> Participants in the communication process have different goals.
a good communicator should be able to address these goals as much as possible
> Participants in the communication process have different background.
a good communicator should be able to foresee that there are many possible interpretations from the message
the message should be crafted sophisticatedly by making sure that it is appropriate to the target audience
> The medium is the message (McLuhan 1964).
a good communicator should be able to choose the appropriate channel that would be able to help him or her impart the message most effectively
> The participants should expect that the encoding and decoding processes can happen simultaneously.
a good communicator should be able to also assume the roles of source or speaker and receiver or listener at the same time because the communication flow is fluid and constantly changing
> The communication process is always informed by context.
through the context that roles power dynamics, behaviors, and expectations are determined
a good communicator should be able to discern these things and act accordingly to achieve communication goals