NOR HIDAYAH BT YAHYA

(2018695108)
SITI UMAIRAH BT MAT AMIN
(2018272388)

ARTICLE:
INTERNAL AUDIENCE SEGMENTATION AND DIVERSITY IN
INTERNAL COMMUNICATION
INTRODUCTION

Managing diversity is strategic in the sense that it is internally driven, individual-focused, and outcome-focused. In
managing diversity, various factors describing individual differences are taken into account to create a productive
environment, in which organizational goals are efficiently and effectively met by making the best use of everyone’s
talent and potential. Internal audiences are those who share values or common points of reference with the author.
They may be classmates, members of a club, or people with a common origin. Internal audiences share common
vocabularies. Audience segmentation is a process of dividing people into homogeneous subgroups based upon
defined criterion such as product usage, demographics, psychographics, communication behaviors and media use.
Audience segmentation is widely accepted as a fundamental strategy in communication campaigns to influence
health and social change. Audience segmentation makes campaign efforts more effective when messages are
tailored to the distinct subgroups and more efficient when the target audience is selected based on their
susceptibility and receptivity. Internal communication (also known as IC) refers to a group of processes or tools
that are responsible for effective information flow and collaboration among participants within an organization

IMPORTANCE

INTERNAL AUDIENCE SEGMENTATION

SEGEMENTATION APPROACH

By adopting a segmentation
It is a realistic way to advance approach, we attempt to
diversity in an incremental practically manage diversity at an
manner, starting from the intermediate level.
traditional practices of workforce
management, by taking a
It allows marketing managers to
middle-of-the-road approach
calibrate each marketing mix
and thus reducing potential
differently based on groups’
conflict and resistance due to an
characteristics
abrupt change

The centrifugal and centripetal

forces can be managed in a
balanced way using an
It has the potential to allow
intermediate approach. On the
managers to address each
other hand, the centripetal force
employee in the most effective
highlights mission integration as
way with respect to internal
a major tool, making diverse
communication
employees embrace appropriate
mission principles and facilitating
the tasks of hiring, training, and
motivating employees

The segmentation approach can

function as a practical and useful
tool for managing diversity at an
intermediate level in bigger
organizations. Such an approach
may enable an organization to
gradually develop diversity to a
fundamental level, at which
individuals are completely
valued.
 CONSEQUENCES

Segmentation cannot be
Managers should standardized
intuitively understand
about the segmentation Segmentation are expected to
If the managers failed to do so it become more agile and less costly
may result the company to not to better respond to changes by
properly focus their capabilities and directing their course with respect to
resources on the strategy just one or two issues and being
redesigned as soon as they have lost
their relevance

Direct communications give

Mission fulfillment pays off
a positive impact on
through increased positive
employees
outcomes for employees
When the company state its mission
Mission fulfillment creates a positive
clearly to the employees, it will create
feedback loop, in which employees
the positive experiences that make
become more committed and may
them more loyal and attached to the
provide enhanced customer service
brand or company

Enhances the effectiveness Poor communication

of organizations
Poor communication will result the
Proper management of diversity in
undervalues diversity that can be
internal communication will
counter-productive and poses a
eventually enable every employee to
threat to organizational relationship
function in the way that best benefits
the business

CONCLUSIONS
Managers should emphasize both the centrifugal force of diversity
to value individuals and the centripetal force of diversity toward
mission integration in their practices
In order to fostering a diversity, a dynamic procedure of internal
audience segmentation may be challenging to isolate some of the
features of diversity for the purpose of segmentation