Match Available Channels with Intended Audiences

Match Available Channels with Intended Audiences

Once the media landscape has been assessed and available, functioning communication channels have been identified, it is important to match those that are most appropriate to the intended audiences.

Although different channel categories may be more appropriate for different situations and communication objectives, the choice of channels will depend on a range of factors. The list below highlights some important considerations that will determine the selection of the channel mix:

• The preferences and habits of the intended audiences.
• Literacy levels of the intended audience. Where levels of literacy are low, communication IPC, radio, television and highly visual print materials. 
• The type of information that needs to be conveyed. Complex information, for example, will require longer and more interactive formats than simple messages. 
• The communication objective. If the objective of the communication is to raise awareness and increase knowledge, appropriate communication channels could include public service announcements, posters and advertisements promoting the same key messages. In cases where the objective is to improve skills and self-efficacy, however, interactive and participatory communication channels such as small group activities may be more appropriate. It is important to note, however, that effective risk communication should use a mix of channels that can both increase knowledge as well as skills and self-efficacy to deal with the emergency. As people become aware of the risks, it is essential to provide them the information, tools and skills to protect themselves from that risk. 
• Budget availability. Some communication channels, such as television, will be more expensive than others. Budget and funding may therefore limit the choice of channels. 
• Some formats of communication within each channel category can take longer to develop. A serial drama, for example, requires a certain amount of time to be developed, recorded and pretested and may therefore not be a feasible option at the start of an emergency when information needs to be disseminated quickly. Recorded debates or question and answer (Q&A) sessions can be produced relatively quickly and may be an appropriate alternative when there are time constraints.

Importantly, the channels selected for a communication response must resonate with and be accessible to the intended audience. They need to be the channels that the primary and influencing audiences will use, choose and trust for obtaining information relating to the emergency. The worksheet that follows, Worksheet 7.2, offers a series of questions to help reflect about the factors that influence the choice of communication channels and identify the most appropriate ones for each audience segment.