Reaching the “Hard-to-Reach” in California

 Author: Patrick George, Partner

According to the Public Policy Institute of California (PPIC), "hard-to-reach" refers to populations in California that are historically undercounted in census data, including groups like young adults, African Americans, Latinos, and people in more remote or rural areas like the Central Valley.  

PPIC estimates that 75% of the population in California falls into one or more hard-to-reach categories. This “hard-to-reach” designation speaks to the diversity and influence of California as a marketplace.  

As the state grows, so too does the need to communicate with the “hard-to-reach.”  Nearly every policy issue, statewide education campaign, and crisis communications program includes, or is focused on, reaching “hard-to-reach” audiences. The challenge is communicating through the right messengers with the right messages to achieve an organization’s goals. 

Organizing Hard to Reach Audiences

KP Public Affairs reviewed data from the California Governor’s Office of Planning and Research, U.S. census data, and other public sources to categorize hard-to-reach into four areas: ethnic, geographic, socioeconomic, and identity (see figure). Surrounding the center are identity, ethnic, socioeconomic, and geographic categories that can help organize a campaign approach (1). These categories further extend into 12 specific subgroups: Black, Latino, API, Indigenous, Mountain/Border, Low Income, Veteran, Disaster-Prone Areas, Seniors, Young Adult, LGBTQ, and Faith-Based (2). Each of these subcategories represents a distinct community.

Based on our deep experience working on campaigns specifically designed to reach the hard-to-reach, we believe local trusted organizations have the credibility and connection to reach these critical audiences. Examples of those trusted messengers are shown on the outer circle (3). 

Framework for community-based organizations to achieve communications goals

1) Hard-to-reach community

2) Subgroups

3) Examples of messengers

Tailored Messages and Trusted Messengers

With the framework in place, aligning the right message with the right messenger is also critical. 

Intuitively, tailored messages speak to the needs, interests, and concerns of each audience.  They address specific cultural, linguistic, and socioeconomic barriers that can prevent important information from being understood or trusted. By customizing messages to resonate with diverse communities' unique needs and perspectives, communication efforts become more effective and inclusive.

As the saying goes, "A word from a friend is worth a thousand from a stranger."  To reach those categories and subcategories, organizations should identify trusted organizations oriented to each area.  Credible, local voices foster trust and relatability, making the communication more authentic and persuasive to the target audience.

Trusted messengers can help ensure messages are relevant and resonate with the key audiences. Trusted messengers understand the unique cultural, linguistic, and socioeconomic backgrounds that resonate with audience experiences. Additionally, using accessible communication channels and formats that align with the audience’s preferences - such as group chat apps or bilingual radio – increases the likelihood of engagement and positive response.

Social Media Sharing

One of the most effective ways to leverage a messenger’s influence is by asking them to share on social media. Social media allows for rapid, widespread dissemination of information in a way that feels organic and credible. Whether through Facebook, Instagram, X, or WhatsApp groups, partners can amplify key messages, engage directly with their communities, and drive action.

Additionally, social media enables collaboration with additional trusted community influencers. Other groups, peers, friends and family can amplify messages and enhance credibility. By utilizing relevant content and ensuring accessibility, social media outreach can effectively bridge gaps and reach populations that are otherwise difficult to engage.

KP’s Experience With Reaching the Hard to Reach

KP Public Affairs works with companies, associations, large non-profits, community-based organizations, and others to deep dive into messages and messengers. We have worked with small clients like healthcare start-ups and large clients like state agencies to target and activate hard-to-reach audiences. Bringing in the voice of hard-to-reach Californians such as social workers, veterans, and local impacted residents who can share testimony directly with state legislators and other public officials is also a powerful change agent.    

Successfully reaching hard-to-reach populations requires more than just well-crafted words and images—it demands a strategic approach that considers each group’s unique characteristics.  By leveraging data, working with trusted community partners, and aligning the right messengers with the right messages, organizations can break through barriers and drive meaningful engagement. Whether addressing a crisis, advocating for policy change, or launching a statewide campaign, effective communication with these diverse groups is essential. 

At KP Public Affairs, we help clients navigate this complex landscape to give every voice an opportunity to be heard, including the hard to reach.

Patrick George is a partner at KP Public Affairs and can be reached at pgeorge@ka-pow.com.