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19. Audience Prioritization Matrix




Description and Purpose:

This tool maps influence against the importance of the issue to the stakeholder. It is a useful stakeholder analysis tool.


For each stakeholder identified, map in the chart below – measuring the level of importance of the issue to them on the horizontal axis and their degree of influence on the vertical.

From the Audience Prioritization matrix, you can immediately identify whether the stakeholder is an important audience that cannot be ignored – due to the combination of their influence and how much importance they give the issue.

For stakeholders with high influence, who do not consider the issue important you may consider:

  • For potential allies – tactics and messages to move the issue up their priority ranking
  • For opponents – treating with caution, or carefully selected diversionary tactics.

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