As PR professionals, we need to remember one of the most important things when communicating: our role is a translation. Different audiences speak different languages, even if the language is the same from the ethnic point of view. Engineers have their language, and teachers have their language, neighbours have their language - any group has their language. Our primary task is to build relations among different audiences. We need to learn other languages and translate. We can not create links without knowing the language of the audience. William Butler Yeats was an Irish poet, dramatist, prose writer and one of the foremost figures of 20th-century literature.