The Spectrum of Audience

Whom they Communicate to?

 The Audience

Strategic Partners
Alliances

Internal External
Audience Audience
 Strategic Partners
• Strategic partners, though form outer circle of the
audience spectrum, play a very crucial role in achieving
goals of any corporate. They contribute in all strategic
initiatives in producing profits, cutting costs, and
reducing risks.
• Communication with them finds equal significance as
does it with internal audience.
 Internal Audience
• An Internal audience always share a symbiotic
relationship with its corporate.
• They are intrinsically linked with existence and growth
of the Corporate.
• Internal audience need to have a pride of association
with their organisation.
 External Audience
• External audience are central to the future growth of the
corporate.
• The Corporate always has a challenge to consistently
disseminate information about the corporate’s brand
and its core messages.
• The Corporate must communicate with external
audience for a single, compelling reason- everyone in
public domain is a potential customer.
Nature of Internal & External Audience

Corporate Brand

Employees
Outsourced Workforce
External Audience
 Nature of Internal & External Audience

• Internal communications are strategic initiatives for the

‘inner circle’ that increase the involvement and
motivation of corporate’s immediate audience.
• External communications on the other hand, have the
singular objective of establishing and maintaining a
proper reputation in support of the ‘corporate policy’.
• Corporate policy could include information about its
commercial, financial, and community policies.
 Nature of Internal & External Audience

• In this backdrop, audience for internal communications

become the employees and the larger workforce.

• External communications are targeted at stakeholders,

customers, investors, media, opinion makers, financial
markets, government & regulatory bodies and special
interest groups.
 Developing a Communication Model
The First Step
• Understanding the organisation in terms of its brand or
institutional vision:
– What does organisation stand for?
– How is it viewed in its local community?
– Has its brand been effectively communicated?
– Does the organisation stand by itself or is it represented
by individual or a group?
– What are the contributions of efforts for image-building
so far?
 Audience-Initiative
Developing a Communication Model
The Second Step
• Identifying the audience to which the brand needs to be
communicated:
– What is the type of the audience- internal or external ?
– What is the order of importance/preference?
– Are there different approaches to different types of
audiences?
– How consistently and effectively they need to be
communicated?
– Any audience group that requires a unique
communication approach?
 Audience-Initiative
Developing a Communication Model
The Third Step
• Developing the Communication Model
– Select a communication design
– Select a befitting medium/channel
– Assess the effectiveness of the design
– Calculate the cost-effectiveness
– How consistently and effectively will this design deliver
the desired result?
– Compose the message effectively
– Review if all the questions have been answered
properly