Use everyday language and strong action verbs. In international relations, governments try to convince counterparts in other countries to adopt democratic practices, and nongovernmental organizations try to influence governments to respect human rights or to eliminate gender, religious or racial discrimination. So the audience of very specialized media may coincide with your public. Corrective action generally is expected when the organization has been at fault. The most common way for public relations practitioners to provide news people with information is to give it to them in writing.