Readings from: Public Relations: Strategies and Tactics
Communication is the key element to Public Relations. Communicating can be done on many different levels in many different languages, so it is important to be versatile or have communication connections.
The goals of the communication process are to inform, persuade, motivate, or achieve mutual understanding. To be an effective communicator, a person must have basic knowledge of what constitutes communication and how people receive messages, how people process information and change their perceptions, and what kinds of media and communication tools are most appropriate for a particular message.