Perception and persuasion are integral parts of communication in both the sale and construction of the organization. Credibility is the key to all perception. If I don't trust you, I don't deal with you. You can lose your permission to operate. Society can take it away.
Persuasion is used to build and win credibility Public communications.
Third parties often monitor communications between buyer and seller. Third parties might or might not have direct influence on the communication. They are constantly affecting perception by how they communicate among themselves and to your customers. Their communications can alter your perception and belief in the company with which you are working. Journalists are one of many third-parties who monitor communications between buyer and seller.