Since COVID-19 started impacting our engagement world, people have been telling us they’re worried about reaching and including those who aren’t online and/or those they believe are ‘hard to reach’.
Not only are we talking about two different issues or cohorts here, but we’re also exploring a topic that’s prone to myths and misconceptions. Often people we think are ‘beyond reach’ aren’t, and people who we label ‘hard to reach’ are simply waiting to be found.
Regardless of whether you’re planning to engage face-to-face or online (or both), the principles of planning for quality engagement remain the same. In the current environment, we do need to adjust and provide alternatives to face-to-face meetings. However, it’s a mistake to ‘throw the baby out with the bathwater’ and forget these core principles.
Just like ‘in person’ engagement, the most effective approach is to determine where people are and go to them. In this post, we unpack how you might do just that, define ‘beyond reach’ versus ‘hard to reach’ and explore ideas around meeting people ‘where they already are’.
We’ve also provided you with a free, downloadable resource summarising the key tips in this post: Connecting with those considered ‘hard to reach’ online (and beyond).
A TALE OF TWO GROUPS - TACKLING THE TERMINOLOGY
First, we’re talking about two different groups - and both terms can be fraught. We’ve briefly defined these two cohorts below.
Those we believe are ‘hard to reach’
A term used frequently in engagement, although it’s not always helpful or accurate.
These people know where they are, we just haven’t done the work required to connect with them yet. In reality, the focus should instead be on identifying and including diverse voices and perspectives. This helps us to target those who are unlikely or less likely to participate in mainstream activities.
People we consider to be ‘beyond our reach’
Those who absolutely can’t or won’t engage online.
This group may be smaller than you think. However, if you rely solely on online methods, particularly those that require all participants to have immediate access to a stable internet connection and a smart device, there may be some people who are completely ‘beyond the reach’ of your engagement process.
THE MISTAKE OF MIS-CATEGORISATION & CHALLENGING OUR ASSUMPTIONS
Often people we think will be ‘beyond reach’ aren’t. They also might not be who you think they are. For example, don’t assume that these people are all in an older age bracket, because that’s not necessarily true! Perhaps the real barriers you face are geographical location or socioeconomic factors, not age.
People who we brand ‘hard to reach’ are often simply waiting to be found. This group can include everyday people, and it’s a mistake to simply assume that a whole cohort is automatically unwilling to engage.
From here on out, we’re changing ‘hard to reach’ to ‘diverse voices’.
The former can be an inaccurate term based on incorrect assumptions. Instead, think about the voices you need to ‘target’ through your process - because it’s important that their perspective is included and heard.
FIRST, YOU’VE GOT TO FIND (AND UNDERSTAND) THEM
Good engagement, online or otherwise, requires careful consideration of who you’re engaging with – those impacted by or interested in the decision. Undertake a thorough stakeholder analysis and understand ‘the whole system’, going beyond those who self-select.
Identify who they are, where they are and how they want to engage. It pays to remember that there’s a range of reasons people might not participate. This might be anything from fear around sharing their views publicly to poor facilitation, lack of influence, poorly thought out activity options or a belief that their view isn’t valued.
Don’t make the mistake of assuming that someone didn’t take part because they can’t or won’t go online without testing that theory.
SO WE’VE FOUND THEM - NOW HOW DO WE CONNECT?
Here’s our thinking on some possible ideas for reaching and involving these cohorts in a COVID-19 impacted world and beyond. These are just a few thoughts based on our experiences and learnings so far - this list is in no way complete or comprehensive!
The key to it all? Go to them, ask them what they want and be prepared to provide targeted options and support to suit each different group.
Supporting people to participate online
1. Turn up where they already are.
What online tools are the group already using or familiar with? E.g. even if they don’t want to participate on your preferred platform, they might be meeting elsewhere (such as in a Facebook group) and be willing to engage with you or provide input via that platform.
2. Offer alternatives.
Just like in ‘normal times’, not everyone wants to participate in a group/public meeting. Offer other online options that complement your process.
3. Provide technical support.
Some people want to take part but need some extra help. Prepare simple guides that step people through the tool or platform, provide ‘tech representatives’ that can call and ‘walk through’ the session with participants prior to the day, and have an ‘on call’ tech person available during every online meeting.
4. Cater to specific needs.
Identify any barriers (such as people experiencing language or literacy difficulties or those who identify as having a disability) and work to address them. This might include providing simplified or visual content in multiple formats, content in different languages, an interpreter for your session (yes - they can be part of your online workshop), captioning all your videos, etc.
5. Break it up.
Remember that working online and sitting/staring at a screen can be tiring and you need to break sessions up into smaller blocks. Just as in a good face-to-face session, make sure you don’t talk ‘at’ people for too long!
6. Bring resources to them (or bring them to the resources).
If your budget allows (or if you have these items on hand), you can provide people with access to devices, data and an internet connection. You can also offer a place for them to sit at an office or location that already has this all available (maintaining correct social distances of course!).
Alternatives for those who can’t or won’t go online
It’s important to note that engaging during this disrupted period does not necessarily mean engaging only online. Offline methods that don’t include face-to-face contact are still on the table.
Telephone interviews (one on one).
Gather data – exploring people’s experiences, suggestions or stories. Once collated you can run a series of mail-out feedback processes. Phone trees might also work.
Small group, targeted teleconferences.
This relies on knowing their phone numbers, or inviting them to share this information. The session needs to be facilitated to ensure ability for everyone to share and listen, and insights documented.
Snail mail.
Use the ‘good old’ post to share information and gather feedback via submissions, surveys or ‘host your own conversation’ participation packs. This can be integrated with consecutive rounds of smaller group phone discussions. Remember to build in enough time to accommodate this!
Text messages.
Provide information and/or ask for feedback via SMS. You could couple this with physical signs or displays that people walk or drive past, prompting them to send in input via their phone.
CORE PRINCIPLES THAT HELP YOU REACH AND INCLUDE DIVERSE VOICES
Plan to deliver a meaningful, robust, transparent process. Key factors that could help to ensure many people take part and share different perspectives include:
Random, independent, stratified selection. This helps to ensure participants are broadly representative of key demographics in the wider community and can encourage new and different people to participate. Some people won’t participate in self-selected activities because they think it is ‘not for them’ and the usual people will turn up. We explore random selection in this ‘dilemma discussed’ post about achieving representative views.
Promise and deliver impact and influence. People don’t want to invest time into something meaningless that doesn’t offer them any influence over the decision. We delved into this this topic (and provided more tips) in this previous article on our blog.
We've summarised all the top tips from this post into a handy free download: Connecting with those considered ‘hard to reach’ online (and beyond). Perfect for sharing, printing, filing, or whatever you want really! Click the image above to download.
This topic was explored during a recent session in our ‘Continuous Connections: Engaging in the Time of COVID-19’ webinar discussion series. Learn more about the series and register for the next session!
DELIVERING IN A TIME OF CHANGE
We’re here to support you to deliver key projects and meet important milestones in a disrupted environment
COVID-19 is having significant impacts across our community. We’re aware of the pressures organisations are under to adjust, adapt and continue delivering services and outcomes within this changing environment.
We offer a range of online and remotely delivered services. We’ve been further refining these services to meet differing project needs within the current environment. From online training sessions to webinars, strategic advice, facilitated online workshops and more, we’re here to work with you to achieve your goals and stay on track.
We can tailor all services to your needs, and our offerings include exclusive, essential engagement packages designed to help you ‘cope with COVID-19’.
Want more info on our ‘coping with COVID-19’ packages, resources and online engagement services?
Download our services information pack below.
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