3. • Identify
Who is your audience? Internal or external?
Latent, Aware or Active?
4. • Segment
Make segments within your audience. Which
people are relevant, how relevant? What is
their relationship with the organization? What
kind of channels or medium can be used to
reached them?
5. • Profile your audience
Know your audience. Their demographics,
psychographics. What are there attitudes and
behaviors? Their knowledge about the issue?
Ask them what they know and need to know,
like to do, will do etc. for the issue.
6. • Rank the audience
Determine the importance of various segments
you have identified in the audience. This can be
determined on two factors – 1. The need to
reach, 2. The ability to reach. This helps you
identify where to put maximum influence. Rate
the audience on a scale of 1 to 5, 1 being most
important, 5 least important (or vice versa)
