Jessica Zuk

Professor Luttrell
PRL 215
1 February 2018
Explanation of Persona/Sources

Indented Audience for Blog:

A world ruled by technology provides a plethora of opportunity to complicated the world of

public relations. My blog’s mission is to explore and articulate trends in technology particular to
public relations.

Age: 29

For the age of someone who would want to read a public relations blog dealing with the
field of technology, I had to do some exploring.
I started conducting research to understand who is interested in the field of technology.
Today, over 69% of the public uses some form of social media (Pew Research Center). However,
the percentage of who uses media online tends to follow a younger generation.
The Pew Research Center provided a great platform for discovering trends of technology.
89% of all adults use the internet in the United States The top age group ranges from 18-29, with
98% of people in this category using the internet. Noting the younger generation, I understood pr
professionals would have several years post-graduation which noted the age of 29. Also, I knew
the millennial generation was crucial to the field of technology. 29 is an age of a young pr
professional who still has chances for growth and knowledge. They would also have an urge to
learn about the field of technology.

Source:
Pew Research Center
http://www.pewinternet.org/fact-sheet/internet-broadband/

Gender: Female

For the gender of the ideal persona, I researched the dominant gender in the public relation field.
Women make up 63% of the pr industry (The Atlantic). Therefore, I want to cater to the pr crowd
initially, Although the field of tech tends to make dominated, I am looking for a niche female-
based audience with a passion for technology. Having a passion for pr trumps technology
initially.

Source:
The Atlantic
https://www.theatlantic.com/business/archive/2014/08/why-are-there-so-many-women-in-
pr/375693/

Salary: $58,020

​For the salary, I looked at median salary of a pr practioner, which was $58,020 (Bureau
of Labor Statistics). Noting the age, I understand this reflects a more entry-level salary hovering
around $44,000 annually. However, I also noted the influence of technology for the average
reader who would ideally have some tech influence on their career (who have higher salaries).
around $44,000 annually. However, I also noted the influence of technology for the average
reader who would ideally have some tech influence on their career (who have higher salaries).

Source:
The Bureau of Labor Statistics for Public Relations
https://www.bls.gov/ooh/media-and-communication/public-relations-specialists.htm

Location: Urban

​For location of the targeted audience, I take note of pr agencies and large tech companies.
The majority of prominent pr firms are located in cities such as New York City, Los Angeles and
Atlanta (O;Dwyer’s). Also, most major tech companies are in major cities such as Dallas and
large cities in North Carolina (Forbes).

Source:
O’Dwyer’s
http://www.odwyerpr.com/pr_firm_rankings/independents.htm

and

Forbes
https://www.forbes.com/sites/joelkotkin/2017/03/16/technology-jobs-2017-san-francisco-
charlotte-detroit/#3216979c38f6

Education: College Degree in Public Relations, Journalism, English, Business, or Technology

​ or education, I knew the ideal audience would be one who has a background in
F
communications. The most likely degrees of pr professionals include English, communications
and business (Bureau of Labor Statistics). I also noted a degree in technology because of the
technological influence the blog presents, noting the potential audience who wished to learn
more about the pr side of tech.

Source:
The Bureau of Labor Statistics for Public Relations
https://www.bls.gov/ooh/media-and-communication/public-relations-specialists.htm

Family: Married, No Children

​ or the family status of a female who is 29 in the United States, the average age of
F
marriage is 27 (The Atlantic). While the average age of having children in the United States is
around 29, studied continue to suggest women are waiting until their careers are more
established and have higher incomes (Market Watch). I also consider the urban living situation
which would require more space if children were part of the situation.

