Communicating with our audiences

Align government communication activity with your target audience.  Find out more about who different government organisations are communicating with, and when. And it is also about becoming more consistent in the methods and techniques we use to reach these audiences.

Six audience groups

Most government campaigns are aiming to reach one of six audience groups:

  • Families- this includes communication on health prevention, benefits and entitlements, education choices and caring responsibilities
  • Young people- this includes communication on education and skills, preventing risky behaviours and jobs
  • Working age people- this includes communication on tax, benefits workplace pensions, employee rights and advice for the self-employed
  • Older people- this includes communication around health, pensions and benefits and information for those approaching retirement
  • Businesses- this includes communication on support to Small and medium enterprises (SMEs), skills, employer responsibilities and compliance
  • International- this includes communication on foreign affairs, aid, business investment, tourism, and trade

How audiences consume information

As government communicators, we know that the ways in which these audiences consume information are changing.  Government Communication Service studies of young people, older people and small businesses found that:

  • New technologies and a more fragmented media landscape are giving these audiences more control over when and how they access content. As a result, we need to work harder to break through the noise and engage with these groups.
  • There are greater time pressures and competing demands on our audiences than ever before, meaning our communications have to be as relevant and engaging as possible.
  • Societal factors like longer life expectancy, changing family make-up, household structure and shifts in traditional life ‘stage’ now demand more sophisticated segmentations of our audiences.

Insight Framework (PDF, 99KB, 1 page)