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Module 2.1 Target group(s)
7 In order to begin choosing what communication outputs to produce, it is necessary to identify and

profile the target group(s). Which persons and groups do you want to reach with your message?

These target groups will be identified as part of your impact strategy (see Step Two for Creating an
Impact Strategy in Module 3,) and should include those persons in a position to influence the types
9-12 December, 2013 Some target groups are not “chosen” but defined in the mandate for the assessment. This means
of changes needed, based on results of the IEA.

that in some countries, environmental assessments or SoE reports are bound by legislation and
specifically targeted towards governments.

It is important to keep in mind that target groups are not only defined by their profession or areas
of focus, but also by differences in language and culture. This can particularly be an important
consideration in countries with several languages. Because of possible delays and extra printing
costs due to multiple language requirements, this needs to be considered when planning and

budgeting.

Within the target audience list, there may be a number of specific groups, such as politicians, academics,

women, business, journalists, youth, the general public and others. This will help you look for points of
reference or interests to be addressed.

Review what has been done so far with respect to communicating with these target groups, and

what, if any have been the reactions? It can be useful to define the level of involvement each group
has with the most important issues, and ask if that involvement is on a personal or official basis. It
also is helpful to know their perception of the issues and what their current behavior is with regard
to them.

When segmenting the list of target audiences, it is also useful to distinguish between end users, who
make decisions based on the information (e.g., adopt a law or not, buy or not buy) and “broadcasters”

who recycle information to targeted messages and thus multiply its impact (e.g., the mass media, the
educational system, many NGOs).

Once the target group(s) has been identified, you can take a closer look at how to tailor the message

to reach those audiences. Remember that one size does not fit all; the message must connect to
characteristics of the target group, such as previous knowledge, attitude, level of education, lifestyle,
culture, interests, and their involvement in the problem and solution. The main message should stay
the same, even though it will be shaped to fit different target groups.

8 Creating Communication Outputs from the Assessment