An Introduction to Audience Led Communications 

Audience-led communication focuses on providing the most value with least amount of noise, confusion and opportunities for assumption.

It focuses on providing the information teams need - typically commercial teams - at the technical level and granularity they find easily usable.

Too technical or too much, and teams will misunderstand or switch off, or miss the value contained

Too little background or justification, and teams will find it difficult to translate into useful commercial information.


Audience-led communication is the practise of tailoring the content, technical complexity and focus of your messages to:


  • What your colleagues NEED to hear (not what you want to tell them)
  • What your colleagues CARE ABOUT (not what you want them to care about)
  • What your colleagues CAN USE in their role (and only that)

Tips and Tricks

  • You might need several channels of communications, or several versions of an update.
  • Consider what is best for the audience, not for you.
  • Focus on phrases or paragraphs colleagues can use ‘word for word’ (almost) in their future conversations with users, customers or the market. This promotes alignment of message and reduces assumptions and miscommunication.


The ‘3 Step Product Comms’ Framework

‘What was the problem?’


‘What did we do?’


‘Why is this (the solution) awesome?’



What was the problem?

Customers had no way to add an attachment as a supporting piece of evidence in their claim.


What did we do?

We have added the ability to add, remove and store attachments for claims, accepting only PDF file types at this time.


Why is this awesome?

Attachments allow for evidence to be submitted directly to a customer’s claim, reducing the time claims need to be reviewed and followed up. Claims also have a reduced chance of delay due to lost paper records and are available anywhere anytime by claims staff.

Audience Led Communication is adapted from various other communication methodologies.
The 3-Step ProdComms framwork was created by Graham Reed.