Implementing a clear and well-designed audiovisual strategy for public institutions is key to increasing visibility and reaching a wider audience, especially citizens. With effective audiovisual planning, institutions can communicate their messages more effectively, enhance their visibility, and authentically highlight their values. This is achieved through channels like social media, press releases in virtual press rooms, and live events that encourage citizen participation, bringing institutions closer to their audiences.
Unlike private companies, where the goal is to sell products or services, public institutions seek something different: to maximize the reach of their message. Although engagement remains important, their primary objective is to reach as many people as possible, convey their principles, promote transparency, and generate a positive impact in the community.
In this article, we will discuss the importance of an audiovisual strategy for public institutions, the key aspects to consider when developing it, and how to effectively reach the right audience.
From traditional media to social networks: the new role of public institutions
Communication within public institutions has evolved significantly over time. It began around the French Revolution when governments realized that influencing the population on a large scale could be key to shaping political opinions. This was the starting point of what we now know as campaigns, and the beginning of a more active relationship between the State and its citizens.
Later, the World Wars took this to a new level. During those years, media such as radio, cinema, and the press became powerful tools for reaching the public. The United States, with its economic and military power, led the way in using communication as a large-scale persuasion tool. From that moment on, communication stopped being something improvised and became an industry.
Over time, public institutions not only represented popular sovereignty but also sought to communicate more effectively with citizens. But here lies the challenge: when institutional advertising is not well managed, it can distract from real issues and spark debates that do not contribute to true democratic dialogue. Therefore, it is crucial that information is clear and straightforward.
Today, the internet and social networks have completely transformed this dynamic. It’s no longer just a formal relationship between “government” and “citizen.” Now, public institutions see citizens as clients who must be understood, segmented, and listened to. Thanks to these new digital tools, institutions have the opportunity to improve the well-being of the population, better adapting to their needs and expectations.
How to create an effective audiovisual strategy for public institutions
To develop a solid audiovisual strategy in public institutions, it’s essential to first establish communication objectives. This ensures that the message is delivered effectively and that institutional goals are met. We recommend focusing on two key pillars at the outset: information of interest to citizens, and the promotion of civic values and attitudes. These pillars will guide your plan, ensuring that each communication has a clear and meaningful purpose.
Within this approach, it is important to consider informative and outreach activities. These can be classified into four types of communication, each with a specific objective:
- Legally mandated communications: Reports and announcements that must be made by regulatory obligation.
- Communications related to advertising activities: Campaigns to promote services, events, or institutional messages.
- Communications related to journalistic activities: Relations with the media for the dissemination of official news and information.
- Public relations: Creating and maintaining a positive image of the institution through events, statements, and public activities.
With clear communication pillars and objectives, it’s essential to categorize the audience and understand how to effectively deliver the message. Next, we will explore how to identify the target audience of public institutions.
Classification of the target audience in public institutions
For public institutions to achieve effective communication, it is crucial to identify and classify their target audience. This classification allows institutions to tailor messages and strategies to the specific needs of each group.
General public: This audience is affected by the decisions and services of the institution. It includes all residents within the territory, regardless of age, gender, or socioeconomic status. Communication with this audience should focus on topics of general interest, such as public services, rights, and responsibilities. The primary goal with this target group is to inform citizens clearly and accessibly, fostering civic engagement and participation.
Specific groups: This target audience is particularly important, as it consists of citizens with specific needs, such as young people, the elderly, people with disabilities, and vulnerable groups. These groups require special attention because their interests and challenges differ significantly from the general public. Communication directed at these groups should be adapted to provide information and services that address their specific concerns. This approach not only improves inclusion but also strengthens the relationship between the institution and these citizens.
Businesses and organizations: It is essential to consider this target audience, which includes both private entities and non-profit organizations that interact with public administration. Communication with this sector should focus on regulations, collaboration opportunities, and support programs. Facilitating clear and effective communication with businesses promotes economic development and fosters beneficial synergies for the community.
Key channels for public institutions’ communication
Website: the heart of institutional communication
The website of a public institution is its heart and mind, acting as a direct voice that connects with citizens. This channel is essential for conveying information and should fulfill eight main functions, according to the study by Pere Oriol Costa and Santiago Giraldo (2013). These functions are:
- Basic and current information: Providing relevant data about the institution, its mission, and its services.
- Citizen assistance: Facilitating access to information and resources to help with inquiries and administrative processes.
- Promotion of participation: Encouraging citizens to engage in democratic processes and community activities.
- Service promotion and outreach: Publicizing services available to citizens, increasing their use and accessibility.
- Economic development: Offering resources and information that promote economic growth and innovation within the community.
- Accountability: Presenting reports and data to demonstrate resource management, showcasing institutional transparency.
- Education and awareness: Providing educational content to inform the public on topics of public interest.
- Real-time updates: Keeping the community informed about events, news, and relevant changes.
These functions are essential for building trust and maintaining effective communication, as transparency and accessibility are key to a strong relationship between the institution and citizens.
Social media: a challenge of unity and connection
Public institutions face a significant challenge in managing social media, as they often have multiple profiles that address various topics independently. This can lead to a lack of cohesion in communication, making it difficult to establish a unified voice.
To achieve effective and coherent communication, it is essential to establish usage and style guidelines that unify the institution’s presence on these platforms. As the saying goes, “An administration that communicates is an administration that exists in the eyes of the citizen.”
When developing these guidelines, it is important to consider the following key points:
- Guiding principles: Define the values that motivate the institution’s presence on social media.
- Platform selection: Determine which social media platforms the institution will use and why, based on the target audience and communication objectives.
- Visual identity: Establish a coherent corporate visual identity for each channel, ensuring that all profiles reflect the same institutional image.
- Use of each channel: Specify the purpose and type of content that will be shared on each social network, tailoring the message to the characteristics of each platform.
- Writing and content standards: Define guidelines for writing, types of content, and posting frequency, ensuring an appropriate and accessible tone.
- Citizen interaction: Establish a protocol for responding to interactions and comments, fostering open and constructive dialogue.
- Data analysis: Determine which data to collect after interactions to assess whether objectives are being met and to continually improve the strategy.
By following these guidelines, public institutions can optimize their social media communication, strengthening their relationship with citizens and ensuring that their voice is clear and effective.
Effective content types for public institutions’ communication
Public institutions can use various content types to improve communication with citizens. Virtual press rooms are essential for sharing news and important decisions, while live events encourage real-time interaction. Additionally, reels and short videos provide a dynamic way to present information on platforms like Instagram, LinkedIn, and X.
Other useful formats include infographics, which simplify complex data, and social media posts, which keep citizens informed and encourage interaction. Articles and blog posts provide a deeper analysis of relevant topics, establishing institutional authority.
Finally, podcasts and email newsletters are excellent for keeping the audience up to date, while surveys allow institutions to gather feedback and improve services. Tutorials and guides make it easier for citizens to access information, helping them navigate the services offered.
What can we conclude from all this?
Recent changes in the communication landscape require adapting to new forms of interaction. Today, real-time information and on-demand content (such as streaming and video on demand) are essential for engaging citizens.
Citizen mobilization capacity has increased, with new spaces for dialogue and participation offering opportunities to connect in a more direct and personalized way. Leveraging multiple channels is key to effective public communication.
With this information, it is possible to create a solid audiovisual strategy for public institutions. It is essential to consider the target audience, appropriate channels, the most effective types of content, and ensure that the information shared is of interest and relevance to citizens.
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