Find the target audience

Once it is determined what the goal of the media outreach is, whether it is to get increased funding, change public policy or to raise public awareness on an issue, it is vital to identify the target audience. These tips can help you narrow down your target audience:

• Deduce which group of individuals is it you need to influence to help you further your goals

• Consider whether there are both primary and secondary audiences

• Remember that the “general public” is never a target audience

• Examples of possible target audiences are donors, legislators or other policy makers, opinion leaders, client community and adversaries

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