In Purposive Communication: Prepared By: Miss Millet T. Mendoza, LPT

PCMOO-PURPOSIVE COMMUNICATION
Baliwag Polytechnic College

Dalubhasaan Kong Mahal
1st Semester
A.Y. 2020-2021
Module
in
in
Purposive Communication
Prepared by: Miss Millet T. Mendoza, LPT

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Baliwag Polytechnic College

Dalubhasaan Kong Mahal
1st Semester
A.Y. 2020-2021
Your success to finish this module lies on your hands. This module is prepared for you to
learn new concepts and invaluable skills diligently, intelligently, and independently. As a future
young professional, doing these will greatly help and prepare you to become a responsible
student. Set your goals and invest for your future. The following guides and house rules will help
you further to be on track and to stay at the end of the module.
STUDY GUIDES
1. Schedule and manage your time wisely for you to accomplish the given tasks in this module.
2. If there are things that you do not understand, go over, and focus on the lesson. If this will not
work, seek the help of your family members or leave me a message so I can give assistance.
3. Before you start doing anything else, read, and understand the learning tasks carefully. Always
aim for the best and do not settle with low grades.
4. Think before you write. In answering all the assessment activities, write legibly, and follow
the instructions as needed.
5. Do not hesitate to keep open communication with me through any available platforms. I am
more than willing to help you to accomplish your goals.
6. Once you are done in the module, you can proceed with doing other tasks in the succeeding
units that are scheduled for the finals.
7. You are expected to answer all the activities, assignments, and reflection guides for you to
pass in this course. Put them in a portfolio.
8. Remember you are the student; hence, you are expected to accomplish and study the module
on your own. You can seek help and support from your family members and friends, but the
actual activities must be done by you.
9. You can use the internet for help and additional information if necessary.
10. Put your activities in your portfolio according to your module arrangement.
GRADING SYSTEM
COURSE EVALUATION/ GRADING SYSTEM:
Quiz - 30% Project 30% Examination -40%

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STUDY SCHEDULE
Dates Module/Topics
Week 1-3 Module 1 Communication Principles, Processes, and Ethics
Lesson 1 Elements of Communication

Lesson 2 Models of Communication
Lesson 3 Ethics in Communication
(Prelims)
Module 2 Communication in Multicultural Contexts
Lesson 1 Communication and Globalization

Weeks 4-5 Lesson 2 World Englishes
Lesson 3 Culturally Sensitive and Bias-free Language.
Module 3
Week 6-7 Lesson 1 Evaluation of Texts and Images in

Multicultural Contexts. (Midterms)
Lesson 2 Communication Aids and Strategies
Using Tools of Technology.
Module 4 Communication for General Purposes
Week 8-11 Lesson 1 Principles and Types of Speech

Lesson 2 Connecting with the Audience.
(Pre-finals)
Module 5 Communication for Work Purposes
Week 12-16 Lesson 1 Professional Writing

Lesson 2 Business Letters
Lesson 3 Memos
Lesson 4 E-mails
Lesson 5 Job Interview
(Finals)
Course Description:
Purposive communication is a three-unit course that develops students’ communicative
competence and enhances their cultural and intercultural awareness through multimodal tasks
that provide them opportunities for communicating effectively and appropriately to a
multicultural audience in a local or global context. It equips students with tools for critical
evaluation of a variety of texts and focuses on the power of language and the impact of images to
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emphasize the importance of conveying messages. The knowledge, skills, and insights that
students gain from this course may be used in their other academic endeavors, chosen
disciplines, and future careers as they compose and produce relevant oral, written, audio-visual,
and/or web-based output for various purposes.
Module 1
Communication Principles, Processes, and Ethics
What Will You Learn from This Module?
In this module, you will learn what communication means and how important it is in
your personal and professional success.
This module is composed of 3 lessons
Lesson 1 Principles of Communication

Lesson 2 Models of Communication
Lesson 3 Ethics in Communication
After studying this module, you should be able to:
 describe the nature of communication;

 explain the communication process and its
elements through various models;
 discuss the principles of communication and their ethical implication; and
 examine how communication works as applied to various texts or situations.
Lesson 1
Principles and Processes of Communication.
An essential tool for human survival is communication. We communicate to get what we
need and to accomplish what we want. For instance, babies normally cry when they are hungry;
consequently, they are given milk by their mothers. An adult may pick up his/her own phone an
hour before lunch and ask someone to deliver his/her food. In both scenarios, the babies and the
adult rely on communication as a vital means to accomplish their ends.
Communication in relation to human survival does not confine itself to just addressing
the biological needs of people, while the food that we take satisfies our hunger, and the water
that we drink quenches our thirst, the daily interaction through the various communication feeds
our mind, nourishes our heart and enriches our soul. However, the benefits of communication
can only be fully enjoyed if carefully understood, effectively done, and purposely carried out.
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For two minutes, write as many words or phrases as you can. Afterwards, construct
your one-sentence definition of communication by putting together the words you used in the
semantic web.
Communication
_____________________ ____________________ ____________________
_____________________ ____________________ ____________________
____________________ ____________________ ____________________
_________________________________________________________________________
_________________________________________________________________________
Let’s Read
What is Communication?
Communication has been defined in several ways by various authors. Now that you have come
up with your own definition of communication, find out if you share the same views with other
authors, experts, and scholars who have also defined communication in various ways and
contexts. Analyze the following definitions and establish their commonalities.
 Communication is the process of using messages to generate meaning. (Pearson et

al.,2011)
 Communication is a systematic process in which people interact with and through
symbols to create and interpret meanings. (Wood,2012)
 In its simplest form, communication is the transmission of a message from a source to a
receiver. (Baron, 2011)
 Communication is the process of sending information to oneself or another entity, usually
via a language. (Palta,2017)
 Broadly speaking, communication is a process of sharing opinions and information,
ideas, and feelings (Jimenez & Alparo, 2000).
 Communication is the process of sending and receiving messages sometimes through
spoken or written words, and sometimes nonverbally through facial expressions, gestures,
and voice. (Ober & Newman, 2013)
1. What concepts or ideas about communication are common among the definitions?
Write them down.
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
______________________________________________________________________.
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PRINCIPLES IN COMMUNICATION
1. Communication is transactional. It is a two-way process that involves an exchange.

When a message is sent, a reply is expected.
2. Communication is inevitable. It is impossible not to communicate. The moment you
wake up, you already start communicating by merely thinking of how your day will look
like. In other words, communication is an indispensable part of daily life.
3. Communication is goal-oriented- When you communicate, you have a goal in mind. You
communicate to express feelings, ideas, and emotions; to inform; persuade; entertain; ask
questions; to build and maintain a relationship and to influence others are some of the
purposes of communication.
4. Communication is complex. It entails a lot of processes, which can occur
simultaneously or successively. It requires you to know your audience, determine your
purpose, identify your topic, expect objections, establish credibility, present information
clearly and objectively, and develop a practical, useful way to seek feedback.
5. Communication can be learned. Despite its complexity, it is a skill that can be learned.
6. Communication is relational. The process of how meaning is created also echoes two
vital aspects or the relationship of the communicators. Immediacy and control.
Immediacy is the degree of liking or attractiveness in a relationship while control is the
degree to which a participant shows dominance or power.
7. Communication is guided by culture. It may be defined as a system of knowledge
shared by a relatively large group of people. The system includes shared beliefs, values,
symbols, and behaviors.
8. Communication has various levels. Various levels of communication: intrapersonal
(self-talk), interpersonal (interaction between two persons), small group (involves 3-20
people), and public or mass (more than twenty people), extended, organizational (formal-
upward, downward, horizontal, and crosswise)
9. Communication can be in the form of written, verbal, non-verbal, and visuals.
a. Written Communication- Texts or words encoded and transmitted through

memos, letters, reports, online chat, SMS, emails, journals, and other written
documents.
b. Verbal Communication- It involves an exchange of information through face-to-

face, audio and/or video call or conferencing, lectures, meetings, radio, and
television.
c. Non-Verbal Communication -Sending and receiving messages without the use

of words.
Examples of non-verbal
Kinesics- Movements
Haptics- Touch
Proxemics- Distance
Chronemics- Time
Oculesics- eye movements
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d.Visuals- A visual is something such as a picture, diagram, or piece of film that is

used to show or explain something. It involves the use of :
Images
Graphs
Charts
Logos
Maps.
Guidelines for Effective Communication

 Be clear with your purpose.
 Support your message with facts]
 Be concise
 Provide specific information in your feedback
 Adjust to the needs, interests, values, and beliefs of your audience.
 Observe communication Ethics
 Be your natural self and appear very confident.
The Communication Process

Communication process refers to the transmission or passage of information or message
from the sender through a selected channel to the receiver overcoming barriers that affect its pace.
The process of communication is a cyclic one as it begins with the sender and ends with
the sender in the form of feedback. It takes place upward, downward and laterally throughout the
organization. The process must be a continuous and dynamic interaction, both affecting and being
affected by many variables.
Communication process consists of certain steps where each step constitutes the essential of an
effective communication. The following is a brief analysis of the important steps of the process
of communication.
It involves elements such as source, message, encoding, channel, decoding, receiver,
feedback, context, and barrier.
Source- the speaker or sender of the message

Message- information or ideas from the speaker
Encoding- transferring the message
Channel- the means to deliver the message (face-to-face, telephone, and emails etc.
Decoding - interpreting an encoded message.
Receiver- recipient of the message.
Feedback- The action or the responses of the receiver to the message from the sender.
Context- the situation or the environment in which communication takes place.
Barriers- the factors which may affect the communication process.
Examples of barriers to communication:
 Culture Noise
 Individual difference Past experiences
 Language use Status
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Lesson 2
Communication Models
The definition of communication and its element can also be further understood in the
light of a framework or model to see their interrelatedness. The common models of
communication that have been utilized over the years are as follows.
Aristotle's Linear Model
The earliest model comes from Aristotle at around 500 B.C. in this model, well explains that the
speaker should adjust their messages according to their audience and the occasion to achieve a
particular effect. The Aristotle’s communication model revolves around the speaker as the main
concept of this theory is that, speaker plays the most important role in communication and it is
the only one who holds the responsibility to influence his/her audience through public speaking.
It is the speaker’s role to deliver a speech to the audience.
The audience is passive, influenced by the speech.
The Shannon and Weaver Model of communication is a mathematical theory of

communication that argues that human communication can be broken down into six key
concepts: sender, encoder, channel, noise, decoder, and receiver. It is known as the “Mother of
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all models” because of its wide popularity. The model is also called the “Telephone Model,”
since it was developed because of the technology of the telephone and the experience of “noise”
coming from
In this model, the sender encodes the message and sends it to the receiver through a
technological channel like telephone. The sender converts the message into codes
understandable to the machine. The message is sent in codes through a medium.
The receiver has to decode the message before understanding it and interpreting it. The
receptor machine can also act as a decoder in some cases. The channel can have noise and the
receiver might not have the capacity to decode which might cause problems in the
communication process.
The Osgood-Schramm (Interactive Model) of communication is defined as a circular model

