Chapter 9 Reaching target publics The role of communication pathways

DOI: 10.4324/9781003317579-10

  • Goal: To learn about the role of communication pathways in a strategic plan are the methods used to reach target publics with messages.
  • Objectives: This chapter will help you to:
    • Understand how communication pathways help deliver messages to target publics

      Identify appropriate communication pathways for specific target publics

    • Appreciate the diversity in the ways in which people access information.
  • Principle: Communication pathways must reflect the ways in which target publics prefer to access information.
  • Practice: Communication pathways are channels for achieving objectives.

In every election in every country, politicians go out of their ...

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