In this chapter, we will look at the origins of communication concepts and how they are applied and remain relevant in the present. We then reflect on the characteristics of organizations and the challenges companies face in today’s world—what must be considered for them to be effective in their communication. And to tackle a huge conundrum all corporations find themselves facing, we ask the question whom they are addressing in their communication, and how to get through to those groups that count. You see, while everybody talks about Public Relations, we will find that it’s not so easy: How do you talk to “the Public?” No spoilers, but an indiscriminate scattergun approach doesn’t cut it