Whenever I talk to a grassroots leader who says, "I'm trying to reach the general public" my first response is, "Well, that's a large and nearly impossible task. Focusing on your key audience instead will save you substantial time, money and effort."
There are plenty of multi-million dollar corporations with vast advertising budgets that don't try to reach the "general public" -- they focus on people shopping for their type of product. Political campaigns spend hundreds of millions of dollars each electoral cycle and don't try to reach the "general public" -- they target likely voters. It's difficult, it's expensive, and it's near-impossible to try to reach a mythical, undetermined "general public." Who should you be trying to reach instead? Your key audiences.
There are several different questions you can ask to focus your communications on the most important people to reach.
If you organize a particular constituency, your communications have to be specific to mobilize and connect you with this audience. Identifying them is just the first step, then you need to plan for how you will tailor your communications for them.
As you think about your communications with these individuals, it still comes down to answering these strategic questions:
When you think about the information your audience wants, you can also include thinking about how they want to receive the information and what they will do with it.
As you ask and answer these questions, which are in essence, "How can I be useful and relevant to the people I organize?" you may find that you're changing your outgoing communications. Although it may take more time at first, it can be a great thing.
Rather than trying to persuade some vast group of people that you can't know very well (the "general public"), you can craft communications that are useful to the people you do know -- your key audiences. You'll find that people look forward to hearing from you!