Source:
The Atlantic
https://www.theatlantic.com/sexes/archive/2013/03/getting-married-later-is-great-for-college-
educated-women/274040/

and

Market Watch
https://www.marketwatch.com/story/american-women-are-having-babies-later-and-are-still-
Market Watch
https://www.marketwatch.com/story/american-women-are-having-babies-later-and-are-still-
conflicted-about-it-2017-05-19

Media:
All media choices were determined on demographics (falling into the millennial track).
Millennials tends to look at online media rather than traditional outlets. Social media
consumption and technology all play major roles in daily tasks. I used the chart below too to
understand millennial trends.

Source: The Wall Street Journal

Source: The Business Insider

The chart above also suggests the rise of smartphones captivating millennial audiences, meaning
the jargon has to be quick, concise and noteworthy in an age of endless media. Less traditional
The chart above also suggests the rise of smartphones captivating millennial audiences, meaning
the jargon has to be quick, concise and noteworthy in an age of endless media. Less traditional
methods have become unpopular.

Also, the media absorbed by the ideal audience will demonstrate some knowledge of the tech
field, meaning they will absorb news on tech devices such as a tablets, smartphone or other tech
device.

Users spend, on average, five hours on their mobile device each day where the majority of their
news is consumed (TechCrunch). Media outlets now have to cater to the needs of a mobilized
world with accuracy and speediness.

Source:
TechCrunch
https://techcrunch.com/2017/03/03/u-s-consumers-now-spend-5-hours-per-day-on-mobile-
devices/

Influencers

Justine Ezarik
Who is she?

Justine Ezarik started off her career in the field of technology when becoming a famous
YouTuber. She is one of the most popular online personas of all time and utilizes all forms of
social media including her extensive Twitter and YouTube platform. She discusses topics such as
travel, food, gaming and technology. She combines her love of social media with technology.

Why is she a good fit?

I know she is a logical influencers because she embodies the characteristics of the targeted
audience. She uses brand awareness to promote certain companies, explores her love for
technology and utilizes social media for engaging with the public. She embodies both fields of
public relations and technology while showing interested in a typically male-dominated industry
of gamin and tech.

Platforms:

YouTube: https://www.youtube.com/user/ijustine

Instagram: https://www.instagram.com/ijustine/
Instagram: https://www.instagram.com/ijustine/

Contact: https://www.ijustine.com/members

Source:
https://www.forbes.com/sites/tomward/2017/07/19/after-ten-years-in-the-youtube-game-ijustine-
is-still-on-top/#1f1bcace3a85

Tim Ferriss

Who is he?

Tim Ferriss is a tech guru. He has his own podcast where he talks tech trends. He spoke about
how the average person checks their phone within the first 15 minutes of waking. The idea
between life, happiness and technology all play a role in his persona. He has a unique perspective
on blogging. As a blogger/vlogger and social media lover himself, he would be a great addition
as an influencer based on his audience and extended audience.
on blogging. As a blogger/vlogger and social media lover himself, he would be a great addition
as an influencer based on his audience and extended audience.

Platforms:
Podcast: https://tim.blog/podcast/
YouTube: https://www.youtube.com/channel/UCznv7Vf9nBdJYvBagFdAHWw

Contact:
https://tim.blog/contact/

Source:
https://www.forbes.com/sites/benjaminphardy/2017/12/13/by-asking-himself-this-9-word-
question-tim-ferriss-changed-his-life/#4277c15f5df5

Lizzie Grubman

Who is she?
Being a stereotypical woman from a large city, Lizzie represents a unique entertainment pr
standpoint. She represents huge clients and has a massive online presence on Twitter. Being a
social media guru and a pr professional, her influence would be substantial because of her
relatability to the industry and influence on a social level. While she is not an invested in
technology, a post specific to social media would be an excellent fit. She appeals to the targeted
audience being a women, located in a large city and associated with many trends in the industry.
Platforms:
Twitter: https://twitter.com/lizziegrubman?lang=en
Instagram:
https://www.instagram.com/lizzie_grubman/

Contact:
http://contact.prweekus.com/Entry/lizzie-grubman-public-relations.aspx

Source:
https://izea.com/2017/07/12/top-pr-influencers/