Profiling in public relations

Understanding those with whom we need to communicate or build relationships is core in PR. So I’ve set my first year Undergraduate students at Bournemouth University two challenges before our first Consumer & Audience Psychology seminar on 8 October.

The first is to profile me in terms of demographics, attitude, interests and behaviour. Their starting point was my name – so if they’ve found this blog, there’s plenty here to analyse.

The second task relates to their generation and particularly the terms Millennials and Digital Natives which have been applied to this age group.

I’m interested in whether the guys feel either term reflects them as well as hearing their views on the use of such segmentation by organisations.

So their reading links are: and,%20Digital%20Immigrants%20-%20Part1.pdf

The assignment for this Unit will be undertaken using wikis, which will be interesting as I’ve not done this before. But then, I am a mere Digital Immigrant!

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Heather Yaxley PhD

Dr. Heather Yaxley is passionate about sustainable careers, reflective practice and professional development. I am a rhizomatic educator, practitioner, consultant, academic and scholar. As a qualified academic, I teach the CIPR professional qualifications with PR Academy and have experience teaching at various Universities. I run the Motor Industry Public Affairs Association (MIPAA) and my own strategic consultancy. I was awarded by PhD researching Career Strategies in Public Relations by Bournemouth University in 2017. I'm a published author, with books, chapters and academic papers to my name.

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