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Audiences: Individuals or groups who are not directly involved in a negotiation, but can observe and react to the events. Coalitions: Alliances between individuals or groups who cooperate for a common cause.
To identify target audience behavior, you can: Categorize your audiences Divide audiences into categories Primary: Those whose behavior you are trying to change Influencers: Those that can influence the primary audience Gatekeepers: Those that can facilitate or prevent access to the primary audience
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