DONTs of Effective Communication
1. Don’t only send, listen!
When the changing of knowledge, attitudes and behavior is the aim of communication,
the ‘sending’ of messages is often the main concern of the communicators. In most
cases, listening to the people involved is more important than the sending of messages.
One must know the perceptions, beliefs and attitudes of the target groups, the language
they use and the way they can be reached. This implies that a great deal of listening is
an integral part of effective communication.
2. Don’t jump to means
A potential pitfall - which happens frequently - is starting to invest in means before
essential questions concerning the strategy have been answered. When this happens,
it is very likely that communication efforts will not be effective. There is a high risk that
either the wrong people are addressed with the right message or the right people are
reached with the wrong message.
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