We are constantly told that in order to reach your audience, to get your message understood by them, and to change their behaviour, it is imperative to know exactly who they are. This knowledge is likely to shape your message and dictate the channels through which you communicate with your target group.
We are also taught that defining your target audience as ‘the general public’ is blasphemy in PR. How then is it possible that a PR agency that didn’t define its target audience or even see it as a priority was so successful in its PR campaign?
Watershed PR was given the objective to increase the number of visitors to the Bath & West Show 2009 and more than achieved this by targeting national newspapers and drive-time radio shows. Is communicating via mass media enough guarantee that your message will be received by potential audiences? Or is this case a one-off?