Worksheet 5.1 - Audience Profile printable pdf download

WORKSHEET 5 .1: A UDIENCE P ROFILE

Purpose: T his w orksheet w ill r eview a vailable d ata f or t he d evelopment o f a udience p rofiles. R epeat t he

exercises f or e very a udience s egment s o t hat y ou h ave a n a udience p rofile f or e ach.

Directions: U se d ata f rom t he r apid n eeds a ssessment, p rimary a nd s econdary r esearch ( Unit 2 ) a nd

from a udience a nalysis a nd s egmentation ( Unit 4 ) t o c omplete t his w orksheet. C omplete a s eparate

profile t able f or e ach p riority a nd i nfluencing a udience i dentified i n U nit 4 : A udience A nalysis &

Segmentation. I f p ossible, i nclude m embers o f t he a udience s egment w hen c ompleting t his w orksheet.

Focus o n b ehaviors, r eactions, e motions a nd i nformation a bout t he a udience i n r elation t o t he

emergency. R efer t he q uestions l isted i n t he A ppendix t o h elp e xtract t he n ecessary i nformation f rom

the d ata a nd r esearch.

Once y ou’ve c ompleted t he t ables, b e s ure t o w rite a b rief s ummary c apturing t he m ain c haracteristics

of y our a udience.

Audience P rofile T able

Name: G ive a n ame t o t he a udience a s t his i s a s imple a nd e ffective w ay t o

make t he a udience c ome t o l ife.

Profile S ummary: P rovide a b rief s ummary t o c apture t he k ey

characteristics o f t he a udience. I t i s r ecommended t hat y ou w rite t his

summary a fter h aving c ompleted t he r est o f t his w orksheet.

Demographics: D escribe t he a ge, s ex, l iving l ocation a nd c onditions,

marital s tatus, n umber o f c hildren, e thnicity, l anguage a nd s ocioeconomic

status, e tc. o f t he a udience. D escribe t hese i n r elation t o t he e mergency,

where a ppropriate.

Behaviors: L ist t he b ehaviors t he a udience e ngages i n t hat a re r elated t o

the e mergency. I f k nown, i nclude t he f requency a nd t he c ontext i n w hich

these b ehaviors h appen.

Reaction t o t he E mergency: H ow i s t he a udience r esponding t o t he

emergency?

Media H abits: L ist t he p referred m edia f or t he a udience, a nd w here, w hen

and h ow t hey a ccess i t.

Determinants o f B ehavior: E xplore w hy t he a udience b ehaves t he w ay

they d o i n r elation t o t he e mergency. C onsider t heir k nowledge, v alues,

attitudes, e motions, s ocial n orms a nd s elf-‐efficacy.

Perceived B arriers: L ist t he f actors t hat p revent a udiences f rom e ngaging

in t he d esired b ehaviors.

Perceived B enefits: L ist b enefits t hat t he a udience c an e xperience b y

engaging i n t he d esired b ehaviors

Psychographics: D escribe t he p ersonality o f t he a udience, t heir v alues a nd

beliefs.

Worksheet 5.1 - Audience Profile