Meet Susan Freeman : The Importance of Communication Theory

Susan Freeman is the founder and CEO of Freeman Means Business, a company dedicated to helping men and women communicate effectively in the workplace in order to achieve equity in the workplace. In addition, she hosts a podcast that features professional women who are fighting for equity and men who are allies.

PR is no longer simply the manipulation of the masses.

Modern-day PR is quite personal. What she means by this is that authenticity matters. It’s about our daily interactions with one another, and how we are able to communicate clearly and effectively -- or not. The more we are able to be ourselves, the happier we will be. And the happier we are, the more we contribute to the betterment of others. Yes, old-school PR still exists -- and is very present in the current-day political landscape as well as religious landscape. In fact, groupthink, as defined by social scientist, Irving Janis, is alive and well. Groupthink is a psychological phenomenon that occurs within a group of people in which the desire for harmony or conformity in the group results in an irrational or dysfunctional decision-making outcome.

One of Freeman’s favorite aspects of Communication is that of Communication Theory.

“Communication is at the core of everything we do. Verbal and nonverbal communications impact every action we take. Understanding communication theories help us to communicate in an effective and meaningful way,” said Freeman. Because of this, her advice to people who are just starting out in the industry is to study under those whose pedagogical focus is “Communication Theory.”

Freeman says, Communication Theories help us to:

• Organize and understand our communication experiences
• Choose what communicative behaviors to study
• Broaden our understanding of human communication
• Predict and control our communication
• Challenge current social and cultural realities

Studying these theories can deepen our understanding of what motivates us to communicate in a particular way and in turn become better communicators ourselves. Remember, no matter how well you communicate, the receiver makes meaning of the message -- regardless of your intent. Therefore, be sure to confirm the receiver understood y0our message as you intended it.