Not all businesses are created equally – their purposes are instead purely individual, meant to be applied to a variety of social classes, ages and ethnicities. Each product, each service, is to be offered to an intended audience; and straying from that audience has proven itself again and again to be a disaster. The ability to leap between genders and differing wealths is rare. It is instead far more common to be confined within a singular demographic. And understanding this demographic is essential to surviving an always fickle market.
Public relations helps to make that survival an easier thing. Through this profession it is possible to obtain research and awareness of differing groups – using that knowledge to then tailor any product to the needs and desires of the masses. Specific individuals are targeted and appealed to. This is how profits are then generated.
There is some confusion, however, over the nature of demographics within public relations. Many assume it to be identical to the ideals of marketing – with the characteristics of a certain percentage of the population compiled and dissected. While this is true, the similarities quickly dissolve after that.
Marketing seeks to understand an already established group. Public relations, however, seeks to find whichever group a company may want. Demographics are not strict in their demands. They are instead searched for, with information gathered to assist in changing a business’ appearance, mission statement and more. With this any corporation can shift themselves into a new idea or philosophy – making themselves more likely to please their wanted audience.
Public relations makes this possible. Demographics are not simply adhered to. They are formed, with research used to make a transformation seamless and simple. The purpose is to discover what is best for the company and how it can be achieved. Understanding marketability and the spending tendencies of various individuals enables this to then occur.