DEFINE YOUR AUDIENCE

Who you will communicate to?

Introduction

The goal of communication actions is to ensure that the work we're doing within the project incorporates and engages the appropriate audiences. After thinking about your brand, which is what you’ll communicate, you will need to understand who you will communicate to.

✨ Who needs to know about this project to ensure I fulfil my vision? ✨

Target groups

Your project, deployment, intervention, pilot or lab needs to identify different target groups.

Why? Different people are interested in your project for different reasons and each receive and understand information in different ways. Your communication has to be presented in a variety of ways to ensure the audience you are targeting can not only read it, but can also understand and action it.

In general, we can differentiate between three types of audience based on their relation with the project.

Stakeholders

Those actors that are really important to delivering on the ultimate purpose of your project. They take a direct part in the project.

👉 Each type of stakeholder will have different channels for being communicated to.

Organisations, experts

They create and collect information about the field related to your project. This may include policy experts on that topic, groups of people that have a stake in your project, people working on the field related to the project, etc.

👉 Not directly involved in your project, these experts use public or specialised channels to be communicated to and often receive information via networks or professional bodies

General public, citizens

End users who benefit from the project outcomes, civil society. Wider audience.

👉 Public channels, publicity and media to meet a wider and diverse audience.