"A communicator’s effectiveness is increased if he initially expresses some views that are also held by his audience." This is basically saying a speaker should probably discuss and agree with the views of his audience if he wants his speech to be effective. For example, a Republican can't go to a group of Democrats and discuss his views and try to get them to agree with him. It would most likely end in conflict or the audience becoming uninterested. To keep the audience intrested or to persuade them, one must talk about what the others want to hear.
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