Target audiences and channels
All communications work has its starting point in a particular purpose, i.e. what we want to achieve with our communications. Next, we determine the target audiences and, based on that, we choose the channel(s) and format. This work is based on the strategies we have for each channel and the experience we have of which channels and formats best reach the intended target audience.
For both large and small projects, it is good to develop a communications plan so that everyone involved in the project can work towards the same communications goals and so that it is clear who is to do what and when.
Target audiences
At the university, we communicate both externally and internally. Internally, the target audiences are divided into employees and students. Within these two groups there are many subgroups, e.g. Directors of Studies, students in a particular programme, managers, etc.
Externally, there are many more. Our most common are (in no particular order):
- Prospective students
- Prospective employees
- Industry and collaboration partners
- Other researchers and research funders
- Politicians and officials
- Media
- General public
Channels (the most common)
Internal: Website, newsletters, meetings, emails, Instagram*, signs on tables, learning platform, signs in the lifts, TV screens.
External: Website, Instagram*, Twitter, LinkedIn, Facebook, YouTube, media, press releases, email, events, fairs, school visits, ads, TV screens, printed materials
*Two different accounts for the different target audiences
How to get help
The Communications Office can help you to formulate messages and determine the purpose, target audience, channel, and format of the communications effort, and can also help you with evaluation of the communications effort later on. Likewise, we can help you to develop a communications plan. Get in touch with us early on in the process via kommunikation@hb.se.