The communication model developed by Shannon and Weaver included the concept of noise.What is noise and why is it of great concern to PR practitioners?

Noise is any unplanned factor that affects the communication process: whether the listener is distracted due to illness,worries,or preoccupations,or whether physical noise in the environment sidetracks the listener or nullifies a message.The prospect of a message being interrupted or filtered through internal or external noise is of great concern to PR practitioners,which explains the multi-pronged tactical approach of repetition and reinforcement messaging as a standard PR practice.