When the great divide within a country is a long the lines of urban | rural and digital, then to communicate sustainably an entity should consider the demographics and sociographics of both margins. To realize more impact, strategic integration of forms of technology that don’t require an internet connection should also be of utmost importance. For an organization to succeed within the Tanzanian operating environment, their public relations and communications should be optimized within a framework with multi-focal lenses.
The nuances and needs of a rural audience and those of an urban one have their differentiantions. Sub-messaging per and platformization of media will unlock a greater understanding of the key message. Because that ensures targeting happens in more direct ways amongst varied demographics and socio-graphics. The current urban-rural population differences are evident. The digital heavy areas are mostly found within the urban area with those off the grid being mostly within the rural areas.
Radio, with its ubiquitous nature, can be found right where you need to send your message. Its reach being an added bonus, its charges too. Developing well informed and perfect awareness amongst the public, audiences with no access to internet connectivity, should consider radio reception and human behaviors. Identifying national, communities and faith based radios and deep diving into their communications and audiences data will inform the dissemination of a well structured message.
The WWW promises globalizations and prioritizes globalised messaging. A viewpoint of a more universal audience should guide messaging for far reaching impact. Engaging online activities designed for specific online spaces and platforms are the communications value add of connectivity. Organisations with an international footprint or ambitions of scaling globally are set to bear fruit if they program communications for their global audiences. Whilst standing to gain the advantages of an enhanced social contract that are borne out of radio programming.
Prudence Glorious is Chief Purpose Officer at PZG Public Relations