Continuously Adapting as Your Target Audience Evolves

PR professionals establish their clients’ campaigns on proven strategies, but they also adapt those strategies as campaigns unfold to make sure they are performing optimally. One factor that can significantly impact how they adapt strategies is the evolution of the client’s perfect target audience.

Identifying the perfect target audience is one of the earliest steps in developing a campaign. Working closely with the client, agencies develop a detailed description of who the client is trying to reach, including where they live, how old they are, where they work, what they do, and their interests. Their findings play a key role in developing a refined message that resonates in the marketplace with the consumers the client is trying to reach.

While establishing a starting point for the perfect target audience is essential, agencies know PR is not a “set it and forget” process. Several factors can affect the target audience, causing them to shift their focus to new issues and inspiring them to revise their goals. To remain relevant, brands must update their PR strategies to stay aligned with their target audience’s focus.

The following are some steps agencies should take to ensure they are adapting campaigns effectively as the target audience evolves.

Pay close attention to the news cycle

The topics and events getting attention in media outlets — including both general topics trending in global news and more focused issues being reported by key outlets covering the client’s industry — can greatly influence audience interest. Staying in tune with the news cycle and adjusting pitching to track changes ensures your client stays relevant.

For example, pitching for a client who is a thought leader in the AI space may have been focused on the release of GPT-4 in the early months of 2024. When Google released its AI chatbot in March 2024, however, it may have become necessary to shift the topic of pitches to address the new rivalry and what it might mean for users. When Amazon introduced AI innovations in November, the public conversation changed again, highlighting the need for another new line of pitching.

As you engage with the news cycle, avoid the temptation to chase news trends. Adapting is about staying ahead of trends by keeping your eye on the news and knowing what the target audience will truly resonate with. While chasing trends may get you exposure for your clients, it won’t necessarily connect with the audience your client is trying to reach.

Seeking input from your client on how audience interest might be shifting can also be helpful. They know their target audience at least as well as you do and probably better. Their thoughts can be invaluable as you are planning to refine your approach to stay relevant to an evolving audience.

Pursue a balance of consistency and flexibility

It’s much easier to adapt to shifts in the audience when you commit to a pitching strategy that blends consistency with flexibility. Your client has a core message they are trying to communicate. Stray too far from that message to chase down trending topics, and the inconsistency could cost you the momentum you’ve built up to that point. But if you don’t have the flexibility to engage with news trends, you will most likely find that your pitches will go unanswered by news outlets.

For example, a client who is a financial advisor focused on retirement planning may have a core message focused on optimizing retirement strategies. As Tax Day approaches, shifting your pitching to focus on tax strategies that can help with retirement will increase your relevance with the target audience. Although pitching how AI can help with tax filings may get you media attention, it would be inconsistent and potentially pull you away from your target audience.

One way to maintain a healthy balance is to resist completely scrapping unsuccessful pitches. Sometimes, it can be a small aspect of the pitch — be it the journalist, the time it was sent, or the quote you included — that makes it go sideways. Look at the data to figure out what could have gone wrong by putting yourself in the audience’s place and asking yourself what is missing. Investing some time in debriefing after a disappointing pitch can lead to a minor tweak that makes a big difference in the impact.

PR success will be short-lived if it is not built on a strategy that seeks to adjust to the evolution of the target audience. By paying close attention to the news cycle, identifying what resonates with the target audience, and balancing consistency and flexibility, you can consistently land placements that support your clients’ PR goals.