After research and planning have taken place, the actual communication of ideas to stakeholders begins. In this most visible phase of the public relations process, practitioners attempt to reach publics through various media and actions in hopes of creating a positive organizational attitude in the minds of those people upon whom the success of the organization depends. All the while leading up to and during communication of information, management is involved in influencing efforts so as to ensure their support and the success of the program.

Successful public relations efforts, however, entail more than simply communicating a message. Obviously, audiences do not react consistently and loyally to all communications. While an effort may involve attempting to convince a public to follow a course of action, there can be no expectation that all those who receive a message will do so. In addition to the need for proper audience selection, an understanding of how new ideas are adopted is mandatory. Scholars have found that audiences must progress through a series of steps on their way to following communicated recommendations. These steps—awareness, interest, evaluation, trial, adoption—guide practitioners and their efforts, while providing a roadmap along which the success of efforts can be judged.

To facilitate audiences reaching the adoption stage, knowledgeable practitioners realize that influences outside of controlled organizational communication often lead to the integration of an idea. Community opinion leaders, interest groups, and key stakeholders all can aid in successful communication. Practitioners must be knowledgeable about the influences of these groups as well as the importance of putting together quality messages and proper use of the media in achieving goals. But even convincing messages mediated through the correct channels to the most influential people are sometimes ignored by audiences who are bombarded with astronomical volumes of information daily. Breaking through this clutter provides a unique challenge to a practitioner communicating in an environment where information and their sources are seemingly limitless. Ultimately, the complexity of taking a person from awareness of a message to action upon that message is a daunting task and one that takes particular skill and knowledge in the area of public relations action and communication. Any practitioner who has the ability to lead to positive public change will be positioned to have a successful career.