Based on the reference point and the communication objectives, targets can be established to determine whether the communication response is progressing as planned. Targets define the amount of change that should be seen in the program indicators to reflect progress towards the communication objective and the overall program goal of bringing the emergency under control.
Key considerations for setting targets:
- Refer to the reference point. Set the starting point against which to compare any progress.
- Be aware of stakeholder expectations. In emergencies, many important national and international stakeholders are likely to have pressing demands and expectations, which need to be taken into consideration when defining targets.
- Relevant research findings. Review literature on similar emergencies and interventions targeting similar problems in the area, if available, to have an understanding of what may be realistic expectations.
The diagram below provides a visual example of the link between communication objectives, indicators, the reference point and targets.