• Shared perception: For communication to be effective the perception of the sender should be as close as possible to the perception of the receiver. The extent of understanding depends on the extent to which the two minds come together.
• Sensory involvement: The more senses involved in communication, the more effective it will be.
• Face- to- face communication: When communication takes place face-to-face it is more effective.
• Two-way communication (feedback): Any communication without a two-way process is less effective because of lack of opportunity for concurrent, timely and appropriate feedback.
• Clarity of the message: Ideas, facts and opinions should be clear to the sender before communication happens. Communication should always use direct, simple and easily understandable language.
• Correct information: The sender should have at hand correct, current and scientific information before communicating it.
• Completeness of the idea: Subject matter must be adequate and full. This enables the receiver to understand the central theme or idea of a message. Incomplete messages may result in misunderstandings.

The main characteristics of an effective communication are the following:

• Promotes actions that are realistic within the constraints faced by the community.
• Builds on people‘s existing beliefs and practices.
• Is repeated and reinforced over time using different methods.
• Is adaptable and uses established channels of communication.
• Is entertaining and attracts the community‘s attention.
• Uses simple, clear and straightforward language.
• Emphasizes the short-term benefits of taking action.
• Uses demonstrations to show the practical benefits of adopting beneficial practices.
• Develops a natural style: each person has his or her own natural way of presenting ideas.
• Provides opportunities for dialogue and discussion.