Definition: Public Communication can be defined as strategic communication to convey ideas, programs, though, presentations, data, propaganda, etc., to the masses, the public, government, students, professionals, or niche audiences.
In every country, public communication holds an important place in sharing views and messages to the audience. For example, motivational or public speakers use this type of communication to reach the public.
Table of Contents
What is Public Communication?
Public communication is strategic communication used when a person or group of people muster and share information to a group of people to deliver a message on a specific subject or topic. It is one of the crucial forms of communication, usually done in advance for a specific purpose.
The information can come from private, government, political parties, academic courses, and many more. In simple terms, the activity of sharing information with the public can be understood as public communication.
Ever wondered how effective public communication really impacts our lives?
According to a recent report from the World Economic Forum, effective public communication can significantly influence societal change and development. For instance, during the COVID-19 pandemic, clear and strategic public messaging was pivotal in ensuring timely public compliance with health directives, contributing to lower transmission rates in countries with more consistent communication strategies. The effectiveness of public communication in such contexts underscores its vital role in managing crises and engaging the public in meaningful ways.
In recent years, public communication strategies have increasingly incorporated digital tools to enhance reach and engagement. Platforms like Zoom and Microsoft Teams have seen user growth rates of over 85% year-on-year, according to a study by Statista. This shift to digital not only broadens the audience base but also offers new avenues for interactive and real-time engagement, making public communication more dynamic and accessible than ever before.
When information is shared with one person, it is called interpersonal communication for example talking or writing to one student, whereas when information is shared with more than one person is called public communication addressing students in a seminar.
Importance of Public Communication
The importance of Public communication is extreme and effective in the public arena. In older times, public communication stood to be a part of persuasion campaign. But in this modern digitalized era, technology has changed the way of public communication.
While talking about political campaigns and parties, persuasions are a part of it to get the support of the public. From professional events to business and research events, public speaking plays one of the major roles in public relations to connecting and converting groups of people. Some of the reasons why you should master it are-
1. Winning over Public
A critical skill in the arena of public speaking events and relations is persuading and winning over the crowd. When a speaker speaks with poise and with all the knowledge bestowed in the speech, the public likes to listen to the speeches. It is pretty compelling. Public speaking skills have to be strong to win over the crowd.
2. For Motivating People
An excellent public speaker has the power to motivate his/her audience to reach objectives. Leaders who can inspire lives and make the audience move with their words are very great speakers. No doubt knowledge is one of the crucial factors, but connecting emotionally and arousing passion for motivating is looked after in Public communication. One should relate with the audience and gain their trust. A skilled public speaker can be able to motivate people along with entertaining them.
3. For Informing People
The most important feature of public communication is to communicate and inform people soberly. An excellent informative speaker shares knowledge which enhances their thoughts and understanding.
What is the Purpose of Public Communication?
Public communication is a form of communication that is used to communicate and share information between organizations, groups and individuals. Public communication is often done for a specific purpose, such as to inform the public about a new product or service.
Public communication can be done in person, over the phone or by email. The message can be sent out by any means possible, including messaging through social media platforms like Facebook and Twitter.
Public communication is often referred to as “public relations.” The purpose of public relations is to manage and maintain favorable relationships with the public through effective communication. Public relations involves managing the image of an organization by communicating its values, mission and goals to the public.
Public relations can be used to create a positive image for the company. It is also used to manage crises and prevent them from happening in the first place. The goal of public relations campaigns is to build relationships with customers, vendors, employees and investors.
Types of Public Communications
These are the five types of public communication that you need to know for effective communication.
1. Ceremonial
The ceremonial communications consist of different types of speeches that mark special occasions like graduations, weddings, birthday parties, and many more. An emotional connection with a personal touch will be present here.
2. Demonstrative
Demonstrative Communications require an option to speak concisely and clearly about actions. Behind demonstrative communication, the idea lies that the audience should leave learning about how to accomplish something. Science Demonstrations are perfect examples of Demonstrative Communications.
3. Informative
With informative communication, the speaker tries to disclose an idea to the public. College lectures and press conferences include informative speeches like industry conferences and some officials conveying important information. In this type of communication, information is essential. Disseminating crucial information is an integral part of this communication. Media, TV, Radio can also be considered under informative communication.
4. Persuasive
Persuasive political communication requires a practicing voice that convinces the public from a perspective. For example, when politicians need votes for elections, they choose this kind of Public Communication to win the group’s confidence with an appeal.
5. Semiotics and Signs
Public Communication can also come in the form of signs and semiotics in any dimension like Traffic signs, signs at airports, and many more. This type of communication uses graphics to convey some information to the public.
Public Communication Examples
Public communication is the art of getting your message across to a large group of people. It’s crucial in any business, whether you’re trying to sell your product or just inform your customers about changes in your company’s policies.
The best way to get started with public communication is by knowing what your audience wants and needs. You need to know what kind of information they are looking for, and how they want it delivered—in other words, what medium would be most appropriate given the nature of your message?
For example, if you have an important announcement regarding a new product line or pricing changes, email may be the best option because it allows recipients more time to digest and respond to information sent directly from their inboxes.
However, if you’re looking for feedback from employees about how they feel about working at your company or whether they think there should be more opportunities for career advancement, then maybe an online survey would be better suited for gathering this kind of feedback because it makes it easy for recipients to respond quickly and anonymously without taking too much time away from work duties (which might happen if someone were tasked with filling out papers).
It’s also important that you keep things simple when communicating publicly so that everyone can understand what’s being said clearly.
New Technology for Public Communication
New technology has opened so many paths for speakers to speak globally at a point in time with so many people. Indeed it has created a broad audience base. In this 21st century, public communication can be physical and virtual. To be specific, virtual ones are too easy to hold.
Be it Facebook, Instagram, Youtube, and such social media platforms help a person speak with ease. Videoconferencing has become part and parcel of speakers to reach a wider group of people.
Though physical appearance cannot be felt, it’s an easy way to convey messages sitting at any part of the globe. In this Covid situation, technology is helping public communication a lot to prosper.
How to Improve Public Speaking Skills?
For being an improved public speaker, you need to follow a comprehensive process that top public speakers suggest. Speaking in public is a skill that one can only master by practicing it hard.
By preparing effectively, even those who do not have the natural ability to address the public can do it effectively. It is one of the key skills for marketing, advertising, crisis management, education, public welfare, politics, etc.
So, some of the easy steps that you need to follow for preparing for your public speaking sessions are-
- Overcoming your fear of speaking by trying shorter speeches first
- Opt for a familiar location to practice your speech
- Know your topic well and opt for a topic you are passionate about
- Organize your material and prepare presentation or slide designs using tools or templates
- Use positive self-talk and write down positive about yourself before you speak
- Be fair to yourself and use a power pose
- Get speech training and join a speaking group
Conclusion
It is obvious now that public communication is crucial for delivering information, news, message, or speech to the target audience group to inform, motivate, entertain or persuade them for some favorable actions.
It is also highly important in building relations, forming connections, and creating a network of people who are ready to engage with your business, purpose, motivation, or thought process.
What are your thoughts about the importance of public communication skills?
Liked this post? Check out the complete series on Communication
