Reaching Target Audiences with Risk Information

Abstract

The development of an effective communications strategy for almost any purpose depends on both the nature of the message and the nature of the audience that is the target of that message. An assessment of these two factors is necessary before communications channels can be considered. In communications programs that deal with risk, the following groups are most often the target audience: the science and/or medical community; federal, state, or local government administrators; legislative bodies; regulators; the media; a specific community; and the general public. In specific situations there are always a number of subgroups, but for general purposes these will serve to illustrate the appropriate means of communication.

The author is a retired senior vice president of Hill and Knowlton, Inc., where he was the director of the firm’s Division of Scientific, Technical and Environmental Affairs.