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Importance of Communication Models in Communication Campaigns

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Communication models, approaches and theories are valuable because they are employed as a framework in the design of a communication campaign…




Communication models are conceptual models used to explain and describe human communication. Communication models, approaches and theories are the foundation around which communication practitioners build ideas on how to effectively transmit the message they would like to convey to the target audience.

Communication models and approaches facilitate the work of communicators because they provide ideas on how individuals react to different types of communication stimulus, and they offer ideas on possible consequences that may result when participants in a communication process employ a communication style or shift to another communication style.

Communication models and approaches likewise provide practitioners an idea on how to obtain engagement, collaboration and participation from the target audience in order to achieve communication goals.

Communication models, approaches and theories are valuable because they are employed as a framework in the design of a communication campaign. And based on the type of framework employed, predictions are made, predictions on how the target audience would respond or react to the message: the expected outcome.

For instance, communication models employed in development campaigns provide people the needed awareness and knowledge to engage and motivate them to be active players in their own development.

Empowering people to be able to communicate, to express their viewpoints on issues that concern them, and to learn to take advantage and make use of the various channels of communication can facilitate in the dissemination of planned messages that are necessary to involve people and communities to address a common cause, essential to foster social changes that may, eventually, lead to sustainable development.

However, not all expected outcomes of a communication campaign are likely to happen. This is the reason why persistent monitoring of the communication campaign is essential. Monitoring is needed to identify the weak elements in the campaign that need to be tweaked or be revised to obtain the established communication objectives.

As a conclusion, it is vital for communication practitioners to have a good grasp of communication models in the planning, design and implementation of whatever type of communication campaign. Communication models, approaches and theories provide concrete ideas on how the target audience is likely to respond to various communication stimuli, necessary to build a successful communication campaign.


Web References: 

. Communication Theory. (n.d.). Types of Communication Models - Brifly Explained. Communication Theory.
 https://www.communicationtheory.org/types-of-communication-models-briefly-explained/


. London School of Planning and Management. (n.d.). A Comprehensive Overview of Communication Models. LSPM.
https://www.lspm.org.uk/2022/news.aspx?id=12397398&CourseTitle=A+Comprehensive+Overview+of+Communication+Models

.Open Education Alberta. (n.d.). Models and Forms of Communication. Open Education Alberta.

. Sarkar, S. (n.d.). 8 Communication Models. Prezent.
https://www.prezent.ai/blog/communication-models



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