It's a common starting point, isn't it? You've got something important to share, an idea to spark, or a project to get off the ground, and your first thought is, 'I need to reach the general public.' But here's a little secret, one I've learned over countless conversations and countless projects: the 'general public' is a bit of a myth when it comes to genuine engagement. Trying to speak to everyone is often like trying to cook a single dish that satisfies every single person at a massive banquet – you'll likely end up with something bland that nobody truly loves.
Think about it. Your elderly neighbour has a world of experience and needs that are vastly different from the energetic twenty-somethings you might see in the park. They have different interests, different daily routines, and different ways of absorbing information. If you're planning an event, say, at 3 PM on a Thursday, you're automatically excluding anyone with a standard 9-to-5 job. Similarly, a theatre production will naturally draw in those with an appreciation for the arts, not necessarily someone who's never stepped foot in a playhouse.
This isn't about exclusion, mind you. It's about intention. Every decision you make, from the time and location of an event to the very language you use, subtly shapes who is likely to show up and, more importantly, who is likely to feel truly seen and heard. So, the first, and perhaps most crucial, step in engaging an audience is to stop thinking about 'everyone' and start thinking about 'someone'.
How do you find that 'someone'? It often begins with your own 'why'. What are you trying to achieve? If your aim is to encourage more people to recycle, for instance, you might look at local areas with lower recycling rates and consider how to connect with families in those communities. Their needs and perspectives might be quite different from those in areas already excelling at recycling. Or perhaps your goal is broader – to simply inspire people with your research. In that case, who do you really want to connect with? Are there groups who are under-represented in your field? Do you have existing connections or skills that lend themselves to working with specific demographics, like schools or community groups for older adults?
If you're not the one orchestrating the entire engagement, don't be shy about asking the organizers. Dig deep. What audience have they seen in the past? Are there evaluation reports that can offer clues? Understanding the history and the intended reach can be incredibly illuminating.
Once you have a clearer picture of who you're aiming for, the real magic happens: getting to know them. This is where your engagement truly comes alive. When you build your activity around their interests and needs, you're not just attracting them; you're motivating them to participate. You're making the experience more accessible, more enjoyable, and ultimately, more memorable. And that's how you achieve the impact you're hoping for.
Building a profile, even a simple one, can be a powerful tool. Think of someone you know who fits your target group. What are their daily concerns? What sparks their curiosity? What are their preferred ways of learning or interacting? If you don't have a ready example, consider reaching out. A genuine conversation, guided by thoughtful questions, can reveal so much more than any survey.
Designing your activity then becomes a natural extension of this understanding. It's about creating something that resonates, something that feels like it was made for them, not just at them. It's about moving from the abstract idea of the 'general public' to the concrete reality of human connection.
