Responsive information means our communication efforts revolve around the needs and priorities of our target audience. This means that the content you develop should directly respond to the questions your audience asks or the information needs identified through the data you collect.
Key things to consider:
- Direct engagement with your audience: Listening to your audience is always your best opportunity to understand their needs. Ask them what information they need to make critical decisions and track trends.
- Explore information needs: You engage with your audience and explore the information needs they have to make decisions. For example, what does your audience need to know to respond to and recover from the crisis? What challenges are they facing as they respond to and recover from the crisis, and what information do they need to make informed choices as they manage those challenges?
- Data-driven approach: Utilize social media analytics Signpost analytical hub data on content performance, demographics, and engagement metrics to identify knowledge gaps and information needs. Use this data to prioritize content creation and target specific demographics.
- Real-time engagement: Respond promptly to comments and questions coming from social media and websites. This shows you're listening and value their feedback.
- Timely: To be relevant, it has to reach people when needed. The biggest barrier to this is a review process that is too lengthy or has too many senior people reviewing content. Editorial workflow can help elaborate on roles and responsibilities in this arena.