Audience Segmentation

Audience Segmentation: Pairing Messages to People

Thursday, November 5
2:00 - 5:00 pm ET

Spots in this workshop are limited. Registration is now closed. 

An individual’s culture, history, and lived experiences affect how they understand and engage with new information. Without a personal connection, scientists and researchers may struggle to bridge the gap between science and society, and to share their work with others in effective and meaningful ways. When speaking to a variety of individuals in the same audience, all with varying scientific proficiency levels and differing opinions about science, the challenges compound.

In this three-hour, online workshop, scientists and researchers will learn strategies that can help them craft one message that resonates with different people. Participants will examine other fields that successfully tailor mass messages to different audiences, including public health, and experiment with how those practices can help them as well.

At the end of the program, participants will be able to:

  • Identify connections between public health communication and science communication
  • Understand how disparities among people impact message interpretation
  • Practice audience segmentation
  • Apply communication theory to design powerful communication tactics
  • Practice targeted, culturally competent communication for broad audiences
  • Identify intended and unintended message effects on audience segments