7. COMMUNICATING WITH SPECIAL PUBLICS
Most communication programs include some special campaign directed at special publics. Reaching these publics requires special planning approaches.
1. Types of Special Publics
- professional groups (doctors, social workers, teachers)
- occupational groups (barbers, truckers)
- special interest groups (environmentalists, human rights workers)
- hobby or avocation groups (boaters, stamp collectors)
- groups with other definable characteristics (your own employees, the very rich, etc.)
2. Know why you want to reach them
- do I have a product or service that requires a special approach to these groups aside from my other communications? If so, what is it?
- What do I want specifically from this group?
o Direct sales?
o Enquirires?
o Better understanding?
o Changes in attitude towards me?
- Determine why you need to single them out and what you want from them. It will help you shape your message
- Be precise. Do not try to reach all engineers if you really only need consultant engineers.
3. Use Research
Special groups lend themselves to research because they have definable characteristics and are of manageable size.
Especially use research for:
Developing a target group profile
Define your group by
- age
- sex
- occupation
- physical location
- hobbies or interests
- purchasing habits
Or any other pertinent information
COMMUNICATING WITH SPECIAL PUBLICS cont’d
- Do they read a lot? What? Newspapers? Magazines? Trade journals? Technical Publications?
- Are they heavy or light television viewers
- Use research also for pre-campaign and post-campaign measurement of changes in buying trends, information levels, group attitudes
Special groups lend themselves to researching changes which can help you evaluate the effectiveness of your program.
4. Design your message
Determine beforehand what it is you want your target group to do and shape your message accordingly.
- Do you want them to buy your product or service?
- If so, ask them to and tell them how, when and where to do it.
- Do you want to change their attitudes or opinions?
- Do you want a direct response? If so, encourage it. Use coupons, mail-in cards, interactive Websites, premium inventories to build response.
- Be careful – if you encourage direct response, make sure you can handle it. Estimate in advance the probable return and prepare for it. Encouraging customer action and then not following through promptly is worse than doing nothing.
- Make sure your message is clear and simple and personal.
And be sure it reflects the interests of the group. You have picked this audience for a reason – be sure that your message shows an understanding of their particular needs and wants and tells how your product or service can help.
- Offer them something. You want the group to do something for you – tell them what you will do for them. You have identified this group as special. Consider what special offers you can make them, such as:
o An opportunity for more information
o An opportunity for a personal demonstration
o An invitation to some event
o A membership
o A free sample
o A price reduction
o An introductory coupon
COMMUNICATING WITH SPECIAL PUBLICS cont’d
5. Develop your mailing lists
Not all communications programs to special groups require the development of mailing lists, but they are very often basic to a good campaign. A clean, accurate and comprehensive mailing list gives you a solid connection with your group which you can use in many ways.
- Use a professional mailing list service where available. It is probably cheaper and less work than trying to do it yourself.
- Keep your list up-to-date. Be sure changes are handled promptly
- Keep your list clean. There is no point in sending material to someone who no longer wants it or needs it. Clear your list once a year by sending recipients a self-addressed change of address mailing card.
6. Select your media
The range of media that can be used for special publics is as broad as for any campaign. But, for special publics, certain media tend to be more widely used.
- Direct Mail
o One-Shot mailings – good if you have something new or different to offer. One time costs for lists can be expensive.
o Newsletters – good if you have a stable group and if you have got something interesting to say on a continuing basis
o Personal Letters – good for small groups. Personal letters should be just that – not obvious form letters
o Inserts and Enclosures – Excellent if you normally correspond with the group anyway (invoices, cheques, etc.) Eliminates direct postage cost
o Bulletins – good for continuing flow of technical information, number your bulletins for easy reference.
o Website – Have them log in and fill out a questionnaire
- Published Material
o What special material should I produce for this group?
o What existing regular material do I have that might be of
special interest to this group?
o Examples: Technical manuals, books, annual reports, speeches, pamphlets and booklets
COMMUNICATING WITH SPECIAL PUBLICS cont’d
Select your media cont’d
o If you have an extensive amount of published material available, be sure you have a comprehensive, up-to-date listing in printed form available and circulate it. People cannot take advantage of your material unless they know it exists.
- Specialized Publications and Broadcast Media
o Many special publics have special media which have grown up to serve them. Make use of these media to reach your public.
o Providing editorial material – if your message is really interesting, you will get a good response. Most of those media are desperate for good objective material
o Advertising – look for waste-free ad opportunities that go to your group alone. Identify and use the media that serve your public
o Examples – trade service magazines, technical publications, professional journals, special interest magazines, association bulletins, year books, annual directories and indexes, special interest radio and TV programs
- Direct contact
o Special groups lend themselves too many opportunities for direct face-to-face contact.
o Tie in with what they are doing
o Plan how you can become involved by:
COMMUNICATING WITH SPECIAL PUBLICS cont’d
o Stage an event
o Provide a direct service
7. Monitoring and Feedback
Keep track of what your special group is doing and how they are responding to your campaign.
- Analyse direct feedback from the group
- Study all the special media that serve the group
- Use research
o Direct questionnaires
o Pre and post attitude and behaviour studies