Whenever you are preparing a press release, preparing a report, posting to an internet website or writing up copy for an ad, always think about your audience. Your job is primarily a to communicate and the thing that you are communicating is image. Your audience is really important when trying to communicate your image. For example, to a group of edgy teenager, you might want to say little more that, "we're chill". To the parents of those teenagers you might want to communicate that, "we care about your children and they will be safe with us" to the shareholders you will want to communicate in dollars signs, "we made twelve billion dollars this year selling this product to teenagers".