This past month, we met with a client who received a requirement from Los Angeles government officials to send postcards and other mailings to residents within a 3,500-foot radius of their upcoming work project. During our discussion, my client proposed using text and social platforms to inform the public. While some agreed, others were hesitant due to the “this is how we’ve always done it” mindset.
With our combined 45 years of experience in marketing and communication strategies for various sectors, such as sports teams, healthcare providers, elected officials, associations, construction projects, and celebrities, here’s our take on this issue:
No, you shouldn’t just send a postcard with information about construction work, a new community development, any other critical announcement, or where you seek active participation. Meet your target audience where they are.
The rise of mobile technology has transformed how we consume information, making it imperative to adapt our communication methods accordingly. In today’s fast-paced world, simply disseminating information without considering people’s attention is pointless. To effectively inform and educate, reaching out to the public through platforms where they are engaged is crucial.
According to a Pew Research study conducted in 2017, 97% of Americans owned a cellphone, with smartphone ownership soaring from 35% to 85% between 2011 and 2017. Additionally, 73% of individuals send and receive text messages, demonstrating the critical nature of this form of communication.
Moreover, another Pew Research study revealed that 86% of U.S. adults frequently or occasionally access news through smartphones, computers, or tablets. And yet another Pew Research study shows that older adults are engaging with social media; 73% of those aged 50-64 and 50% of those 65+ in the U.S. have used Facebook. Traditional communication methods of ‘mailing it’ are no longer sufficient to effectively reach and engage the public.
To bridge this gap and ensure the effective dissemination of information, we must embrace text and digital platforms as powerful tools. By recognizing the changing information landscape, we can leverage smartphones and social media platforms to reach our intended audience and contribute to a more informed public.
This isn’t to say that postcards and mailings are dead. Using traditional media and new media together can be a powerful combination. But, in any case, 2023 should be the year to diversify your communication strategy.
Gone are the days when mailing a postcard would suffice. To capture the attention of our target audience, meet them where they are and engage with them on their preferred platforms. This might involve text messages, social media platforms, or mobile applications. By adopting these communication methods to the evolving technological landscape, we can effectively inform and educate the public, fostering a more engaged and knowledgeable society.
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Bryan Merica is CEO and co-founder of Unearth, a digital public affairs technology company providing digital communications solutions to businesses, political campaigns, and non-profit organizations. A long-time technology and political enthusiast, Bryan’s work in digital public affairs has changed how campaigns and organizations connect with voters today. Prior to leading Unearth, he worked as a senior strategist at PeopleSoft and gained valuable experience in management consulting with international consulting firms Deloitte and Price Waterhouse.
Hector Barajas is a seasoned professional with over two decades of experience in politics, legislation, and media. He has a remarkable track record of helping clients achieve their public policy objectives through effective communication strategies involving the press, social media, and direct engagement with decision-makers. www.Amplify360inc.com
