The irresistible electronic message of the 1990s: a case study

Modern tools for sending the written word across distances have given communicators new ways to reach audiences within organizations and across organizational boundaries. The ways in which communicators must now rethink the sources of information available for their messages, the way they create messages, and the networks through which they distribute their messages are discussed. The steps that the US Department of Agriculture Forest Service went through when it created a unit to distribute information on public opinion to its managers in more than 900 field offices nationwide are outlined. >