Effective communication requires efficiency on the

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Effective communication requires efficiency on the part of all three. The communicator must use a channel that will carry the message to the receiver. The message must be within the receiver's capacity to comprehend. The message must motivate the receiver's self-interest and cause him or her to respond. Communicators need to bear in mind that communication is no substitute for policy and action. A sender can encode a message and a receiver decode it only in terms of their own experience and knowledge. When there has been no common experience, then communication becomes virtually impossible. Commonness in communication is essential to link people and purpose together in any cooperative system. The Communication programme includes: (i) Developing the message (ii) Selection of media (iii) Appropriate budget for implementing the programme.
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4.2. MESSAGE DEVELOPMENT For achieving the desired result, the message should be developed properly and clearly. The appropriate message will have the following three attributes: 1) Clear 2) Correct and 3) Concise Clear: The message is free from ambiguity and it is necessary to ensure that slang phrases / usage are avoided and also the message should be free from perceptional distortion problems. As far as possible, one should use simple language, simple style, appropriate words and right tone. Information / Sender Encoded by Sender Decoded by Receiver Received at Destination Channels Signals Or Media NOISE NOISE FEED BACK MESSAGE MESSAGE
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Correct: The credibility of the message is based on the credibility of the source and also the correctness of the content. It is essential to ensure that the information provided (message) is true, to unbiased and there is a source to verify it. It is essential to avoid content based on rumours, hearsay as well as source of no origin. Concise: Since message dissemination involves time and effort for transmitting as well as receiving or absorbing. Hence message should be crisp enough to give information and at the same time not occupying more time of the receivers valuable time. The content should revolve around the core element of the message; frills and verbose / ornamental language need to be avoided. The effectiveness of the message is depend upon the above three attributes and if even component is missing or negative, the result will also be negative or not as per the expectations. Some Specific Guidelines Practitioners and executives alike can profit close study of these guidelines developed by an experienced counselor, Chester Burger: 1. Talk from the viewpoint of the public's interest, not the organization's. The soft drink bottler who launches a campaign to collect and recycle bottles can frankly admit that it does not want to irritate the public by having its product litter the landscape.
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