Audiences need to be analyzed from both a global message and within a unique message environment and the impact of messages from competing interests must be considered. From our early days in politics, we have focused on targeting audiences to receive specific messages that drive successful campaigns. In a political campaign, the audiences are segmented groups of voters. In business campaigns, the audience might be elected officials, regulators or consumers. For a grassroots campaign, it can be workers, association members or, once again, voters who might be needed to support an issue referendum.
Different campaigns target different audiences.
The key is identifying the audience and then targeting the campaign to deliver the right message to that audience. Yet, audiences are all too often multi-layered, comprised of individuals or groups who may span traditional audience segments that have conflicting message objectives. But we can deal with it. We know the territory. We have to.