01 April 2006


Communication is about relevance.

In order to make sure that the message is well received by the recipient, the message being delivered should be of interest to him or her. Nobody is interested in things that are not of relevance to him or her in any way.


In order to ensure that the message is of relevance, it is necessary to understand the needs of recipient, and what interests him or her.

Don Schultz, the founder of IMC, suggests 4Rs when dealing with communications.
- Relevance
- Response
- Relationships
- Returns

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