Know Your Audience: Pitching for Success

Discover how to use customer segmentation to reach your target audiences more effectively. Find out what the media really think about PR practitioners.

CIPR Cornwall presents two sessions on Customer Segmentation and Media Relations.

At this CPD event learn:

  • How to use customer segmentation to understand more about your audiences and how they might respond to your comms
  • What tools and resources are out there to research and engage customer segments.
  • Media relations latest: How to get journalists to read your pitches and press releases in the newsroom today.

Session 1 – customer segmentation:

Understanding the characteristics and behaviours of existing and potential customers is key to an efficient and effective communications strategy. But how can you ensure that this understanding is based upon facts, rather than assumptions and guess work?

Kathryn Byfield, Director of The Data Refinery Ltd, explains how customer segmentation can be used to classify customers and potential customers into groups or ‘segments’ with shared characteristics such as age, life stage, digital and communication preferences and behaviours, or shopping habits. High impact marketing can then be tailored to grab the attention of the target group(s) based upon their profile and likely preferences.

Session 2 – working with the media

Has digital and social media led to the death of traditional media for PR practitioners or does it still have a place in delivering communications.

Multi award winning journalist Graham Smith, whose career spans both print and broadcast journalism, including two decades with ITV Westcountry, and now runs the ground-breaking Cornwall Reports website, talks about the role of the media, how to read a press release and why only bad news matters .


16.00 Arrival and welcome drinks 

16.15 Introduction from CIPR Cornwall Co-ordinator followed by 
Presentation from Kathryn Byfield & time for Q&A 

1730 Presentation from Graham Smith and time for Q&A

18.00 Close and networking