Audience, Audience, Audience!

Real estate agents have always had the motto, “Location, location, location.” Today, I’m giving communication professionals a motto of our own: “Audience, audience, audience.”
Audience selection guides a number of decisions as we assemble and execute a communication plan:

• What key messages do we want those audiences to hear? Even when announcing the same thing, two different audiences may want or need to hear different messages.
• What is the best way to reach my audience? Maybe your audience should be targeted through the news media or a blog. Maybe you can reach them directly through an e-newsletter.
• What will get the audience’s attention? A well-crafted plan takes its audiences’ needs into consideration. And remember that reporters keep the audience in mind; they want material that is of interest to their readers.

Just like buying the beautiful condo that’s right next to the hog fat rendering plant, filling the air with its aroma, can you imagine sending a release about the new Grand Theft Auto video game to American Bee Journal?

Remember: audience, audience, audience.

-- Alicia DeMatteo