Though marketers are able to concentrate on only the customer, PR people have to think more broadly when writing a pitch.
The graphic above illustrates the three audiences PR pros should consider when writing a pitch. However, not all public relations professionals truly consider all three of those audiences.
In many instances, they spend most of their time focused on a journalist or a publication’s readers and largely neglect the customers they’re trying to reach with a story.
How do you decide whom to pitch? Unless that decision involve qualitative data about the customers you’re trying to reach, you might be missing something valuable that could improve your pitches and the stories that ultimately result from them.
How much do you know about the customers of the product or service you’re pitching? Many people in the PR industry think they have a solid grasp of the customers because of the years they’ve spent interacting with journalists, but when asked about their customer targets, especially when questioned about their personality details, many realize that aside from anecdotal evidence, they don’t have as good of a grasp of those customers as they thought.