Having determined the target audience, the corresponding desired impacts need to be identified.  These may be: to get attention and interest, to get a new receiver perspective, to eliminate or abate opposition, to dramatize, to make beliefs more meaningful, or to validate special aspects.

To do this one needs to choose techniques and devices which seem most likely to gain the succession of predicted impacts.  And in doing so, it is generally wise to select a few (rather than many) techniques.  It is much better to do a good job with a minimum number than to risk achieving mediocre results from trying too may approaches.

The circle on the left represents the ‘frame of reference’ of the receiver or target audience, and the circle on the right represent the ‘frame of experience’ of the target receiver.  An individual’s behavior is influenced by the strongest relevant influencing factor, which is a result of the frame of reference which the receiver has about the situation and about which the message (communication) is all about, and the frame of his actual experience regarding the same situation and message is the present, or even in the past.  A combination of the two frames influences an individual’s behavior and results in the action desired by him.

In other words, the more the positive factors in the two fields or grater the overlap of the two circles as shown in the illustration.  The stronger will be the SRIF.  And that is what we need to aim for and achieve.  In our business communications we need to ensure that the field of reference and field of experience of our target group through the message are both positive.  That will lead to grater impact and result in the desired action on the part of the receiver.  Take the example of a company which is about to launch a mutual fund.  The ‘frame of reference’  that is the present image of the company along with the ‘experience’ which the potential investors have had with company in other and past financial dealings with it, will greatly determine the response to the mutual fund.  The better the image and past experience of the target group, the better will be the chances of the mutual find being successful.