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KnowledgeBases > The School Improvement KnowledgeBase > Element 2 > Activity 4 > Task 1: Identify Target Audiences

Guideline:

Communication messages should be targeted to the needs of the audience. District staff members and principals interact with a range of audiences with different information needs. As such, they must be cognizant of each group's needs when communicating with them. The primary target audiences include

  • district-level (superintendent, district staff members, and board of education);
  • school-level (instructional and support staff members, parents, and students);
  • community-level (taxpayers, business leaders, local government officials);
  • news media; and
  • state education agency staff members. 
Checklists Checklist of Possible Stakeholders

A broad range of stakeholders should be involved in the improvement process. This checklist may help the improvement team identify stakeholders in its community.

Tools Communications Plan Worksheet

This U.S. Department of Transportation worksheet from the "It All Adds Up to Cleaner Air" website identifies specific primary and secondary audiences for a communications plan. It may be a useful example for educators.

Alternate format: PDF

Practical Tips Target Your Audience _EXTERNAL_LINK

This link to the Green Media Toolshed website offers practical tips for focusing communication efforts on target audiences.

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Next: Task 2: Match the Message to the Audience


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