1. Define your target public.

-5 points
My target public are hospital nurses in the Jacksonville, Florida metropolitan area. They
will relate because they care about humanity and peoples good health.
2. Give public a nickname that speaks to its demographics and psychographics. Nurses in
relation to refugees.-5 points
Soothing nurses care for refugees. Caring hands for refugees.
3. Provide a three-paragraph description of your publics demographics (i.e. where they
live, age, educational level, marital status, income, ZIP Code description, etc.) 10
points
The nursing demographic in Jacksonville Florida metro area consists of over 21,000
nurses comprised of registered nurses, certified nurse assistants and licensed practical
nurses. The average age is 47.
They have RN diploma/associate degrees, 37% have a bachelor's in nursing degree, and
4% have a master's degree in nursing. About 65% of them work for a hospital.
Seventy-three percent are white. Eleven percent are black. The average income for
LPNs is $40,216, $28,000 for certified nursing assistants and $60,000 for RNs, according
to salary.com (floridacenterfornursing.org).
4. Provide a three-paragraph description of your public(s) psychographics (their needs,
desires, how do they use information, their expectations, etc.). 10 points
The psychographics of nurses is they need to be involved in activities outside of work
that will replenish or restore their spirits. After working 12 hour shifts for many days
they are burnt out both physically and emotionally. Many believe in a higher power and
are able to restore themselves by holding true and turning to their faith.
Nurses desire to bring the best care to their patients. They are patient, empathetic and
dedicated. They vote for legislation that would give them the ability to practice to the
full extent of their education and experience and provide quality care to patients
(floridanurse.org/legislative). Nurses are critical thinker with the ability to respond to
the constant changes and needs of a patient in their charge (census.gov) . They use
information constantly and have to connect the dots of that information quickly.
(floridacenterfornursing.org). Nurses expect for their patients rights to be protected
and often involve themselves in the issues of health care and human rights
(floridacenterfornursing.org).
5. What are some of the key words that would be important to include in your
materials? These should be words that relate to your audiences needs, wants, desires
and expectations. Use Google Adwords to guide your decision. List at least 10. 10
points
Social impact, community involvement, service to mankind, care, physical endurance,
dedication to society, immigrants, healthcare, moderates and philanthropy.

6. Explain what that demographic, psychographic and representational information

suggests about whats important to your audience. This can only be accomplished
after sufficiently answering questions 1 -6. 20 points
According to activities of a nurse this audience make an eclectic media audience and can
be reached through different channels. They're potentially fans of primetime television,
especially reality shows and crime dramas. They listen to a variety of radio stations,
from classic hits to Christian rock. They like to read magazines that cover health, food,
sports and men's issues. They're increasingly active online. They may respond better to
advertising outside their homes, especially ads on billboards buses because of their
lifestyles and work schedules. They may be passionate about social issues like human
rights, immigration healthcare because of their profession and overall care for
humanity. The Florida nurses association states nurses are passionate about bills that
give them the ability to practice quality care.
There is a group named The Refugee Health Nurse Program (RHNP) in Victoria, Australia
that began in 2005 in response to the poor and complex health issues of arriving
refugees (refugeenurseprogram). Its goal is to increase refugee access to primary
health services, to Improve the response of health services to refugees needs and allow
refugee communities to improve their health and wellbeing (refugeenurseprogram).
Based on the psychographics of nurses in Florida, a similar program may work to help
improve the health of refugees. Nurses are caring and compassionate individuals that
may also be interested in setting up a freestanding health clinic to give health screenings
and care for refugees.
7. A brief outline of the public(s) informational networks in the order that they use
information (i.e. primary source of information is network of friends; secondary
source is TV, etc.) - 10 points

This group is comprised of a mix of couples and families, that are in their forties and
fifties with higher education. They enjoy activities outdoors because they spend so
much time inside. They have strong opinions on issues such as human rights.
For the latest headlines, they tend to go to the Websites maintained by Florida Nurses
Network, which offers the latest news, Newsletters from hospitals, CNN, MSNBC, ABC
and Fox News (Floridacenterfornursing).

Work cited:
Florida Center for Nursing (2014).
http://www.flcenterfornursing.org/RegionalData/DatabyCountyandRegionalWorkforceB
oard.aspx.
United States Census. www.census.gov
Activities of a nurse (2014). www.ork.chrn.com
Refugee Nurse Program(2014).
http://www.health.vic.gov.au/pch/refugee/nurse_program.htm