The expansive research and study of the attitude concept has played a

pervasive role in communication studies and contributes to many subfields of

communication. The research on attitude strength, change, behavior consistency
and persuasion are vital in studying media effects in all areas of communication.
In cultural communication, attitudes are particularly important for assessing
stereotypes, bias, prejudice and persuasion (O’ Sullivan, 1994, p. 18)
(http://commconcepts.wikispace.com)

The most essential attitude is respect for the dignity of other people and
oneself. Other are: confidence, which involves shelving the cynicism that can be
so off-putting; aspiration or the hope of better things to come from the
communication; prudence, or the common sense and good judgment to know
what to say and what not to say; the self-control that will ensure that you are
not lured into any emotional arguments; a sense of fairness that considers the
needs and wants of others, and always having the courage of your convictions.

Together, those attitudes will enable you to be assertive in inter-relating

with other people, rather than aggressive or submissive, the two attitudes
guaranteed to make relationships dysfunctional. (powerofintegrity.com)