ABSTRACT
The approach to communication can often be included at a high level into the vision statement. The organisational culture of the client body and the visibility of this culture up-front is an important factor; the degree to which it is a hierarchical organisation and the role and authority of the client's project leader. There may be political reasons for making such public commitments. Their business is about getting multiple stories, first the public announcement, second the opportunity to print challenges, in the expectation of further printing of rebuffs and counter challenges or of other copy provided by interested third parties without direct responsibility. A separate consideration is that local press and media are always looking for stories and on occasions have the challenge of a 'no news' day. The project can help the press to fill otherwise 'no news' days by giving them access to interesting activities.
