Editing Public relations (section)

=== Audience targeting ===
A fundamental PR technique  is to identify [[target audience]](s) and tailor messages relevant to each audience.<ref>{{cite book|chapter=Target audience|title=Key concepts in public relations|page=[https://archive.org/details/keyconceptsinpub0000unse/page/227 227]|first1=Bob|last1=Franklin|first2=Mike|last2=Hogan|first3=Quentin|last3=Langley|first4=Nick|last4=Mosdell|first5=Elliot|last5=Pill|publisher=[[Sage Publishing|SAGE]]|isbn=978-1-4129-2318-7|year=2009|chapter-url=https://archive.org/details/keyconceptsinpub0000unse/page/227}}</ref> Audience targeting requires public relations professionals to have a deep understanding of the needs and desires of each audience segment they want to reach. Sometimes the interests of differing audiences and stakeholders common to a public relations effort necessitate the creation of several distinct but complementary messages. These messages however should be relevant to each other, thus creating consistency in the overall message and theme. Audience targeting tactics are important for public relations practitioners because they face all kinds of problems: low visibility, lack of public understanding, opposition from critics, and insufficient support from funding sources.<ref>Smith, ''Ronald D. Strategic Planning for Public Relations''. Mahwah, NJ: [[Taylor & Francis|Lawrence Erlbaum Associates]], 2002. Print.</ref>

On the other hand, [[Stakeholder (corporate)|stakeholder]] theory identifies people who have a stake in a given institution or issue.<ref>{{citation|title=The Stakeholder Approach Revisited|first=R Edward|last=Freeman|year=2004|publisher=Rainer Hampp Verlag|volume=5|issue=3|pages=228–241|journal=Zeitschrift für Wirtschafts- und Unternehmensethik|doi=10.5771/1439-880X-2004-3-228|s2cid=158039195|url=http://www.ssoar.info/ssoar/handle/document/34707 }}</ref> All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are members of a target audience. For example, if a charity commissions a public relations agency to create an advertising campaign to raise money to find a cure for a disease, the [[charitable organization|charity]] and the people with the disease are stakeholders, but the audience is anyone who is likely to donate money. Public relations experts possess deep skills in media relations, market positioning, and branding. They are powerful agents that help clients deliver clear, unambiguous information to a target audience that matters to them.<ref>Andrews, Mark. "Climate Change and Public Relations." StarTribune.com: News, Weather, Sports from Minneapolis, St. Paul and Minnesota. Livefyre, 11 August 2014. Web. 25 November 2014.</ref>