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Audience Analysis Of 'Who Are The Lions' In The Group

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Audience Analysis
“What one person finds persuasive or problematic, another may not… Change planners should start the analysis by determining the groups of employees who will be affected differently by the change,” (Clampitt, 2017, p. 251). As became apparent after the changes were initiated, individuals began to voice their disappointment amongst trusting peers, for fear that vocalizing such concerns would reflect poorly on them with leadership. The next best way to address these silent-but-deadly perceptions is through identifying the lions of each group – those that have established clout within their respective roles, regardless of job title, to hone in on. Doing so will also filter down the communication channels for improved reception and, hopefully, open two-way …show more content…

As a change consultant, building open and honest trust with these players would help unearth the undertow of beliefs spreading throughout the department, in order to strategize the response and influence change.
To best capture these talking points, the following change worksheet will be utilized and bridge the step into strategic design:
Audiences (Groups) How Will the Group Be Affected? Who Are the “Lions” in the Group? What Are the Channel Preferences of the Group? What Do Group Members Know or Think They Know? What Will Be the Group’s Likely Concerns or Resistance Points? Communication Objectives for the Group

(Clampitt, 2017, p. 256).
Strategic Design
The strategic design will consist of five key steps: 1) developing tentative communicative objectives for each of the audiences; 2) determine common objectives that are shared by all the audiences; 3) develop an

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