Understanding audiences and the appetite for evidence
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This document provides guidance on understanding target audiences and stakeholders. It emphasizes that to communicate effectively, one must understand an audience's needs, concerns, and interests. It introduces tools like stakeholder mind maps and alignment-interest matrices to help analyze audiences. A stakeholder mind map prompts mapping key stakeholders and considerations like their alignment with goals and level of influence. An alignment-interest matrix further maps stakeholders based on their alignment and interest levels to identify engagement opportunities. The workshop activities guide attendees in applying these tools to identify stakeholders for a sample project and ways to raise awareness, interest, and influence levels to improve engagement.
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Understanding audiences and the appetite for evidence
- 1. AERC POLICY BRIEF WORKSHOP Understanding Audiences and the Appetite for Evidence 2015
- 2. UNDERSTANDING AUDIENCES 1. Why is it important? 2. What are the implications? 3. What does it mean we do differently?
- 3. WHY IS IT IMPORTANT TO UNDERSTAND YOUR TARGET AUDIENCE? • Different people have different needs. • To communicate effectively you need to understand what your audience needs.
- 5. WHO, WHAT, WHY & HOW? • Who are you talking to? • What are their concerns? • Why should they be interested ? • How can you capture their attention?
- 6. YOUR STAKEHOLDER MIND MAP
- 7. ACTIVITY • Using a mind map, draw out a your key stakeholders • Spend some time thinking about stakeholders you don't usually think about? • e.g. media, private business, third sector (NGO's, think tanks etc.), networks etc. • Where you can be specific i.e. include names, departments etc.
- 8. ALIGNMENT, INFLUENCE & INTEREST MATRIX (AIIM)
- 9. WHY USE AIIM? • Discover if your stakeholders’ interests are aligned with yours • Map interest and alignment in relation to actors • Decide on actions you can take
- 10. ALIGNMENT • Do they agree with our approach? • Do they agree with our assumptions? • Do they want to do the same things that we think need to be done? • Are they thinking what we are thinking?
- 11. INTEREST • Are they committing time and money to the issue? • Do they want something to happen (whether it is for or against what you propose)? • Are they going to events on the subject? • Are they publicly speaking about the issue?
- 13. USING AIIM 1. Draw your Alignment, Interest and Influence Matrix 2. Map stakeholders according to their interest and alignment 3. Consider the position of actors in relation to others.
- 14. Target Audience (A) Level of influence and (B) interest (High, medium and low) Influence explained Opportunities to engage Civil Society team, DFID A = Medium B= Medium Funder with high profile Post research case studies on DFID website, attend DFID funded conference on Women’s role in Civil Society, July 2014. Sam Marques, Women’s rights Argentina (WRA) (Think tank) A = High B = High Regularly invited to consult government Open to dialogue with research bodies and spoke to Sam Marques about project collaboration. Enrique Suarez, Department of Women’s affairs A = High B = Low Key decision maker A member of the advisory board for the programme with high level of interest in study. Aim to hold quarterly research briefs with Mr Suarez School of Civil Society, University of Buenos Aries A = Medium B = Low Leading academic institution, a number of senior researchers have policy role Present findings annually during School seminar series Clara Sebatal (Editor), Women’s Affairs Magazine A = Low/Medium (but potentially high) B = Low Popular issue-based Women’s magazine Speak to editor about submitting a feature about the research programme Project title: Improving the role of Women in civil society in Argentina (funded by DFID)
- 15. ACTIVITY Work in 3’s to: 1. Identify one project you will focus on 2. Complete the AIIM matrix for this project 3. Think about the following questions in your groups: • How can I raise the level of awareness and interest among key stakeholders • How can I help raise the capacity of those with high interest but low influence? (e.g. encourage co-operation between those with high interest but low influence) • How will you put this into practice when you return to your organisation
Hinweis der Redaktion
- In this session we are going to look at why it is important to understand and analyse our audiences before we begin developing any specific materials. A quick pulse check, when you were writing your policy briefs in preparation for this workshop who was your intended audience?
- What does knowing our audience allow us to do differently? Can you give examples of the different types of people you communicate your research to? What are the implications to how you communicate a message? Think of how you would frame your message to these people, would it be the same?
- The above slide is usually used in marketing but it is a good way to begin to think about what audience mapping will allow us to do different. When preparing any materials, in this case a policy brief, these are the things you need to consider.
- Whenever we begin thinking about communicating our research questions we need to ask ourselves who, what, why and how? These four questions are the pathway we use to ensure that what we are going to say has the intended impact. Who: are they a policy maker, an NGO, an intermediary? Who they are already frames what we can do and say with them. What: what issues are of interest to this person? Are they concerned about this issue does it reflect the things they have been talking about? Why: why should they be interested in what I have to say about this issue? Could it potentially solve a problem that they have? Could it help them get re-elected if they speak about this issue. Why are they going to be interested and what does it mean I do differently? How: now that I know these things how am I going to act in a way to capture their attention? Do they attend events I do? Are they on social media?
- One simple way of visualising your stakeholders is to prepare a stakeholder mind map. A mind map is a tool that is simply used to brain storm around a particular topic. Facilitator can draw an example of their own mind map on a flip chart.
- One of the key things to understanding your audiences is to begin with some sort of stakeholder mapping. There are numerous methodologies used to map stakeholders such as: power and influence matrix which looks at power relations, netmapping which looks at leveraging informal and informal pathways to change, and for our purposes the Alignment, Influence and Interest Matrix aka AIIM.
- What do we mean by alignment? Alignment assesses the following questions: (Read slide)
- While an individual or organisation may be aligned or misaligned with your work, there is also the question of interest. Are these people interested in the issue in the same way that you are?
- Within the four quadrants, we can give our stakeholders the following characteristics, that will help us to determine how much effort to put into engaging with them. This is very useful because as you know there are always multiple stakeholders therefore it is important to decide who we will prioritise and for what reason.
- Here is an example of the results of an AIIM exercise carried out by the Improving the role of women in civil society project in Argentina. Notice how the degree of influence and alignment determines the ways in which this project will engage around a specific issues. This is how you should think about your own audiences.