Media Handbook for National Human Rights Institutions ATTITUDE of the stakeholder towards the objective INFLUENCE of the stakeholder over the objective IMPORTANCE of the objective for the stakeholder Government (e.g. government minister, parliamentary committee) 3 4 3 Civil society (e.g. specific unions or NGOs) 5 2 5 Business leaders (be specific) 2 3 2 Opinion leaders (be specific) 3 4 2 STAKEHOLDER 3.4. DEVELOPING THE RIGHT MESSAGES Effective communication is all about getting the right message to the right group of people. The starting point is the audience, not the message. Before developing the campaign message, the NHRI first needs to: • Understand what the target audience knows about the issue • Appreciate what the target audience feels about the issue • Engage with the issue from the audience’s perspective. UN Photo by Christopher Herwig. Chapter 3: Media advocacy | 45