Page 113 - Overthrow_Black&WhiteVersion
P. 113
Communications Behaviour
The Democratiser is the interpreter for the masses – they unveil, educate and elucidate within branded content and owned channels. They broaden the category audience size and speak at the level of the consumer in a pared back and demystifying tone.
PR and broadcast media need to tell the story of how the previous category conventions have been demolished.
112 Democratiser
