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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.