Communication skills II, technology and scope

Decision making weighs human and material factors, anticipates the outcomes, and acts in everyone's interest: from spending pocket money to balancing a company's efficiency, profit and stakeholders.

Telephone etiquette puts others at ease. Basic writing (emails, notes) and public speaking are essential. Accent neutralisation means pronouncing words so that any listener can understand; it raises confidence and opportunities.

Time management is a set of principles, tools and systems to get more value from time; it raises productivity and lowers stress. Stress is our response to demands. Managing it means taking charge of our thoughts, emotions, schedule and problems, for a balanced life.

PR people must also keep in mind the target audience, the language to use, and their own disposition (mood and manner).

Technology has revolutionised communication, through ICT (the union of IT and telecom).

Scope: PR and communication roles cover communication between employer and employees, and with stockholders, the media, NGOs, government, customers and the public, as well as innovation in media and technology. Decide well, speak clearly, manage time and stress.