The document outlines the process of comprehensively identifying and mapping an intended audience for dissemination activities. It identifies the main target groups as the scientific community, industry, policy makers, government, general public, and media. Each group is then broken down into more specific sub-groups. It also discusses identifying the influencers of each group to help ensure dissemination messages reach key influencers and have the desired effect.

1. This project has received funding from the European Union’s Seventh Framework Programme
for research, technological development and demonstration under grant agreement No 643330
Do a comprehensive identification/mapping exercise of your
intended audience. All dissemination, public relations &
outreach activities should be targeted at this group.
For dissemination activities to be effective they must
be well prepared and targeted.

2. This project has received funding from the European Union’s Seventh Framework Programme
for research, technological development and demonstration under grant agreement No 643330
The Main, or Core, Groups are:
• Scientific Community
• Industry
• Policy Makers
• Government
• General Public
• Media

3. This project has received funding from the European Union’s Seventh Framework Programme
for research, technological development and demonstration under grant agreement No 643330
Each of these groups may be broken down into sub-groups
Scientific Community:
• Professors
• Researchers
• PhD students
• Postgraduates
• Publicly-funded
• Privately-funded

4. This project has received funding from the European Union’s Seventh Framework Programme
for research, technological development and demonstration under grant agreement No 643330
Industry:
• Multi-nationals
• SMEs
• Clusters
• Industry representative groups

5. This project has received funding from the European Union’s Seventh Framework Programme
for research, technological development and demonstration under grant agreement No 643330
Policy Makers:
• EC-level
• International
• Supranational
• National level
• Regional level

6. This project has received funding from the European Union’s Seventh Framework Programme
for research, technological development and demonstration under grant agreement No 643330
Government:
• National politicians
• Regional politicians
• Local politicians

7. This project has received funding from the European Union’s Seventh Framework Programme
for research, technological development and demonstration under grant agreement No 643330
General Public:
• Retirees
• Employees
• Self-employed
• Children
• First-level students
• Second-level students
• Third-level students

8. This project has received funding from the European Union’s Seventh Framework Programme
for research, technological development and demonstration under grant agreement No 643330
General Public Engagement
• Public Communication
• Public Consultation
• Public Participation

9. This project has received funding from the European Union’s Seventh Framework Programme
for research, technological development and demonstration under grant agreement No 643330
Media:
• Press
• Television
• Radio
• Online
Media offers the most opportunities for the multiplier effect.
Each sub-group can be broken down further.

10. This project has received funding from the European Union’s Seventh Framework Programme
for research, technological development and demonstration under grant agreement No 643330
We now wish to identify what individuals, groups, types of
media, etc influence each group and sub-group.

11. This project has received funding from the European Union’s Seventh Framework Programme
for research, technological development and demonstration under grant agreement No 643330
Some influencers that may affect our groups:
• Scientific community – Influenced by policy makers,
government, industry, public opinion
• Industry – Influenced by policy makers, market demands,
shareholders, public opinion, media, scientific
community

12. This project has received funding from the European Union’s Seventh Framework Programme
for research, technological development and demonstration under grant agreement No 643330
• Policy makers – Influenced by politicians, lobbyists, public
opinion, media, special interest groups
• Government – Influenced by policy makers, general public,
lobbyists, industry, special interest groups, media

13. This project has received funding from the European Union’s Seventh Framework Programme
for research, technological development and demonstration under grant agreement No 643330
• General public – Influenced by government, media, policy
makers
• Media – Influenced by public opinion, industry, policy makers,
government

14. This project has received funding from the European Union’s Seventh Framework Programme
for research, technological development and demonstration under grant agreement No 643330
It is quite obvious that several of the core groups influence
each other. It is important to understand how this
influencing effect occurs and how to ensure that our
message is brought to the attention of key influencers in
each core group.