What does the step ‘Develop the communication campaign’ primarily involve?

The step ‘Develop the communication campaign’ primarily focuses on creating a project plan and materials. This means that during this phase, communication professionals outline how they will convey their messages effectively, determine what resources are needed, and create the actual content that will be used in the campaign. This could include drafting messages, designing visuals, and planning other elements that will resonate with the target audience.

This step is crucial because it lays the foundation for the campaign's execution and ensures that all components align with the strategic goals of the communication effort. A well-developed plan will address what needs to be communicated, the channels to be used, and the timeline for launching the campaign, allowing for a smooth rollout once the campaign is underway.

In contrast to the other options, launching the campaign and assessing feedback are activities that happen at different stages. Identifying the target audience is part of the initial planning and strategy phase, not the development of campaign materials.