Saying it convincingly

Communication is partly about changing people’s knowledge and understanding. It is also about changing their attitudes and persuading them to do something (stop smoking, for example).

It follows that the message needs not only to be clear and credible - it also needs to be convincing.

Of course, different people are motivated by different things. We don’t all respond to the same stimuli in exactly the same way. Effective communication takes account of these human variables.

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