Excellence in Communication

"Excellence in production or graphics means little if content is missing the mark with the audience. The secular communicators discovered this fact thirty years ago. Why must the Christian organization so often play the role of a follower rather than a leader? (What's Gone Wrong With the Harvest, James F Engel and Wilbert Norten, ISBN 0-310-24161-8, 1975, p 123)"

Other things that will help us achieve excellence in communication?
 * Content
 * Presentation
 * Understanding the audience
 * Accuracy
 * Relevance
 * Dialogue
 * Continual Improvement
 * Learning and improving
 * Evaluation