Agriculture Communication


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Understanding Audience

What do you think of when you hear “audience?” The people watching a play or speech or basketball game?

How about “target audience?” The people you’re trying to reach with your educational programming?

Typically when we think of a target audience, we think of demographics: age, gender, location, etc.)

Demographics vs. psychographics

Demographics: gender, race, age, home ownership, employment status, location

Psychographics: personality, values, attitudes, interests, or lifestyles

Today we can’t stereotype people based on demographics. We might think that older people are less likely to adopt new technology, but in a poll done by Harris Interactive in February 2012, the highest percentage of tablet and e-readers were not young people – but older American adults. It is estimated that 28% of US Adults aged 18+ are using these devices – and that 24% of that is 48-66 year olds, while 28% is adults aged 67 and older.

Think about your target audience’s psychographics.

How do we reach these diverse people? How can you use what you know to communicate your key message?

No one single tool is the answer

We need to repurpose information to share in multiple formats to communicate with various audiences.

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