Why so ill prepared?

I’m currently editing a business magazine and am wading through various contributions from a number of businesses. IIRecently, I edited two articles submitted by different firms of accountants and if you swapped the names from one article to another, it would not have made any difference.

Considering there are so many opportunities to communicate in writing – by letter, email, on web sites and in printed material – why are so many businesses not identifying what they actually want to say and then selecting the best way to communicate their messages?

It isn’t that difficult to do, but would improve their communications considerably and help them to achieve their business objectives.

Robert Zarywacz