Audience Research for 5 Bridges

#audienceresearch #audienceexpansion #strategiccommunication #demographics

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General Research Important Tips

One of the most important facets of the public relations field is the role of research, especially audience research. What separates PR content from other mass communication is its emphasis on adding the strategy to ‘strategic communication,’ which requires the practitioner to do its due diligence in researching before, during, and after a campaign.

“Research is foundational to the strategy of strategic communication”

There are many different aspects of a campaign that require research before proceeding including audience, marketing tactics, medium choices, competitor analysis to name a few. Arguably the most important is research on your target audience. If you do not understand your audience, you will not reach them effectively and your campaign will be a flop.

Research allows us to “understand [audience] beliefs and values” which allows us to “engage in dialogue with publics” (Saylor Academy, pg. 77, 2012).

It is important to remember that not all members of your target audience are going to think and behave the exact same way. In fact, since most general audience groups are only “aggregates,” meaning they are only mixes of individuals “with perhaps nothing in common” except your bonding characteristic including them in this particular audience group, it is important for practitioners to try to get as specific as they possibly can with their target audiences (Smith, pg. 156, 2021). You would utilize your in-depth research into your publics to create these ultra-specific groupings.

Some useful databases for general demographic data:

• Pew Research Center

• US Census American Fact Finder

• PsycINFO

When exploring audiences look for things like:

• Education level

• Communication preferences (email, social media (which social media site), physical mail, newsletters, etc)

• Economic status

• Political affiliation

• Race and ethnicity

• Interests and hobbies

  • Ex. Let’s say you run a local coffee shop and bakery and are looking to raise awareness outside of your usual clientele. From your research, you have found a local Facebook group for poetry slam enthusiasts. You could target this new group by reaching out to this Facebook group to hold a slam at your shop with discounts for everyone who gets up to share.

New Target Audience Research

For a brand like 5 Bridges, which is currently wanting to expand into untapped markets, audience research is especially important. As you look for where to begin with expansion, ask yourself “Is there a gap in what the market delivers and what your customers want” (5 tips, n.d.). Figure out how your organization can fill the gaps of potential new consumers. Know what your organization’s niche is and find audiences that are in need of your specific niche.

It can be extremely difficult to branch out and find new publics, so research into the demographics, psychographics, and behaviors of these audiences will be necessary to effectively reach them and successfully raise a campaign.

References

Saylor Academy. (2012). Chapter 8 Public Relations Research: The key to strategy. Public Relations Research: The Key to Strategy. Retrieved February 10, 2022, from https://saylordotorg.github.io/text_mastering-public-relations/s09-public-relations-research-the-.html#:~:text=Research%20is%20an%20essential%20part%20of%20public%20relations%20management.&text=Research%20allows%20us%20to%20engage,and%20policies%20of%20the%20organization.

Smith, R.D. (2021). Strategic planning for public relations (6th Ed.). Routledge.

5 tips for expanding into New Markets. TechDay. (n.d.). Retrieved February 10, 2022, from https://techdayhq.com/community/articles/5-tips-for-expanding-into-new-markets