Target Internal Audiences & Stakeholders With Confidence

Apply audience firmographics, demographics and psychographics to create internal communications programs and strategies
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  • Lectures 13
  • Contents Video: 1 hour
  • Skill Level Beginner Level
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 4/2014 English

Course Description

Welcome to the business course “Bull’s Eye: Target Your Audience With Confidence.”

Do you want to break through communication barriers within your organization? Then this is the course for you. It will help you build your communications skills, stand out at work, and transform the way you look at the audiences inside your company.

Topics

This course is about the kinds of information you can use to identify and define the people and groups inside your organization. Once you identify those audiences, you will be able to target them as part of your next business or communications strategy.

In this course you will learn about three main categories of information: firmographics, demographics, and psychographics. After learning the basics about each category, you will discover more about them in detail.

The course will review

    ·five ways to look at your workforce using firmographic criteria,

    ·11 different types of demographic criteria,

    ·six ways to get to know your internal audiences using psychographics, and

Delivery

This is an introductory course intended for

    ·business professionals,

    ·communicators,

    ·recent graduates, and

    ·students.

The course is delivered as a combination of animated video and presentation slides. It includes five sections and will take approximately 1 hour to complete.

Outcomes

By the end of this course, you will be able to:

    ·improve your organizational communications efforts,

    ·figure out who you need to communicate with and how best to reach those target audiences,

    ·help leaders make strategic decisions based on their intended audience, and

    ·find and focus on the target audiences most important to your organization.

Practical Application

If you want to take immediate action following the course, you will be able to download an audience checklist that will help you get started.

This checklist will guide you through the process of creating a profile for each of your target audiences.

What are the requirements?

  • A positive attitude toward acquiring new knowledge and skills
  • Personal motivation to apply what you learn to real-life situations

What am I going to get from this course?

  • The course “Bull’s Eye: Target Your Audience with Confidence” aims to provide business professionals with an authoritative knowledge base about organizational audiences, so that you can create and deliver communications programs that accurately reflect the needs of your workforce.
  • Improve your communications efforts by transforming the way you look at the audiences inside your company
  • Unleash your talent by figuring out who you need to communicate with and how best to reach those target audiences
  • Break through communication barriers by helping leaders make strategic decisions based on their intended audience
  • Stand out at work by finding and focusing on the target audiences most important to your organization

What is the target audience?

  • Entry level communications professionals who want to develop the core communications skills they need to do their jobs and be competent in their field
  • Communications generalists who want to continue building their strategic communications and problem-solving skills as their career responsibilities grow
  • Communications specialists with expertise in other areas of communciation who want to expand their knowledge of internal communications, possibly to move into or succeed in a new role
  • Strategic communications advisors who are looking for tools and resources that will help them mentor less experienced communications professionals
  • Senior communications leaders who are looking for credible resources to help them influence and guide other business professionals
  • Communications instructors who want to supplement their course teaching materials
  • Communication students who are looking for additional resources to support their studies or research projects
  • Recent graduates who want to bridge the gap between communications theory and application as they enter the workforce for the first time
  • Not intended for: Communications professionals who are looking for tools and resources related to external communications strategies and programs; individuals who want to improve English as a second language; members of the general public who want to build their personal communication skills

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Section 1: Introduction
02:29

This lecture explains the course philosophy, intended audience, and desired learning outcomes.

At the end of this lecture, you will be able to determine whether this course is right for you.

Already know this is the course for you? Go ahead and skip to lecture 2!

Still not sure? Send me a quick message and I’d be happy to answer any questions you may have.

04:28

This lecture reviews the need for effective business communication and the importance of stakeholder analysis as part of an internal communications strategy.

It also talks about the difference between stakeholders and a target audience.

