All communication has simultaneously rational and emotional dimension,

All communication has simultaneously rational and emotional dimension, all communication involve thinking as well as feelings, these things has the great influence in any communication, where by emotional dimension is developed by different signals like verbal, written signals, numerical signals and other signals, apart from that emotional cues include  values, cultural, facial expression and other things of that nature, so due to that for a communicator to communicate effectively he or she  need to consider core values as well as assumption of that particular culture, then the communication should rise thinking and emotional of the audience,, apart from that the publics within that society will reject your message.

So as the PR professionals this principle help me to understand that in any communication that I want to conduct I should learn to consider the core values within that society as well as the assumption of their culture, this will help to facilitate effective communication because this will help to raise the emotion of the publics, then the publics will see that the communicator is part and parcel of their society.

by
peter felister