What we are trying to achieve?

In order to produce better information, organisations need to focus on several key issues. The first is what you are trying to achieve.

Simply, why are we producing the information? How will it benefit our audience?
Our purpose will determine our content, what it looks like, how it will be delivered, and who it will be targeted at. Awareness-raising material, for example, will be short and eye-catching, aiming to deliver a simple message and provoke a clear action. Material aimed at supporting self-help will be more substantial and provide more in-depth information. The outcomes we seek to achieve will also provide the basis of subsequent evaluation.

We also need to be clear about the action we intend our audience to take as a result of reading our publication. Increased awareness and understanding are important outcomes but we will often want people to do something as result of reading our material. Most information should include a guide to action, even if it is simply to direct readers to further information or help.

‘What are you trying to do?’ provides practical help on these issues.