that shows that messages go in two directions. The model has four key principles: (1)
Communication is circular not linear; (2) Communication is usually equal and reciprocal; (3)
Messages require interpretation; (4) there are three steps for communicating: encoding, decoding
and interpreting.
Transactional Model
This model was adapted

from Wood (1997) in
response to the failure of
interactive models to portray
dynamism of human
communication. The key
features of the transactional
model are as follows: it has a
time element which
influences how people
communicate. For instance,
freshman college students are more reserved at the start of the semester since they are still
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getting to know their classmates. This will change overtime as they become more comfortable
with their classmates due to their frequent interaction. It depicts communication is varying, not
constant and dynamic, not other lines in the model indicate that communication occurs within
systems that influence what and how people communicate. This system may include culture
context and family background.
Finally, the model does not label one as the sender and the other as the receiver. Instead,
our communicators who actively, equally, and simultaneously participate in the communication
process.
In sum, the transactional model is a model in which people interact with and through
symbols over time to share and create meaning.
Let’s Try
What are the similarities among the three models of communication? What are their
differences? Among the three models, which model accurately reflects the
communication process in the real world? Can you cite a specific situation or personal
experience? (write your answers in not more than two paragraphs.)
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Lesson 3
Ethics in Communication
An integral aspect which you need to learn about communication is ethics. Ethical
considerations in communication shape how you communicate. The more it will be effective if
you will observe ethics. This means that you deal with values, righteousness, and behavior
appropriate for human communication particularly in a multicultural situation.
Can you think of some ethical communicators?

____________________________________________
unethical communicators?
____________________________________________________
Let’s Read
Here are some characteristics of an ethical communicator that is best emulated.
 Ethical communicators are honest. Be truthful with your opinion and be accurate with
your judgment. Good communicators never lie and deceive other people.
 Ethical communicators value diversity and respect others’ opinions and privacy.
Respect means showing regard or consideration for others and their ideas even if you do
not agree with them. Show compassion and consideration with the beliefs, status,
affiliations, and privacy of others. Accept that others have different views or opinions,
which may conflict with yours. So, listen and process the views of other people, and learn
how to reconcile their opinions with your own.
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 Ethical communicators observe freedom of expression effectively. Be careful of what

and how you say words depending on the type of people you are communicating with.
 Ethical communicators are well aware of the consequences of their thoughts and
actions. The way you communicate can build or ruin your reputation. Thus you need to
take accountability for what you are doing and what you are saying. Acknowledge your
responsibility for all your actions, good or bad.
 Ethical communicators are just and fair. Be impartial and objective. You do not
hastily make decisions or judgments based on hearsays, gossips, prejudices, and personal
biases. Exert every effort to father relevant facts or pertinent information related to a
situation before making a decision.
Let’s Try
1.Why is it important to be ethical in communicating today?

______________________________________________________________________________
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______________________________________________________________________.
2. When you think of politicians today, would you say that they have been communicating in an
ethical manner?
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_____________________________________________________________________________.
3. What consequences can you think if people communicate in an unethical manner?
______________________________________________________________________________
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______________________________________________________________________________
_______________________________________________________________________.
So far, the foundation for the better understanding of communication has been laid by
defining it, identifying its elements, discussing its process through various communication
models and citing some principles and characteristics of ethical communicators. To better
appreciate and apply the concepts, you may accomplish the succeeding activities.
Let’ See What You’ve Learned.
Choose and watch any Filipino commercial which deals with relationships (partner,
family, friends, etc.) Analyze the commercial using the elements of communication. Identify the
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elements as portrayed in the commercial and explain how they relate to one another and how
they fit in the communication process. Write your answer in one to two paragraphs in the space
provided.
Commercial: ______________________________________________________________
Explanation:___________________________________________________________________
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______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
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________________________________________________.
Remember
 Communication is the process of sending and receiving messages sometimes

through spoken or written words, and sometimes nonverbally through facial expressions,
gestures, and voice. (Ober & Newman, 2013)
 Guidelines for Effective Communication. Be clear with your purpose, support your
message with facts, be concise, provide specific information in your feedback, adjust to
the needs, interests, values, and beliefs of your audience, observe communication ethics,
and be your natural self and appear very confident.
 The Process of Communication is the steps we take in order to successfully
communicate. Components of the communication process include Source, Message,
Encoding, Channel, Decoding, Receiver, Feedback, Context, Barriers.
 Ethical Communication is dealing with values, righteousness, and behavior appropriate
for human communication particularly in a multicultural situation, it is fundamental to
responsible thinking, decision making, and the development of relationships and
communities within and across, contexts, cultures, channels, and media.
Module 2
Communication in Multicultural Settings
In this module, you will learn the implications of globalization on communication. You
will read essays and expositions that will provide you with an awareness of the role and the
status of English as a global language, the notion of World Englishes and the need for standard
forms in academic and professional writing, and the importance of culturally sensitive and bias-
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free language when communicating with people from different cultures and discourse
communities.
Lesson 1 - Communication and Globalization

Lesson 2 - World Englishes
Lesson 3- Culturally Sensitive and Bias-free Language.
 present ideas on communication and globalization;

 explain the impact of globalization on communication and vice-versa;
 explain the notion of World Englishes in the context of English being a global language
and;
 use standard English and bias-free language in writing
Lesson 1
Communication and Globalization

Can you guess which brand each of the following logo designs represents? Write your answer on
the space provided.
Let’s See What You Already Know
1. What are some social media and other communication platforms that you know?
______________________________________________________________________________
_____________________________________________________________________________
2. How do they affect the way people communicate nowadays?

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____________________________________________________________________________
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Questions
· What is Globalization?
· What Are the Benefits of Globalization?
· What Are the Challenges of Globalization?
· How Globalization Affects Communication?
· How to Communicate Effectively in a Global
Society
Globalization is the word used to describe the growing interdependence and integration of the
world's cultural, political, economic, and technological domains of countries, brought about by
cross-border trade in goods and services, technology, flows of investment, people, and
information.
Globalization is an established part of the modern world, so most of us do not realize the
benefits it brings to our everyday lives—
Example: Trade, Immigration, travel, communication, transportation, knowledge, media and

entertainment, culture, law, environment, Science, political stability, human rights and many
more.
But the world is getting smaller, and companies need to understand what this means for
the future of doing business. Companies that do not embrace globalization risk losing a
competitive advantage, which allows other businesses to take over new opportunities in the
global marketplace.
Benefits of Globalization
1. Access to New Cultures

Globalization makes it easier than ever to access foreign culture, including food, movies,
music, and art. This free flow of people, goods, art, and information is the reason you can
have Thai food delivered to your apartment as you listen to your favorite UK-based artist or
stream a Bollywood movie.
2. The Spread of Technology and Innovation

Many countries around the world remain constantly connected, so knowledge and
technological advances travel quickly. Because knowledge also transfers so fast, this means
that scientific advances made in Asia can be at work in the United States in a matter of days.
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3. Lower Costs for Products
Globalization allows companies to find lower-cost ways to produce their products. It also
increases global competition, which drives prices down and creates a larger variety of choices
for consumers. Lowered costs help people in both developing and already-developed
countries live better on less money.
4. Creates More Employment Opportunities
With fewer barriers to the import/export market, the cost of producing goods or offering
services would decrease. People consume more and create additional job opportunities around
the world. By creating an environment where free trade encouragement readily exists, more
innovation, creativity, and engagement would occur at every level of society. It has led to
many millions of people lifted out of poverty.
CHALLENGES OF GLOBALIZATION
1. Benefits the Wealthy More Than the Poor.

While many have lifted out of poverty, not everybody has benefited. Many argue that
globalization operates mostly in the interest of the richest countries, with most of the world’s
collective profits flowing back to them and into the pockets of those who already own the
most. Leading charity Oxfam says that when corporations such as Starbucks can legally
avoid paying tax, the global inequality crisis worsens. Basically, done wisely globalization
could lead to “Unparalleled peace and prosperity.” “Done poorly, to disaster.”
2. Transfer of Disease
As globalization spreads across the world through local and international travels,
Tuberculosis, HIV, certain influenza strains (Covid19), and other communicable diseases
produce outbreaks at epidemic and/or pandemic levels.
3. Struggled Jobs and Commerce Move Elsewhere.

While some areas have flourished, others have floundered as jobs and commerce move
elsewhere. Steel companies in the UK provided several jobs to people but when China began
producing cheaper steel, steel plants in the UK closed and thousands of jobs were lost.
4. Impacts the Environment Negatively.

We have already seen what free trade does to the environment. Greenhouse gas emissions
rose in 2018 despite efforts to reduce them. Micro-plastics invaded our oceans, creating
negative impacts on marine life. The waters of our planet are slowly acidifying, creating
economic and health impacts every day. Over 200,000 Americans die each year because of
pollution exposure. If caps are taken off of what is not permitted through globalization, then
this issue will continue growing worse.
HOW GLOBALIZATION AFFECTS COMMUNICATION
Globalization has grown due to advances in transportation and communication

technology. With the increased global interactions comes the growth of international trade, ideas,
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and culture. Connecting with people on the other side of the world is now much easier than it
was a few years ago. With the advent of globalization associated with advanced technologies
across regions, the flow of information and communication has become smoother faster and
easier. One best example is the use of electronic mail (e-mail) such as Gmail and Yahoo Mail, or
social networking sites such as Facebook, Twitter, and Instagram.
Global communication is directly affected by the process of globalization, and helps to

increase business opportunities, remove cultural barriers and develop a global village. Both
globalization and global communication have changed the environmental, cultural, political and
economic elements of the world.
It also resulted in an inescapable emergence of World Englishes which will be discussed

in Lesson 2.
How to Communicate Effectively in a Global Society.

1. Express your ideas effectively in verbal, non-verbal, and written forms in either digital or
non-digital environments or both.
2. Use effective listening skills to evaluate arguments, rationalize judgments and improve
job-effectiveness and work relationship.
3. Communicate with purpose to a variety of audiences.
4. Promote collaboration and cooperation with others.
5. Understand the concept of diversity and promote respect all the time.
6. Use technology and social media responsibly.
Let’s Try
Answer the following questions in not more than 5 sentences.
1. What is globalization? (give examples)

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________________________________________________________________________.
2. Aside from the economic term, in what other domains can you feel globalization?
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________________________________________________________________________.
3. What are the things that people do now which could not be done before globalization?
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______________________________________________________________________________
______________________________________________________________________________
________________________________________________________________________.
4. Are the effects of globalization on communication positive or negative? Support your answer
with examples.
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______________________________________________________________________________
______________________________________________________________________________
________________________________________________________________________.
5. In what specific ways does globalization affect communication?

