Using Community Sectors to Reach Targets and Agents of Change

What do we mean by community sectors? Community sectors are the various groups that people in the larger community might be divided into for reasons of common social, political, economic, cultural, or religious interests. Membership in sectors often overlaps. Different communities may contain sectors specific to those types of communities. 2

Sectors that exist in many or most communities include: Health.  Education. Law enforcement. Government. Business. Youth. Parents. The media. Human services. Religion. Service/fraternal organizations. Community activist and volunteer groups.  Arts and culture. Housing and development.  Sports and recreation. The environment. Agriculture.

Who are the targets and agents of change? Targets of change are either those whose behavior you want to change or those who stand to benefit from the changes your effort aims to bring about. Primary targets of change are those whose behavior you’re trying to change directly. Secondary targets of change are those who stand to benefit from changes in others’ behavior or in circumstances, rather than from changes in their own behavior. Agents of change are those – policy makers, for example – who can help to bring change about. Agents of change are often primary targets of change as well, especially in advocacy efforts. 4

Why use community sectors to reach targets and agents of change? To reach hard-to-contact populations. To ensure representation from all sectors of the community. To build trust. To take advantage of the knowledge of people in different sectors. To bring sectors together. To raise awareness of the issue throughout the community. To gain widespread community support. 5

How do you use community sectors to reach targets and agents of change? Determine whom you need to reach. Decide what sectors might be needed to reach the desired group(s). Determine who in a given sector is the best contact, and establish that contact. Clarify what you’re asking for. Be creative. Use the media to reach people through the channels they normally pay attention to. Keep at it.