Once you know what you want to say, you need to figure out how to say it. This is the fun part because the possibilities for message delivery are almost endless, both in terms of what medium you will use and how you will use it. This section of the book discusses a variety of different formats and platforms for messaging and how to use them efficiently and effectively.
When selecting a medium and designing your communication, you must always keep your unique Mission and Message at the front of your mind. Specifically, you must deliver your message in a way that maximizes the chance of reaching your target audience and of achieving your intended purpose. This is really where the ‘art’ of science and risk communication comes in.
While the following section will cover a number of theories and best practices around the different media, it is ultimately up to you combine this information with your own knowledge, experience, and style in order to craft and deliver a final product.