Assigning keyboard shortcuts to Actions

How can I select/run a particular action via the keyboard. I currently need to click through the menus each time.

I can then map the shortcut with another program if it's a cumbersome one!

On macOS, you can create keyboard shortcuts for any menu item of any app. This way, you can create keyboard shortcuts for any action group. See this support document for details:

Very nice, thanks for the tip. Now I can use Better Touch Tool to create simpler wrappers around the shortcuts made within the Keyboards settings (there's only so much nice shortcuts available before overiding eachother!).