Improving recycling through effective communications: Target Audience

This section helps you to identify and describe your target audience. There are four main groups to consider:

• Householders - the focus of your communications.
• Internal groups - your staff, senior officers, elected members, other council staff who need to know about your communications plan and may be able to help.
• External groups - such as the media, community groups, other local authorities.
• Specific subgroups – community groups, hard to reach/engage groups, potential partners to help communicate your messages such as caretakers, landlords and housing associations.You must be clear about the target audience for your communications and keep them as the focus of your effort at all stages.

This section looks at each main audience in turn (householders, internal and external groups, specific groups and hard to reach/engage audiences). It will help you identify and to understand the target audiences relevant to your communication plan. This is important because your target audiences must be at the heart of your thinking about messaging, strategy, communication methods and activities.

Explore other pages in the report:

• Improving recycling through effective communications
• Background
• Situational analysis
• Aims and objectives
• Branding and message
• Strategy & communication methods
• Communication activities
• Scheduling & costing activities
• Monitoring & evaluation
• Conclusion