Before you start crafting your messages, you need to identify who are your key stakeholders and what are their information needs. Your stakeholders may include customers, employees, partners, suppliers, regulators, investors, and the public. Each group may have different questions, concerns, and priorities, and may require different levels of detail, frequency, and tone. You also need to consider the media, who may have their own agenda and sources, and may influence your reputation and credibility. You should segment your audience and tailor your communication accordingly.