Session Overview
In this presentation, the two CEOs of Kantar’s Public Division, Australia – Kathy O’Donoghue and Ash Moore – discuss who we should and shouldn’t talk to as part of our communication strategies.
Too often, teams adopt a ‘the more, the better’ approach to communication that can be counterproductive to their goals.
Ash and Kathy discuss how being more selective with our messaging can lead to better outcomes, advising that as well as considering who you do want to reach with your messages, you should also consider who you do not want to reach.
Ash and Kathy suggest that government communications professionals should understand their target audience and the potential risks associated with them. They recommend that government communicators become aware of potential ‘deniers’ – a subset of your audience who may actively and dishonestly undermine your communications.
By becoming aware of this group, communications professionals can decide whether to adapt their messaging to suit this group – or to remove them from the target audience completely.
After watching this video, you will be able to:
- Understand why communicating with the entire population may be counterproductive.
- Identify audience members who may pose a threat to your communications.
- Target your communication to those who need it most, whilst avoiding recipients who could actively undermine it in a dishonest or non-constructive way.
