Online
Public Relations

On-Line Audit
Audience Analysis

Client:

Job:

 Date Created: Date Revised: Date Approval
Needed:
Agency Signoff: Spell/grammar check: Fact check:
  Quality Check:  
Client Signoff:    
 Business Objective:  
Communications Objective:  
Feedback device:  
Success measure:  

Effective on-line communication starts at the message receiver. You want the message receiver to DO something as a result of communicating with you. This might be increased awareness, greater information, support for decision making, purchasing on-line or after-purchase service. To evaluate your on-line communications, we need to know more about the key person(s) to whom you are communicating. For each key audience, we need to know basic information about them.

Key Internal Audience Checklist Check (if key) Summary Description
Stockholders    
Board of directors    
Senior executives    
Senior managers    
Mid-level managers    
Line supervisors    
Staff    
Line workers    
Clerical workers    
Volunteers    
Specific divisions or departments    
Other    
Other    
Other    
     
Key External Audience Checklist Check (If Key) Summary Description
Customers/consumers    
Potential customers/consumers    
Contributors    
Potential contributors    
Community organizations    
Activist special interest groups    
Political leaders -- local, state, national, foreign    
Legislators -- local, state, national, foreign    
Government agencies -- local, state, national, foreign    
Industry associations    
Competitors    
Other    
Other    
Other    
Other    

 

For each key audience, answer the following: