The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem, of what to say and how to say it.” –Edward R. Murow

From the Textbook “Public Relations: strategies and tactics” by Dennis L. Wilcox and Glenn T. Cameron.

Communication, known to some in PR as execution, is the third step in the Public Relations process. Goals of the communication process include, but are not limited to:

  • Inform
  • Persuade
  • Motivate
  • Understand

To reach these goals, professionals need to understand how people receive messages,  how people process the information that they recieve, and which tools to use in the media to get the desired message out.

Is the message appropriate? Is it meaningful? Is it memorable? Will the audience understand it? – These are just some questions that pro’s should ask themselves before the plan is executed.

One should ALWAYS remember that communication is SYMMETRICAL. It is a balance between the sender and the reciever. The sender should also recieve feedback to judge if the message was communicated correctly.

Effective use of language is a key concept and should be carefully considered. The target audience should play a large roll.

The credibility of the source is most important. If people do not believe the source of the information, then the message will be of no use. In fact, if the source is known to be unrealiable, then the message can actually be negative.

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