Fundamentals of Extension Education (1+1)

Message

II. MESSAGE
The recommendations from research, the technology constitute the content or subject matter, the message information’s which are relevant to a particular set of audience constitute the message, otherwise for them they are ‘noise’. A good message should clearly state what to do, how to do, when to do and what would be the result.
To produce desirable changes in human behaviour, the message must be motivating. Messages which are relevant, interesting behaviour, the useful, profitable, credible (Latest and best on research findings) and complete (Neither too much, nor too little) are likely to motivate the people.  

A good message must be

i. In line with the objective to be obtained.

ii. Clearly understandable by the audience

iii. In line with the mental, social, economic and physical capabilities of the audience.

iv. Significant –economically, socially or aesthetically to the needs interests and values of the audience.

v. Specific – no irrelevant materials

vi. Simply stated –covering only one point at a time.

vii. Accurate – scientifically sound, factual and current

viii. Timely – Especially when seasonal factors are important and issues are current.

ix. Supported by factual material covering both sides of the agreement

x. Appropriate to the channel selected.

xi. Appealing and attractive to the audience-having utility immediate use.

xii. Applicable – audience can apply recommendation

xiii. Appealing and attractive, adequate – combining principle and practice in effective proportion

 xiv. Manageable - can be handled by the communicator and within limits of time.

In contrast, poor communication often

i. Fail to clearly separate the key message from the supporting content or subject matter.

ii. Fail to prepare and organise their message properly.

iii. Use inaccurate or fuzzy symbols –words, visual or real objects to represent the message.

iv. Fail to select messages that are sharply in line with the felt needs of the audience.

v. Fail to present the message objectively – present to material, often biased, to support only one side of the proposition.

vi. Fail to view the message from the standpoint of the audience.

vii. Fail to time the message properly within a presentation or within a total programme.

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