WHETHER YOU’RE part of a fraternity trying to rush new members or part of Greenpeace’s efforts to save the oceans, your organization must communicate its beliefs and goals to the outside world. (top, left) Elena Rooraid/PhotoEdit, Inc.; (top right) © Yuriko Nakao/Reuters/Corbis; (bottom, left) © Bob Rowan; Progressive Image/Corbis; (bottom, right) © JimYoung/Reuters/Corbis