Notes Agricultural Extension Berlo's SMCR Model Berlo's SMCR model of communication stands for Source, Message, Channel, and Receiver. It emphasizes the process of encoding and decoding messages. - Source: The person who creates and sends the message. - Message: The information or idea being conveyed. - Channel: The medium used to transmit the message (e.g., speech, writing, visual signals). - Receiver: The person who receives and interprets the message. Encoding and Decoding - Encoding: The pro