Beforegetting down to work, it might be useful to check the planning of yourcommunication in the light of a small Decalogue that recalls a fewpsychological truths (from Hugh Mackay, why don’t people listens? 1994).

1. It is not what our messagedoes to the listener, but what the listener does with the message, that determinesour success as communicators.

   不是要传播的信息关乎听众什么事，而是听众关乎要传播的信息什么事，这才是决定传播成功与否的因素。

2. Listeners generallyinterpret message in ways which make them feel comfortable and secure.

   听众会用自己感到舒服且安全的方式来解读我们传播的信息，（因而传播者应该是Listerner-centered 或者listener oriented）。

3. When people’s attitudes areattacked head-on, they are likely to defend those attitudes and, in theprocess, to reinforce them.

   如果我们传播的信息与听众的潜在理念或者信息相冲突，他们就会用预先存在的理念来对我们传播的信息继续反抗和抵制。

4. People pay the mostattention to messages which are relevant to their own circumstances and pointof view.

   在传播中，人们只关注与自身环境和观点相一致的观点。

5. People who feel insecure ina relationship are unlikely to be good listeners.

   寻求不到安全感的人不会是一个好的听众（因而应该在传播中给听众一种安全感）。

6. People are more ready tolisten to us if we also listen to them.

这说明双方应该处在同一个平台上，而不是谁高谁低的问题，所以也要善于倾听公众的声音。

7.People are more likely tochange in response to a combination of new experience and communication than inresponse to communicate alone.

所以在传播中要做到经验和传播的结合，而不是单纯的传播和说教。

8.People are more likely tosupport a change which affects them if they are consulted before to change ismade.

在变化发生之前，最好和受众进行一下交流，从而能获得更好的支持。

9.The message in what is saidwill be interpreted in the light of how, when, where and by whom it is said.

这涉及到受众对信息的解读。

10.Lack of self-knowledge and an unwillingness to resolve our owninternal conflicts make it harder for us to communicate with other people.

在传播过程中要先解决自我认识以及内部的争议。