At the end of this lecture you will be able to:

  • Describe how internal communication can positively affect the financial performance of your organization
  • Strengthen your business case for new internal communications programs or resources
  • Define the term "communication" in an organizational context
  • Explain why stakeholder analysis is essential to creating an effective internal communications program
  • List the other elements you need to include in order to develop an effective internal communications strategy
  • Understand the difference between a stakeholder and target audience
  • Identify a number of the stakeholder groups relevant to your organization
05:58

This lecture explores the critical characteristics of stakeholders and defines the terms “firmographics,” “demographics,” and “psychographics” in the context of your target audience.

At the end of this lecture, you will be able to:

  • Define the three sets of critical characteristics that can be used to define an audience
  • List several synonyms for firmographics, demographics, and psychographics
  • Identify the business activities that rely on audience and stakeholder analysis
  • List variables within each set of characteristics that can help you define, segment, and analyze your audiences
  • Describe the benefits and drawbacks of each set of characteristics and how each set is different from the others
  • Explain how firmographics, demographics, and psychographics can be layered together to provide a complete analysis of your audience
02:44

The lecture looks at the workforce as a target audience.

It explains how understanding and communicating with internal audiences can offer a number of benefits from both an organizational and worker perspective

At the end of this lecture you will be able to:

  • Define the term “workforce”
  • Explain the importance of internal communications to other leaders in your company
  • Articulate why it's so important for your company to make internal communications a priority
Section 2: Firmographics
04:20

This section looks at six commonly used firmographic variables, explained over two lectures, keeping in mind the context of your company’s workforce as a target audience. This lecture reviews the variables of industry, geography, and performance.

At the end of this lecture, you will be able to:

  • Explain how industry, geography, and organizational performance affect the makeup of your internal audiences
  • Classify your organization using a popular industry classification system
  • Determine the type of information most relevant to your workforce based on the industry your organization belongs to
  • Determine whether your organization is located in an area where employee communication is legislated by government
  • Explain how location, work environment, and community size can influence the communications tools and tactics you choose to use
  • Categorize your organization’s performance as falling into one of four common business situations
  • Provide communications guidance to other leaders, collaborate with other professionals, and correctly position messages based on the business situation your organization is in
03:40

This is the second lecture looking at firmographics. It reviews the variables of sector, size, and structure.

At the end of this lecture, you will be able to:

  • Identify which sector your organization belongs to and the stakeholders most relevant to each sector
  • Explain potential considerations for communicating with key stakeholders in each sector
  • Define several methods for classifying organizations as small, medium, or large
  • Identify the best methods for identifying the size of your internal audience
  • Determine how formal your communications program needs to be based on the size of your organization
  • Explain the two main groups that make up your company structure
  • Tailor your communications approach based on the type of group you need to communicate with
  • List the six firmographic criteria that can help you define your workforce
Section 3: Demographics
05:06

This section looks at demographics as the second set of data that can help you define your internal audiences.

Our discussion of demographics is covered over the course of three lectures.

In this lecture, we review a number of the most common variables used in marketing and talk about how they apply to internal communications: age, gender, income, race, and ethnicity.

At the end of this lecture, you will be able to:

  • List common age ranges used to classify people
  • Identify one of the most common situations where age is relevant for communications activities
  • Explain how the gender ratio of a workforce can affect an organization’s communication style, particularly regarding leader communication
  • Distinguish between income considerations for marketers vs. internal communicators
  • Identify a number of income-related topics that may need to be communicated to an organization’s workforce
  • Understand the difference between race and ethnicity when they are used as demographic variables
  • Decide which official and unofficial languages to use to communicate with your target audience
04:57

This is the second lecture looking at demographics. In this lecture, we look at a number of variables that aren't always considered in market research but that can be useful for internal communications: education, occupation, employment status, and hours of work.

At the end of this lecture, you will be able:

  • Determine how much support workers need in order to understand your messages, based on the educational level they have
  • Classify people in your workforce by industry or professional role
  • Adapt how you use terms that are specific to communications when talking with other business leaders
  • Help people in different occupations communicate with one another and prevent potential misunderstandings
  • Classify workers based on the relationship they have with your company and ensure the right information reaches the right people.
  • Share information about company benefits with sensitivity based on the legal employment status of workers
  • Identify the best time to reach workers when delivering organizational messages
04:31

This is the last lecture looking at demographics. In this lecture, we wrap up our discussion by reviewing rank and length of service as variables useful for internal communications. Then we recap all the demographic variables covered in this section.

