A sender produces or issues a message. The role can be shared among a writer, an authorizing institution, and a spokesperson, so visible delivery and responsibility need not coincide. A sender’s intention informs interpretation without determining what recipients understand or do.
- Entry typeKey concept
What these mean
Editorial orientation · Entry type
Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.