Audience Targeting
A fundamental technique of public relations is identifying the target audience and tailoring messages to appeal to them. Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created.
Stakeholder theory identifies people who have a stake in a given institution or issue. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. For example, if a charity commissions a public relations agency to create an advertising campaign that raises money toward finding the cure for a disease, the charity and the people with the disease are stakeholders, but the audience is anyone who might be willing to donate money.