DOs of Effective Communication contd.,
4. Define communication targets: Targets should make clear which results one wants
to achieve. It is essential that communication targets are SMART: Specific, Measurable,
Acceptable, Realistic and Time related. Communication targets can range from
involvement in problem-solving, to attention, knowledge, awareness, motivation,
behavior and skills. In most cases, communication will be used in combination with
other instruments to achieve the desired results.
5. Identify partners and intermediaries: In many cases it is costly, complex and
time consuming to communicate directly with the target group, especially when a large
audience has to be reached and when many different target groups are involved.
Communication in co-operation with partner organizations and through intermediaries
can have the following advantages:
• It can be more economical.
• Intermediaries/ partners can have databases with addresses and figures
of the target group so they can be reached effectively.
• Intermediaries can have support from a large audience or can have grass
root support.
• Intermediaries can have a reliable, solid image for the target group and
authority based on expertise.
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