Once they have the answers to these questions, they can begin to think about key messages and tactics (or channels of communication) to connect with their target audiences. Knowing as much as possible about who I want to reach helps me determine not only how to develop “key benefit” statements to influence their actions/behaviors, but also the best tactics to use in communicating with them – e.g. are they newspaper readers? what sections of the newspaper? are they involved in social media? which types? The better job you do at answering the first two questions, the more effective you’ll be in generating impactful key messages that connect with your specific target audiences. The challenge for any communicator/marketer is that there are so many things that we *could* do – our objective is to select those tactics that are likely to achieve the greatest results for the least cost (time/money).