Elements Of A Strategic Communications Plan Template Page 5
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22Audience Definition Worksheet
Of the audiences listed on the Step 1 worksheet, whose knowledge, attitudes
and behavior must be changed in order to meet your goal? (These groups now
become your primary audiences.)
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Who else is affected if you succeed in your goal? (secondary audience)
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Are there others who can influence primary and secondary audiences? (tertiary
audiences) (You may wish to design a communication initiative to reach some of
these audiences as well. Or you may see a role for these folks as “allies and
partners”.)
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Now you are ready to complete worksheets for each of your audiences identified
above. (see next page)
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