Reaching Diverse Audiences

NOVEMBER 01, 2011 12:11 AM| no comments

So it was a busy October for the WebsEdge team.  After producing SOLACE TV in Edinburgh for local authority chief executives we were off to Washington DC to produce AMIA TV in healthcare informatics and then to Chicago for IACP TV – the International Association of Police Chiefs.

Each of these organisations is facing radical change. In the UK local authorities have borne the brunt of government spending cuts. More for less has become a popular mantra. 2011 is the pivotal year for health informatics in the US as the Obama health care reforms take centre stage. For the International Association of Police Chiefs the ever evolving threats to national security are the order of the day in law enforcement.

And there lies an interesting paradox. These are complex issues and are becoming ever more so. Lets look at law enforcement for example. Local policemen all round the world are no longer just fighting local crime. The bobby on the beat may be central to community policing but just as important they’re also seen as the front line of attack combating international terrorism.

But these complex issues need broad communications. All the organisations involved not only need to reach large numbers of people – they also need to break these issues down so we can all understand and act on them. We might not be able to untangle the federal budget but we’re all going to need to know what electronic payment records mean to us.

So our job in October has been working with a number of different stakeholders – local authorities, charities, hospitals, police forces etc – to help them use video and specialised video channels to reach their audiences. For example, how can people help transport police in the US stop home grown terrorism in its tracks?

By definition this isn’t easy. But I think we’ve seen real progress. A growing realisation that content needs to be accessible and audiences need to be reached – even if both of those things can be a messy process.

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