Appeal to Self-interest

A public relations writer must at all times be aware of what the audience wants to know.

Writing publicity for a new food product can serve as an example. A news release to the trade press serving the food industry (grocery stores, suppliers, wholesalers, distributors) might focus on how the product was developed, distributed, and made available to the public, the manufacturer's pricing policies, or the results of marketing studies that show that consumers want the product. This audience is interested in the technical aspects of distribution, pricing, and market niche.

You would prepare quite a different news release or feature article for the food section of a daily newspaper. The consumer wants information about the food prod­uct's nutritional value, convenience, and cost and wants to know why the item is supe­rior to similar products. The reader is also looking for menu ideas and recipes using the product.