There are several principles of communication that can help ensure effective communication. These principles are:

1. Clarity: The idea or message to be communicated should be clearly spelled out. It should be worded in such a way that the receiver understands the same thing which the sender wants to convey. There should be no ambiguity in the message.

2. Attention: Communication should be designed to attract the attention of the receiver. It should be interesting, informative, and relevant to the receiver.

3. Feedback: Feedback is essential to make communication effective. There should be feedback information from the recipient to know whether he has understood the message in the same sense in which the sender has meant it.

4. Informality: Informal communication is as important as formal communication. Informal communication helps to create a friendly atmosphere and promotes mutual understanding.

5. Consistency: Communication should always be consistent with the policies, plans, programs, and objectives of the organization and not in conflict with them. If the messages and communications are in conflict with the policies and programs, then there will be confusion in the minds of subordinates, and they may not implement them.

6. Trustworthiness: Trust is essential for effective communication. Communication should be honest, reliable, and accurate.

7. Active Listening: Good listening skills are essential for effective communication. Understanding the audiences questions, interests, and concerns is crucial to know what messages to use and what information is most needed.

8. Effective Speaking Skills: Communication should be designed to attract the attention of the receiver. It should be interesting, informative, and relevant to the receiver.

9. Good Writing Skills: Good writing skills are essential for effective communication. Writing should be clear, concise, and easy to understand.

10. Completeness: Communication should be complete and cover all the necessary information. It should not be incomplete or leave out important details.

These principles can be used to improve communication in various settings, including the workplace, marketing, and organizations.