Therefore, organizations are placing more emphasis on developing two-way and more open-ended methods of communication in their public advocacy strategies. This is in preference to the more traditional top-down methods based on elements of audience manipulation or persuasion. Attitudinal, behavioral and social changes are long-term processes. Research into modern communication methods indicate that it is imprudent to regard attitudinal change merely as a shift along a continuum, as it inevitably involves a reordering of individuals' cognitive structures.
2011 The Lotus CEO
