📘 Course Overview
CHE 460 – Health Communication, Social Marketing, and Advocacy explores how strategic communication and advocacy influence public health. One of the foundational steps in creating effective messaging is understanding your audience.
What Is Audience Analysis?
🔍 Why It Matters
Audience analysis helps tailor health messages to those whose behavior must change to improve health outcomes. It informs:
- Message design
- Media/channel selection
- Campaign activities
🎯 Goal: To create messages that resonate, engage, and influence behavior.
Audience Profile – Key Questions
Use the following to build a basic or in-depth audience profile during the development stage of your health strategy:
| Question | Purpose |
|---|---|
| Who are they? | Identify demographics, roles, or communities |
| What do they need? | Understand their gaps, desires, or problems |
| Where will they read? | Physical or digital environment of content |
| When will they read? | Timing and urgency of message |
| Why will they read? | Motivation or need driving their attention |
| How will they read? | Format—desktop, mobile, print, social media, etc. |
💡 Tip: Start with a short profile. Expand into a full analysis if needed based on project scope.
Influence & Priority Audiences
👥 Two Types to Identify:
- Priority Audiences – Whose behavior needs to change?
- Influence Audiences – Who can help or hinder change?
This step supports realistic planning and strengthens message effectiveness.
Presenter’s Responsibility
Good communicators are audience-centered. That means:
- Researching your audience thoroughly
- Adjusting content, tone, and visuals to match their expectations
- Considering variables like age, sex, attitudes, values, and setting
🎤 "Working the room" starts with knowing who’s in it.
📥 Downloadable Resource:
Use this chart to map out your audience before building your campaign message.
Need More Help?
Want additional support? Sign up for our group sessions. Take a look at the full workshop schedule. For help signing up and accessing the Academic Support Center, see the How to Book ASC Sessions Page.