`Top-down' communication (i.e. from executives to large groups of employees) is part of the process of managing a corporation or other complex organisation. Top-down messages convey management's `corporate vision'; unify a corporation's diverse businesses; and generally implement corporate and business strategies. The challenges of top-down communication as seen by executive communicators-specialists who work closely with senior managers to prepare speeches, policy statements, directives, and related materials-are explored.