Your Call to Action is the action you want your audience to take.

Good Media Makes the Action You Want Your Audience to Take Very Clear.

You want to have a crystal clear idea of what you want your audience to do.  For example, you might have found that non-parent drivers were more likely to have children improperly restrained. You want elders to keep children under 4’9″ in booster seats.  Your message will be shaped so that elders in your audience get this message loud and clear.

Try this: Take a moment and think about a possible action for this target audience and issue. If this was your audience and your issue, what kind of action would you try to encourage your audience to take?

  • Target audience: Booster-seat-aged kids and their drivers
  • Issue: Children of booster seat age were more likely to be improperly restrained.


To learn more about delivering a message your audience will relate to, go to the next section.