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Unlock the power of communication with the "Know, Feel, Do" framework, and learn how to effectively inform, emotionally engage, and drive your audience to action

The “Know, Feel, Do” framework is a simple yet powerful tool used in communication strategies to shape and guide the audience’s journey through a message or campaign. This model focuses on what the audience should know (cognitive), feel (affective), and do (behavioural) as a result of the communication.

Here’s a breakdown of each component:


Know (Cognitive)

Objective:
This component targets the audience’s knowledge and understanding. It’s about what you want them to learn or understand after being exposed to your message. This could involve conveying facts, data, insights, or new information that shifts or enhances their understanding of a topic.

Application:
In a campaign about recycling, for instance, the ‘Know’ element might involve educating the audience about the benefits of recycling and the specifics of how to do it effectively.


Feel (Affective)

Objective:
This aspect focuses on the emotional response you want to evoke in the audience. The emotions can be a sense of urgency, happiness, empathy, or even fear, depending on the context of the message.

Application:
Continuing with the recycling example, the ‘Feel’ component might aim to inspire concern about the impact of not recycling, or a sense of responsibility and pride in contributing to environmental preservation.


Do (Behavioural)

Objective:
This is about the action you want the audience to take as a result of the message. It’s the practical application of the ‘Know’ and ‘Feel’ elements. What should they do differently? What specific behaviour change are you advocating?

Application:
In the case of the recycling campaign, the ‘Do’ part would encourage specific actions such as properly sorting waste, using local recycling facilities, or participating in community clean-up events.


The “Know, Feel, Do” framework is widely used in marketing, advertising, public relations, and educational campaigns because it ensures that communications are comprehensive and have a balanced approach that informs, engages emotionally, and prompts action. By addressing these three aspects, communicators can more effectively influence their audiences and achieve desired outcomes.

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