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Getting Started

» MEDIA STRATEGY

» POINT PEOPLE AND RESOURCES

The Media Team

Getting your resources together

Budgets and Funding

» MESSAGE DEVELOPMENT

Research

Target group

Testing

Manage your message

» MEDIA PLAN

Steps

Case study

Implementing your media plan

Understanding media

Tools

Crisis comunications

Monitoring and Evaluation

Annex

Getting Started

Message Development


Message Development

Target groups

Many communication efforts fail because they target everyone. In reality, most outreach strategies should target a specific group of people. Make sure you can define the allies you need so that you can focus message, resources and strategy. These potential allies are the basis for your target groups, the people to whom you want to appeal. Carefully consider the “audiences” you need to reach. Targeting also influences the messages you develop and determines your choice of media outlets.

1.	Name your “wish list”

If you could convince 130 people to embrace your message today, who would they be? Why? What can they do for you? What do they think about your issue now? What are the key things they need to believe to help you? Focus on influencing this target audience.

2.	Find the “friend of a friend”

Who will your target audience listen to? Where does your target audience get their information? By whom is your target group most influenced? Where does the target audience get their information? Where can you reach them? Who influences the people that influence your target audience? Where do they get their information? And so on.

3.	Draw your target circle

Do not begin your outreach efforts until you can accurately draw some target circles of influence around your target audience. Your target group is in the center. How do you describe them? What is the message they need to understand? What is the action they need to take? Each ring around the circle symbolizes an audience that can help you reach the target audience.

4.	Reach into the circle

An effective communication strategy will reach your target audience. Be direct. Never use the media if a meeting with your audience will work better.

What media reaches them

What are the influences on your target

Who is your Target audience

5.	Message volume

Use the target circles to draft your strategy to move your message into the center as often as necessary to create change. Use multiple strategies to assure your message gets to the target. Don’t overdo it.

6.	Create feedback loops

Test the accuracy and effectiveness of your message and its delivery by asking friendly members of each “ring” what they are hearing? Do they understand your message? Will your target audience?