Working out who to talk to - mapping your audience
16th Jul 2010
"When starting new public affairs and communications campaigns there is always the temptation to take your message and start shouting about it to anyone who will listen. For consultants based in agencies the pressure from clients to do just that can be significant.
However, simply charging out with no regard for the target audience achieves very little other than a pleasant catharsis. Instead, public affairs professionals must conduct detailed research to map out exactly who they should be talking to and when.
Any effective campaign requires a detailed examination of the relevant MPs, journalists, pressure groups, officials and other so-called "stakeholders." Campaigners need to know who to talk to, what to say them and how they relate to each other. Investing time and effort into this research before the launch of a public affairs campaign will deliver far more effective results.
These are the people who can help you win your case. You should know exactly who they are."