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Consultant in Communication
Audience Centered
Communication
All One Communication's Audience-Centered Communication Planning is a systematic process of analysis that anchors communication campaigns in logic and evidence.
Audience-Centered Communication Strategy Development is a systematic, 14-step planning process that unfolds logically and anchors your strategy to the audience at every moment. At each step, there are one or more guiding questions to answer. All One Communication can train your team to make this process second nature. Here is the Audience-Centered Strategy Planning Process in its entirety:
Audience-Centered Communication Planning
1. PROBLEM
➢ In one complete sentence, describe what is wrong in this situation.
➢ Can this problem be solved by communication?
2. TARGET AUDIENCE
➢ Whose knowledge, attitudes or behavior needs to change to solve this problem?
➢ If there is more than one audience, who should be influenced first?
3. BEHAVIOR CHANGE GOAL
➢ How will each target audience’s behavior be changed when the problem is solved?
4. AUDIENCE RESEARCH
➢ How will we learn what the audience knows, thinks and does about this problem?
5. AUDIENCE ANALYSIS
➢ After audience research, use a Steps of Change analysis to learn:
➢ Where is each target audience on the Steps of Change for their behavior change goal?
➢ What explanation do they give for where they are?
➢ What keeps them from changing (barriers)?
➢ What could encourage them to change (motivators)?
6. COMMUNICATION OBJECTIVES
➢ What specific changes in knowledge, attitudes, norms or actions are needed next for each
audience?
7. COMMUNICATION CONCEPT
➢ What communication approach will meet the needs of all the audiences?
➢ Consider mass media, social media and interpersonal communication, or a combination.
8. MESSAGES
➢ What words and images will best convey each of the communication objectives?
10. MATERIALS
➢ Who will do the best job of developing the materials?
11. PRETESTING
➢ Are audience members attracted to the words and images?
➢ Do they understand the words and images as intended?
➢ Are they persuaded by the message?
➢ Is the message believable to them?
➢ Is the message culturally acceptable to them?
➢ Do they identify with the message personally?
12. Plan for IMPLEMENTATION
➢ Who will implement the plan, when and where?
13. Plan for FEEDBACK, MONITORING & EVALUATION PLAN
➢ How will we keep track of the campaign activities?
➢ How will feedback from the audience be gathered?
➢ How will the campaign’s achievements be measured?
Have questions about this process? Let us know in the contact form below.
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