What is Communication

What is communication?

Communication is a process that supports business Supporting the process of communication is the key element of Public Relations.

Public Relations practitioners are professional communicators.

"Human communication is the action of people talking, listening, seeing, feeling and reacting to each other, their experiences, and their environment." (Communication Theory and Public Relations Practice)

Communication theory today recognises the importance of the audience, "that audiences bring their own expectations and prejudices to their reading, listening and viewing and that they never accept precisely what they are told."

In Public relations practice, the receiver is termed the "target audience" or "target public."

Principles of Communication:

Credibility - The receiver must have confidence in the sender.
Context - The sender must allow for participation and feedback.
Context - The sender must acknowledge and understand the receiver's frame of reference.
Content - Must be of meaning to the receiver.
Clarity - Message must be put in simple terms.
Continuity - Repetition helps the message penetrate.
Consistency - The message must be consistent.
Channels - The sender must use channels that the receiver uses and respects.
Complete - The message must contain all the important details.
Courtesy - Consider the receiver and what their reaction will be to your communication.

How is this knowledge applied to Communications practice?

The pasic public relations planning model is RACE - Research, Action, Communication and Evaluation.

Once these elements have been identified the objectives and outcomes we want to create and the right triggers to reach the intended audience can be planned for.