The Key to Public Relations is Communication

The Key to Public Relations is Communication

By: Amanda Roth

Communication is the act of delivering ideas, attitudes, or information from one person or another.  We understand information better when it is transmitted using both sight and sound.  As public relations practitioners we will be connoisseurs of communication between our employers, fellow employees, the media, and the public.

The main goals of communication are to persuade, motivate, or achieve mutual understanding.  These goals are key when hooking your target audience and giving them information through messages.  When there is increased exposure of the message, people are more likely to evoke behavioural and achieve attitude changes.  A conversation with someone via telephone, face-to-face, or even email is the most effective way to communicate.  A message is created, understood, and then feedback is applied.  For example, people were warned about 'Hurricane Sandy' and the harmful effects she would have on New York and surrounding areas.  People took precautions to ensure their safety for themselves, their houses, cars, and workplaces.  Feedback was given throughout the storm and even weeks later we are still hearing about how people were affect by 'Sandy.'  Our population may have been in a worst state if we were not warned about the storm and there would have been more fatalities.

There are several barriers that decrease the efficacy of communication.  It is extremely difficult to try to understand someone when they do not speak the same language as you.  Cultural differences can make others perceive you in a way that you did not intend.  Education can change how someone reads a message and could change the overall impact of the message.  It is difficult to get across the proper message if someone is lacking sleep or is sick.  Other barriers to communication include:  demographics, disability, technological failures, distance, religious beliefs, too many messages, mood, or lack of information.

In summary, it is vital to ensure you have the right message, for the right audience, and you give it to the right medium to increase understanding of the message.  Remember to work closely with the media and communicate as clearly and concisely so that there is no room for misunderstanding.  The road to success is found when you always try your best, be honest, and corporately responsible in all communications.