COMMUNICATION: THE KEY IN EFFECTIVE PUBLIC RELATION
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EXCERPT FROM THE STUDY
Communication and business success are inseparable. To be able to attain organizational objectives, the manager must be able to transmit information, ideals, attitudes, and feelings through the process of communication (Etuk, 1991).
From the various submissions, it could be observed that communication involves a lot more than exchange of information between people, it must be noted that for communication to be meaningful and complete, the feedback element is important. Feedback enables the sender to know whether or not the message has been received in the manner it was sent and correctly interpreted to suit the aim it was intended. Managers are effective to the extent that they can transmit instructions, ideals, and feelings within and outside organization through communication. Through communication, management transmits skills and knowledge to members for the execution of strategic tasks. According to Lawson,(2006:67), he posits that the actual word used in communication conveys 7 percent of the meaning, the tone 38 percent, while the body language conveys 55 percent of the meaning. The most important part of effective communication therefore, is not what you say, but the way in which you say it and attitude you adopt when you deliver it.
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