This statement is the sheer essence of the role of Public Relations. Communication is key; being able to communicate effectively plays an important role in being able to reach your audience. Exceptional communicators are able to identify with the audience in order to persuade or inform. Being able to communicate with others is a powerful act that has the ability to change attitudes or behaviors. In the field of PR communication skills could either produce success or failure depending on how effective communication is. Communicating can be expressed in numerous ways from symbols, language, pictures, facial expressions etc.
For example, some of the greatest speakers are able to engage their audiences. Take a look at Barack Obama during his presidential campaign he was able to change a whole countries attitude and win the election. All using one word “change”.
The following chart shows how that most communication is nonverbal and tone while the actual words account for the smallest part of communication. Being able to deliver a message by having the appropriate factors to arouse an audience in my opinion provides for the best grounds for communication. Therefore, communication is truly powerful, because it has the ability to create images, change attitude, persuade, and inform all at the same time.
Take advantage of every opportunity to practice your communication skills so that when important occasions arise, you will have the gift, the style, the sharpness, the clarity, and the emotions to affect other people Jim Rohn