David Berlo,s SMCR model of business communication.

in 1960 David Berlo postulated Berlos sender message channel receiver (SMCR) model of communication from  shannon weavers model of communication 1949 he describe factors affecting the individual components in the communication making the communication more efficient.





this model also focus on encoding and decoding which ichr happens before sender's sends the message and before receiver receives that message respectively.

component of Berlos model of communication.
Berlos  model has mainly four components to describe communication process.they are sender message channel and receiver each of the component is affected by many factors.

s-sender:
cinder is the source of the message or the person who originates the message.the person or source sends the message to the receiver the following are the factor related to sender and is also the same in the case of receiver:
• Communication skills
• Attitude
• Knowledge
• Social systems
• Culture


M- Message:
A message is the substance that is being sent by the sender to the receiver it might be in the form of voice audio text video or other media. The key factor affecting the message are
• content
• Elements
• treatment
• structure
• code


C-Channal:
channel is the medium used to send the message in mass communication and other forms of communication technical machines might be used as channel like telephone internet it is it but in a general communication the five sense of human being is the channel for the communication flow and it affects the effectiveness of the channel.

• Hearing
• seeing
• Touching
• smelling
• Testing


R- Receiver
receiver is the person who gets the message sent in the process.this model believes that the thinking pattern and all other factors mentioned ever must be in sync to that of the  sender for the communication to be effective the message might not have the same effect as intend if the receiver and sender are not similar.The reciver must also have a very good listening skill. other factors are similar to that of the sender.

• communication skills
• Attitudes
• knowledge
• social system
• culture