Communicating with our audiences

One of our ambitions for 2015/16 is to align government communication activity more consistently by target audience.

This means knowing 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.

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 responsibilites
  • Young people– this includes communication on education and skills, preventing risky behaviours and jobs
  • Working age people– this incudes 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 incudes communication on support to SMEs, skills, employer responsibilites and compliance
  • International– this includes communication on foreign affairs, aid, business investment, tourism, and trade

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

  • 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 2016, PPT 58kB