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Identifying your target audience will help you craft a press release they will be eager to read, thus increasing the success of your press release.
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Quick reference
Identifying Your Target Audience
Identifying your target audience will help you craft a press release they will be eager to read, thus increasing the success of your press release.
When to use
Identifying your target audience before starting to write your press release is crucial to making sure that what you write is relevant to both the media and the public.
Instructions
While crafting each and every word of your press release, you need to have clear in mind the editors and journalists who will be publishing it as well as your customers and readers. This will ensure that it is relevant to them.
To help you identify your target audience, you can ask yourself some of the following questions:
- Who needs/want my product?
- Why is my piece of news relevant to them?
- How can I make my piece of news of interest to them?
- What do they want to hear?
You need to reach people who will be interested in your product, service or news:
- Take the time to find out which publishers, editors and journalists are prominent in your industry or cover your line of expertise.
- Check the audience of your competitors, as your audience may be very similar.
- 00:04 Identifying your target audience before starting to write your
- 00:08 press release is quite useful.
- 00:10 In fact, it's crucial.
- 00:12 While crafting each and every word of your press release,
- 00:16 you need to have it clear in mind who the editors and the journalists are that
- 00:20 will be publishing, as well as who would be the customers and the readers
- 00:26 because this will actually ensure that it's gonna be relevant to them.
- 00:29 Now let's look at narrowing down our target audience.
- 00:34 Seth Godin wrote that, if your target audience is not listening,
- 00:37 it's not their fault, it's yours.
- 00:40 Now, this quote really shows the challenge of being relevant to your target audience.
- 00:45 Now to help you with this, you can ask yourself a couple of questions.
- 00:49 For example, who needs and want my product, or
- 00:53 why is my piece of news relevant to them?
- 00:57 And then, how can I make my piece of news of interest to them?
- 01:01 And then, what is it that they want to hear?
- 01:06 So let's consider an actual example of this.
- 01:09 You need to write a press release about the interior design software
- 01:14 that your company has just developed.
- 01:15 And it's taken about 18 months to perfect the software, but
- 01:20 now it's ready to launch.
- 01:22 So your press release needs to be aimed at people who are interested
- 01:25 in interior design.
- 01:27 So, professionals in the field and magazines or
- 01:30 publishers that will cover interior design in their publications in their blogs.
- 01:35 If you send this press release to people who cover sports equipment or
- 01:40 home maintenance, then the press release will be irrelevant and
- 01:44 therefore actually, it will be useless to send it.
- 01:48 So who should we contact in this case?
- 01:50 We're gonna ask ourselves who might be interested in our new software.
- 01:55 Now say take the time to find out which publishers, which editors, and
- 01:59 which journalists will cover our line of expertise.
- 02:03 And in this case those who also specialized in interior design.
- 02:07 We're gonna target students who are studying interior design,
- 02:11 we're going to look at professional interior designers,
- 02:14 and we're gonna also look at interior design companies.
- 02:18 And you should also check the audience of your competitor through little bit of
- 02:22 competitor research, and this approach is going to allow us to successfully identify
- 02:28 the target audience, thereby increasing the success of our press release.
- 02:32 Now fortunately today there are some digital tools, for
- 02:36 example the Google AdWords display network,
- 02:39 that can provide us with a wealth of information.
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