AWWA ACE58103

Audience-centered communication planning is a growing trend in the communicationfield. Instead of starting with the overall goal, message or strategy, the plan starts withthe audience. Each audience, once identified, has an entire communication plan builtaround it. Audiences can be defined as any individual or organization with the power tosignificantly affect a utility's success or failure. According to the audience-centeredapproach, each audience deserves its own set of goals, messages, strategies and tactics.The paper discusses examples of potential audiences to consider when using this audience-centeredapproach that include: ratepayers; special interest groups; policymakers and regulators; internal audiences; and industry representatives. For each audience there needs to be agoal, objectives, messages, strategies, tactics, a timeline and evaluation criteria.Depending on the goals and objectives, the paper discusses several strategies and tactics thatcan be applied to each utility audience.

Product Details

Edition:

Vol. - No.

Published:

06/15/2003

Number of Pages:

4

File Size:

1 file , 210 KB