One of the hardest things an organization has to do is reach an audience that is resistant to your message. Although this may turn out to be a lucrative market, how do you get them to listen in the first place? Utilize the power of a third party that they trust.
Figure out who the key players are, and if you think they will resist your message, try creating a relationship with their allies first. Then the people you're really trying to target can receive a soft introduction to your organization, via a trusted ally.
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