This section introduces the basic concepts of why we communicate. It looks at the main concepts of advertising that have been picked up by the public and private sectors and how these basic concepts have been used differently to communicate specific messages through various campaigns. If you are involved in a PPD today, the question is: how do you transfer the information, how do you communicate your actions and proposals? Policy reforms, sector improvement and competiveness actions have a need for a 2-way communication with the people so that they understand the benefits of reform — this also makes attracting people’s attention essential. Risks of failure and benefits of success are also presented.