______________________________________________________________________________
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________________________________________________________________________.
Lesson 2
World Englishes
The term World Englishes refers to the differences in the English language that emerge as
it is used in various contexts across the world. It is a term for emerging localized or indigenized
varieties of English, especially varieties that have developed in territories influenced by the
United Kingdom or the United States.
Can you think of alternative words for the

following expressions?
_________________1. Xerox (action word)

_________________2. Comfort room
_________________3. Sewer
_________________4. Salvage
_________________5. There’s traffic
_________________6. Bottomless
English is in fact the global language,

but what does it mean to say that a language is a
global? (David Crystal, 2003). In asking this,
consider the implications of English having this
status especially for its many users who speak different mother tongues.
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The two most well-known varieties of English are those of the colonial superpowers:
British English and American English. But there are many multilingual countries around the
world in which varieties of English have developed. This may be because English was initially
transported to that country by English speaking settlers as in the United States, Canada,
Australia, and New Zealand.
It could also be that English may have been brought to that country as a language of
conquest by English speaking colonizers as in South Africa, Hong Kong, and the Philippines. In
other countries, English has a particular role as an official language, medium of instruction, or
even language of law and government. In other countries where there is less exposure to English,
it is often learned for career progression because it is the language of international business.
Some effects of globalization to communication are: Virtual Interactions, cultural awareness in
speech, cultural awareness in body language and time differences. When countries are able to
exchange ideas, and communicate in an open society, everyone benefits.
All of these world Englishes are equal in functionality, but not all are equal in prestige.
The idea, however in writing, is to adhere to the standard English of one's country because each
variety, including those of the United States and United Kingdom, has its own peculiar or
individual features. These features include differences in spelling, punctuation, favored words
and expressions, and sometimes grammatical constructions.
The table that follows gives an example of some of these differences for American
English and British English. Two English speakers- one from the US and the other from the UK-
may become confused when encountering the other’s unfamiliar accent and word choices in a
conversation and when reading different spelling and punctuation conventions in writing.
Aspect American English British English

Punctuation Washroom, toilet, lavatory Comfort room
Date March 2, 2017 2 March 2017

Spelling Center, color, organize, Centre, colour, organise,
program programme
Words Elevator, pants, diaper Lift, trousers, nappy,
Expression/local Ruffled feathers (agitated) Knickers in a twist (agitated)
idiom
Grammar Do you have that book? Have you got that book
Filipinisms refer to words that are loosely translated from common Tagalog expressions
and cause confusion when applied in conversations with native English speakers. Such mistakes
are taken as a big no-no in business communication, especially by corporations with staff
dominated by foreigners who are exceptionally fluent in American or British English (e.g. call
centers, five-star hotels and international banks). Philippine English (Filipinisms), as well, has its
unique usages. Here are examples.
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Philippine English
Xerox Photocopy
comfort room/C.R. washroom/toilet/lavatory/powder room
There’s traffic There’s heavy traffic
sewer tailor/seamstress
salvage To save
For a while Just a second/just a moment/hold on/hang on
bottomless Refillable
Fall in line Get into line/Line up/make a line.
Fill up Fill out/fill in
It’s for free It’s free
Come again Could you please repeat what you said?
Tuck out Untuck
I talked to her already I already spoke with her.
I’ll go ahead I have to go
I’ll pass by your house I’ll drop by your house
There is no wrong way of speaking English as long as those who speak it understand each
other. In fact, Sutherland says, the many versions of English is spoken around the globe merely
served to make English an even richer tongue. However, the fact that all varieties of English
have individual or peculiar usages is why it is important in the context of academic and
professional writing to follow a standard. This standard advocates the use of a consistent spelling
and punctuation system; it also avoids colloquial and informal usages. They use this kind of
English means to follow a spelling or punctuation system that is consistent with the prescribed
standard.
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Let’s Try
Think of a more widely understood alternative of the following sentences.
Usages Unique to a Variety of English More Widely Understood

Alternative
Philippine English- “I bought some dirty ice cream for

you.”
Canadian English-” I’m going to write a test in English

today”
Australian English- “That book has good oil.”
South African English-” She is coming just now.”
Singapore English- “He always likes to action in front of

the ladies.”
Let’s See What You’ve Learned
What are your insights about What are your Insights About
Communication? Globalization?
What are the connections between communication and globalization? Mention its advantages
and disadvantages as well. Answer in 2-3 paragraphs.
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Lesson 3
Culturally Sensitive and Bias-Free Language
Just as important as awareness of the existence of the world Englishes is that of

practicing cultural sensitivity. To write in a culturally sensitive way means you are aware that
cultural differences and similarities between people exist. Students including you, scholars,
professionals, and anyone wishing to maintain harmonious communicative relation should be
careful in using words and phrases that do not discriminate against particular groups, whether
in terms of race, ethnicity, gender, social class, age, and disability. The essential point is to
communicate in a way that is respectful of diversity.
If sensitivity and bias-free language is not practiced, Cross-cultural blunders (mistake;

error) can be the result. It is caused by inappropriate use of language which is a common
problem in international professional communication. They cause misunderstanding, lead to
business failures, and tend to be offensive at times. Such blunders may occur in business ads,
slogans, products names, and instructions.
1. What examples of cross-cultural blunders do you know of?

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
2. What are the ways to avoid these blunders?

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
23
With the emergence of a global society, the

academic and professional environments have
become multicultural. That means you coexist with
people from diverse or different cultural
backgrounds beliefs, gender, nationalities, religion,
and ethnicity.
Here are some general principles to follow

when referring to different groups or categories .
1. Race and Ethnicity. Racism is a form of discrimination against

a person or persons of a different race in general, it is best to avoid
identifying people by race or ethnic group. Race is an emotionally
charged topic, so it is best to tread carefully with the language used
and to refer to race. Words that reinforce stereotypes and that
imply all people of a particular race or ethnic group or the same
should be avoided.
For example, although the assessment is positive in the

sentence, “Naturally, the Asian students won the Math contest.” The word “naturally” reinforces
the stereotype of generalization that Asians have superior aptitude in Math.
Next, one must be attuned to the current terminology by which racial and ethnic groups
refer to themselves. This may be done by reading national newspapers and watching television
news, which typically are good indicators of current and preferred usage. Some research is
required to find out about acceptable and preferred terms. In the Philippine context, there have
been shifts in the preferences for terms that Filipinos or Chinese ancestry used to describe their
identity: from Tsino, to Chinoy, to Filipino Chinese.
It is also important to be sensitive to religion when referring to various ethnic groups.

Assumption should not be made that stereotype of race, nationality, or ethnic group with a
specific religion. For example, not all Arabs or Muslims, not all Indians are Buddhists, and not
all Filipinos are Roman Catholics.
2. Gender and Sexual Orientation
Sexism refers to the prejudice and discrimination

based on sex or gender. To be inclusive of all people in
general references one should favor gender-neutral words
and phrases over gender-biased words. For example, rather
than “man-made,” one could say “manufactured”,
“synthetic” or “artificial.”
24
Instead of layman's terms one can use ordinary terms. Neutral words should also be
chosen over words with men and women in job titles or descriptions. For example, it is more
appropriate to use chairperson in place of chairman, flight attendant in place of stewardess, and
labor in place of manpower. One should avoid sexist terms like woman lawyer and male nurse
and simply use lawyer and nurse.
Pronouns may also be gender-biased, for example, when the masculine “he” pronoun is
used as a generic one for both genders. Gender-biased pronouns can be avoided by (a) dropping
pronouns that signify gender and restating the sentence, (b) changing to plural construction, and
replacing masculine or feminine pronouns with “one” or “you.”
Examples of alternative gender-neutral constructions are provided here
Gender-biased example: Each student should submit his term paper by Monday.
Restatement Each student should submit a term paper by Monday.
Plural Construction Students should submit their term paper by Monday.
Use of “you” You should submit your term paper by Monday.
Other gender related terms may have to do with gender orientation or sexual orientation
period it is important to be sensitive to new attitudes about homosexual, transsexual, and
transgender people. For example , most gay people prefer the term gay to the more clinical
homosexual as a label lesbian is currently the term preferred by gay women Transgender people
prefer to be referred to as being the gender they identify as, not their birth gender.
Again, as a matter of principle, why should refer to societal groups in the way that
members of these groups preferred to be referred to. Note also the terminology in this area is
developing, and that not everyone agrees.
3. Social Class
Class discrimination or classism is a form of

prejudice against the person or people because of their
social class. An example of language with a bias against
class is the American term white trash, Which is not only
a racial slur but a classist one that refers to white people,
usually from the rural southern United States, coming
from a lower social class inside the white population. The
term is negative not just because of the words that
comprise it but because of its connotation of danger;
White trash people are seen as criminal, unpredictable,
and without respect for authority.
There are examples from Philippine culture as well, informal terms “conyos” and
“jologs'', both derogatory terms referring to class. The first, used to describe young people from
the upper class who speak an idiosyncratic mix of English and Tagalog, connotes vanity and
25
consciousness about social status. The second coming out perhaps replaced by the term judgment
as used in reference to an idiosyncratic spelling or writing style, is used to describe persons who
look for an out of style.
4. Age
Ageism is a form of discrimination against the other people

because of their age, or assuming that older people are less physically,
intellectually, or emotionally able than other age groups. The capabilities
of younger people should also not be underestimated on the basis of their
age. Again, it is important to refer to a person's age only when that
information is pertinent to what is being discussed. When referring to a
generic group, one should also ask their subjects what wordings they
prefer: do they wish to be called older persons or senior citizens?
Do they prefer the label youth teenagers or young people? Lastly, according to the
American psychological Association, a writer should be specifically referring to males and
females in terms of their age: females 18 years or older or women, not girls do you girls refers to
those in high school or younger under 18. The same is true for voice and men.
5. Disabilities
Discrimination in this area

often arises because of lack of
understanding and awareness.
Therefore, first, it is important to
distinguish some terms that are
mistakenly understood to be
synonymous. Various guides on bias-
free communication and often
confused terminology are available online; they define the terms impairment, disability, and
handicap ask, respectively, a psychological condition, finally when referring to people with
disabilities, the focus should be on the person, not the condition.
Writers should avoid hurtful expressions such as retards or even the seemingly neutral
description the mentally retarded instead people with mental retardation. Similarly instead of the
blind and cancer patients one should instead use people with vision impairments and people
being treated for cancer respectively. These examples demonstrate the importance of identifying
first language or the importance of putting the person or people first period
Synthesis. These general guiding principles are helpful, but not always apt. For example
there are heated debates now among parents of children with autism about whether to
use “person with autism” or “autistic person”. Yet again, it must be emphasized that research is
necessary to become aware of trends and debates in this and other areas. One may also simply
ask the concerned people what their preferred terms are. The final takeaway is that to be an
effective writer, one must not stereotype, demean, or exclude any member of his or her audience.
Such stereotypes and biases are barriers to communication.
26
An aspect of the professional style is its use of bias-free language. It is unprofessional

and in very bad form to use language that shows a bias against certain people or groups of
people. For example, in patriarchal societies, certain word choices reveal a bias against women,
especially those in the workplace. In youth-oriented cultures, there may be language bias against
older people. And, in capitalist societies, there may be language bias against the poor.
(Arinto,2009). Professional writers and speakers should use language “that does not discriminate
against people on the basis of sex, physical condition, age, race or any other category” (Locker
and Kienzler, 2013).
Biased Bias-free
Chairman chairperson/chair
Salesman Sales representative/rep/staff
Stewardess Flight attendant
Fireman Firefighter
Woman lawyer Lawyer

Woman doctor Doctor
Lady president President
Male nurse Nurse
Manpower Labor force/personnel

Mankind Humankind
Man hours hours/worker hours
Manning staffing
Managers and their wives Managers and their spouses

Faculty and their wives Faculty and their spouses
Dir Sir: Dear Sir or Madam:
The first set of examples provided consists of very dated and traditional gender-biased terms. It
is customary now to use gender-neutral labels for professions to acknowledge the fact that both
men and women thrive in those fields.
Let’s Try
Underline the words that indicate gender-bias and revise each sentence to remove
this bias. Write the revised version on the space provided.
1. Each nurse must report to her station by 7:00 am.
2. Mr. Ancheta, Mr. Wong, Mr. Logan and Betty presented our project proposal to the
executive committee.
27
3. New additions to the marketing department are Vincent Coscolluela and Althea Ricardo. Both
come from the Wharton MBA program. Vincent is an avid tennis player; Althea is an attractive
brunette.
4. Ask the lady of the house what brand of dishwashing liquid she buys.
5. Every manager should give his secretary a contact number where she can reach him when he
goes out of the office.
6. Franklin is the new African American accountant.
7. For someone nearing retirement, she caught on to that new software.
8. Abdul has some of the highest call center ratings, even though his Saudi accent is strong.
9. John is one of our most active employees, even though he must use a wheelchair.
10. Did the cleaning woman bring new trash bags?
11. Did we have enough manpower to finish this project?
12. No matter how busy he is, a pilot should take the time to thank the stewardesses at the end of
every flight.
13. A friend of mine has diabetes.
14. As always, Chinese students win in the competition.
15. We have a new retiree colleague.
Reflection Paper.
In a whole sheet paper, write your reflections with regard to Lesson 3. Write in an essay
format. No need to write the numberings.
Guide Questions:
1. What were your misconceptions about the topic prior to taking up this lesson?
2. What new or additional learning have you gained so from this lesson in terms of skills,
content and attitude?
3. How can you apply what you have learned from the lesson? Give examples.
28
Remember
 World Englishes refers to the different varieties of English and English-based

creoles (a language that has developed from a mixture of languages) developed in
different regions of the world.
 With the emergence of a global society, the academic and professional environments
have become multicultural. That means you coexist with people from diverse or different
cultural backgrounds beliefs, gender, nationalities, religion, and ethnicity.
 Because globalization moves people across borders, its effects are felt not only in
economic terms but in social and cultural aspects as well. Thus, globalization also
impacts communication.
Module 3
Today, as you have noticed, you are always confronted with a diverse wealth of
information for personal, academic, or professional use that can be accessed in multicultural
settings that is why evaluating texts and/ or images is essential because of the proliferation of
information resources and rapid technological change period. With the advent of a digital
environment or the Internet, most of the information is unfiltered making it off and its
authenticity, validity, and reliability questionable. The abundance of information from various
media poses a challenge for you in terms of evaluating and understanding it fully. As a
competent communicator you should be able to evaluate, manage, and use information
effectively and accomplish a specific purpose. One best way to evaluate messages and images is
through critical reading.
In this module you will learn the qualities of a critical reader, strategies of a critical leader,
PowerPoint, other web-based online presentations and how to evaluate them.
This module is composed of 2 lessons:

Lesson 1 Evaluation of Texts and Images in Multicultural Contexts.
Lesson 2 Communication Aids and Strategies Using Tools of Technology.
 apply critical reading in evaluating texts and images;

 evaluate multimodal texts;
 identify communication aids and strategies using tools of technology;
 evaluate presentations;
 reflect on a learning experience.
29
Lesson 1
Evaluation of Texts and Images in Multicultural Contexts
Critical Reading. When you read critically, your goal is to examine not only what
message is conveyed but also how the message is conveyed, as well as its purpose, target
audience, and other ways of presenting it. Essentially, critical reading requires you to be an
investigator and “break down” a text to appreciate and understand it better.
Debriefing Questions
What is the message of the image?
_______________________________________
_______________________________________
________________________________________
What contributes to the message of the image?
_______________________________________
________________________________________
__________________________________________________________________________
Is your interpretation of the image different from those of others who looked at it? Why?
__________________________________________________________________________
Keep the results and remember them as you participate in the succeeding activities.
Let’s Read
Qualities of a Critical Reader
 A critical reader annotates text by writing or using sticky notes.

 Determines and analyzes the organizational pattern (compare-contrast, cause-
effect, description, narration, definition, or persuasion of the text.)
 Asks critical questions that promote analysis, synthesis, and evaluation of text.
 Considers the cultural and historical background of the text or image.
 Distinguishes facts from opinions.
30
 Evaluates the author's credibility by

checking on his or her credentials or academic
and scholarly background.
 Evaluates the source of the text and image.
 Looks beyond the text or ideas that are not
explicitly stated.
 Makes inferences about the text or images
and the author’s ideas, biases, claims, agenda, or
views.
 Assesses the usefulness and relevance of
the text by previewing or reading the titles, table
of contents, summaries and abstracts,
introductions, conclusions, headings, and
subheadings.
 Reads with a specific question in mind that
he or she wants the text or image to answer.
 Reads with an open mind.
Not all written sources are reliable, no matter

how sound their arguments may appear to be. To
evaluate the reliability of a piece of writing, you
must consider several issues related to the
subject and to the person or publisher that presents it. Is the information current? Is it related
directly to the topic it discusses? Does it provide sources for supporting ideas? Are these sources
reliable? Is the purpose of the information to inform, to persuade, to sell, or even to entertain?
Has the information been written and published recently? Does a date of publication appear?
Finally, who is responsible for the information? Is an author or publisher listed at all?
Being a critical reader allows you to understand and evaluate the arguments of a piece of
writing by recognizing the position an author takes on the subject, the major supporting details
and minor supporting details used to develop it. If you can recognize these, you can consider if
the author has in fact supported a main idea.
As important as evaluating how authors develop arguments is your ability to evaluate the
credibility of what you read. If you can determine an author’s possible bias or unreliable sources,
question where information appears in print and on the Web, and insist on current, reliable
information by trustworthy authors, then you can trust what you read.
For every credible website, there are dozens chock full of information that's inaccurate,
unreliable or just plain nutty. For the unwary, inexperienced journalist or researcher, such sites
can present a minefield of possible problems.
31
Here are eight ways to tell if a website is reliable.
1. Look for Established Institutions
The internet is full of websites that were started five minutes ago. What you want are
sites associated with trusted institutions that have been around for a while and have a proven
track record of reliability and integrity.
Such sites may include those run by government agencies, nonprofit organizations, foundations,
or colleges and universities.
2. Look for Sites with Expertise
You wouldn't go to an auto mechanic if you broke your leg, and you wouldn't go to the
hospital to have your car repaired. This is an obvious point: Look for websites that specialize in
the kind of information you're seeking. So if you're writing a story on a flu outbreak, check out
medical websites, such as The Centers for Disease Control and Prevention, and so on.
3. Steer Clear of Commercial Sites
Sites run by companies and business—their websites usually end in .com—are more
often than not trying to sell you something. And if they're trying to sell you something, chances
are whatever information they're presenting will be tilted in favor of their product. That's not to
say corporate sites should be excluded entirely. But be wary.
4. Beware of Bias
Reporters write a lot about politics, and there are plenty of political websites out there.
But many of them are run by groups that have a bias in favor of one political party or philosophy.
A conservative website isn't likely to report objectively on a liberal politician, and vice versa.
Steer clear of sites with a political ax to grind and instead look for ones that are non-partisan.
5. Check the Date
You need the most up-to-date information available, so if a website seems old, it's
probably best to steer clear. One way to check: Look for a "last updated" date on the page or site.
6. Consider the Site's Look
If a site looks poorly designed and amateurish, chances are it was created by amateurs.
Sloppy writing is another bad sign. Steer clear. But be careful: Just because a website is
professionally designed doesn't mean it's reliable.
7. Avoid Anonymous Authors
Articles or studies whose authors are named are often—though not always—more
reliable than works produced anonymously. It makes sense: If someone is willing to put their
name on something they've written, chances are they stand by the information it contains. And if
you have the name of the author, you can always Google them to check their credentials.
32
8. Check the Links
Reputable websites often link to each other. You can find out which other websites link
to the site you're researching by conducting a link-specific Google search. Enter the following
text into the Google search field, replacing "[WEBSITE]" with the domain of the site you're
researching:
link:http://www.[WEBSITE].
9. Beyond the Headline
If a headline seems sensational or radical, carefully read the article to determine the
source of the pronouncement. If the actual story contradicts the headline, and if the points aren’t
backed up with solid scientific research, it’s a red flag that this website might prioritize clicks
over correctness.
10. Solid Science
Speaking of solid scientific research, check out what kind of evidence the website uses to
support their position. If an article incudes links, are they to peer-reviewed articles, or to
unfamiliar blogs and low-impact news sites? Reliable websites are transparent about their
sources and help the reader gain a deeper understanding of the topic, rather than relying on
opinion pieces or second-hand news. Our 11 Tips for Reading a Scientific Study can help you
determine if the science cited is up-to-muster.
5. Audience
Who is engaging with the site? If reputable professionals (such as RDs, MDs, PhDs, or
other experts) are referencing or sharing information from the site, that offers added confidence
that it is a source of solid information.
6. Ask Questions
If something doesn’t quite feel right, it probably isn’t. If you’re not sure how something adds up,
or if something posted seems too good to be true, leave a comment or email the author or website
administrator to learn more or to ask about their sources. Your comments can help make others
think twice! Also, keep in mind that someone selling a product online might have a biased
opinion on how useful a particular product (or diet) might be. Reputable bloggers and writers
will always disclose relationships and/or sponsorships with companies or products they mention.
33
General Guide Questions in Evaluating Text/Images
Source What is the source of the text? What is the source of the image?
-Are there pieces of information Are there pieces of information about

about the source of the image? the source of the image?
-When was the text published? Is the source reliable?
Context -What is the context of the text? -Can you determine the information
-What pieces of information are given that accompanies the image?
that provide the context of the text? -Does it provide where, when, why,
how and for whom the image is?
Content -What is the message? -What are contained in the image?

-What is the purpose of the message? -What elements in the image support
_What are the facts/figures that the message?
support the message? -How do others see the image?
-What is the tone of the text? -What feelings does the image evoke?
Audience -Who is the target audience? -Who is the target audience?

-What information is provided that -What information is provided that
gives you about the target audience of gives you about the target audience of
the text? the image?
Author -Is the name of the author given? -Is the name of the author given?
-Who is the author? -Who is the author?
-What are the credentials of the -What are the credentials of the
author? author?
What is the author’s purpose? What is the author’s purpose?
Visual -How do you find the format of the -How do you find the layout design
text? and color?
-Are they helpful in framing the
message of the image?
Technical -Is the text free from grammatical -What can you say about the color,
Quality lapses and errors in spelling? quality, and size of the image?
How do you find the choice of - Is it copyrighted?
words?
34
Let’s Try
Evaluate the article and image from Adobo Chronicles entitled

“LUFTHANSA UNVEILS ‘NEW NORMAL’ AIRCRAFT” and answer the
following questions.
Business, International, Travel Pol Pinoy

June 11, 2020
BERLIN, Germany (The Adobo

Chronicles, Berlin Bureau) –
Airlines are among the most
negatively affected by the Covid-
9 pandemic, having lost a
significant amount of business
resulting from travel restrictions
if not outright country
lockdowns.
Even as countries start to lift the

lockdowns and resume in and out
travel, most airlines will continue to feel the devastating effects of the coronavirus. Under the
“new normal,” commercial aircraft would have to limit passenger capacity in observance of
physical distancing, in addition to a host of health and safety measures that they need to
implement.
But Lufthansa has pioneered an innovative way to be back in business without having to cut
the number of paying passengers for their flights.
Germany’s largest airline has just unveiled a prototype of its new fleet that is three times the
length of the Boeing 777 and can accommodate three times the number of passengers without
violating established physical distancing protocols.
Indeed for Lufthansa, it’s business as usual under the new normal!
Questions:
Briefly explain your answers to the following questions. Write your answers on the spaces
provided.
35
1. Is the source reliable?
2. Based on the title, what previous knowledge do you have about the text?
3. Based on the title, what do you think is the text about?
4. Who is the author? Do you find him/her credible? What makes you say so?
5. What is the context of the text?
6. Who is the target audience?
7. What pieces of information are provided that gives you an idea about the target audience of
the text?
8. What are the author's biases?
9. What is the purpose of the message?
10. What is the message?
11. What are the facts or figures that support the message?
12. What is the tone of the text?
13. How does the message relate to your field of discipline?

36
14-15Based on your answers above, do you think it is a reliable source and article?
Lesson 2
Communication Aids and Strategies Using Tools of Technology

Microsoft PowerPoint and other web-based or online presentations or some of the tools
popular in today's generation. These aids are valuable for speakers -amateur or professionals -
because they can help you fascinate your audiences and make them understand and appreciate
your conveyed message. Indeed, they can help you build your credibility and boost your
confidence. However, if you do not know how to use them effectively, they can ruin your
presentation.
Multimedia is content that uses a combination of different content forms such as text,
audio, images, animations, video and interactive content. Multimedia contrasts with media that
use only rudimentary computer displays such as text-only or traditional forms of printed or hand-
produced material.
 Video is an electronic medium for the recording, copying, playback, broadcasting, and
display of moving visual media.
 Sound recording and reproduction is an electrical, mechanical, electronic, or digital
inscription and re-creation of sound waves, such as spoken voice, singing, instrumental
music, or sound effects.
 PowerPoint, web-based and online presentations- Online presentation software
specializes in letting you create interactive content. It also features many animation effects.
Not only can you use genially to create online presentations, you can also create
infographics and other interactive projects. Examples include PowerPoint Online, Google
Slides, Keynote, Prezi Basic, Linked In and Slide Share.
GENERAL GUIDELINE FOR CREATING AN EFFECTIVE PRESENTATION
1. Minimize the number of slides. To convey a clear message and to keep your audience
attentive interested, keep the number of slides in your presentation to a minimum. (should
not exceed 15 slides).
2. Choose a readable font style. Avoid narrow fonts such as Arial Narrow and fonts that
include fancy edges like Blackadder ITC.
37
3. Choose a readable font size. A one-inch letter is readable from 10 feet away, a two-inch
letter from 20 feet away
and a 3-inch letter from 30
feet away.
4. Use bullet points or short
sentences. You want your
audience to listen to you
and not read the text on
the screen. Bullets and
short sentences also make
it easier for the audience
to read.
5. Use art to convey your message. Use graphics to help you tell your story but don't
overwhelm your audience by adding too many in one slide.
6. Use labels for charts and graphs. Use only enough text to make label elements in a
chart or graph comprehensible.
7. Use subtle backgrounds consistently. Choose an appealing but consistent theme that is
not too eye-catching or distracting.
8. Use high contrast between background and text color. Set the contrast between a light
background with light colored text.
9. Check the spelling and grammar. This is to earn and maintain the respect of your
audience.
Let’s Try.
Write TRUE if the statement is True and write FALSE if the statement is False.
__________1. Background color and text color should be the same.

__________2. Both PowerPoint and online presentation tools enhance the retention of
your listeners.
__________3. Creating PowerPoint presentations is too complicated.
__________4. Limited number of slides is recommended to maintain the attention of
your audience.
__________5. Online tools are better than PowerPoint.
__________6. Poor knowledge of the usage of PowerPoint can spoil your presentation.
__________7. PowerPoint is the most common presentation tool.
__________8. Simpler texts and fonts are better.
__________9. There are several online supports that can aid you in creating an effective
presentation tool.
__________10. Using any presentation tool can help your audience appreciate and retain
what you have conveyed to them.
Create your own PowerPoint presentation or Google Slide Presentation about a recent
environmental/societal issue. Indicate your suggested solutions. Follow the guidelines
38
and submit the Powerpoint presentation in my email address. Here is a rubric so you will be
guided by the scoring.
VGE GE SE LE N
(5) (4) (3) (2) (1)
1. Number of slides is minimal.
2. Font style is readable.
3. Standard font style is followed.
4. Texts are in bullet point format or in short sentences.
5. There are not many graphics used.
6. Labels are readable and understandable.
7. Slides and text colors are complimentary.
8. Slide background is appealing and consistent.
9. Texts are free from grammar and spelling errors.
10. Presentation is clear, concise and complete.
Total
Grand Total /50
Legend:
VGE – To a very great extent

GE- To a great extent
SE- To some extent
LE- To a little extent
N- Not at all
Remember
 A critical reader examines not only what message is conveyed but also how the
message is conveyed, as well as its purpose, target audience, and other ways of
presenting it.
 Keep in mind that in creating presentations, minimize the number of slides.
39
 Technology in communication and how it helps us. We can't deny that despite the cons
of technology, the pros help us a lot. It makes the process of communication easier and
efficient.
 You can use video, sound recording, and PowerPoint or other web-based and online
presentations to aid you in your presentation.
 Misinformation spreads like wildfire online, so smart surfers employ a set of

“checkpoints” that help them distinguish fact from fad.
 It’s important to remember that just because a self-proclaimed health expert has a lot of
followers and fans, doesn’t mean that the information they share online is reliable. In
fact, the most outlandish stories often generate the most attention.
Module 4
Communication for General Purposes
In this module, you will learn that having excellent communication skills can
practically help you express yourself clearly and confidently, gain the respect of other
people, achieve your goals, and succeed in life. You would also learn how to establish a
connection with the audience and analyze their needs.
Lesson 1- Principles and Types of Speech

Lesson 2 -Connecting with the Audience.
 discuss the principle of effective public speaking;

 identify the type of speeches;
 deliver a speech effectively;
 apply some principles in connecting with the audience.
Lesson 1
Principles and Types of Speeches
Are you one of the people who are more comfortable communicating by sending
messages through email, social media, or cellular phones than in person? One reason probably is
that speaking on a one-to-one basis, or in either small or big groups is intimidating and even
terrifying. However, having competence in oral communication is important because it makes
you become an effective communicator and a leader: (1) who is able to listen attentively to
40
identify the conveyed meaning, (2)collaborate with others, (3) use critical thinking and problem-
solving skills, (4) give appropriate feedback, and five converse with others of different
backgrounds. These are qualities that are relevant in the present 21st-century world.
Let’s Read
Material- It refers to your topic which can be about your experiences, observations,
inspiration, or anything you are interested to talk about. For example, you are into
social media like Facebook, Twitter, or Instagram, you may be interested to talk about these
topics how social media helped you find your one true love, your grandmother's experience in
social media, cyberbullying in social media,
If you can't think of any idea about your topic one best strategy is to get a pen and paper
and write down everything that is in your mind then circle or underline the one that you are
interested in and really knowledgeable about. Once you have identified your topic, it is important
to know more about it.
Message-It refers to the content or the main point of your speech, which can be supported by
personal stories or anecdotes-- humorous or inspiring -- and relevant statistics or ideas from
newspapers and academic journals among others. Take, for example, your topic is cyberbullying
and social media. You can begin your speech by sharing that you read through Twitter how your
friend was bashed by his or her followers because of his or her use of the English language. You
can describe the situation, make your own interpretation, and or analysis which can be supported
by research, then build a message that can be valuable and relevant to your audience.
When you are developing your message, it is very important to know the needs, beliefs,
and values of your audience so that you can engage them easily in your speech. Once you have
connected with your audience, it will be easy for you to convey your message according to your
purpose.
1. Speech to inform seeks to provide the audience with a clear understanding of the concept
or idea presented by the speaker the lectures or of your teachers are best examples of this type
2. Speech to entertain seeks to provide the audience with entertainment. The humorous
speeches of your favorite speakers are the best example of this type.
3. Speech to persuade seeks to provide the audience with favorable or acceptable ideas that
can influence their own ideas and decisions. The campaign speeches of candidates for
government posts or best examples of this type
• Ethos, Pathos, and Logos are modes of persuasion used to convince audiences. They are
also referred to as the three artistic proofs (Aristotle coined the terms), and are all
represented by Greek words.
• Ethos or the ethical appeal, means to convince an audience of the author's credibility or
character. Greek word for “character.”
41
• Developed by choosing language that is appropriate for the audience and topic (also
means choosing proper level of vocabulary), making yourself sound fair or unbiased,
introducing your expertise or pedigree, and by using correct grammar and syntax.
• Pathos or the emotional appeal, means to persuade an audience by appealing to their

emotions. Authors use pathos to invoke sympathy from an audience; to make the
audience feel what the author wants them to feel. m
• A common use of pathos would be to draw pity, inspire anger from an audience in order
to prompt action. Pathos is the Greek word for both “suffering” and “experience.” The
words empathy and pathetic are derived from pathos
• Logos or the appeal to logic, means to convince an audience by use of logic or reason.
• To use logos would be to cite facts and statistics, historical and literal analogies, and
citing certain authorities on a subject. Logos is the Greek word for “word,” (1) The word
“logic” is derived from logos.
• In order to persuade your audience, proper of Ethos, Pathos and Logos is necessary.
Methods of Delivery
Methods of delivery refer to the style of delivery. These methods are manuscript, memorized,
impromptu, and extemporaneous.
Manuscript. The speech is delivered by speakers who intend to read aloud their speech word
for word to the audience. One example is writing or reading a proclamation paper, public
announcement, or court decision. Since this is literally reading to the audience manuscript
speakers will have difficulty in grabbing the attention of and connecting with their audience.
Memorized. The speech is delivered by speakers who intend to memorize their speech word for
word. This occurs when one delivers a declamation or oratorical piece for a contest or during a
gathering. Some common problems that you can encounter using this method are time and
commitment to memorize, memory lapses, awkward or unnatural delivery, eye contact, and
audience rapport among others.
Extemporaneous speech. This is delivered by speakers who intend to present a well-crafted

speech. This speech is fully prepared and perfectly rehearsed ahead of time. As an example, you
accepted an invitation from your former school to give an inspirational talk to the graduates. So
you give yourself enough time to deliver a speech that can motivate and inspire your audience to
do and think good deeds at all times. During your delivery, you may need some notes not for you
to read but for you to be guided. This method can usually be a bit nerve-wracking for the
inexperienced for beginners but that can be a good step towards mastering the art of speaking
extemporaneously.
42
Remember!
Let’s Try
Identify the answers to the following statements.

______________1. One example of this method of delivery is writing or reading a proclamation
paper, public announcement, or court decision.
______________2. It refers to the content or the main point of your speech, which can be
supported by personal stories or anecdotes-- humorous or inspiring -- and relevant statistics or
ideas from newspapers and academic journals among others.
______________3. It is a method of delivery by speakers who intend to present a well-crafted
speech. This speech is fully prepared and perfectly rehearsed ahead of time.
______________4. It refers to your topic which can be about your experiences, observations,
inspiration, or anything you are interested to talk about.
______________5. Some common problems one may encounter using this method are time and
commitment to memorize, memory lapses, awkward or unnatural delivery, eye contact, and
audience rapport among others.
______________6. The purpose of this speech seeks to give the audience a clear understanding
of the concept or idea presented by the speaker or of the lectures of your teachers.
______________7. The purpose of this speech is to influence the audience’s ideas and
decisions.
______________8. It seeks to provide the audience with entertainment and humorous speeches.
______________9-10. The Things you need to remember before writing a speech.
______________10.
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11-15 TRUE or FALSE

______________11. Ethical standards are necessary when one delivers his/her speech to gain
popularity.
______________12. Eye contact, audience rapport, and other non-verbal cues are insignificant
in memorized speech.
_______________13. Inexperienced public speakers have no other way to improve their skills.
_______________14. The basic rule in beginning and ending your speech is whatever strategy
you use in the beginning must always be restated in the closing.
_______________15. You need a catchy opening and a powerful closing.
Lesson 2
Connecting with the Audience.

Suppose you were a newly elected mayor and your administration is undergoing a major
reorganization. You assemble your staff and employees to present this reform. Now, in your
speech, how will you inspire your audience to embrace this change and help your administration
achieve its goals?
As a speaker, before you can inspire your audience, you have to strive to establish a
connection with them. In the example above, you as a mayor should address the concerns or
needs of your staff and employees first so that they will be able to so that they will be receptive
to your conveyed message. These concerns include the stability of their jobs, pay, workplace,
and growth, among others. You will not get the support that you aim for if any of your staff or
employee is worried about his/her job during the process of change. The initial step in building a
connection with the audience is to know them, which can be achieved through audience
analysis.
Every speaker wants a good ‘connection’ with the audience. In some cases, that can be quite
hard. Not all audiences are the same. And some audiences, you have to ‘convince’. Wouldn’t it
be great if your audience would listen engaged to every word you had to say? It’s possible.
There are a few ways to connect to your audience. Some are easy. And your audience will feel
closer to you, without you being too obvious about it.
1. Respond to what you see
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Many speakers are very self-focused when they are on stage. Most of the time, this is not
intentional. But speakers want to do a good job. So they focus on the job they feel is most
important: the words and the slides.
If you focus only there, you will lose the attention of the audience. Because there is no
connection. A good speaker has to know what happens in the room, at all times. Are people
paying attention, are they bored, are they engaged? Who is laughing and who isn’t? And who
seems to agree or disagree with you?
If you feel the room agrees or doesn’t agree, for example, act on it. Tell them “I see some
people disagree, that’s fine, here’s why I feel it is like this…” The mere fact that you are
responding to their movements shows you care. And caring means connecting.
2. Look at people a bit longer
It’s common advice for speakers: “Look to all parts of the room and focus on some
people”. Great advice, but you need to be careful with this. If you ‘glance’ over the audience too
much, they will feel neglected. They feel you don’t ‘see’ them.
What you want is a real connection. This means looking people in the eye. In fact, look at
some people a bit longer. Not too long, that gets creepy, but long enough to get the connection.
Get a smile even. It will bring you closer.
3. Smile and have fun
Smiling is one of the most underestimated parts of public speaking. If you want to
connect, the audience must feel you like them. And if you are not smiling, how will they ever
feel you like them? Once you show you are enjoying yourself on stage, the audience will become
part of that. And they will feel closer to you.
How to make people smile? Sometimes you can do that with jokes. Being funny does
help. If you can make the audience smile, they will feel closer to you. Now there is a danger
here. If your joke backfires, you could lose all the connection. So think about jokes. Don’t offend
people. Don’t make fun of specific groups. Be lighthearted and funny. The best person to joke
about is you.
4. Be personal
Which brings us to a very important part of your presentation. You have to make any
presentation you do personal. People bond with you, not with the presentation. So as soon as you
can make part of the presentation personal, you will get closer to the audience.
This doesn’t mean you have to keep telling stories about yourself or your kids all the
time. It does mean, you want to connect the content of the presentation to your personality. Show
the connection between you and what you are trying to get across. People will like you, and your
talk, better.
5. Refer to what they already know

If you talk about stuff that people can’t relate to, you make it hard for them. It can be
almost like you are talking to them in a foreign language. How do you feel when you are part of
a conversation between two people speaking a language you don’t understand? You feel left out.
45
You want to avoid people feeling left out. Even when you are talking about difficult
topics. You want to sometimes bring it back to basics. The best way of doing that is to refer to
things people already know. Sometimes that is an analogy, sometimes it’s going back to
something everybody knows.
If you refer to what people know, you give them trust and they will get closer to you.
6. Walk towards your audience
There are speakers who stand behind a desk. And there are those who like to walk around
and prefer the walking way, for several reasons. For one, it’s a way of getting closer to your
audience. By physically getting closer to your audience, you will make them feel closer to you as
well. So, walk towards them. Make them ‘part’ of your presentation. And it will create a bond.
7. Compliment the audience
Finally, compliment the audience. Tell them how great they are. There are several parts
in the presentation where you can do this. At the start, you can make a compliment about the
location, the city that you are in or the company that you are presenting at. During the talk, you
can tell them you can see they are a smart audience. “I don’t need to tell you this, you know
this”, shows you feel they are smart. And at the end of the talk, you can say you enjoyed their
presence. A compliment can do many things!
8. Tell a story
As you can see, there are many ways of getting a connection with your audience. The one
important thing you have to keep in mind is that it has to be about them. They need to be able to
recognize themselves. The best way of doing that is by telling a story. People love stories. Not
only because they are fun, but because it’s part of our DNA. Stories are part of our everyday life.
Each day we tell each other stories. Each day we listen to stories.
When we hear a story, we listen better. We remember more. And we trust the source of a
story. This is why storytelling is such a powerful tool. And this is why storytelling needs to be
part of any type of talk that you do.
Let’s Try
Write 5-6 paragraphs long or a 3-5 minute-long of persuasive speech regarding any topic you
would like to convince other people with (societal/environmental issues). After writing, record
yourself while doing the speech. Send your filmed speech to my email or in Google class.
Milletmendoza.btech@gmail.com
Use [SPEECH (your last name, first name, and section)] as your subject. You must be able
to follow the rubric below as a guideline.
Rubric for Individual Speech Presentation
Record yourself doing a speech presentation.

46
VGE GE SE LE N
(5) (4) (3) (2) (1)
Content
1. The topic is appropriate and relevant
2. The purpose is clear and well-defined
3. The presentation is organized.
4. The presentation has an effective beginning.
5. The presentation has a clear message.
6. The presentation has sufficient supporting details such as relevant data or

examples.
7. Sources used in the speech are documented properly.
8. The presentation has an effective ending.
9. The presentation is adjusted to the needs, interests, values, and beliefs of its
target audience.
Delivery
10. The communication looks confident and comfortable in his/her delivery.
11. The communicator is attired appropriately during the delivery.
12. The communicator manifests good posture.
13. The communicator uses proper gestures and refined movements.
14. The communicator does not rely on his/her notes. Instead, he/she uses eye
contact effectively to stay connected with his/her audience.
15. The communicator avoids mannerisms or any distractions during his/her

delivery.
16. The communicator has a pleasant but powerful voice.
17. The communicator pronounces and articulates words clearly.
18. The communicator shows mastery of his/her speech.
19. The communicator observes ethical standards.

47
TOTAL
GRAND TOTAL
Legend:
VGE – To a very great extent
GE- To a great extent
SE- To some extent
LE- To a little extent
N- Not at all
Module 5
Communication for Professional Purposes

What Will You Learn From This Module?
The previous unit discussed the principles of speech delivery and how to
connect with the audience. In this module, you will be introduced to corporate culture and
communication. Firstly, you will learn about the basic principles guiding any kind of
professional communication. Secondly, you will also learn global and local work trends as a way
of understanding the varieties of English used in different professional contexts, lastly, you can
participate in workplace activities that will train you to write effective professional
correspondence such as memos, letters, and emails. The culminating activity of this chapter will
be the assimilated job application process wherein you will submit a cover letter and resume.
Lesson 1- Corporate Culture and Professional Communication

Lesson 2 -Letters, memos, and E-mails
Lesson 3- Resume
Lesson 4- Job Interview
 construct basic workplace documents based on the principles of professional

communication;
 apply these principles on the letters, memos, and email;
 explain the features and basic parts of a letter, memo, and e-mail.
 differentiate a letter, memo, and email from one another; and
 write an effective letter, memo, and e-mail.
Lesson 1
48
Corporate Culture and Professional Communication

Imagine yourself to be in a communication situation: where you are a tired waitress in a
busy, noisy restaurant (choose from a classy, fine-dining place or a canteen-like “karinderya”);
where you are reporting to your boss about a project you have been working on. How would you
respond to these kinds of situations?
What do your answers reveal about your use of language in different social situations?
Clearly, people shift their language depending on a variety of social factors: Who you are talking
to, the number of people you are addressing, and the general context as well. The physical
factors, chronological factors, and cultural conventions guide the communication situation.
Let’s Read
Corporate culture is the total sum of the values, customs, traditions, and meanings
that make a company unique. One may also describe this culture more simply as a workplace or
professional culture, which may vary from organization to organization. The language of all
forms of writing in the corporate or professional context, however, will be guided by several
basic principles.
The Style of Professional Writing The professional style of writing is meant to

 Be conversational
 Short and simple words may be used but Standard Edited English is used.
 Use occasional contractions
 Avoid the use of local expressions and slang.
 Use of personal pronouns (we, you)
 Attempt to sound friendly
There are many different types of professional documents each with its own conventions.
However, there are basic principles that guide those who prepare such workplace communication
49
and require their application. The professional writing purpose includes: recording important
information, giving/asking important information, and persuading readers to take action.
Firstly, adopting a professional style means adopting a reader perspective in writing. This
“you” attitude looks at things from the reader’s point of view. Emphasizing what the reader
wants to know, respecting the reader’s intelligence, and protecting the reader’s ego. The
examples here demonstrate the differences between an “I-attitude” and a “you-attitude” in
writing. Only in negative situations should the word be avoided; in fact the writer should protect
the reader's ego by using impersonal expressions to avoid passing blame. (Locker and Kienzler,
2013).
I-Attitude You-Attitude
If I can answer any of your queries, I'm perfectly If you have any questions, please ask.
willing to do so.
We delivered the order to the provided address Your order was shipped to your address
this morning. this morning.
I’m happy to tell you that... You’ll be happy to hear that...
The second important aspect of a professional style is the emphasis on the positive in
order to build a positive image and goodwill. All information should be stated positively, which
means that there is a focus on what the reader can do rather than on what the writer will not or
cannot let the reader do. Negative information, if not important, may be omitted. If it really needs
to be said, it should be communicated briefly. Alternatively, the reason for the negative news can
be given, it may be linked in some way to a reader benefit, or the reader may be redirected to
more positive information. For example, a letter communicating the rejection of a request may
follow this rejection with information about the next round of applications. Whatever the case
the writer should also eliminate any words that sound harsh or have negative connotations. The
examples in the table here show how positive wording appeals to the reader's sense of
cooperation and fairness because the sentences are phrased in a non-threatening way.
Negative Wording Positive Wording
We cannot process your reimbursement Your reimbursement request will be processed

request because your documents are not as soon as you submit all the required
complete. documents.
We do not reply to emails on weekends. You may contact us via email at any time from
Monday to Friday.
We can’t give you the list of books because You will receive the completed book inventory
we have not yet finished taking inventory. by tomorrow morning.
50
In the first example, not only is the focus shifted on the writer “we” to the reader’s need “your
request.” but the emphasis also shifts from why the request is being denied to what the reader
will gain if he or she completes the requirements. The second example is similar in that it talks
about the reader's ability to contact an office. Finally, in the third example, failure is transformed
into a promise.
Let’s Try
Rephrase the negatively worded sentences that follow so that they emphasize
the positive period for some items you may need to add information to revise the
sentence effectively.
Negative Wording Positive Wording
You are not qualified to join the University

Cooperative because you haven’t fulfilled the
tenure requirements.
We put your case on hold because you never sent

us the information we requested on our email
sent on June 24.
Until your library and miscellaneous fees are

paid, we will consider you ineligible for
enrollment.
The third aspect of the professional style is its use of bias-free language. It is
unprofessional and in very bad form to use language that shows a bias against certain people or
groups of people. For example, in patriarchal societies, certain word choices reveal a bias against
women, especially those in the workplace. In youth-oriented cultures, there may be language bias
against older people. And, in capitalist societies, there may be language bias against the poor.
(Arinto,2009). Professional writers and speakers should use language “that does not discriminate
against people on the basis of sex, physical condition, age, race, or any other category” (Locker
and Kienzler, 2013).
Biased Bias-free
Chairman chairperson/chair
Salesman Sales representative/rep/staff
Stewardess Flight attendant
fireman firefighter.
Woman lawyer Lawyer

Woman doctor Doctor
Lady president President
51
Male nurse Nurse
Manpower Labor force/personnel

Mankind Humankind
Man-hours hours/worker hours
manning staffing
Managers and their wives Managers and their spouses

Faculty and their wives Faculty and their spouses
Dir Sir: Dear Sir or Madam:
The first set of examples provided consists of very dated and traditional gender-biased terms. It
is customary now to use gender-neutral labels for professions to acknowledge the fact that both
men and women thrive in those fields.
Professional Language
Professional documents require language that is appropriate to the workplace setting:

polite, professional rather than overly personal, and grammatically accurate. Each of these three
points is discussed in greater detail.
Firstly, polite language is essential in Contacts wearing their power as symmetries. There
are ranks in hierarchies in any workplace setting, and workers must ensure that there is minimal
conflict and disharmony in the organization. This is where polite words and phrases come in.
Expressions like please, kindly, and thank you soften in positions of power, create a positive
brighter image, and convey gratitude.
Secondly, both personal matters and overly friendly language should not appear in
workplace correspondence. In the example given the writer on the paragraph in the first column
of the table gives too much personal information and uses language that is too familiar and
informal. The revision on the right shares only the relevant and necessary information is written
using more professional word choices and carefully selected information.
Over Personal Professional
Hey, I'm not sure if you've heard, but I've been

having a bunch of family problems lately. My son I am writing to request a three-day
was recently expelled, my daughter is in rehab, and to leave. I have some urgent personal
top it off, my wife hasn't spoken to me in days! So, I business to attend to, and I would
really need a few days off to try to get my home certainly appreciate you approving this
situation straightened out. Please help me out by request. Thank you very much for
approving this request. your consideration.
Thirdly, it should go without saying that professional writing should exhibit grammatical
accuracy in the use of Standard English. Grammatical and even typographical errors reflect
52
poorly on the writer or speaker in the professional context. Professional writing should consist of
grammatically accurate and easy to read sentences.
Revise text to improve the you-attitude and positive language. Make any
changes necessary to improve the wording of the letter.
Dear Mr. Jacob:
As per your request of September 29, be advised that we have reviewed your balance sheet and
seller reference sheet. Based on this information, we have decided to extend your credit to
P50,000. Please be aware that paying beyond 30 days is not negotiable and we will expect your
compliance. We granted a 2.5% discount only if you pay within 10 days. I'm looking forward
to your orders of our high-quality standard motherboards and custom-designed wiring. Hoping
for your continuing interest.
Yours,
Celestius Saveron
Credit Representative, Quill Electronics
53
Lesson 2
Business Letters
Genes of Professional Writing
There are different types of genres of professional documents. Each type of document
follows specific generic conventions for formatting layout and contents. For example, business
letters and memos are two of the most common forms of professional correspondence. But how
do these two differ? William Pfeiffer (2013) distinguishes between the two:
A business letter is a document that conveys information from one company to another,
or between such organizations and their customers, clients, or other external parties. The overall
style of letter depends on the relationship between the parties concerned. While a memo(short
for memorandum) is a document written by a member of an organization to one or more
members of the organization. Because the letter is a form of external communication it is
formatted to contain, among others, an inside address and a signature block that specify the
recipient and sender respectively, along with their contact information. A letter also contains
standard formulas of openings and closings called the salutation and complimentary close.
The date should not be written in plain numerals so as not to confuse the reader. The
standard salutation
format consists of the
word dear followed by
the title Mr., Ms., Dr.,
Prof., etc.) of the
addressee or recipient,
his or her last name,
and a colon.
Conventional
complimentary closes
for business letters
today are: Sincerely,
Respectfully, Best
regards, Kind regards,
and Yours truly.
However, conventions
change, so it's still best
to keep this closing as
neutral as possible and
to find out what is
preferred in each
particular business in a
professional context. Finally, the letter is formatted in a way that makes relevant information
easy to see and understand. Here is a template that shows the format and content of a formal
business letter. Example: Full block format with no indentations.
54
Openings should be clear and direct, that is, they should immediately tell the reader the
purpose of the letter. The following two examples show the difference between an indirect and
direct opening.
Indirect: Thank you for your email of Mail 11 in which you inquired about the availability of
sprinkler parts H640V
Direct: You will be glad to know that we have an ample supply of H640V parts.
Typically, the body contains a brief introductory paragraph establishing the context and
purpose of the letter, a middle section conveying details of the message in a logical sequence,
and a brief concluding paragraph politely requesting action. Thanking the reader, or providing
any additional pertinent information.
The closing or concluding paragraph wraps up the main points while building goodwill via what
is called a positive or forward-looking final message. For example, writers can say I'm glad to
have been of help, feel free to call me again or look forward to... receiving your application in
the next call for proposals, etc.
55
Let’s Try
Encircle the letter of the statement which is direct and appropriate in writing a letter.
1.
A. Yes, the enterprise cruise club is planning a 15-day Caribbean cruise beginning Sept. 20.
B. This will acknowledge receipt of your letter of December 2 in which we asked about our
Caribbean cruises schedule
2.
A. We sincerely appreciate your recent order for plywood wallboard panels.
B. The plywood wallboard panels that you requested were shipped today by Jollibee cargo
express and should reach you by November 28.
3.
A. Pursuant to your letter of February 10, I'm writing in regard to your inquiry about whether
we offer our Star Wars umbrella in other colors besides green and blue. This unique umbrella is
a very popular item and receives a number of inquiries. The lightsaber umbrella is the ultimate
heat chick, cool accessory! It is 45 inches long and has a built-in LED light-up feature that
allows the user to choose between green or blue and I'm gonna tell him do you know my
record.
B. At this time, the Star Wars umbrella we are offering is available in the whole are the colors
green and blue
Write a formal letter
On a recent holiday, you lost a valuable item. Fortunately, you have travel insurance to cover the
cost of anything lost.
Write a letter to the manager of your insurance company. In your letter
Describe the item you lost.

Explain how you lost it
Tell the insurance company what you would like them to do.
56
Lesson 2
Memo
A memorandum, more commonly known as a memo, is a short message or
record used for internal communication in a business. Once the primary form of internal written
communication, memorandums have declined in use since the introduction of email and other
forms of electronic messaging; however, being able to write clear memos certainly can serve you
well in writing internal business emails, as they often serve the same purpose.
Memo, which is internal communication, immediately gives the date, the addressee and
sender, and the subject of the memo in a standard format. There's no need for a salutation,
complimentary close, and signature block. There are five types of a memo: (1) Instruction
memo, (2) Request memo, (3) Announcement memo, (4) Transmittal memo - a cover note for a
formal and lengthy document, and (5) Authorization memo.
Here is a template that shows the format of a standard memo. For any type of
professional document, the writer should also know the mechanics of the conventions governing
the writing aspect such as punctuation, capitalization, the use of numbers versus figures, and
abbreviations. Many academic and business organizations have their own style guides. Members
of an organization may refer to these guidelines to ensure that written communication reflects the
professionalism and values of the organization. It is best to find out what writing mechanics are
followed by a company one is applying to or joining, but students may also look for general
guidelines to mechanics online which usually include the following tips.
The memo follows a specific format designed for internal communication. It tends to be
brief (1 page is usually enough) and its content is arranged into 1-3 paragraphs.
Example
The memo subject line is of prime importance. It aids in filing and retrieving the document, and
tells the readers why they need to read the document. Good news memos and letters can
highlight the good news in the subject line, whereas bad news should have a neutral subject line.
A good subject line is specific, concise, and appropriate to the kind of message.
57
Example:
Too general: Training Seminar

Better: Dates for 2018 Training Seminar
Wordy: Survey of Student’s Preferences Regarding Course Offerings

Better: Students’ Course Offering Preferences
Or: Survey of Students’ Course Preferences
Let’s Try
Evaluate the subject lines and encircle the letter of the best subject line.
1.
A. Subject: We will have an important meeting about the Proposed GE Reform on Monday
at 10 am.
B. Subject: Proposed GE Reform Meeting on Monday at 10 am
C. Subject: Meeting
2.
A. Subject: How to Enter Bibliographic Information on Zotero
B. Subject: Bibliographic Entry, Instructions for Zotero
C. Subject: Entering Bibliographic Information
3.
A. Subject: New Employee Benefit
B. Subject: Tuition Reimbursement Will Now Be Offered to Employees Who Take Work-
58
Related Classes and Earn at Least 3.0

C. Subject: New Tuition Reimbursement Policy
4.
A. Subject: When You Can Deduct the Cost of a Conference Meal
B. Subject: Attendance at Conferences
C. Subject: Reimbursement Procedures for Conference Meals
5.
A. Subject: Your Report of August 14
B. Subject: Progress on Joint Venture Projects in Singapore
C. Subject: Problems with Joint Venture Projects in Singapore.
Write a memo
In this memo you should:
 Inform the employees that the daycare center will be up and running in a month's time;
 briefly describe the details of the daycare center;
 inform them that there will be an official set of guidelines based on the advice of
Servile Jose, manager of Legal Support Services, and will be made available to all; and
 make a point about the importance of following these guidelines for the security of the
children and the maintenance of a professional atmosphere
Lesson 4
E-mail
Many companies today use emails as an alternative to memos. Email messages have
several advantages over print communication: they allow professionals to send, forward, and
receive many messages quickly and efficiently, and they are designed for simultaneous
circulation. Messages may also be organized easily in electronic folders for later reference and
replies. Emails are eco-friendly as large documents may be sent economically without using
paper resources. The use of emails comes with challenges, however, because of the ease of
sending, one click of the send button for a message that contains factual, grammatical, or
typographical errors may result in writer's loss of credibility. Emails produce permanent records,
so writers should be aware of the dangers of messages traveling to unintended recipients.
According to Guffey (2000), even when deleted, emails can remain on multiple servers that are
backed up by companies or Internet service providers. Moreover, in sensitive situations, emails
are not as effective, as they are only partially able to convey the writer's attitude or emotions.
Like memos and business letters, email messages should be warm and friendly, but not too
conversational, emotional, or intimate. The goal is to be professional neither too formal nor too
conversational. There are guidelines specific to email correspondence. The term netiquette refers
to etiquette on the Internet or the acceptable ways of communicating on Internet platforms.
Workplace email still follows the standard format, minus the automatic components:
email systems automatically insert the date of incoming messages and the name and email
messages of the sender. The writer inputs the name and email address of the recipient, as well as
59
the subject which, as in memos, should summarize the central idea of the message. Work emails
have salutations that use the colon at the end, but in certain contexts when the sender and
recipient have a close working relationship, titles are dropped, and first names are used.
Paragraph organization is the same for memos and letters, and the information given should be
only what is necessary. Unprofessional email addresses that are suggestive, silly, or funny,
should be avoided. Opening fillers (there it is), long lead-ins (I am writing this letter to inform
you that), and wordy phrases (because of the fact that) should also be avoided. Lastly, it is best
to compose emails offline or to at least proofread the message before sending it.
Example
Let’s Try
Answer the following questions briefly.
1. What email address do you most frequently use?

_________________________________________________________
2. Do you think it is an effective one for professional email correspondence? (A

professional email is neutral and should typically consist of your name or initials). If your
present email address is not professional sounding, provide an alternative one here.
_____________________________________________________________________
3.Search for the meaning of “cc” and “bcc” fields in the emails. Why should you be
particular about these email features?
___________________________________________________________________
60
___________________________________________________________
Write an Email (20 points)
Following the guidelines, write an email to a workplace supervisor to request for a

three-day leave due to an important family matter. Write your email in a short bond
paper using Times New Roman 12 font.
Business Letter Rubric
Then conduct a self-evaluation of your formal letter, memo, and email. Use the following criteria
as your guide.
Descriptions VGE GE SE LE N
(5) (4) (3) (2) (1)
IDEAS AND CONTENT
1. The document communicates its purpose.
2. The document sounds positive/neutral.
3. The target audience has been addressed properly.
4. The introduction states the main purpose and content.
5. Ideas are accurate and logically intertwined.
6. The conclusion ends powerfully and positively.
7. The document is ethically written.
8. The document is easy to read
9. The documents meet specifications for format.
10. Titles and subheadings are clearly identified.
Total
Grand Total /10
Legend:
VGE - to a very great extent
GE- to a great extent
SE- to some extent
LE- to a little extent
N- not at all.
61
Write T on the blank if the statement is true and F if the statement is false.
_____1. The sender must sign beside the “to” line.
_____2. A letterhead is part of the memo that indicates the name of the company.
_____3. A transmittal memo introduces a document to the reader.
_____4. The subject line must be reflective of the content of the memo.
_____5. The full block format uses paragraph indentation.
_____6. Among the three business correspondences, email is the costliest.
_____7. A semicolon is used at the end of the complimentary close.
_____8. The date should be written in plain numerals.
_____9. Yours truly is a formal complimentary close.
_____10. A salutation can be found in all of the three business correspondences: Letters, memos,
and emails.
Lesson 5
Job Interview
Job Interview Tips: How to Make a Great Impression
Tips for before the interview

In the days before your job interview,
set aside time to do the following:
62
1. Start by researching the

company and your interviewers.
Understanding key information
about the company you’re
interviewing with can help you go
into your interview with
confidence. Using the company’s
website, social media posts and
recent press releases will provide a
solid understanding of the
company’s goals and how your
background makes you a great fit.
2. Practice your answers to
common interview questions.
Prepare your answer to the
common question: “Tell me about
yourself, and why are you
interested in this role with our
company?” The idea is to quickly
communicate who you are and
what value you will bring to the
company and the role—it’s your
personal elevator pitch.
Tip: You should come prepared to
discuss your salary expectations.
3. Reread the job description.
You may want to print it out and
begin underlining specific skills
the employer is looking for. Think
about examples from your past and
current work that align with these
requirements.
4. Use the STAR method in
answering questions. Prepare to
be asked about times in the past
when you used a specific skill and
use the STAR method to tell
stories with a clear Situation, Task,
Action and Result.
5. Recruit a friend to practice
answering questions. Practicing
your answers out loud is an
incredibly effective way to
prepare. Say them to yourself or
ask a friend to help run through
questions and answers. You will
63
find you gain confidence as you get used to saying the words.
6. Prepare a list of references. Your interviewers might require you to submit a list of
references before or after your interview. Having a reference list prepared ahead of time can help
you quickly complete this step to move forward in the hiring process.
7. Be prepared with examples of your work. During the interview, you will likely be asked about
specific work you have completed in relation to the position. After reviewing the job description,
think of work you have done in past jobs, clubs or volunteer positions that show you have
experience and success doing the work they require.
8. Prepare smart questions for your interviewers. Interviews are a two-way street. Employers
expect you to ask questions: they want to know that you are thinking seriously about what it
would be like to work there. Here are some questions you may want to consider asking your
interviewers:
 Can you explain some of the day-to-day responsibilities this job entails?
 How would you describe the characteristics of someone who would succeed in this role?
 If I were in this position, how would my performance be measured? How often?
 What departments does this teamwork with regularly?
 How do these departments typically collaborate?
 What does that process look like?
 What are the challenges you’re currently facing in your role?
After you have spent time preparing, you can be successful on interview day by practicing these
tips:
9. Plan your interview attire the night before. If you are speaking to a recruiter before the
interview, you can ask them about the dress code in the workplace and choose your outfit
accordingly. If you don’t have someone to ask, research the company to learn what’s
appropriate.
10. Bring copies of your resume, a notebook and pen. Take at least five copies of your printed
resume on clean paper in case of multiple interviewers. Highlight specific accomplishments on
your copy that you can easily refer to and discuss. Bring a pen and a small notebook. Prepare to
take notes, but not on your smartphone or another electronic device. Write information down so
that you can refer to these details in your follow-up thank-you notes. Maintain eye contact as
much as possible.
11. Plan your schedule so that you can arrive 10–15 minutes early. Map out your route to the
interview location so you can be sure to arrive on time. Consider doing a practice run. If you are
taking public transportation, identify a backup plan if there are delays or closures.
Tip: When you arrive early, use the extra minutes to observe workplace dynamics.
12. Make a great first impression. Do not forget the little things—shine your shoes, make sure
your nails are clean and tidy, and check your clothes for holes, stains, pet hair and loose threads.
Display confident body language and a smile throughout.
13. Treat everyone you encounter with respect. This includes people on the road and in the
parking lot, security personnel and front desk staff. Treat everyone you don’t know as though
64
they’re the hiring manager. Even if they aren’t, your potential employer might ask for their
feedback.
14. Practice good manners and body language. Practice confident, accessible body language
from the moment you enter the building. Sit or stand tall with your shoulders back. Before the
interview, take a deep breath and exhale slowly to manage feelings of anxiety and encourage
self-confidence. The interviewer should extend their hand first to initiate a handshake. Stand,
look the person in the eye and smile. A good handshake should be firm but not crush the other
person’s fingers.
15. Win them over with your authenticity and positivity. Being genuine during interview
conversations can help employers easily relate to you. Showing positivity with a smile and
upbeat body language can help keep the interview light and constructive.
16. Respond truthfully to the questions asked. While it can seem tempting to embellish on
your skills and accomplishments, interviewers find honesty refreshing and respectable. Focus on
your key strengths and why your background makes you uniquely qualified for the position.
17. Tie your answers back to your skills and accomplishments. With any question you
answer, it is important that you tie your background to the job by providing examples of
solutions and results you have achieved. Use every opportunity to address the requirements listed
in the job description.
18. