To be able to communicate strategically behaviour of target groups should be described in very concrete and simple actions they take or can take. It is not helpful to describe the impact of current or desired behaviour, e.g. economic development in important breeding grounds. Current behaviour of decision makers has to be described in terms of agenda and priority setting, public statements, formulation of tasks for civil servants etc. The communication objectives are focused on those changes. Communication objectives are not the same as management objectives.