Identifying, selecting, and describing audiences
Snapshot of the January 2025 edition · U.S. Department of State (R/PPR) · Public domain · Unabridged · State's internal edition is authoritative over this copy
Contents
The following illustrations in Figures 17-20 offer two examples of how a PD section might begin to organize its thinking about audiences as they develop activities. The table includes four columns identifying key information that the PD section needs in order to design an effective, evidence-based initiative.
ICS sub-objective: Foster cooperation for multilateral climate change agreement.
Problem statement: While there is nominal support for the climate agreement, action is not being taken to cooperate with the agreement terms. The general public does not see climate change as a priority and therefore does not push for further cooperation. However, people are concerned about climate-related impacts, such as health and unemployment.
| Potential audience Who do I need to reach? |
Priority audience Who do I need to reach? |
Message What is the right message? |
Medium What is the right way? |
|---|---|---|---|
| People living in areas with decreased air quality and/or access to clean water due to climate change. (Urban residents) | People who think the government should make climate issues at least somewhat of a priority. (35–50 year old adults, have a higher education, and urban) | Potential health benefits of cooperating with the multilateral climate protection and ways the priority audience can demand further cooperation from their government. | Radio spots on key trusted sources. |
Figure 17.
[The State edition carries a graphic here, "undefined", that did not come through the public conversion.]
Figure 18.
ICS sub-objective: Increase citizens' access to tools to fight disinformation while strengthening diverse, accurate information sources, and improving the capacity of media outlets.
Problem statement: Publics are not utilizing basic media literacy practices, despite clear knowledge of these practices, to verify information before sharing it, particularly online. This has led to the rapid spread of harmful stories that have threatened security and harmed U.S. image.
| Potential audience Who do I need to reach? |
Priority audience Who do I need to reach? |
Message What is the right message? |
Medium What is the right way? |
|---|---|---|---|
| People who consume information on the internet. | People who frequently share news from sites known to spread misinformation. (Men, ages 25–44, who live in and around the capital) | Check the source before you share. | Social media posts from or re-posted by respected journalists in the country. |
Figure 19.
[The State edition carries a graphic here, "undefined", that did not come through the public conversion.]
Figure 20.