Time and care spent on clarifying and defining objectives will be repaid many times. If we get this wrong all the rest of our work will be undermined.
The following things are what we are trying to do: - Inform
- Educate
- Build support for a policy proposal
- Reassure people
- Dispel misleading information
- Halt or reverse the acceptance of misleading information by others
- Persuade opponents of a policy to change their minds
- Change dangerous behaviour
- Encourage participation in a campaign or election
As we clarify our objectives we may return to the BACKGROUND. At this stage the objectives remain strategically broad - they will get sharper, more concrete and more specific after the next stage of scanning the ENVIRONMENT and as we move on to defining COMMUNICATION CHALLENGES and MESSAGE. |