Target audiences can also be grouped into two segments:
- Internal audiences (inside the organization)
- External audiences (outside the organization)
Which audience (internal or external) is currently more
important for your organization to target?
Once the target audience is determined, the organization can see what facts are already known about this
group, and what research needs to be done in order to effectively communicate the organization's message.
Examples:
- If the organization is sending a newsletter to potential students, it should include information on
classes and opportunities of interest to students.
- If the organization is sending a newsletter to potential businesses, it should include information about
job mentoring, interviewing, potential future employees, etc.
This is your chance to be creative…
Think of the best ways to reach target audiences
in your community. Where do they shop? Where do they eat, etc?
Step #3 – SELECT METHODS OR TOOLS
- Brochures, newsletters, press releases or flyers.
- The technique or tool used to reach an audience is often just as important as the message itself.
Step #4 – MONITOR FEEDBACK
- People communicate to elicit responses from others and to build relationships. Communication
should be behaviorally based. If an organization wants to reach a particular audience, there should
be a way to measure that objective (i.e. increased program enrollment, special event
attendance, etc.).
Step #5 – IDENTIFY DESIRED RESPONSES
- People's perceptions influence their behavior. The trick is to turn negative images into
opportunities and maintain positive images. Gear the messages toward the audiences and
develop strategies designed to reach them individually.