- Do it once! Understand the problem. – Do two! “Package” the message. – Do three! Send it to the information consumer. That’s the whole simple communication formula, according to the author of the book “Communications in One-Two-Three,” PR guru Igor Pisarsky. “This is very reminiscent of three steps - three steps of a waltz. One-two-three, one-two-three and nothing more. But how elegant, complex and graceful these steps are when performed by professionals!” Neither globalization with computerization, nor the coming artificial intelligence, nor the pandemic and its consequences will change the universal formula of communication activities. The vividly written book is not a textbook or a set of cases. This is the author's view of the communications profession as a whole, its history, present and prospects for expansion.