When it comes to operational or strategic role of public speaker you actually refers to a variety of roles in different circumstances require different skills. In summary, even though in practice often the boundaries are less well defined, we can identify the following (this list is not meant to be exhaustive):
a) mediator : when the audience is already predisposed to act in a certain way, the rapporteur providing public resources to help facilitate the uptake of the desired behaviors. Largely operational role, the aim is to urge the public to overcome inertia and take action in the desired direction. The tools are many: brochures, FAQ list with answers, complete and return questionnaires in pre-paid envelope, interactive web tools (discussion forums, etc..), Instructions on how to do, logistical support, etc..
b) role of persuader : Rapporteur acts on public values \u200b\u200band emotions of his audience by presenting information in a more focused and manipulative in order to convert, change or preserve the attitudes and opinions of the public in a manner favorable to the organization. The information provided may be selective and / or partial, but never neutral in language reflecting the views of the organization. It 's probably the most controversial role, crimson called "engineering of consent" (Bernays EL) or spinning . It is a form of communication in a way, even if not preclude the use of feedback to measure the effectiveness of the message.
c) role of partners: the role of symmetrical and two-way. The most difficult and challenging. The only one who can rightly be called strategic. In which we interact with stakeholders requesting working together to find solutions that go well for everyone. The information is exchanged openly, we adopt common goals, share tasks and responsibilities.
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