Don’t lose touch.
We say it when we want the other person to keep in touch with us, whether it's in person or through the internet. It also relates when it comes to the target audience that you are trying to reach. It is crucial to keep in touch with your target market, keep pace with what’s going on in their lives and have knowledge of their needs.
Here are 5 reasons why knowing your target public is crucial for PR practitioners:
1. Your customer’s needs change from time to time. What your customer wants and needs today is likely not the same as what they want and need tomorrow.
2. Keeping yourself away from your target audience drops a note that you don’t care about them - a point you definitely don’t want your audience to perceive.
3. You might propose the wrong product at the wrong time without enough insights of your target market. This can be expensive and damaging to companies.
4. Online society are driving sales. Traditional marketing such as print advertising are quickly being replaced by community-based marketing such as word-of-mouth marketing.
5. Building your brand’s culture is essential as it does not arise over night. In order to be successful, it needs to be established by approaching the right audience.
One example would be Clinique Malaysia’s relationship with social media influencers. Clinique Malaysia made a social media campaign where Clinique sends influencers their new product and in exchange, social media influencers have to share their #RehydrateYourself moments directly on their social media accounts to increase visibility for Clinique’s Moisture Surge 72-hour auto-replenishing hydrator.
Image Source: Instagram (sherylnsy)
Image Source: Instagram (ameliaalove)
Clinique Malaysia collaborated with Jenn Chia, more know as So, I'm Jenn.
What are publics?
Based on the Grunig’s Situational Theory of Publics, publics are large groups of people that can be divided into four publics based on their recognition and involvement about an organization or issue.
What are the types of publics?
Mental Health Awareness & Suicide Prevention Campaign
Suicide and depression are serious and shall not be taken lightly. 4 people have taken their lives in Subang Jaya and many more go unnoticed. Mental health issue, along with depression and anxiety, are contributors of suicide. Verbal and physical bullying and cyber-bullying are likewise factors, pushing the depressed to commit suicide.
“Suicide is preventable and suicide prevention should be everyone’s business” - Dr Abdul Kadir Abu Bakar, President of Malaysian Psychiatric Association.
“I’m Only Human: A Mental Health Awareness and Suicide Prevention Campaign 2018” is brought and organized by the N31 Subang Jaya DUN Office, Sunway University and Jabatan Kebajikan Masyarakat due to the rising suicide statistics in Malaysia.
Image Source: Facebook (Sunway Education Counselling & Wellness)
The State Assemblywoman of Subang Jaya, YB Michelle Ng said that the survey done during the event was alarming as the data shows a response of 200 individuals. 80% of the individuals responded were highly stressed and 30 individuals wanted to commit suicide. This drives her to work with the Jabatan Kebajikan Masyarakat to reach out to these individuals urgently.
What are the publics for this campaign?
Latent publics
People who do not have mental health issues
People who do not have knowledge of mental health issues
People who are not friends or related to individuals who have mental health issues
Aware public
People who are friends or related to individuals who have mental health issues
People who are aware of mental health issues
People who want to help individuals who have mental health issues but do not take any actions
Active public
People who suffer from mental health issues
Psychologists
Psychiatrists
Counsellors
Befrienders Kuala Lumpur
Mental Illness Awareness & Support Association (MIASA)
Ramsay Sime Darby Health Care
Malaysian Mental Health Association (MMHA)
RELATE Malaysia
Sunway College & University
KARE
Khind Starfish Foundation
Jabatan Kebajikan Masyarakat
Kementerian Pembangunan Wanita, Keluarga dan Masyarakat
Pejabat Ahli Dewan Undangan Negeri Selangor N31 Subang Jaya
Jeffrey Cheah Foundation
Malaysia Child Resource Institute (MCRI)
Bomba dan Penyelamat Malaysia
Polis Diraja Malaysia
References
Adib, P. (2018). More needed to address mental health issues. [online] Nst.com.my. Available at: https://www.nst.com.my/opinion/columnists/2017/08/263529/more-needed-address-mental-health-issues [Accessed 24 Sep. 2018].
Facebook.com. (2018). Mental Health Awareness & Suicide Prevention Campaign. [online] Available at: https://www.facebook.com/events/259568968019672/?active_tab=about [Accessed 24 Sep. 2018].
Facebook.com. (2018). Sunway Education Counselling & Wellness. [online] Available at: https://www.facebook.com/sunwayeducationcounsellingandwellness/ [Accessed 24 Sep. 2018].
Facebook.com. (2018). Sunway Peer Counselling Volunteers. [online] Available at: https://www.facebook.com/sunwaypcv/ [Accessed 24 Sep. 2018].
Hélène, D. (2018). Public Awareness Campaigns About Depression and Suicide: A Review. [online] Ps.psychiatryonline.org. Available at: https://ps.psychiatryonline.org/doi/pdf/10.1176/ps.2009.60.9.1203 [Accessed 24 Sep. 2018].
Majorie, C. (2018). A cry for help - Malaysia | The Star Online. [online] Thestar.com.my. Available at: https://www.thestar.com.my/travel/malaysia/2011/09/12/a-cry-for-help/ [Accessed 24 Sep. 2018].
MIASA | Blog. (2018). [UPCOMING] I’m Only Human: Mental Health Awareness & Suicide Prevention Campaign. [online] Available at: https://miasa.org.my/blog/2018/09/upcoming-i-am-only-human/ [Accessed 24 Sep. 2018].
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