“There is an Old English saying that goes: The pen is mightier than the sword. If those words were written today, they would probably come out as: The word is more powerful than the army.”
50 Crucial Points (2006, pp. 56-63)
Targeted communication can attract people to a mission and, eventually, inspire them to enact social change. Effective targeted communication requires four elements:
The Target: Who do you want to impact?
The Message: What do you need to say?
The Messenger: How will these things be communicated, and by whom?
A Feedback Mechanism: A way to measure the effect of the message and delivery, to adjust actions and methods accordingly.
Targeted communication can be with the intent to either agitate or integrate. Agitation taps into people’s dissatisfaction. It encourages members of a wide audience to defy their opponent, advocating that members of the population participate in the movement to change the established order. It does not address complicated issues, or appeal to idealism. There is also a risk involved with the production of fear and hate – easy to stir up, but dangerous to stoke. Extreme caution should be exercised when using targeted communication of agitation.
Targeted communication of integration has the objective to to reduce social tensions and adopt the values and legitimate authority of the group, movement, or coalition that is fighting oppression. They aim toward civic and social stabilization, the encouragement of values linked to democracy, tolerance, human rights, the rule of law, and transparency in every segment of society. Integration messages suggest that there is an alternative to the current oppressive system and that citizens will be the beneficiaries of new socio-political developments.