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Module the range of possible future outcomes has been brought to light particularly through the international
7 climate change negotiations.

To formulate a set of messages best suited for a target group, consider the characteristics of the
audience. For example, how much background information will they have? What are their priorities?
Do they view the environment as a necessity or a luxury? What motivates this group to act?
9-12 December, 2013 BOX 2 Target groups and content

Decision-makers. Content should be short, specific, fact based and consist of the latest
information

Media. Content should be short, and consist of findings relevant for media use, messages

that can easily be linked to other issues in the news. You will have a better chance of media
coverage if you provide supporting visuals such as graphs or photographs.

Students. Content should be well explained, and your language should be simple.

Scientists. Content should be fact-based, and rely on the latest data. Your language can be
scientific, and include technical terms.

CASE STUDY

The European Environmental Agency (EEA) provides indicator-based reports targeting
policymakers. By developing the transport and environment reporting mechanism (TERM),

they aim to monitor progress in integrating environmental concerns into transport policy
throughout Europe. About 40 indicators cover the most relevant aspects of transport

and the environment. Each indicator is supported by a key message and the main body of
knowledge. TERM 2004: Indicators tracking transport and environment integration in the
European Union, contains 10 key transport and environment issues for policy-makers.

12 Creating Communication Outputs from the Assessment