SCfN Chapter 3

Conducting Research and Targeting Audiences

This chapter has made it clear that it is important to define your target audience before beginning any major planning. This is important because you want to be successful in reaching the majority of people who will be the most interested in what you want or have to say/offer. When choosing your target audience, make sure you consider:
-age
-race
-ethnicity
-political party affiliation
-marital status
-average income
-occupation
-education
-geography
-health
(the list can go on and on)

For our Safe Harbor projects, our target audience is males and females, ages 16-24, in Upstate South Carolina. We are planning to reach out to this target audience through social media and flyers around Clemson's campus.

I did not really understand the "cluster" aspect of grouping target audiences until I read "birds of a feather flock together" when used in describing a cluster analysis. That makes a lot of sense because those who share similar characteristics and demographics will usually be drawn to the same events and products.

Simple projects that can enhance the implementation of a communications plan:
-media trend analysis (data on media coverage of your organization and issues)
-taking stock of public opinion research (determine if you want to keep those who support you, win over those who do not, or raise overall awareness)

Media trend analysis; aspects of reporting:
-story placement
-tone
-bylines
-messengers/spokespeople
-messages

*Media trend analysis is important because you can see if your messages are being both sent AND received how you intended, and if they are reaching your target audience.

Media trend analysis and public opinion research can also be a way to prove to your boss at the end of an event that your hard work paid off because X number of people heard about your organization through the media and X number of people attended the event and enjoyed it!!!

Public opinion polling: Quantitative research (polls and surveys)

Perks to quantitative public opinion polling:
-get info. for message development
-measure public awareness of your organization
-quantify people's levels of support and reactions to test messages
-identify target audiences

Qualitative research
-focus groups
-IDIs (in depth interviews)
-online research (chat room or bulletin board formats)
-instant-response dial sessions

POLLS CAN BE EXPENSIVE :(

Low-cost alternatives:
-online resources (The Roper Center, NORC, GSS, Cloakroom)
-internet-based public opinion research (Harris Interactive)
-omnibus polls (Caravan)

All in all, know who you want to reach, then research the most effective way to reach them!!