Three Strategies for Improving Audience Engagement

This blog originally appeared on the PRSA-IE’s website.

Public relations and communications strategists today face an increasing challenge: engaging audiences in an oversaturated, multichannel, 24/7 landscape. Perhaps you’ve recently experienced frustration with a tactic like a social media post or press release underperforming based on expectations. Evaluating the why behind what happened allows us to rethink our assumptions and try new approaches to achieve a stronger impact next time. While the landscape has evolved with new technologies, changing audience habits, and tighter purse strings, a strategy-informed approach to engaging your audiences will always be relevant.

Here are three key tips to ensure your organization is using a strategy-forward approach to connect with your audiences.

Identify and map your audience(s). If you’ve never gone through a formal audience identification and mapping exercise, now is the time. You don’t need a big budget and an outside research firm to do this activity (though that’s always helpful). Taking the time to thoughtfully analyze your audience groups and their characteristics, along with how they prefer to engage, where they receive information, and who they trust, will be critical to developing a deeper understanding. Identifying where there is overlap on shared values your organization has with these audiences will be key. Once the audience has been identified and you’ve taken on their perspective, you will be better positioned to know how to best engage. Click here for a free tool to get started on identifying your audience groups and mapping their characteristics.
Develop messaging based on shared values. When the stories we tell are based on messages that center our shared values and connect with our audience on common attitudes, goals and outlooks, it creates the conditions for stronger engagement. Individuals, regardless of language, culture, gender identity, religion or other factors, primarily make decisions based on values and emotions, not facts or data. Research shows that when we connect with audiences first on shared values, we open the door for them to be receptive to our message and receive the additional information that will follow. Too often, messages lead with the “what” framed as the facts and miss the opportunity to connect first on a deeper, emotional level. Lastly, don’t forget to humanize your messages. Sharing messaging through stories that answer the question “Why does this matter?” further positions your organization to best connect with audiences. Click here for more insights on the five keys to messaging success to help guide your approach.
Be relational. Brands that take a relational approach to engaging with audiences, grounded in their mission, vision, and values will be best positioned to achieve the results desired. For example, using social media channels to post content like a bulletin board will lead to low visibility and engagement. Developing content and using those channels to build community, with messaging that reflects your shared values is more likely to see higher rates of success. Be patient and focus on a relational approach to building community among your audiences wherever you engage them over just sharing information that can feel one-sided. Explore this resource on how to build relational social media campaigns.

Ready to strengthen your audience engagement strategy? Reach out to Cause to see how we can help.