Public relations: differences in publics and target markets; choice of spokesperson
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I need your assistance what are some differences between an organization's publics and its target market(s)? Why is it critical to define your organization's internal and external publics?
How does the choice of spokesperson impact the organization's credibility?
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Organization's publics is related to diversity marketing which sees marketing (and especially marketing communications ) as essentially a communication effort with diverse publics. On of the leading advocates of Diversity Marketing is the British academic Stephan Dahl. According to him the main focus of marketing today should be to create effective communication methods and a communication mix appropriate to each of the diverse groups active in the market today. This paradigm that targets organizations publics is different from target marketing in which the company focuses on a well defined segment and often "carves" a niche for itself.
In contrast, a target market is the market segment which a particular product is marketed to. It is often defined by age, gender and/or socio-economic grouping.
Target market strategy is the selection of the customers ...
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