Principle: Relevant
Know the audience
Tactics to apply to make your communications relevant
Know the audience
WHO communicators must understand the target audience to develop a communications strategy relevant to decision-makers. To find useful information about a target audience, communicators can access community profiles or other existing research, perhaps from another campaign.
Understand socio-demographic and cultural characteristics
Age, gender, educational background, income, geographic location, cultural beliefs and civic structure all influence how people receive messages. To develop relevant messaging, communicators must learn how these characteristics influence a target audience and craft materials and engagements that appeal to those individuals and communities.
Determine communication preferences
Messaging is most effective when it aligns with target audience preferences. Communicators should consider:
- how the target audience prefers to receive messages;
- what communications channels the target audience uses;
- what messengers the target audience trusts; and
- any preferences the target audience has for product format and design.
Recognize attitudes towards the risk
Communicators must also take into account audience perceptions and attitudes toward the health topic or risk and the actions WHO is promoting.
Principles for effective communications
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