Public communication campaigns
2024; Organization for Economic Cooperation and Development; Linguagem: Inglês
10.1787/77f3b4ba-en
AutoresPaul Davidson, Manuel Gerardo, Flores Romero, Andrew Blazey, Jacobo Villarreal, Marco Beltrán, Cecilia Emilsson, Felipe González-Zapata, Omer Kirac, Seong Yeon Park, Arturo Rivera Perez, Daniel Gerson, Mariano Lafuente, Sandra Bautista, Elise Desplanques, Roberto González Arana, David Solano, Sarah Schineller, Julia Gomila,
Tópico(s)Local Government Finance and Decentralization
ResumoTo ensure their relevance and impact, the messages and channels used in public communication campaigns about government policies need to be tailored for different target populations (OECD, 2021). Such targeted communication campaigns can help ensure that people in all segments of the population are informed and engaged and feel heard by their government. Such campaigns can be targeted based on demographics, including young people, the elderly, women, LGBTQI collectives or other under-represented groups. Targeting can also be based on the values different groups have, for example with regard to specific topics. Countries also need to systematically evaluate the impact of their public communication campaigns and strategies, including both their intended and unintended consequences, to determine how well they met their objectives. This can then pave the way for improving future campaigns.
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