4.1 Matching the platform to the audience

You need reliable channels for reaching decision-makers, disseminating messages and distributing materials. To identify the best available messaging pathways, you should analyse the audience’s access to different channels and their preferences.

When developing communications strategies, you should consider a channel’s reach and influence (WHO, 2017); for example:

• mass media channels such as radio, community billboards and posters on public transportation have broad reach and can increase issue awareness
• local radio can be a good channel for disseminating urgent public health information in specific locations
• interpersonal channels are especially important when trying to influence attitudes and encourage wider adoption of health behaviours.