Purposive sampling provided an ‘elite' or ‘key' cohort that delivered a deep professional knowledge about the factors that drive senior communicators' decision-making. Greater representation of senior practitioners from not-for-profit organisations and professional lobbyists would have enriched the study. Research from broader international contexts does suggest that the Australians are not far from the experiences of their world-wide colleagues. Deetz has argued for greater engagement by researchers in the worlds they study to enrich the ‘everyday ways of talking and thinking about communication by scholars and other communities'. Deetz had earlier argued that the point of research was not to get it right but to ‘challenge guiding assumptions, fixed meanings and relations'.