We gave up on monologues long ago. They're great for late night TV but don't change behavior. Our planning process involves an almost anthropological analysis of the desired audience: what they do, how they do it, what they eat for breakfast. We used to look for times and places when people would interact with media. Now, we know the audience is connected whenever they want to be and on their schedule. Your message has to follow the same path your audience does if you want to be part of their conversation.