The public relations audience is made up of many different cultures and types of people. Diversity is the most significant aspect of the mass audience in the United States. There are different ways to reach diverse age groups such as: youth and young adults, baby boomers, and seniors. Just like there are different ways to reach different age groups, there are also many ways to reach diverse racial and ethnic groups. One must understand the cultural values of a group before trying to reach them. Other audiences that are emerging in socity are: Catholic and Evangelical groups, the Gay/Lesbian community, the disability community, and women. Public Relations professionals have to learn how to reach global audiences as well and must overcome language barriers, learn local business customs, and consider social differences to practice culturally appropriate public relations. Some forms of media that public relations professionals can match the audience with are: print media, television, radio, and online media.
These notes were taken from the book Public Relations Strategies and Tactics, Ninth Edition by Dennis L. Wilcox and Glen T. Cameron.