Language development and the working of the brain to allow us to use language is complex. It is important and powerful.
It can affect knowledge, cultures and emotions.
Semiology - is the study of signs and is the process of carrying meaning. It depends on the use of codes that may be the individual noises or letters that humans use to form words; the body movements they make to show attitude or emotion, or even something as general as the clothes they wear.
To be really good at public relations, we need to know about these things.
To be able to identify the tokens and values our organisations want to reveal and the tokens and values relevant to our publics, we need to have a pretty good idea about what language is and what signs are being communicated in networks and are relevant in social frames.