ABSTRACT
This chapter reviews the art and science of communication - what it is and what it isn't. It explores the social environment for public relations communication. The chapter also provides an overview of propaganda, an unethical aspect of persuasive communication while encouraging a strong ethical base to the professional. A concept useful for public relations writing is that communication is a receiver phenomenon. Persuasion is a process of communication that intends to influence people using ethical means that enhance a democratic society. Propaganda is not persuasive communication precisely because it is unethical at its core, trying as it does to influence through lies and deception, half-truths and innuendo. Credibility is enhanced by a message source with communication competence, a speaker who is composed, articulate and if not eloquent, at least proficient in oral communication. A communicator with charisma is one who is likable and who may be familiar to the audience, similar to the audience and/or physically attractive.
