QUEZON CITY, Philippines (PIA) — “Message for everyone resonates no one,” Yusuke Kondo, CEO of PIPELINE D G.K., said.
During a highlight session of the virtual Workshop on Digital Communications Strategy for the Public Sector, conducted by the Asian Productivity Organization (APO) in coordination with the China Productivity Center (CPC) from June 26 to 28, 2024, the importance of understanding our audience to communicate our message effectively was emphasized.
Kondo-san stressed that to deliver our message more effectively, we must understand our target audience and identify their challenges and experiences. This approach enables us to address their needs and make our message relevant and memorable.
To achieve this, participants from various APO member countries, including Bangladesh, Cambodia, India, the Islamic Republic of Iran, Mongolia, Pakistan, the Philippines, the Republic of China, Thailand, and Turkiye, were grouped to create a persona for the intended audience of a specific service within their respective agencies.
Creating a persona involves specifically identifying the demographics, geographical location, psychographics, and behavior of your intended audience.
By gathering these details, we can gain valuable insights into their perspectives. This understanding allows us to influence and potentially change their current behavior and attitudes to align with our intended outcomes.
Moreover, during the Collaborative Policy Development: Engaging Stakeholders for Impact session, real cases, and strategies were presented, highlighting the importance of engaging stakeholders throughout the policy design process. This approach ensures that policies reflect and address the actual needs of the audience.
Other lectures included: 1) Introducing a New Wave of Marketing and Communications Strategies, covering the evolution from traditional to digital marketing; 2) Social Media and the Attention Economy, explaining the basics of social media and the attention economy; 3) Framework and Approach for Digital Communications Strategies, focusing on designing relevant and differentiated communication strategies; 4) AI for Digital Communication Creation, teaching the use of generative AI tools; and 5) Innovative Approaches to Communications and Collaborations between Citizens and Governments.
The Asian Productivity Organization, established in 1961, is an intergovernmental organization aimed at increasing productivity in the Asia-Pacific region through cooperation. It supports sustainable socioeconomic development by providing policy advice, acting as a think tank, and launching smart initiatives in the industry, agriculture, service, and public sectors. (KSAA – PIA CPSD)
