Offline and Online Communication Strategies

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Annotated Bibliography
Wenzel, A. "Public Media and Marginalized Publics." Digital Journalism, 2017, 146-63.
Wenzel utilizes observations and interviews to explore how offline and online communication and engagement strategies can be integrated to reach marginalized communities. The researcher attempts to ascertain that marginalized communities have limited access to communication resources, which hinders their engagement in public initiatives. The researcher acknowledges that including offline communication strategies goes a long way toward expanding the coverage of marginalized communities. Even though the study’s main focus is on public engagement and the relationship between journalists and their audience in offline and online communication, it has some helpful insight that can be applied to address communication issues in marginalized groups.
The researcher provides examples of offline communication strategies that can expand an organization's reach. These include bookmarks, flyers, and handouts. This information helps address MBI's communication challenge. As an online resource guide, MBI’s main challenge is how to reach the homeless, the elderly, and those without an internet connection. The offline communication strategies shared by Wenzel can resolve this issue by ensuring that the necessary information is printed on flyers, handouts, or bookmarks distributed to the homeless, the elderly, and those without access to a broadband connection. Wenzel (2017) also shares that community organizations or initiatives can collaborate with groups such as libraries to reach people who are otherwise hard to reach through online communication strategies. MBI can utilize such partnerships to increase its reach in the community.
Abubakari, M., K. DiNicola and W. Lee. "Empirical Insights on Technology Use for Navigating Human Services." Journal of Technology in Human Services 2020, pp. 331-51.
Abubakari, DiNicola, and Lee explore how socio-economic factors influence the communication methods utilized by people searching for service-related information. They acknowledge that many Americans still lack technological access, which hinders their access to information and services. They further ascertain that marginalized communities are the most affected by the digital divide. They also establish that socio-economically marginalized people have limited access to technological communication tools, which hinders their utilization of online tools to search for information.
Although the study focuses on disseminating information about human services, it can also be applied to other types of services. For instance, the study's findings can be utilized by MBI in disseminating information about social services. This study will help address MBI's communication challenge because it offers insight into some factors that affect the utilization of online resources in searching for service information. Such factors include availability and ease of use, which are affected by the socio-economic status of an individual (Abubakari, DiNicola, and Lee). In addition, the study recommends that service providers should share information in multiple avenues to increase access. Th...