Message and audience should fit

And your message is nothing if the audience is not enough educated to understand the message. So PR professionals always have two choices: either chose the right audience or made the message understandable enough for the given audience. The right message to the right audience is the main task for any PR guy. Our world today is a universe of audiences, picnics & the crucial thing is sharing your messages among them. The author of PR classics Public Opinion, Walter Lippmann, was straight to the point: either you choose the audience which understands classics, or you change the music to be understood by the audience.

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