What if my target audience doesn't follow the news?

When planning for a public relations strategy, consider the possibility that a percentage of your target audience will not watch morning or evening news, read the newspaper, or even listen to the radio during their daily drive to work. How will you reach this group, especially without having to increase your budget?

Think of your target audience as a pie chart, with each demographic related to the cost to reach the group. Trim your traditional public relations budget by 10% to allow funds for creative or even experimental marketing and communications techniques.

Wondering what non-traditional techniques to use? You can reach individuals who do not actively follow news and politics via social media advertising, digital marketing on niche websites, or your brand can partner with a local or national nonprofit and host an event to benefit a related cause (that your target audience is involved in, or is known to generally support).