Public-facing data visualizations can play a vital role in making complex information clear and engaging, thereby encouraging informed public discourse and participation. However, existing work offers limited insight into how practitioners make design decisions based on their envisioned target audiences and across different media channels. To investigate this, we conducted semi-structured interviews with 21 professionals from journalistic settings, focusing on how they conceptualize their readers, translate these notions into design choices, and evaluate their work. We found that practitioners often rely on broad audience definitions, despite considering "knowing their readers" essential. Evaluation primarily relies on peer feedback or social metrics rather than user testing. From these accounts, we identify recurring strategies employed to reach general, often undefined publics. We discuss implications for audience-centered authoring tools, proposing features such as persona simulations and content-adaptive multi-format authoring, message-first rhetoric-aware workflows, and lightweight in-tool evaluation to better support the realities of public-facing design.

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