At the end of this lecture, you will be able to:

  • Identify whether your target audience belongs to the employee, middle management, or executive level of the organization
  • Engage leaders as a channel for cascading messages with their teams
  • Categorize workers by their length of service with an organization
  • Effectively prepare materials for new employee orientation programs and support the documentation and transfer of knowledge from long-service employees to new employees
  • List the five most common demographic variables used to define external audiences and apply them to internal communications
  • Understand how education, occupation, employment status, hours of work, rank, and length of service can give you greater insight to the people inside your company
Section 4: Psychographics
04:47

This section looks at several psychographic variables, explained over three lectures.

This lecture defines culture, behaviour, and personality and reviews how organizational culture and generation can affect your communications approach.

At the end of this lecture, you will be able to:

  • Define the terms “culture,” “personality” and “behaviour” in the context of psychographics
  • Identify whether the diversity in your organization requires a cross-cultural communication strategy
  • Ensure your organization’s actions and decisions reflect what they say is important in order to elicit the right behaviours from workers
  • Decide which mix of channels to use in order to communicate more effectively with the generations in your workforce
04:40

This is the second lecture looking at psychographics. It reviews the variables of life stage, computer literacy, professional outlook, social class, and influence.

At the end of this lecture, you will be able to:

  • Apply a consumer categorization of life stages to segment internal audiences
  • Share information about HR benefits and compensation with employees based on their life stage
  • Determine whether digital communication channels are appropriate for communicating with your organization’s workforce
  • Understand how the professions most predominant in your workforce can influence the attitudes of workers
  • Assess workers based on their socio-economic background
  • Identify the influencers in your company and engage them to gain momentum and spread your message with credibility.
03:56

This is the last lecture looking at psychographics. In this lecture, we wrap up our discussion of psychographics with motivation, engagement, and personality. We also recap all the psychographic variables covered in this section.

At the end of this lecture, you will be able to:

  • Analyze the motivations of your organization’s workers by adapting a consumer segmentation system
  • Tailor your messaging to resonate with workers based on their specific motivations
  • Support organizational efforts to drive employee engagement with communications messages and tactics
  • Match worker personality traits to their preferred form of communication using the categories in the Myers-Briggs test.
  • List a number of psychographic variables that could be relevant to your situation
Section 5: Conclusion
02:57

This lecture recaps what we’ve covered in the course.

At the end of this course, you should be able to:

  • List all potential audiences that you may want to consider
  • Break potential audiences into smaller subgroups
  • Determine the needs and characteristics of each audience group
  • Identify which audiences are a priority based on their communications needs and your organization’s goals
  • Confirm you haven’t overlooked any obvious audiences
  • Develop a complete audience analysis for your internal communications strategy

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Instructor Biography

Amber Marechal, Communications Strategist

Amber Marechal is a business communicator and strategist. During the last 10 years, Amber has helped more than 20 organizations develop and implement their communications programs.

Her experience in communication includes working with organizations such as the Commonwealth Bank of Australia and Suncor Energy, both global Fortune 500 companies; ATCO Group, a worldwide conglomerate that offers utility, technology and business solutions; and ATB Financial, the first financial institution in North America to institute SAP’s core banking solution.

Today she continues to provide strategic communications advice and support for other communicators, managers, and leaders as they implement their communications programs.

Recognized by her peers for communications excellence, Amber has won regional communication awards from the International Association of Business Communicators in 2007 and 2010. She currently volunteers with the association as the Member Retention Manager for one of the largest chapters in the world.

Amber holds a bachelor’s degree in applied communications as well as a diploma in professional writing from MacEwan University. Both were awarded with distinction for academic excellence.

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