Hitting the target

Turning "information" to "knowledge" is all about hitting the target with the right message, using the most effective medium, in a form that they can act on.

A critical “knowledge transfer” phase is to develop processes to translate rich and complex content into tools, tactics, and resources that can be taken to specified targets to influence specific outcomes. This transforms information from “content” to targeted intelligence.

This approach provides the potential to overcome a major shortcoming of communications in many parts of the food sector from primary production through to the consumer.

Effective segmentation is crucial

Our experience has allowed the development of a process to identify and segment industry and supply chain participants and stakeholders according to their information needs, capacity and willingness to engage with their peers. Then use this segmentation to develop tailored information content and the criteria for networking.

Only then is it possible to:

• Aim at the right audience segments
• Understanding messages of value to the end user
• Recognising the most effective mode of delivery
• Using the optimal type of delivery – across a variety of electronic, physical and in-person or group communcations