The Necessity of Outreach
Many members of under-served and limited-resource groups don't use our services because they don't know they exist. Making the information available to those who know where to look is simply not enough. We must actively reach out to all to ensure that our message and our product serve Louisiana as successfully as possible.
Target Audience
This communication plan targets those who are typically under-served by or unaware of our programs and our services. These include, but are not limited to, minority and limited-resource groups (Hispanics, physically/mentally challenged, minority youths, the elderly, minority and female farmers, etc.).
Women and Minority Audiences: Some people see diversity only as an issue of black and white, but true diversity involves all races, genders, socioeconomic groups, ethnic origins, ability levels, nationalities...and much more. When cultivating your target audience, be sure it is truly a demographical representation of all of the community.
Objectives of the Outreach
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to reach an audience that is diverse and demographically representative of
the community
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to increase participation of under-represented and limited-resource groups
across all program areas
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advise all potential recipients of program availability
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conduct extensive outreach efforts
Message for the Audience
Your message will vary contingent upon the services and programs you offer. Most important, however, you must articulate that your program meets the actual needs of your audience, not just the needs that the LSU AgCenter believes your audience to have. A few tips for communicating your message:
Keep your language simple: Always be clear and concise. Steer clear of technical jargon, slang and acronyms. If you must use technical terms or acronyms, explain them immediately after their use.
Be patient: It can take time to overcome the effects of many years of under-service.
Different cultures have different learning styles: Always being aware of this will make it easier for you and your audience. Be sensitive to the differing needs of various cultures and audiences. Be sure to have material on hand to help you convey your message in different ways.
Encourage dialogue: Frequently talking with your target audiences will encourage dialogue and two-way conversation. Always listen carefully to what they have to say.
Collaborators: Partners in the Community Who Will Help You
Establishing community contacts is the best way to learn as much as you can about the community, its resources and your target audience. Locate community leaders (including the faith community) and introduce yourself. By asking community members whom to contact, you can identify other community leaders. Tell them about yourself and the services offered by the LSU AgCenter. Make yourself available to any questions or concerns they might have. Creating a community contact and establishing a relationship of mutual respect and dialogue is one of the single-most effective ways to improve service to under-served communities and groups.
Advisory Committees/Councils: Establishing advisory committees are essential to identifying program needs, developing and implementing programs, and establishing contact with key community leaders. It is necessary that these committees be representative of the community and include gender, racial, economic, and geographic diversity.
For more information on Advisory Committees//councils, please click here:
http://www.lsuagcenter.net/irod/advisory_leadership_system.htm
How to Reach Your Target Audience
There are many different options to explore when considering the best approach for reaching your target audience:
News Media: There are several types of news media that you will want to consider. The first step is to gather a list of local media sources (newspapers, television/radio stations, magazines, etc.) and determine which would be most effective in reaching your target audience. Your cooperation partners and community contacts can help you compile this list. The next step is to design a press release that clearly states your message and conforms to the format appropriate to the media source that you are contacting.
Television: This reaches more people than print media. Send a press release to the local television station news director that clearly articulates your story idea. Follow up with a telephone call to gauge the station's interest. Be prepared to suggest shooting locations and on-camera speakers that will make the story more visually appealing. You may be asked to supply video footage.
Radio: Radio offers a wide range of formats by which your target audience can be reached--music, public-service, call-in shows, etc. Often these programs are broadcast in multiple languages and specifically tailored for the audiences you wish to reach. Submit press releases and written public-service announcements--be sure to research and conform to the specific guidelines that each station has for written public-service announcements. Contact the station's news director and tell him/her your story idea.
Newspapers: Newspapers are lifelines into local communities that provide useful information. Be aware that different newspapers have different publishing schedules--time your information accordingly. Tailor your message to match the specific section (home and garden, food, etc.) in which it will appear.
Magazines: Magazines provide detailed and specialized information. Adapt your story to each magazine's reader-base. Your message should be in the format of a full-length article or detailed story idea. Articles should be well researched and accompanied by qualitative photographs. Be sure to contact the editor of the magazine prior to writing the article to ensure that your story is consistent with the interests of the readers.
Flyers: Flyers can be distributed via field employees, community leaders, churches and other collaborators. All flyers should be concise and to the point. It is necessary to use basic language and to state why, where, when, and what time.
Special Interest Groups: Special Interest Groups and community-based organizations offer abundant outreach opportunities. Compile a list of service clubs, environmental groups, women's groups, etc. and contact their leaders and members. Let them know that you are available to attend their meetings and events, make special presentations, or submit articles to their newsletters and publications. Schedule face-to-face meetings and personal visits. Contacting special interest groups is a wonderful way to open community dialogue and familiarize yourself with the diverse interests and activities of your community.
Special Events: Holding an event is a good way to generate interest in your programs. Set up a local event and be sure to include as many of your contacts and target audience as possible. Demonstrations and "hands-on" learning are effective ways of familiarizing the community with the services and programs you offer.
Educational Materials: Ensure that all educational materials are sensitive to the array of needs posed by the target audiences. For example, having printed material available in Braille for the visually impaired and appropriate reading level material for low-literacy adults is wonderful insurance that you are prepared to meet the needs of a diverse audience.
Timeline of Key Events in Your Outreach
- Identify your target audience
- Establish contact with community leaders who can better inform you about your target audience
- Make field visits with your contact to targeted communities
- Create and distribute pamphlets and brochures that inform target audiences of LSU AgCenter's services
- Identify and contact sources (media, special interest groups, etc.) that will help you deliver your message
- Hold special events that demonstrate the services you have to offer
- Follow up