On the basis of the defined objectives and the target audiences, it is necessary that your communication is concise, clear and complete.  It must be organized keeping in mind the receiver’s roles, attitudes and perceptions which are to be tackled and changed.  Then it must be built up to make the necessary impat – attracting attention or interest, providing new insight, handling opposition, dramatizing and validating special aspects.  It must also incorporate the right media, devices and techniques.

Testing and revising communication

It is often necessary to get a ‘pre-launch’ assessment on business communications.  Sometimes only informal and perfunctory testing may be needed: on the other hand , important and crucial communications may require careful, formal processing in order to ensure that the vital objective and mission is accomplished as it must be.

In this book Unlimited Power, Anthony Robins (1988) says that in the olden days power was concentrated in the hands of the rich and royalty, whom no one dared to oppose.  But in this age, power is enjoyed by people who have communication power.  Only those people are likely to succeed who have the ability to communicate well with all sorts of people.  This is also true for us in India.  There is a sea-change taking place in our communication methods.  The emphasis is shifting from the print media to electronic media, with computer and satellites gaining importance.  This, in turn, is having a wide ranging impact on business and business communication.  The ‘information highway’ or direct link between the telephone, computer and the television which you hear so much about these days has come to India as well.

Technology is making its impact felt on the PR and the communication industry in Three broad respects:

1.       In the speed of communications, resulting in faster decision making at the corporate, industry and Government levels.

2.       2. The vast data being channelized and with the aid of technology being scanned and analyzed in depth.

3.       Business communications getting to be far more action oriented.

As a result, you need to shed your conventional approaches, and change in the following respects immediately.

1.       In attitude, that is, acceptance of this fact and the desire to change.
2. In the use of communication techniques and tools, that is, adoption of technology at all levels.

2.       In the approach to the communication problems and solving them, that is, linking technology and creativity.

Today, you will need to accept the challenges of technology, and be ready to adapt to them.

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