Write down the single most important message you would need to communicate to each of these audiences.

Again, consider the Spitzer case. Review the audiences you identified in (1). What is the most important message Spitzer needs to relay to each of the audiences? Should it be:

a An apology?

b A statement regarding his devotion to his family despite this incident?

c An expression of embarrassment?

d A minimization of the offense?

e An enumeration of his accomplishments while governor?

f A distinction between his offense and more egregious errors of other public officials?

g A request for forgiveness?

h A denial of the charges?

i An implicit or explicit threat to any person or media source that discredits him?

j A claim that like all Americans he is innocent until proven guilty?

k Some other message?

l Some combination of messages?