Berlo is a communication model developed by David Berlo in 1960, known as the SMCR model. It stands for Source, Message, Channel, and Receiver. This model emphasizes the importance of each component in the communication process, highlighting how effective communication relies on the clarity of the message and the ability of the receiver to understand it. The SMCR model is widely used in various fields, including marketing, public relations, and education. By breaking down communication into these four elements, Berlo's model helps individuals and organizations analyze and improve their communication strategies, ensuring that messages are effectively conveyed and received.