Before sitting down to write your next newsletter or brochure ask the question: “What does my audience want to hear? What do they care about?”
Like other PR agencies, MediaWise often uses the concept of creating a persona to help answer these questions.
There are many benefits from taking this approach. Think about it: you are in charge of communicating with a group of women cyclists. They are aged between 25 and 40. They are interested in becoming involved in bike racing but are not sure enough about what that means or how fit they need to be. What should your next step be?
Many PR practitioners talk about messages and graphic design. And leave it at that.
Let’s consider the next step: why not create a persona that brings a woman cyclist to life? By finding an actual picture of a woman cyclist, it is almost impossible to focus on an abstract message. Instead, your attention is immediately concentrated on the personal message to the cyclist.
Although personas are fictional, they must and can be defined with exactness. Ideally, they are based on understanding of real audiences. Do your research: if you are a cycling organisation, delve into the demographics of your current riders, research data on habits and interests…bit by bit a clear picture will emerge.
By crafting a clear picture, you will be able to connect with your target audience more effectively. Focus on what they need to know and the messages will fall into line.