The research presented in this article focuses on ways to communicate pro-s
ocial messages to often overlooked and underserved societal subgroups. Spec
ifically, the research focuses on methods of disseminating information to l
ow-income persons lacking reading skills or a high school education (or its
equivalent) to encourage them to enroll in classes provided by a state's a
dult education (AE) programs.
The results of the research suggest that traditional mass media may not be
the most appropriate or efficient information channels for public relations
and other communicators wishing to convey such pro-social messages to simi
lar audiences. If mass media are employed, it may be necessary to rethink b
oth the content and the intended receivers of such messages. (C) 2001 Elsev
ier Science Inc. All rights reserved.