4. Targeted communication: Message development

When mobilizing the public, communication should be carefully planned and precisely targeted. Participants will gain insight into the importance of targeted communication, analyze their most important target audiences, discuss the elements of a good message, consider the role of messengers and feedback, and walk through how to develop communication plans. 


  1. Learn how to change public opinion about an issue
  2. Understand how to modify the habits and behavior of the public in relation to that issue

4.1 Exercise 

Participants will design proper messages and messengers for different targeted groups. Sample Power Points will be provided to participants to guide them through the exercise. The goal of this exercise is to help participants create the right message and prepare them for an opponent’s propaganda attack, which is increasingly likely as the movement becomes perceived as a growing threat.