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Principles of Effective Communication A digital message production by Annamarie Bailey Source Credibility Q What is “source credibility?” A …perceptions about the sources held by the receivers of audiences. Characteristics of credible sources include: Trustworthiness Expertise Dynamism Physical Attractiveness Perceived Similarities Salient Information Q What is “salient information?” A …message content that is motivational for the intended audience. It must strike a responsive cord or it will be discarded. Nonverbal Cues Q What are “nonverbal cues?” A …choosing appropriate symbols to represent the organization or cause. May involve setting the mood through: Sound Colors Room Layout Scheduling Nauture of Interaction Verbal Cues Q What are “verbal cues?” A …selecting the proper wording to convey the message. Most important considerations are : Clarity Appropriateness Two-way Communication Q A What is “two-way communication?” …successful public relations relies on programming feedback mechanisms. They are either immediate or delayed, depending on the nature of the communication interaction. Opinion Leaders Q Who are “opinion leaders?” A …leaders who communicate with influentials that communicate with their followers. Opinion leaders may be based on status or may have no formal position. Group Influence Q What is “group influence?” A …cohesiveness, mutual interactions, and sharing a set of norms in a group. Targeting this group allows group members to work on behalf of the organization or to influence group members. Selective Exposure Q What is “selective exposure?” A … seeking out and accepting communication supporting their beliefs. Practitioners create specific messages depending on the nature of the target audience (positives, undecideds, negatives). This will also influence media choice. Audience Participation Q What is “audience participation?” A …when the audience is encouraged by persuasion. This can be done through direct experience or Involvement with the organization or cause.