出版社：Regional Department of Defense Resources Management Studies
摘要：Communication, possibly one of people’s most favourite activity, is present everywhere, every moment and therefore, connected to the basic social and managerial functions like planning, organizing, motivating, controlling aiming at a “(…) continuous and dynamic shaping, modifi cation or change of knowledge, stances and behaviours towards the directions being in conjunction with the values and interests of the subjects being in mutual relations”. It aims at producing effects at three different levels: idea, emotion and behaviour level. The idea level is the easiest to impact, new ideas can develop or can be taken into consideration without much analysis; the second level is not as easy to influence however, emotions can be stirred through communication. The third level, the most important one is the hardest to affect because a change in behaviour is difficult to attain due to the complexity and the lengthiness of the process. A lasting change in behaviour usually requires a considerable dedication of time, effort, and emotion.
