a. Goals or objectives – Identify your key objectives such as raising awareness of SDG16+, drawing attention to specific problems or gaps in SDG16+ implementation or sharing opportunities to participate in SDG16+ follow-up and review processes.
b. Target audience – Identify the audience whom you wish to reach via the media. Your target audience – including their characteristics, interests and media preferences – will affect your choice of message, type of media and media outlet. For example, some policy makers may be more easily reached via traditional media such as newspapers, whereas younger generations may engage more with social media.
c. Key messages – Develop compelling, short and simple messages that are limited in number and tailored for your target audience. A key message is what you want the audience to understand, remember and/or do. Try to use everyday language, avoid jargon and acronyms, and refer to real-life stories and simple statistics for impact.
d. Type of media – Consider the type of media (print, television, radio, social media, etc.) to most effectively convey your SDG16+ messages to your target audience. Consider the power of radio to reach people, especially those in poorer and rural areas.
e. Journalists and media outlets – Identify the journalists and media outlets that are best suited to convey your SDG16+ messages to your target audience. Conduct research to identify journalists who cover stories related to peace, justice and inclusion.