Describe the key steps of a situation and audience analysis. Which of these steps do you
believe are the most challenging to implement? In your opinion, what connects the
situation analysis to the other steps in the health communication plan?
Key Steps of a Situation and Audience Analysis
Situation and audience analysis are paramount in health communication as it confers
the speaker the ability to communicate effectively with the audience. It allows them to
understand the dynamics of the target audience hence tailor the message to resonate well with
the audience. Moreover, the speaker can adapt to the audience and accordingly effectively
address their issues while ensuring that target group is engaged and kept interested in the
topic being discussed (Lutkenhaus, Janiz, & Bouman, 2019) . There are various elements
which are used in the situation and audience analysis which include the size, composition,
physical settings and disposition or attitudes of the audience towards the speaker and the
given topic of discussion
The demographic composition of the audience is essential as it allows the speaker to
adapt the message to resonate well with the give audience. It ensures there is effectiveness in
health communication and hence keep the audience engaged and interested in the topic of
discussion in the address given (Parry, Pino, Faull, & Feathers, 2016) . Moreover, the attitudes
of the audience towards the speaker and the topic also allow for prior strategy formulation to
ensure that the issues which may be raised by the audience are addressed and included in the
discussion before the actual presentation. The physical location of the presentation should
also be considered with the size of the audience in mind to make an allocation for public
address system and ensure that the seating capacity is adequate.
SITUATION AND AUDIENCE ANALYSIS 2
Potential barriers and facilitators of the presentation should be identified ad addressed
accordingly to facilitate a smooth discussion. Moreover, the priority audience and their
attitudes should be identified as they are influential on how the message is perceived and
received by the audience (Lutkenhaus, Janiz, & Bouman, 2019) . Furthermore, they are the
most difficult to implement and hence require to be included in the health communication
plan as they determine the receptivity of the message and information contained in the
discussion or presentation (Parry, Pino, Faull, & Feathers, 2016) . Situation analysis also
determines the mode and channel of communication used by the presenters in ensuring that
the target audience is adequately addressed during the presentation.
SITUATION AND AUDIENCE ANALYSIS 3
Lutkenhaus, R. O., Janiz, J., & Bouman, M. P. (2019). Tailoring in the digital era:
Stimulating dialogues on health topics in collaboration with social media influencers.
Digital Health, 5, 1-11.
Parry, R., Pino, M., Faull, C., & Feathers, L. (2016). Acceptability and design of video-based
research on healthcare communication: Evidence and recommendations. Patient