Targeting the young, the poor, the less educated: thinking beyond traditional media

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.