Principles of Effective Communication

1
Principles of Effective Communication

• By Crystal Ashcraft
• January 10, 2008

2
Source Credibility
Involves a set of perceptions about the source
held by the receivers of audiences.

• Characteristics
• Trustworthiness
• Expertise
• Dynamism
• Attractiveness
• Perceived similarities

3
Salient Information

• What is salient information?
• Salient information is given information that the
• speaker assumes to be in the audiences
  consciousness the
• time of the speakers delivery of the material.

Important A salient information messages
content must be motivational for the intended
audience it must strike a responsive cord or it
will be discarded
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Verbal and Non-Verbal
Non-Verbal Cues involves choosing appropriate
symbols to represent the organization or cause.
May involve setting the mood through sound,
colors, room layout, scheduling, and or nature of
interaction.
Verbal Cues involves selecting the proper
wording to convey the message. Most important
considerations are clarity and appropriateness.
VS.
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Two-Way Communication

• successful public
• relations relies on
• programming feedback
• mechanisms, either
• immediate or delayed
• depending on the nature
• of the communication
• interaction.

www.ordtech.com
6
Opinion Leaders

• In some situations, the most effective
  communication involves a two-step flow or
  multi-step flow.
• The practitioner should communicate with
  influential's that in turn will communicate with
  their followers or cohorts.
• Opinion leaders may be based on status or may
  have no formal position.

7
Group Influence
Reference group members have a sense of
cohesiveness, have mutual interactions, share a
set of norms, and influence each other. Targeting
this group allows group members to work on behalf
of the organization or to influence group
members.
www.cs.indiana.edu/database/
8
Selective Exposure
People seek out and accept communication
supporting their beliefs. Practitioners create
specific messages depending on the nature of the
target audience (positives and negatives).
This will also influence media choice.
9
Audience Participation

• Practitioners encourage audience
  self-persuasion through direct experience or
  involvement with the organization or cause.

http//www.nidcr.nih.gov