Communicators must find the recipient traits closely linked with the power of persuasion and use these qualities to lead and develop media messages. Well educated people are considered more difficult to be affected, but this assertion is unconvincing. People who have low self-concept seems to be more easily influenced, and those who lack confidence. However, research conducted by Cox and Bauer showed a linear relationship between the curve of self-esteem with the power of persuasion, those who have high levels of trust are those that are most easily influenced .

Communicators must also consider the recipient’s awareness that the communicator is trying to influence them. People who previously had been exposed to some persuasion will give different answers to people who have never touched before. Fiske and Hartley shows the general factors that influence the effectiveness of communication:

1. The more the monopoly of communication resources to the recipient, most often the recipient receives the impact or message.

2. The influence of the largest communication when the message is delivered in accordance with the opinions, beliefs and character of the recipient.

3. Communication can lead to effective change for an unknown problem, considered minor, and not the heart, which is not located in the center of the value system of the recipient.

4. The communication will be more effective if the source is believed to have the expertise, very good condition, objective, or preferred, but the key is to have a source of power and not identified.

5. The social context, group or reference group will be mediating communication and influence that communication will be accepted or rejected.