| Journalists |
PR
Professionals |
| Objectivity |
Advocacy
Rhetoric: Aristotle, 0 BC
"The ability to determine
what NEEDS to be said & HOW it should be said to ACHIEVE
DESIRED OUTCOMES"
Provide audience with facts &
arguments to bring insight into an important issue
|
| One
mass audience – 4th-6th grade reading level |
Many
specific audiences – radical difference
Employees,
customers/clients, board of directors, donors, regulators &
legislators, members of industry or profession ...
Different styles of writing and
presentation
|
| One
channel for communication – the one that employs them |
Many
channels
Uncontrolled communication (many
types of media)
Controlled communication –
newsletters, brochures, Web sites, events, speeches and all the
rest
|
| One
editor; some public feedback |
Many,
many readers with a degree of influence/control over some aspect
of your organization's current and future situation |
|
|
