Audience Insights for Public Diplomacy Strategy
This workshop focuses on developing a robust framework and toolkit for audience analysis as the basis for public diplomacy engagement. It integrates time-tested methods and technology-driven tools in data collection and analysis. You will learn how to generate actionable insights to guide public diplomacy strategy and planning for policy-relevant impact.
The workshop comprises four modules:
- Segmentation Analysis for Public Diplomacy Strategy
- Multi-platform Social Listening and Insights
- Mapping Stakeholders and Influencers
- Using Audience Insights to Develop PD Narrative Strategies
Segmentation Analysis for Public Diplomacy Strategy
This module reviews main approaches to segmentation analysis to define target audience groups against strategic and policy priorities, based on demographic characteristics, values and beliefs, behavioral patterns, and communication preferences at various engagement stages. We will discuss how to derive insights from audience data from a range of sources. The strategic implications from the segmentation exercise will form the basis for campaign planning.
Multi-platform Social Listening and Insights
Learn how to create strategic insights on audiences by bringing together digital data from a variety of social media sources. In this session, participants will engage in hands-on collection and analysis of audience data with the goal to identify factors that can enhance the coherence, authenticity and resonance of PD campaigns.
Mapping Stakeholders and Influencers
In this module, participants will identify stakeholders/influencers; analyze and define their roles and expectations; understand and prioritize their needs; and map influence and factors determining successful stakeholder engagement. Through exercises and group discussion, participants will be able to plot stakeholder strategy in current public diplomacy campaigns.
Using Audience Insights to Develop PD Narrative Strategies
This module addresses the role of audience opinions and beliefs in shaping overall narrative direction and the implications for developing effective strategic narratives to achieve campaign objectives.
The workshop takes place over two weeks, including live sessions of 8 online hours, group work between sessions, and assigned self-directed learning. All scheduled meeting times will be in PT.
- July 8, 7:00am to 8:30am
- July 10, 7:00am to 8:30am
- July 15, 7:30am to 9:30am
- July 17, 7:00am to 9:30am
Due to overwhelming demand, this workshop is full and closed.