Audience Analysis

Who is listening to you, and who do you want to be listening to you? What are their characteristics? Where do they live? What do they like to do? What do they think about? What do they care about? Describe your ideal audience here.

When thinking about your audience, the first and most important aspect is who is already listening to you. These are people who take little to no effort to reach, and are the most valuable because they already have some loyalty to your organization.

Describe them. Where do they live? What do they do? How old are they? What social class do they tend to be a part of? What do they care about? What causes do they support? What do they read? What do they watch? What is their background ethnicity? What industry do they work in? How much education do they have? What kind of education? Do they have any common personality traits? What community organizations are they a part of? How do they currently feel about your organization?

The questions above are just a start to get you thinking about the kinds of questions to be asking your audience. You should also try to get percentages for each category, rather than reducing your audience to an average. For example: 75% urban, 20% suburban, 5% rural. With proportions, you will be more likely to remember the people who do not fall into the primary category. Knowing the proportions will also allow you to better tailor your messages to the people who will hear it.

By asking questions like what your audience reads and what they watch, you will have a better idea of how to communicate to them. If you find that a lot of your existing audience is interested in a local farming magazine, then you might be able to establish a partnership with the magazine. That would give you access to more people who are like your existing audience, and you might also be able to provide value to the magazine.

Now describe the kinds of people that you want to have hear your message. Be specific. This section can include specific stakeholders or decision makers outside of your organization. If you are hoping to lobby government officials or politicians, list some by name rather than generalizing. You may want to include industry groups or other special interest groups in this category. Think of people who you might be able to partner with to amplify the message.

Be sure to make several different target audiences. The people that you’re trying to communicate with are not all the same. As you define these new groups of people, define them using questions like the ones used for your existing audiences. In addition, be sure to write out about how large the groups are, as this should change how you attempt to approach them.

Matthew RempelComment