Identify your audience

Ask: Whose behaviour do you need to change, including activities in their existing networks.
Aim: Create an exhaustive review of relevant audiences.

Start with the target objective in mind.

Try to understand who and what is involved in the target audience’s decision for a full picture of whose behaviour you need to change, including other audience members to focus on. 

Do: 

• Speak to your audience and understand where they go to for information and who typically influences their behaviour or ideas.

• Identify already established networks that you can use, and influence, e.g. manager peer networking groups.

Don’t: 

• Assume that going direct to the target audience is the only best way.

• Neglect relevant audience influencers.