Audience Analysis - PR-CC-1

Audience Analysis - PR-CC-1 - Audience Analysis Phillip G....

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03/05/12 1 Audience Analysis Phillip G. Clampitt, Ph.D.
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03/05/12 2 1. What is it? The process of investigating the people you will be communicating with and their situation. Process Before During – After Investigating People & Situation
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03/05/12 3 2. Why do we do it? Anticipate audience responses Know what to express Know what to repress Determine how to achieve our objectives Ascertain likely level of effectiveness ROT: Adjust your messages to the audience
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03/05/12 4 3. How can we define an audience? Place (GB, Brown County, State) People (age, gender, beliefs, edu., income . .) Medium/channel (TV, radio ….) Content (sailing, football fans, ….) Time (prime-time, daytime ….)
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03/05/12 5 4. So what? Lots of ways to slice the pie, all of which may be valid. People probably are members of various “pie slices” Some pie slices are more important than others (relationships between slices) The critical issue: determining which is the “best way” to slice it in a given situation
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6 5. What do we need to know about the audience?
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Audience Analysis - PR-CC-1 - Audience Analysis Phillip G....

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