Assigning Macro And Using Relative Referencing

This one is a two parter. Part I is a bit of a necessity and Part II is a nice to have that would save me a boatload of time.

Part I: I need to assign a macro to a specific object in a cell. I've seen the code for targeting a static cell, but my data can be filtered and sorted.

For example, I have a cell in I6 that has text "Partial Deployment" that I want to run a macro on. If I were to sort alphbetically, this cell could end up as I20.

How to assign a macro to the text inside the cell? Also the text is not unique.

Part II: I would like to write a macro using relative referencing for similar to the below:

When user clicks on said object from Part I, the macro reads the corresponding column in that same row and users that to filter data on a separate spreadsheet.

Example: User selects "Partial Deployment" in cell I6, the macro references cell E6, copies the number "191", and uses that number to filter data on a separate spreadsheet.