Audience Analysis Au dience Segmentation Prof. Buenalyn Teresita M. Ramos o _ _ Regional Training Course on Risk Communication in Health Emergencies Session Objectives ■ Define audience analysis ■ Identify the purpose of audience analysis ■ Describe the steps in audience analysis ■ Explain audience segmentation ■ Enumerate the classification of audiences Regional Training Course on Risk Communication in Health Emergencies 1 We Belong Together ■ Read the message carefully. ■ Discuss with your group members - Intended audience - Reason for the choice Regional Training Course on Risk Communication in Health Emergencies Audience Analysis: Definition ■ Determining the important characteristics of an audience in order to choose the best style, format and information for risk communication ■ Understanding the identity, personality and characteristics brought to a situation by the specific type of audience Regional Training Course on Risk Communication in Health Emergencies 2 ■ Helps in understanding the social situation ■ Develops strategy to adapt arguments to best suit an audience ■ Informs the communicator about the people he or she is talking to ■ Aids in the development of messages _ ■ Facilitates efficient use of resources Regional Training Course on Risk Communication in Health Emergencies Audience Analysis: Steps ■ nalysis ■D] nderstanding ■ demographics ■ nterest ■ divironment ■ eeds ■Customization ■ xpectations Regional Training Course Audience Analysis; Steps ■ nalysis - Who is the audience? ■ nderstanding - What is the audience's knowledge of the hazard / risk? ■ emographics -What is their age, gender, educational background, etc? Regional Training Course on Risk Communication in Health Emergencies Audience Analysis; Steps ■ nterest - What is the reason for the outrage / fear? ■ nvironment - How will the message be sent? ■ eeds - What are the audience's needs? 2 Planning Risk Regional Training Course on Risk Communication in Health Emergencies mk 4 n ustomization - What specific needs / interests should you address relating to the specific audience? xpectations - What does the audience expect to learn from your document? - What specific behavior needs to be performed? *Audience should walk away having their fears answered and explained Regional Training Course on Risk Communication in Health Emergencies Audience Segmentation Variables ■ Education ■ Language spoken / read ■ Current subject knowledge and experience ■ Cultural norms ■ Age ■ Geographic location o Regional Training Course on Risk Communication in Health Emergencies 5 Guide Questions in Audience Analysis ■ Who needs to hear your message? ■ Who has influence over the target of your campaign? ■ Who must be moved to action so your goals will be met? ■ Who has the greatest impact on the outcome of your campaign efforts? Regional Training Course on Risk Communication in Health Emergencies 6 Communication Informal! on Gathering Template At risk groups / populations - What specific groups are at risk? -What specific groups partners are indirectly involved? -Are there groups or partners who should be considered as communication priorities in light of their likelihood to be looked to for advice or direction? -Are there particular vulnerable / high risk groups that need to be reached? O Regional Training Course on Risk Communication in Health Emergencies Communication Information Gathering Template ■ Knowledge, awareness, and perceptions -What do individuals and the communities know about the nature of the emergencies / disasters? - What are the local terms and descriptions of the emergencies and disasters? -What are the individual and community perception of risk brought by this event? Regional Training Course on Risk Communication in Health Emergencies 7 Communication Information “athering Template ■ Knowledge, awareness, and perceptions - Have these groups experienced these emergencies / disasters before and how have they managed them? -What are the messages circulating within the community? Regional Training Course on Risk Communication in Health Emergencies Communication Information “athering Template Existing household and community practices - What are the non-emergency / disaster health seeking and health care practices? - What existing practices amplify risk and what are the benefits and values that underpin them? - What are the decision-making practices within communities and the household related to seeking health care? - jBBHpPpP'T" ' • ' Regional Training Course on Risk Communication in Health Emergencies Communication Information Gathering Template ■ Socio-cultural, economic and envt'l context - Are there any social and political tensions that may affect risk reduction practices? - Do people have access to sufficient resources to implement risk reduction practices? Are health services available and accessible? Are there problems related to transporting sick people to clinics / hospitals? - What existing traditional religious beliefs and social norms may inhibit implementing risk reduction practices? Regional Training Course on Risk Communication in Health Emergencies 9 Audience Segmentation Health communicators segment audience to.. ■ Achieve the most appropriate and effective ways to communicate with these groups ■ Divide and organize an audience into smaller groups of people who have similar communication-related needs, preferences, and characteristics Regional Training Course on Risk Communication in Health Emergencies 10 Audience Segmentation Health communicators segment audience to.. ■ Prioritize audience according to their communication needs and desired behavior change 11 Audience Segmentati on ; Classification of Audience Now for the exercise... ■ Regional Training Course on Risk Communication in Health Emergencies Workshop Guidelines ■ Return to the previous grouping. ■ Using the data gathered in the situational analysis, conduct the audience segmentation ■ Identify the possible target audiences ■ Rank the target audience according to priority and classify them ■ State reason/s for identifying audiences ^ Planning Regional Training Course on Risk Communication in Health Emergencies Template ■ Name of disaster: ■ Place: ■ Audience segmentation ■ AUDIENCE / PRIORITIZATION / CLASSIFICATION / REASON FOR CHOICE Regional Training Course on Risk Communication in Health Emergencies 13