Science communication efforts require strategic engagement

My head spins when I read - and in an article on the need for better communication! - a sentence like "Funding organisations have it in their power to enable and enforce an objective-driven common agenda by supporting long-term initiatives, the implementation of genuine two-way communication with the public and the cumulative generation of high-quality resources, such as toolkits and training for conducting effective, longitudinal evaluation." Effective communication is clearly not the writer's strongest suit