文档介绍：Copyright ? Allyn & Bacon 2008 Chapter 8: Chapter 8: Reaching the Audience Reaching the Audience This multimedia product and its contents are protected under copyright law: ? any public performance or display, including transmission of any image work; ? preparation of any derivative work including the extraction, in whole or in part, of any images; ? any rental, lease, or lending of the program. Copyright ? Allyn & Bacon 2008 Overview Overview ?? Nature of the public relations audience Nature of the public relations audience ?? Target markets and other emerging audiences Target markets and other emerging audiences ?? Matching the audience with the media Matching the audience with the media ?? The print media The print media ?? The spoken and visual media The spoken and visual media ?? Online media Online media Copyright ? Allyn & Bacon 2008 Public Relations Audience Public Relations Audience Characteristics Characteristics ?? Diverse Diverse ?? Visual orientation Visual orientation ?? Single issues support Single issues support ?? Emphasis on personality and Emphasis on personality and ““ celebrity celebrity ””?? Distrust of authority Distrust of authority ?? Internationalization Internationalization Copyright ? Allyn & Bacon 2008 Target Markets and Emerging Audiences Target Markets and Emerging Audiences Target markets Target markets ?? Senior market Senior mar