Strategic communication — Special audiences

Public agencies should consider how communication needs can best be met for certain, definable, special customer groups. There are many but could include customers who are:

• Geographically remote
• Part-time residents
• Businesses
• Disabled
• Users of handheld devices
• School teachers

Electronic communication across the miles

Electronic newsletters with links that lead to more information on the governmental unit's website may be the media of choice for those who live elsewhere during part of the year. Some of those part-time residents may want to know about discussions pertaining to policies like proposed rate or tax changes. They can read minutes of board meetings and news releases online.

Business and schools

Customized newsletters for the business community could alert them to training opportunities, services and programs for industry.

Many public agencies work closely with schools in their service area. There are almost unlimited improvements that can be made by taking advantage of electronic communication tools. Here are a few ideas to get you started.

• School teachers have difficulty leaving their classes to arrange field trips to your facilities. Why not allow them to make those plans through your website? It is available 24/7.
• What kinds of learning materials for students could you put on your website to support classroom work?
• Teachers might have an easier time finding curriculum guides online at your website than in the school files.

Special needs

Consider how you will make your website accessible by disabled persons. Have you tried accessing your website through a handheld device such as a cell phone or a personal digital assistant? Both of these special audiences are especially important to public agencies with good information to share.

Identifying and serving your special audiences is an intregal part of your strategic communication plan. Questions are bound to come up as you consider these ideas. Feel free to contact us to get your questions answered. We're here to help.

If you're curious about other aspects of strategic communications, read the discussions about choosing the right media, using technology, and planning for growth.