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3 pages/β‰ˆ825 words
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APA
Subject:
Communications & Media
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Coursework
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English (U.S.)
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Topic:

Audience Persona for Public Relations Campaign

Coursework Instructions:

AUDIENCE PERSONA

You are creating two personas that represent your customers. Identify at least two publics with which your company might have a relationship that may require public relations activity. The publics must differ in the relationship your company wants to have with them (i.e., the purpose of your communication), the attitude, knowledge or involvement they have toward or with your client (i.e., that will affect the messages you send) and/or the ways you will likely reach them (i.e., the media you will use). When defining your customer, do not guess. Include at least 10 references total that helped you justify your decisions. Think about who you want to reach with a public relations campaign. With your two publics, think about how you would describe the target audience down to a specific persona. Look at the specific demographics, behavioral tendencies, and statistics to narrow down one specific person to represent what you know about each of your main audiences. Please complete the following information as outlined below, based on the research available.

How it’s graded:

2 personas, Charts and paragraphs provided, 10 references total, complete sentences in the paragraphs using AP Style.

Coursework Sample Content Preview:
Persona #1
Section 1: Demographics
Name: Krista LeeAge: 28 y.o.
Gender: Female
Salary/Household Income: $38,049 (Department of Industrial Relations, 2017; Massachusetts Institute of Technology, 2019)
Location: Orange County, CA
Political Ideology: Democratic (Institute of Politics, 2022)
Education: Business Administration and Management graduate from Chapman University
Family: Lives with brother but parents live separately in North Carolina
Section 2: Identifiers
Interests: Travels a lot, so she always have her favorite TV shows to watch. Heavily interested in genetics and agriculture (GMOs)
Do they support any issues or causes?: Clean Energy and Favors use of GMOs in agriculture and food production
Goals (How they would define happiness): Completing her bucket list entries for travel (wants to visit all Disney Parks), creating a family with three kids, pursuing a secondary genetics degree, being financially stable until retirement
Challenges: Work-life balance, supporting her brother throughout college, helping with paying for her grandmother’s nursing home expenses, frequent jet lags
Roadblocks from achieving goals and how I can help them to achieve their goals: Poor time management, I can help by suggesting an effective solution such as planning trips and doing tasks within specific timelines to prevent overlapping and being overworked
Section 3: Media/Distribution
•How can we reach them? Social media, e-mail
•What kind of social media do they use? Facebook, Instagram, Twitter
•Do they have a smart phone? Yes
•What apps do they have? Social media, Notion, Zoom, Asana, Clickup, Amazon, Kindle, Netflix, HBO Max, Disney Plus, Venmo, PayPal, Prezi (TopMBA, 2015)
•What words, phrases resonate with this audience? GMOs, time-saving, fitness, sustainability, thrift, money-saving, passive income
•What kinds of images resonate? Family success, enjoyment, travel images and ideas
•Would they click on a video? Yes
•Influencers: none specifically
•Where do they currently shop/go to the most?: Target, Costco, Sephora (eTail, 2020).
Audience Persona Analysis (How the Persona Found the Brand and Interacts with It)
Krista and her brother, Janus, live together in a 2-bedroom apartment, which was their parents’ old apartment back when they all lived in Orange. Their income is based only on Krista’s income, since Janus only works part-time as a photographer for acquaintance events. Janus is a college freshman in the same university Krista graduated from, Chapman University.
As a graduate of Business Administration and Management, Krista Lee has been hired by some friends that started a business at the height of the pandemic. Because of her role within the startup company, she has been tasked with ensuring that operations are running smoothly and therefore, she flies a lot. Her company only provides flights from American Airlines so despite the bad reviews, she still uses the brand.
References:
Department of Industrial Relations. (2017). Minimum wage. Ca.gov. /dlse/faq_minimumwage.htm#:~:text=The%20minimum%20wage%20in%20California,County%20minimum%20wages%20in%20California.
‌ eTail. (2020). How...
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