Analysing the target group In any form of communications the key to success is to know your target group. In order to make the most effective use of your limited communications resources you need to develop a clear understanding of exactly why they think or act in the ways that they do: Exactly who is part of the problem (causing, increasing, managing, solving, etc.)? How are they affecting the problem? What do they currently think about the issue or problem? (from not aware to frustration over the lack of practical tools to be used) What costs and benefits do they
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