Examination of a systematic framework for uncovering and understanding strategic communication audiences' motivations, influences, and decision-making processes. Major influences on audiences' conduct, such as psychological, situational, and socio-cultural factors. Implications of strategic audience insights for the development and implementation of integrated strategic communication programs.

Examination of a systematic framework for uncovering and understanding strategic communication audiences' motivations, influences, and decision-making processes. Major influences on audiences' conduct, such as psychological, situational, and socio-cultural factors. Implications of strategic audience insights for the development and implementation of integrated strategic communication programs.