ERIC Number: EJ636876
Record Type: CIJE
Publication Date: 2001
Reference Count: 0
Targeting the Young, the Poor, the Less Educated: Thinking beyond Traditional Media.
Collins, Erik L.; Zoch, Lynn M.
Public Relations Review, v27 n2 p197-212 Sum 2001
Examines ways to communicate pro-social messages to overlooked and underserved societal subgroups--specifically encouraging low-income persons to enroll in adult education programs. Finds that this audience does not use the mass media to acquire pro-social information--their main source of pro-social information is information from interpersonal sources: friends, families, ministers, government agency or social workers, and other opinion leaders. (SR)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A