Over the years we have refined this validation process to offer efficacious data collection and analysis that truly help to enhance our videos. We believe it is a unique service that adds real value to the production process, allowing the team to make outcome based choices at revision phases. The final step of this process is verification that the aimed-for result occurs. We find that these three processes demand application of sound communication theory, knowledge of the media resources and skill in their use, and rigor in the collection and interpretation of data from validation research. They also demand a lot of listening and learning on our part, creativity, and thoroughness .
Receivers differ in their knowledge, skill, and motivations.
The context in which the message is applied may also vary, from situation to situation. In order to design the communication event to ensure optimum effectiveness, is not enough to have accurate and complete information to shape the content of the message. We need to KNOW how the knowledge, skills, and motivations of the receivers. We need to KNOW how the context of applying the message will vary from situation to situation. The three level concept is used where there is a highly significant group in some way associated with the organization whose concept of the image of the organization held by others is as important as or more important in some ways than the image of the organization actually held by others.