This KnowledgeBase archive includes content and external links that were accurate and relevant as of September 30, 2019.
The Strategic Communications KnowledgeBase is an online resource to aid those leading or supporting communications in education in understanding the history, value, framework, planning, and execution of effective Strategic Communications to nurture and build strong relationships in education. Strategic Communications is essential to engage stakeholders and achieve goals at the state level. The elements, activities, and tasks in this KnowledgeBase are designed to better prepare communications professionals within state education agencies (SEAs) to plan for and respond to communication challenges and support implementation of education policy.
Task 2: Understand communication patterns and preferences of each audience
Guideline: Communication strategies are more effective for some audiences than for others. Messages are received well when targeted toward specific audiences. Understanding the preferences and communication patterns of key audiences can assist in selecting the most effective strategies and messages for each stakeholder type.
For example, consider what might encourage a parent to be excited about a new statewide initiative focused on preparing students for college. How might that reception differ for a student, a teacher, a policymaker, or a higher education administrator? How could the same message be tailored to those various audiences? What delivery method is likely to be most successful with teenagers? Is it likely to be the same delivery method as the one used for their parents?
The resources in this task provide insight into crafting messages and delivery messages based on the preferences of each audience.