The development of the communication component of a program promoting breast feeding to a variety of audiences through a variety of media is the focus of this paper. The introduction discusses groups, in addition to pregnant and lactating mothers, who should be involved and receive information. The paper then (1) identifies audiences--including women in the fertile age-group (15-44) and secondary audiences--who influence mothers' attitudes and breast-feeding practice; (2) provides an analysis of audience beliefs and behavior; (3) describes people important in promoting breastfeeding, such as midwives and women who have had good experiences with breastfeeding; and (4) tells how to change the behavior and beliefs of public officials, the medical establishment, and the mass media. A communication matrix for a breast-feeding promotion campaign and a table to be used for planning and implementing a communication program are appended. (EL)