PRSA Issues and Trends is a news monitoring service reporting on industry trends, advocacy and other issues impacting the profession and the professional. Each edition of PR Issues and Trends provides links to the news you need in order to keep up with the public relations and corporate communications fields.
You're wondering why I mention PRSA Issues and Trends? Read as the story unfolds.
I receive PRSA Issues and Trends weekly via e-mail, which provides excellent information and studies in the field. However, this week's issue of PRSA Issues and Trends sparked my interest for several reasons. There's an article titled "Real Simple Offers Insights into Women's Media Habits." The article argues that age demographics doesn't necessarily matter when it comes to the media usage of women, the New York firm Insight Research conducted the study.
The study found the "cautious, low-risk women," spend 53 percent of their media usage watching TV, 19 percent with magazines and 13 percent online. However, the "highly motivated, action-oriented women," spend 61 percent of their media time online and the rest is split between TV and magazines.
Interesting, if you're wanting to use a specific media vehicle for your PR campaign, Grassroots effort or reposition a product to target women in a heavily dominated male market.
This article changed the way I view the so-called traditional media as an ineffective way to communicate, i.e., magazines.
For my Integrated Marketing Communications Plan, our group is suppose to reposition a product other than the most dominate market in the product category. Our group chose to reposition Bud Light to target women. Studies have shown the beer market is continuing to grow among women, especially women ages 21-30.
As part of the plan, we must develop a "creative strategy" to reach our target market. Every other group in the class is developing a commercial as part of their project. However, our group opted not to do the latter. On the other hand, the article from PRSA Trends and Issues assist our group in explaining why a commercial isn't the most effective way to target our specific demographic.
In all, PRSA Issues and Trends is a great source and can assist any student working on a PR project or PR professional in the field today. This information could, in my opinion, decrease the costs of specific media depending on the campaign.
To view the article, visit http://www.mediaweek.com and in the search bar type "Real Simple Offers Insights into Women's Media Habits." Also, visit http://prsa.org/publications/ to subscribe to PRSA Issues and Trends.
Until next time,
GPaul
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