Page 44 - Warwickers Communication Counts v2015
P. 44
44 COMMUNICATION AUDIENCE SEGMENTATION audiencesegmentation
Stakeholder analysis Do the preparation work in
advance. In identifying target
Remit audiences do not just think of a
Geography downward cascade of
Traits and likes information by organisation
Business context hierarchy. Most organisations
Objectives today are made up of lots of
Change impact distinct groups and networks.
Identify key groups, create
Culture mailing lists and compile data
Leadership into profiles. Share the profiles
Challenges to encourage leaders to think
Change readiness laterally in who they engage
Language with and how. Some examples
Communication mindset are shown in the diagram.
Communication skill set
Each group has distinct needs. You will need to do Some examples of profile groups
some audience segmentation to identify useful
employee profiles across the business. Without
segmentation content, channels and messages
become diluted and lose the ability to engage
distinct groups.
To get to the profiles you can undertake employee
research on roles, divisions, grades, locations and
access to communication channels. You can also
look into generations, attitudes, likes, interests and
world views. Create the segments with the data
and business context in mind. Keep updating it.
For major projects you will also need to do a stakeholder mapping analysis (above) for all the key
players involved. With key influencers this is usually mapped by individual to understand their position
and how best to influence them. The main message here is really seek to understand your audiences
and their needs.
Stakeholder analysis Do the preparation work in
advance. In identifying target
Remit audiences do not just think of a
Geography downward cascade of
Traits and likes information by organisation
Business context hierarchy. Most organisations
Objectives today are made up of lots of
Change impact distinct groups and networks.
Identify key groups, create
Culture mailing lists and compile data
Leadership into profiles. Share the profiles
Challenges to encourage leaders to think
Change readiness laterally in who they engage
Language with and how. Some examples
Communication mindset are shown in the diagram.
Communication skill set
Each group has distinct needs. You will need to do Some examples of profile groups
some audience segmentation to identify useful
employee profiles across the business. Without
segmentation content, channels and messages
become diluted and lose the ability to engage
distinct groups.
To get to the profiles you can undertake employee
research on roles, divisions, grades, locations and
access to communication channels. You can also
look into generations, attitudes, likes, interests and
world views. Create the segments with the data
and business context in mind. Keep updating it.
For major projects you will also need to do a stakeholder mapping analysis (above) for all the key
players involved. With key influencers this is usually mapped by individual to understand their position
and how best to influence them. The main message here is really seek to understand your audiences
and their needs.
