7 faces of the pr crystal: Target Audiences

Their majesties Target Audiences. People, most of whom  you'll never see, hear or ever call by name. What do you know about them? What do you know about their life? Can you imagine your product in their kitchen, or bath, or bedroom? Do you see your boss among the list of people who are interesting for your audience?
I can ask you a thousand more questions about your audience, but the main thing I'm trying to say is that you are to know your audience in every single communication. A letter you send, a phone-call you make, a banner you draw, an article you write - rise your eyes up and see the man who will read/see/hear it.

7 faces of the pr-crystal: Information field

So, here it is, our Information field. Let's try to divide in blocks and sides to stop shocking and begin working.
You have your working place, first of all. And you have your company/client, who generates information every day. Here you are responsible for filtering that information and making the decision - what is actual and important, what is waste, what is closed and so on. Of course, you can ask somebody about that. At first time you'll have to. But there will come some Magic Day when you'll have to decide it yourself and for your own responsibility. And from that day there will be no way back.
Where's the clue to solve the choice problem here? Actually, it's just in front of you. Yes, I mean it - the calculator. In fact, everything is 'calculatable'.