Elements of Political Communication/General guidelines/Audience

Find your audience and address it directly. Adapt to its needs and interests, but use a consistent tone and style in whatever you produce. Informal or anecdotal pieces are fine, but don’t start with an informal introduction and finish with a formal analysis of the subject. Avoid colloquialisms, but don’t try to impress your audience by using words or phrases you don’t fully comprehend, since educated readers will notice any malapropisms. Conversely, don’t be afraid to use words or concepts that some readers might not understand. In the proper context, the use of slightly more esoteric (yet relevant) concepts can give your audience a sense of accomplishment and education.