A decision to change results from
the combined effects of public or mass media and interpersonal networks,
in communication in order for a person to make decision needs the influences
from public or mass media and interpersonal networks, so as a communicator you
should understand the needs of the group as well as their altitude, this will
make the process of changing them to be simple, so when individual change the
group can also change.
This
principle help me as the PR professional to understand that, before any
communication to take place, the communicator should understand the needs of
the publics as well as their altitude, so through that it will become easily to
change them.
by
peter felister
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