ABSTRACT
Artistic expression can be for its own sake, but in communication fields and industries, expression is in service to an audience and to a message. To serve an audience well, we have to know that audience well. We need intelligence on an audience's information needs, habits, sensitivities, and objectives. This chapter provides a roadmap for finding and charting this information. It discusses how to develop a style guide in service to audience. Useful, user-friendly, accessible style guides help maintain consistency across all of our content in terms of both voice and personality. For public relations practitioners, the term for audience is publics, and serving these publics is in a larger context of serving a particular client or cause. In marketing and advertising, audience might be better termed a target demographic.
