1 of 20 Information Dissemination Audiences and Markets IMARK Investing in Information for...
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Transcript of 1 of 20 Information Dissemination Audiences and Markets IMARK Investing in Information for...
1 of 20Information DisseminationAudiences and Markets
IMARK Investing in Information for Development
Information Dissemination
Audiences and Markets
© FAO 2005
2 of 20Information DisseminationAudiences and Markets
At the end of this lesson you will:
identify the necessary components to develop an effective information dissemination plan;
be aware of how to analyze: - your audience(s) and their needs, - your competitors, and - your “comparative advantage”.
Learning ObjectivesLearning Objectives
3 of 20Information DisseminationAudiences and Markets
Most organizations produce information.
IntroductionIntroduction
However, often the information they produce is not disseminated effectively.
Why does this happen?
4 of 20Information DisseminationAudiences and Markets
Three common constraints to effective disseminationThree common constraints to effective dissemination
Organizations do not undertake systematic market research on their audience(s) and clients.
Organizations do not undertake systematic market research on their audience(s) and clients.
They do not have procedures in place for continual analysis of their products, services, and dissemination
mechanisms.
They do not have procedures in place for continual analysis of their products, services, and dissemination
mechanisms.
They do not plan for the introduction of new information technologies, new audiences, new media, and new types of
products and services.
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What could be a solution? The development of an information dissemination plan. It should include descriptions of:
Dissemination plansDissemination plans
1. Audience(s)1. Audience(s)
2. Products and services2. Products and services
3. Resources of the organization and its
partners involved in dissemination of products
and services.
3. Resources of the organization and its
partners involved in dissemination of products
and services.
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The plan should define the following aspects of products and services offered by the organization:
DESCRIPTIONDESCRIPTION
PRODUCTIONPRODUCTION
CHANNELSCHANNELS
MARKETINGMARKETING
FINANCIAL ASPECTS
FINANCIAL ASPECTS
Dissemination plansDissemination plans
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2. Assessment of your information competitors and your “comparative advantage”
2. Assessment of your information competitors and your “comparative advantage”
4. Evaluation of your current and future capacities for effective information dissemination
4. Evaluation of your current and future capacities for effective information dissemination
3. Description of current information products and services
3. Description of current information products and services
1. Identification and analysis of existing and potential audiences
1. Identification and analysis of existing and potential audiences
Here are the preparatory tasks to design a dissemination plan:
EXTERNAL factors
EXTERNAL factors
INTERNAL factors
INTERNAL factors
Dissemination plansDissemination plans
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1) Identification of your existing and potential audience(s).
Who are they?Who are they?
Where are they?Where are they?
What types of information products and services do they need?
What types of information products and services do they need?
How will they gain access to these products and services?
How will they gain access to these products and services?
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Your audience(s) profilesYour audience(s) profiles
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The key questions to analyse your audience(s):
1.What types of people make up your audience(s)?1.What types of people make up your audience(s)?
3.What is the level of expertise and capacity of your audience(s)?3.What is the level of expertise and capacity of your audience(s)?
2. What types of organizations make up your audience(s)?2. What types of organizations make up your audience(s)?
4.How are these audience(s) changing?4.How are these audience(s) changing?
Your audience(s) profilesYour audience(s) profiles
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The needs of the audience(s) determine both the content to deliver and the medium used for dissemination.
Therefore, you should move to a detailed analysis of audience(s) needs.
Start by finding out the current use and impact of your present products and services.
?
Your audience(s) needsYour audience(s) needs
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Consider the different types of content needed by your audience(s)
Find out, for each audience, the degree of use of each kind of content.
Assess the importance of each kind of content for each kind of audience
In order to identify what kind of content is relevant to what kind of audience:
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Your audience(s) needsYour audience(s) needs
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Now, identify what kind of medium is more useful to each audience. You can build a matrix like this:
xxx= most useful; xx= useful; x= not so useful
Medium of service/product delivery
Type of audience
Researcher Extension worker Journalist Farmer
Leaflets x xxx x xxx
Books/Hardcopies xx xxx x
Websites xxx x xx
Digital documents xxx xx x x
Your audience(s) needsYour audience(s) needs
13 of 20Information DisseminationAudiences and Markets
Here is another issue common to many organizations: audiences are often very diverse.
Consequently there is a broad range of “needs” that require distinct information products and services.
Therefore, it is important to set priorities.
Dynamic prioritiesDynamic priorities
14 of 20Information DisseminationAudiences and Markets
In order to set priorities, three criteria are most important:
Setting priorities between audiencesSetting priorities between audiences
1. Which audience(s) are most central to the mandate of your organization?
1. Which audience(s) are most central to the mandate of your organization?
2. Which audience(s) can you reach most effectively?2. Which audience(s) can you reach most effectively?
3. And on which audience(s) are your products/services likely to have the greatest impact?
3. And on which audience(s) are your products/services likely to have the greatest impact?
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What else can you do to set priorities?
1. Identify the audiences which are presently well served, and which ones need greater support.
2. Then define the top priority groups (perhaps three or four) that are most important to your objectives.
Initially, you should only concentrate on these groups; later, you may be able to add a few more to the list. Initially, you should only concentrate on these groups; later, you may be able to add a few more to the list.
Setting priorities between audiencesSetting priorities between audiences
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2) Analysis of the market trends and environment affecting the demand for your information products and services.
AUDIENCEAUDIENCE
AUDIENCENEEDS
AUDIENCENEEDS
YOUR SERVICES
YOUR SERVICES
COMPETITION PRODUCTS/SERVICES
related to these elements
COMPETITION PRODUCTS/SERVICES
related to these elements
TARGET of YOUR
ANALYSIS
TARGET of YOUR
ANALYSIS
The competitorsThe competitors
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Look not only at your competitors, but also for new opportunities of needs as yet unfulfilled by any service provider.
While analyzing your competitors, keep in mind the analysis you previously conducted of your audience(s) and their needs.
The competitorsThe competitors
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If there are other organizations interacting with your audience(s), and offering information products and services similar to those of your organization, you should further examine:
THE CONTENTTHEY PRODUCE
THE CONTENTTHEY PRODUCE
THE VARIETY
OF MEDIA USED
THE VARIETY
OF MEDIA USED
WHO IS PRODUCING
THESE SERVICES
WHO IS PRODUCING
THESE SERVICES
THE COSTS FOR
ACCESSING THEIR SERVICES
The competitorsThe competitors
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The key issue is differentiation of your products and services from others. These are the questions to ask:
Are you providing unique products or services? Are you providing unique products or services?
Have you identified some sub-groups of audiences that are not well serviced?
Have you identified some sub-groups of audiences that are not well serviced?
Have you avoided certain products and services?Have you avoided certain products and services?
Are there possibilities of partnerships and collaboration to share both the costs and the benefits?
Are there possibilities of partnerships and collaboration to share both the costs and the benefits?
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The competitorsThe competitors
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SummarySummary
o To build an information dissemination plan, there are two kinds of analysis you should do: “external” and “internal”.
o Analysis of your audience(s): their identities; their characteristics; their specific needs; the kind of content; the type of medium; and priorities among them.
o Analysis of the market trends and environment affecting the demand for your information products and services.