Typically based on an industry- or situation-specific client need, a public outreach strategy addresses and formalizes an approach for an entity to address the public-at-large. This does not necessarily mean customers. Rather, it’s about respecting and interfacing with the general public as influencers, opinion holders, social activists and supporters of personal, political or economic interests. This type of strategy addresses a need for responding to criticism, opposing or competing points of view. It’s about taking a proactive, thoughtful, concerted and consistent point of view and turning it into a persuasive, powerful message, demonstrative action and clear communication in order to back it up. Its purpose is to build and demonstrate credibility and to communicate it authentically.