‘Empathy’: Empathy means looking at things and events from the other’s point of view. It requires that the communicator be in tune with the communicate. The former should understand the attitude of the latter. For, example, a good speaker should know the emotions and sentiments of his audience. Put yourself in the shoes of the listener before you speak. Empathy involves seeing and feeling matters as others see and feel. It enables an executive to be sensitive with problems of his workers arid clients. A person with empathy can be receptive and appreciative of the ideas and opinions of others. Public relations managers and executives must acquire and master the art of empathy. This requires planned practice, experience and experimentation. Empathy is different from sympathy. 

‘Dialogue’: Dialogue means a conversation between two persons with a purpose. If a person goes on talking without allowing other to participate in the discussion or talk, then it is a monologue. In a civilised society, dialogue is the only weapon of reasoning and understanding. Democracy and freedom cannot survive without discussion and debate. In a dialogue each person presents facts and views and considers the fact and views presented by others. It is a reasonable exchange of ideas and opinions. Dialogue reveals the true personality of a person. It helps to reduce prejudice and builds up mutual confidence. Effective dialogue requires impartial listening and understanding. A good way to start a dialogue is by asking questions and listening to the answers. Dialogue requires a topic about which the participants are informed and to which all can make a contribution by original thinking and discussion.