Worksheet

1 WORKSHEET 1. DETERMINE GOAL What issue is most important to your organization right now? Who is most affected by the issue stated above? What is the overall goal you want to achieve? (i.e., What change would you be able to observe?). Use SMART model What clear outcomes would you like to achieve? How will you know you are achieving your goals? (Be specific. What would you see, hear, or have in-hand that would let you know you are making progress toward the goal?) 2 WORKSHEET 2. IDENTIFY TARGET AUDIENCES 2.1. Audience definition 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.) Who else is affected if you succeed in your goal? (secondary audience) 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”.) Now you are ready to complete worksheets for each of your audiences identified above. (see next page) 3 WORKSHEET 2. IDENTIFY TARGET AUDIENCES 2. Audience Segmentation (Note: you will probably need to make multiple copies of this worksheet.) Audience _________________________ Describe what you know about this audience’s knowledge, attitudes and behaviors as they relate to your issue: What are the barriers to this audience fully supporting or participating in reaching your goal? What are the benefits if they do? What are the characteristics of this audience? How do they spend their time? What or who are they influenced by? What makes new information credible for them? What or who could motivate change or action? 4 WORKSHEET 3. DEVELOP MESSAGES (Use one sheet for each audience) Audience__________________________ What are the barriers and benefits to your audience thinking, feeling, or acting on your issue? What change in attitude (the way they feel about the issue) do you want to motivate in your audience to meet your goal? What change in the behavior (day-to-day actions) of your audience are trying to achieve? Now, based on what you know about your audience needs to hear in order to think, feel or act, what are the three most compelling sentences you could use to motivate the audience? These are your messages. 5 WORKSHEET 4. SELECT COMMUNICATION CHANNELS (One worksheet for each audience) Audience:_________________________________ Where or from whom does this audience get its information? Who do they find credible? Where does this audience spend most of its time? Where are they most likely to give you their attention? Complete list of channels your team wants to use to reach this audience: