MODULE PURPOSIVE COMMUNICATION

CHAPTER 1: BASIC CONCEPTS IN COMMUNICATION:

BACKGROUND AND RATIONALE

Objectives:
At the end of the lesson, the students will be able to:
a.) compare Purposive Communication from Oral Communication
b.) describe the meaning, nature, and importance of communication;
c.) demonstrate the elements and processes of communication;
d.) describe the principle and ethics of communication.

PURPOSIVE COMMUNICATION: BACKROUND AND RATIONALE

Purposive communication is about writing, speaking, and presenting to different

audience for various purposes. (CMO No. 20, S. 2013).

THE FIVE SKILLS OF COMMUNICATION

SPEAKING
LISTENING

VIEWING
READING WRITING

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They are studied and stimulated in

advanced academic settings,
conversing intelligently on a subject
import, reporting on group work
and assignments, writing and
delivering a formal speech, writing
minutes of meetings and similar
documents, preparing a research
or technical paper, and making an audio-visual or web-based presentation. The criteria
of effective communication are discussed and used as the basis of peer communication
techniques used by public officials, educators, industry leaders, churches, institutions of
learning, private individuals and others. The purpose of these combined activities is to
enable students to practice strategies of communication with clear purpose and
audience in mind, guided by the criteria of effective communication and the appropriate
language.

The CHED Memorandum also mandates that at the end of the course, students
should be able to:

 listen, comprehend, critique, and respond fully-well to live or recorded

conversations;
 speak in public with confidence;
 explain extended text using concrete examples;
 write text from a simple report to a technical or research papers;
 prepare audio-visual or web-based
presentation.

The knowledge, skills, values, and

insights that students gain from this course may
be sued in their academic endeavors.

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MEANING OF
COMMUNICATION

Here are the expanded meanings of communication due to the growing industry today:

1. Communication is a process of transmitting or conveying information to others.

2. Communication is a system (as telephones, computers, and other digital gadgets) for
transmitting or exchanging information.

3. Communication is the act or process of using work, sources, signs, or behaviors to

express information and ideas, thoughts, feelings etc. to someone else.

4. Communication is a message that is given to someone such as letter, telephone call,

etc.

5. Communication is a way of sending information to people by using technology (radio,

wireless, or electronic communication, etc.)

SOME WRITERS DEFINED COMMUNICATION THIS WAY:

1. Koontz and O’Donnel- Communication is an intercourse by words, letters, symbols

or messages, and is a way that one organization member shares meaning and
understanding with another.

2. Newman and Summer- Communication is an exchange of facts, ideas, opinions, or

emotions by two or more persons.

3. Allen Luis A.- Communication is a sum of all the things a person does when he wants
to create understanding in the minds of the other. It involves a systematic and
continuous process of telling and understanding.

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NATURE OF COMMUNICATION

- Every communication or business concern has specified objectives. And to

achieve these objectives there must be co-ordination and it will be possible by
using communication.

IMPORTANCE OF COMMUNICATION

- Communication is essential in different level of organization –educational,

business, political, and social.
- The success of a manager or leader in performing his duties is through good
communication.
- Communication has become one of the most important aspect of management.

1. Helps in achieving co-ordination

- Co-ordination can only be achievable by the means of communication.

- Sharing knowledge and information is possible by the use of co-ordination
through communication.

2. Helps in smooth working

- Communication helps in the smooth running of an enterprise or business.

- When communication stops, organized action comes to an end.
- G.R. Terry says, “Communication serves as a lubricant fostering the smooth
operations of the management.

3. Increased managerial efficiency

- Managers spent their 75% of their time in communication.

- Communication helps the manager in performing his duties efficiently.

4. Helps in decision-making

- Effective implementation and decision-making by the management can be

achieved by the use of communication.

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- Decisions are passed on through communication to those who are involved in

executing them.

5. Helps in maintaining industrial peace

- Lack of communication or improper communication may result in industrial

disputes between management and workers.

6. Helps in recruitment process

- Recruitment needs communication.

- The recruits are told by about the company organization structure, its policies
and practices.

7. Helps employees to perform effectively

- It is needed to enable the employees perform their functions effectively.

- Employees are required to know their job relationship and importance to the
overall operation.

8. Helps to acquaint subordinates with their evaluation

- Communication is needed to acquaint the subordinates with the evaluation of

their contribution to company activity.

9. Helps in teaching employees about personal safety

- Communication is needed to teach employees about their personal safety on the

job.

10. Helps in projecting the image of the company

11. Helps managers in performing his functions

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- Communication helps the manager in performing his managerial functions such

as planning, organizing, staffing, directing, and controlling.

Effective communication is important in executing a planned program and also in

controlling the activities with the help of feedback information.

For more knowledge about Management Communication please check the link provided:
http://ebrary.net/7796/management/communication

VERBAL COMMUNICATION
It is important in many ways:
1. Keeping each other informed
2. Asking for help and support
3. Making friends
4. Expressing ourselves effectively
5. Sharing emotions
6. Clarify values
7. Reinforce culture
8. Needed in crucial conversation
9. Shapes the attitude towards others and ourselves
10. Influences our credibility
11. Describe ideas, makes requests, and solves problems
12. Establishes relationship and responsibility toward others.

For more knowledge about verbal communication please check the link provided :
https://www.youtube.com/watch?v=LC5agCAQ_n4

NON-VERBAL COMMUNICATION
It is important in many ways:
1. It compliments or adds verbal sound.
2. It shows and regulates the flow of interaction.
3. It can contradict verbal meaning by displaying opposite

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behavior.
4. It can create and control others’ perception about you.

For more knowledge about non-verbal communication please check the link provided:
https://www.youtube.com/watch?v=SKhsavlvuao

EXAMPLES OF VERBAL COMMUNICATION

1. Chatting – getting to know each other, begins with a smile
2. Telephone conversation- when you are late and you want to inform your boss
3. Face-to-face conversation- you want to vent out your sentiments so, you called the
presence of your friends.
4. Lecturing- mass gathering, classroom discussion
5. Singing- opera singer sings classics aria telling the listeners about the beauty of her
voice and vocal range.
6. Classroom discussion
7. Calling the customer service for assistance
8. Meeting- corporate gatherings
9. Calling attention- robbery, witness an incident
10. Reciting- two married couple recites their vows

CLASSIFICATION OF VERBAL COMMUNICATION

- Verbal communication- includes oral (spoken) written communication.
- Oral Communication consists of all spoken exchanges.
- Verbal feedback- question and comments
 Casual conversation
 Political debates
 Voicemail is an oral communication as well as conference calls and speeches.
 Written communications are printed messages.

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TYPES OF VERBAL COMMUNICATION

1. Emotive communication- It is the deliberate choice of words to elicit emotion to
others.
E.g. A beauty queen was raped
A congressman was stabbed twenty times in cold blood.
2. Evasive communication – is a language that is used to avoid situation.
3. Jargon communication –is a language used by personnel in a particular field.
4. Argot communication- is language used by various groups
E.g. Schoolmates
Prisoners
Bystanders
5. Abstract communication –is a language used to discuss ideas.
6. Overly abstract communication –leaves too much room for interpretation and hide
details from others.

NON-VERBAL COMMUNICATION
 It is the second type of communication.
 Here are the definitions of non-verbal
communication coming from the different
writers:
 McDermott (2008) –Non-verbal communication refers to a wide
array of behaviors by which we communicate message without the
use of voice.
 Lord. Et al. (2012) –Non-verbal communication is when information
is transferred from sender to receiver without the use of words.
 Others define non-verbal communication as the process of exchanging
information with the use of signs or behaviors to express ideas, thoughts, and
feelings to someone else.

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FIVE NON-VERBAL BEHAVIORS/ELEMENTS OF NON-VERBAL COMMUNICATION

1. Vocalics/Paralanguage –refers to the use of

volume, tone, pitch, and rate of speaking to give
additional meaning or emphasis to what is spoken.

2. Proxemics –refers to the use of space to convey

an idea or image.

3. Chronemics –is an attitude of time which discloses

information with others about status and relationship with
others.

4. Artifacts- refer to the things a person owns, use, wear,

and even discard convey message about such person.

5. Movement –is your posture, gesture, facial expression,

body language and everything you do are perhaps the most
obvious in communicating messages.

FUNCTIONS OF NON-VERBAL COMMUNICATION

1. Substituting functions- The word is replaced by an action.
2. Reinforcing functions- It complements or adds to verbal sounds.

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3. Regulating functions- It shows interest or regulates the flow of the interaction.

4. Contradicting functions- It has no change to contradict a verbal message.

IMPORTANCE OF NON-VERBAL COMMUNICATION

Paul Eckman and Wallace Fresin (1969) identified six importance of non-verbal
communication. These are the following:
1. We can use non-verbal signals to emphasize our words.
2. Our non-verbal behavior can repeat what we say.
3. Non-verbal signals can substitute for words.
4. We can use non-verbal signals to regulate speech.
5. Non-verbal messages sometimes contradict what we say.
6. We can use non-verbal signals to complement the verbal content of our message.

For more knowledge about verbal and non-verbal please check the link provided:
.https://www.youtube.com/watch?v=akfatVK5h3Y

THE SENDER
- Communicator or source
- Have the information, the command, the request,
and the idea.

THE RECEIVER
- Interpreter
- Receive the information and decode or interpret the
information.

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THE MESSAGE
- Content of the information
- Relayed between the parties
- Put all the three, the sender, the receiver, and the
message, then you have the most basic communication
process.

THE MEDIUM
- Also called “The Channel”
- The means by which a message is transmitted.

FEEDBACK
- The determiner if the message has been successfully
transmitted, received, and understood.

OTHER FACTORS
- Noise –This can be a sort of interference that affects
the message being sent, received, and understood.
- Context –This is the setting and situation in which
communication takes place. This can be an impact on
the successful exchange of information.

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PRINCIPLES OF COMMUNICATION

 Here are the ten principles according to David Crossman (2017):

Principle No. 1- Character is a differentiator
Principle No. 2 – No one leadership style is preferred
Principle No. 3 –There is a greater need to imagine and advance a vision
Principle No. 4 –People really are the greatest asset.
Principle No. 5 –Everyone is leader
Principle No. 6 –There’s a greater focus on self
Principle No.7 –Change is the norm
Principle No. 8 –Employees everywhere have the same fundamental communication
needs.
Principle No. 9 –More and better listening, individually end systematically
Principle No. 10 –The communication system is better honed to manage overload and
inefficiencies
 Here are the seven C’s of Communication according to Herbert Hildebrandt
and Jane Thomas:
1. Completeness
 Answer all the questions asked
 Give something extra, when desirable
 Check for the five W’s and any other essentials
2. Conciseness
 Eliminate wordy expressions
 Include only relevant statements
 Avoid unnecessary repetition
 Check the flow of your information
3. Consideration
 Focus on “you” instead of “I” and “we”
 Show reader benefit or interest in reader perspective.
 Emphasize positive, pleasant facts
 Apply integrity and ethic.

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4. Correctness
 Use specific facts and figures
 Put action in your words
 Choose vivid, image-building words
5. Clarity
 Choose short, familiar, conversational words.
 Construct effective sentences and paragraphs.
 Achieve appropriate readability (and listening-ability)
 Include examples, illustrations, and other visuals aids
6. Correctness
 Use the right level of language
 Include only accurate facts, words, and figures
 Maintain acceptable writing mechanics
 Choose non-discriminatory expressions
 Apply all other pertinent C qualities
7. Courtesy
 Be sincerely tactful, thoughtful, and appreciative
 Omit expressions that irritate, hurt, or belittle.
 Grant and apologize good-naturedly

ETHICS IN COMMUNICATION
Ethics in communication is the notion that an
individual’s group or group’s behavior are governed by
their morals which in turn affects communication.
Speaking communication ethics deals with the moral
good present in any form of human communication.
This includes the following:
 Interpersonal Communication
 Mass Mediated Communication
 Digital Communication

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TEN BASICS ETHICAL COMMUNICATION

Jone Johnson Lewis (2015) listed ten basic ethics in communication. These are the
following:
1. Seek to “elicit the best” in communications and interactions with other group
members.
2. Listen when others speak.
3. Speak non-judgmentally.
4. Speak from your own experience and perspective, expressing your own thoughts,
needs, and feelings.
5. Seek to understand others (rather than to be “right” or “more ethical than thou”)
6. Avoid speaking for others, for example by characterizing what others have said
without checking your understanding, or by universalizing your opinions, beliefs, values,
and conclusions, assuming everyone shares them.
7. Manage your own personal boundaries: share only what you are comfortable sharing.
8. Respect the personal boundaries of others.
9. Avoid interruptions and side conversations
10. Make sure that everyone has time to speak, that all members have relatively equal
“air time” if they want.

For more knowledge about Ethical Communication please check the link provided:
https://www.youtube.com/watch?v=n5nFsqFJnxY

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KEY PRINCIPLES OF ETHICAL COMMUNICATION

Andrew Button (2017) said that communication is ethical when it is up front, honest, and
cooperative. Communication that is intended to conceal the truth or harm other person
cannot be described as ethical.
The four key principles of ethical communication are the following:

1. Honesty
 Ethical communication is honest.
 It means volunteering and being open to
whatever information you have.

2. Openness to other views

 It is one of the key pillars of ethical
communication.
 Openness means being open to diverse
ideas and options.

3. Commitment
 It means allocating the necessary time and
resources.
 Communication needs to be thorough.

4. Consensus Building
 Communication is goal-oriented
 People are seeking to build consensus and
focus in doing what they can for the
company.

References: Ariola, Mariano M. (2018). Purposive Communication. Unlimited Books Library Services &
Publishing Inc.: http://ebrary.net/7796/management/communication

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