Communication Strategies That Are on Target
- Valerie Tonn
- Mar 23, 2023
- 3 min read
Updated: Jul 21, 2023
A looking into Target corporation’s public relations efforts
By: Valerie Tonn
According to PRSA, Public relations is the strategic and tactical planning by an organization to attain its goals and increase its positive reputation amongst many audiences. A company that is transparent about its goals and how it plans to implement them is both impressive on a public relations note and felt genuine by consumers.
As a GENZ PR Professional, I like the idea of giving back to my community by helping others through its communication strategies. Looking at leading figures in the industry can be very informative on what tactics work and how certain strategies can be incorporated to increase one’s image. That’s why I chose Target, one of my favorite places to shop and also a leader in the communications industry.
Transparency and Honesty
A company that is transparent about its history and features a Diversity, Equity & Inclusion statement is important because it helps to explain how they are committed to this effort. Target’s website features its statement as well as specific milestones about how the company has made efforts to be inclusive. These efforts include action committees, revamping the inclusion statement when necessary, and specifics on its strategy in each element of the stores.
Diversity in Specifics
Target identifies as a very diverse organization. Its target audience is both low- and high-income shoppers and they run campaigns that are inclusive. Some of these campaigns include LGBTQA+, Latino heritage month, and Black history month.
This can be seen specifically with Target’s investment into Black-owned companies. Target has increased its investment into these companies significantly the last few years, and even during the holiday season created a specific section on the Target website for people to shop from these companies.
Additionally, Target has a timeline of history and a Workforce Diversity Report to showcase that the company has put the work into becoming diverse. For over 16 years, Target has identified that it has been worked on refining its diversity strategy. Being transparent about this as a company helps to highlight Target’s ethics and morals as a company, making its communication strategy towards society inspiring.
Pressed or Positive Press
Target’s newsroom features many different categories of feature stories and press for the company. The company has many different articles that speak about its efforts for diversity and within the communities. This helps to highlight Target’s ability to communicate the company’s goals on bettering society. While Target’s news features a lot of information on sales and stock the company’s ability to display a lot of positive efforts is impressive.
One way Target is seen in the media positively is by listening to consumers with inflation. With inflation currently on the rise, many consumers have pushed back regarding spending. As a result, Target has put effort in expanding its more affordable lines instead of its more expensive ones. While this does help Target increase its earnings, the news highlights that this tactic to invest more in what consumers can afford to show Target cares about its consumers as well.
Engaged within its Communities.
Corporations that help give back help to both build its image and communities up. Target has a Foundation that helps to give back to the company’s hometown as well as on both a national and global level. One of these efforts is a racial equity grant in Target’s hometown that helps assist underserved people.
Additionally, Target Corporate has helped donate to companies like The Smithsonian American Women’s History Museum to help build the program that honors women and their accomplishments. Philanthropy efforts are important by big box companies like Targets and its ability to be transparent is again impressive and helps to further the consumer’s desire to shop to support the brand.
With the pandemic causing Target and many companies to reevaluate how they approached business, Target Executive Vice President and Chief Communications Officer helped to oversee Target’s strategic communications plan. This was especially important with GEN Z calling to companies to be more honest and open towards the public.
“We’ve always been a team that practices empathy, compassion and understanding, but the last two years have elevated the importance of checking in with each other and making space to slow down and recharge,” said Target Executive Vice President and Chief Communications Officer Katie Boylan.
This highlights how even within its own Target community; the company cares about the individual puts effort in establishing that within its news and public relations messages. Furthermore, As a shopper and a public relations professional, the effort the company puts into bettering itself through diversity, community impact and transparency helps to represent the true essence of public relations and strengthens my call to shop to support Target’s efforts.
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About the Author
Valerie Tonn is an aspiring public relations professional in Denton, Texas. She is attaining her bachelor’s degree in journalism with a concentration in public relations and minoring in marketing. Tonn intends to graduate Dec. 2023.
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