Media Channels to Target Audience
research team anticipates that the market segmentation typology developed
in phase one will produce more effective communication from public affairs
practitioners and reduce the time and effort they must devote to analyzing
their audiences. The segmentation typology and media channel selection
tools based on Mortonís (1998a, 1998b) market segmentation process will
enable public affairs officers to help their commanders better understand
the differing needs of their various audiences.
literature review supports the assertion that segmentation is a powerful
means of reaching specific audiences with specific products or messages
about those products (Richardson, 1969; Maloney, 1969). It follows that
market segmentation theory could be a powerful tool in the hands of an
able public affairs practitioner. Unfortunately, the average public affairs
practitioner lacks the time, means and authority to conduct the type of
market research necessary to fully analyze a commandís publics.
on literature and experience, it is reasonable that public affairs practitioners
could use an existing, generalizable audience typology to match channels
to the various audiences they serve. It is also reasonable that they would
benefit by knowing where to obtain additional information about local publics.
a world of limited resources, the application of market segmentation theory
to the communications process makes sense. A matrix formulated by Morton
(1998b) provides the framework for developing the audience-media channel
typology. The application of communication theory and media use research
to add a column on media channels preferred by defined segments follows
naturally. Including Scott and OíHairís (1989) model, which portrays the
interplay of demographics, psychographics and emotions in audience receptivity
and behavior as a point of departure, provides additional understanding
about the relationship between these elements in studying publics. The
researchers provide additional matrices to assist public affairs practitioners
in locating more information about their audiences and help them develop
their own assumptions about the publics they are targeting.
two of the research effort will demonstrate the effectiveness of the material
developed during phase one. The research team anticipates finding a significant
difference between pretest and post-test data which will demonstrate that
the segmentation typology and additional tools developed provide substantial
assistance to public affairs practitioners and enable them to become more
proficient in communicating with their publics by consistently selecting
the most appropriate media channels to reach them.