Promo-Chiro knowhow

Encountering the media

Targeting your audience

The audience for your message may be composed of three broad groups :

• Strong supporters of your point of view ;
• People who don’t know much about the subject, or are undecided ;
• Strong opponents of your point of view.

Your message should be directed to an individual who represents the group in the middle because that is the person most open to your message.

Even if a reporter’s questions reflect critical opinions, aim your answer as the middle ground.

Visualize an actual person who represents the target audience and imagine that person sitting in his or her living room – reading, viewing or listening to your message. Focus on communicating to that one person.

The diagram represents this concept visually.