another company or campaign. It could be a reputation or a idea in society that could damage or hinder your plan. Explore deep on this one. You want to get to the bottom of what is threatening your success — otherwise, its kind of like you are walking blindly into the light!

Again, the information is flowing this week, and you’ve got a lot to digest.

Your homework for this week is to have your Target Audience and SWOT Analysis completed. We’re half way done the plan, so stay tuned for more.

Wacky Wednesday in the PR House is a multi-part series that will be brought to you weekly (on Wednesday, of course). Over the next few weeks I will help you develop your PR plan. After that, Wacky Wednesdays will still be days for advice and knowledge on how to make your PR, marketing and advertising efforts better. Stay tuned… there’s more to come!