The general public is not your audience


In times like these, it can be easy to assume your messaging should go out to everyone. The information that we’re distributing is going to impact everyone. But even if the “general public” is your audience goal, you still need to define just who those people are because you can’t communicate to everybody in the same way.

Here are a few tips for defining your audience so you can ensure you’re reaching everyone in the best possible way.

Define them

Just who is it you’re trying to reach?

  • Where do they live? Are you wanting to reach everyone in British Columbia, or just the people in a certain city/area?
  • What demographics are you aiming for? Gen Z, Millennials, Gen X, Boomers, the Greatest Generation? 
  • Do you really need to reach everyone or is there a certain portion of this group you want to reach? Just adults with children in school? Just people who use your services? 

Do they know you? 

Where are these people in the relationship cycle in regards to your organization?

  • Are they long time supporters who regularly engage with you?
  • Are they people who only seek you out when they need support?
  • Are they just learning about you?
  • Do they even know who you are?

What channels do they consume?

Where does your audience go to receive the sort of information you’re distributing? Facebook or TikTok? A newspaper or a news site? Podcasts or the radio?

How do they consume messages?

Once you know the channel, then figure out the best way to convey the message. Data and charts? A reassuring voice of reason? A Facebook live Q&A?

TIP: There really is no general public. Break your audience into segments so you can communicate to them in the most effective way.


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