STP, SWOT, & STEEPLE

The Basic PR Mapping & Analysis

Principles of Public Relations: PR Roles & Ethics (Session 5)

 Segmentation, Targeting, Positioning
● A phase that is formed by a combined effort done by an organization
to identify their public.
● It is also useful to map the potential public to become target
audience and target market of the company’s products and services.
● It can be done by deciding from the beginning, based on research,
and/or evaluating past performance and adapting to the value of
the organization.
● The characteristics of STP is also dynamic as products and services
might change or develop along the time.
Segmentation, Targeting, Positioning
 Segmentation
Segmentation
Is the act of identifying and profiling distinct groups of people who have
separate communications needs.

Social Grade (A, B+, B, C)

Geographic (Which area or region is occupied)
Demographic (Variables like age, gender, family size, income, occupation,
educations, religion, race, and nationality)
Geo- demographic (Based on probability that people tend to live close to
each other are similar)
Just Do It!
 TARGETING
Choosing with which publics to communicate
PR: Target Public
Advertising: Target Audience
Marketing: Target Market
Target Public :
Is the Publics that chosen as the target
of communicate strategy and activities

Target Market:
Is the customer that targeted to buy
the product or services

Target Audience :
Is a group of people targeted to be
pursued through various communication
activities
POSITIONING
Creating an image in
the minds of the
targets.

How a product is
distinguished from the
competitors’.

Usually uses Unique

Selling Point to stand
out amongst the crowd
FAILING TO COMMUNICATE WITH CORRECT TARGET AUDIENCE
• Fail to achieve the objective of the
campaign
• Sending the wrong information
• Ineffective cost allocation
• Ineffective dissemination of message
• BAD REPUTATION
 SWO
T external situation of the company.
A useful tool to analysis the internal and
 STEEPLE
Analysis tools that helps to provide framework of the external factors in
the world outside the organization
STEEPLE methods helps Public Relations to think through on every issue.

The STEEPLE factors are :

S = Social and Cultural
T = Technology and product innovation
E1= Economic and market competition
E2= Education, training and employment
P = Political
L = Legal
E3= Environmental protection