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Communicators know: The “General Public” isn’t so “General” after all…

COMMUNICATORS KNOW

By: Shanoy Coombs

A few weeks ago, I was invited on a panel to assess a series of University behavior change campaigns. I sat, intrigued and engaged as varied final year students went into the strategies and tactics they intended to use to reach their different audiences. As one group presented, they went into how they’d effectively utilize traditional forms of communication to reach the “general public”.  The group went on to highlight why radio was selected and the intended outcome via that medium.

As the panel queried the reason for radio for a community level intervention, a team member shrugged “Well we want everyone to know about it”.  A series of questions, comments and other suggestions later, it was revealed that radio would not have been the ideal medium for the audience in question.  In fact, it was revealed that a direct community level intervention such as a community/town hall meeting would have been more appropriate and effective to achieve the intended objectives.

This example brings me back to current realities where the “general public” is a constant phrase in several communication programme discussions.  You may have heard the term tossed around as you were briefed by a programmes unit, head of office, Managing Director and CEO.  Often it is accompanied by the words “We want everyone to know what we are doing”. Realistically, wanting “everyone to know” is not a bad objective, however as many communicators should be able to advise, within that “everyone” group can be found several specific groups including youth, children, adults, men, women, senior citizens, English Speakers, people who listen to the radio, those who watch TV at specific times, those who read specific publications and even those who only consume content from electronic platforms.  I say all of this to say, generally, audiences are not so general after all.  Continue reading “Communicators know: The “General Public” isn’t so “General” after all…”

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