Message Development and Testing

A specific aspect of marketing and communications research entails the development of messages for specific target audiences. Responsive Management typically develops and tests messages through both surveys and focus groups.

Research shows that how people relate to natural resource and outdoor recreation issues is affected by a variety of factors, such as gender, age, ethnic background, income, level of education, place of residence, knowledge of the issues, and a variety of other factors. Information and outreach efforts must therefore target specific groups with specific messages. There is no such thing as a “general public.” Varying groups within the public have very different information and outreach needs. Communications and messaging strategies that have traditionally worked in rural parts of the country may not work in urban areas. Likewise, programs that will work for 18-24-year-olds may not work for the elderly.

By targeting specific groups with specific messages, information and outreach efforts will become more effective, and their outcomes can be more assured. By clearly defining the objectives of targeted information and outreach programs, Responsive Management can help agencies and organizations achieve success by comparing knowledge levels, perceptions, attitudes, and public opinions before and after implementation of messaging efforts.