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. You will learn how to define and select audience segments to guide public diplomacy strategy and planning for policy-relevant impact.  

The workshop comprises three modules:

  • Segmentation Analysis for Public Diplomacy Strategy
  • Mapping Stakeholders and Influencers 
  • Using Audience Insights to Develop PD Narrative Strategies

 

Modules

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.

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.

Schedule

NEW DATES! The workshop takes place over two weeks, including live sessions of 6 online hours, group work between sessions, and assigned self-directed learning. All scheduled meeting times will be Pacific Time.

  • Thursday, December 3, 5:30pm to 7:00pm 
  • Tuesday, December 8, 5:30pm to 7:30pm
  • Thursday, December 10, 5:30pm to 8:00pm

Application

Click here to access the online application. You will be notified within 24 hours after your application has been received.