Communication approaches focus on conveying to the target audience information in an easy to use form to raise awareness and to facilitate change through passive adoption.

Communicators do not always engage their target audience although others in their organisation may have this role. They focus on working with the organisation’s specialists to package and deliver high quality messages to the people they wish to inform and influence.

The target audience could be quite broad including community, industry and technical audiences. These audiences usually have quite different needs and are managed accordingly.

The general media (print, radio and television) are used extensively.

This is a relatively cost effective process and particularly suited to large diverse audiences.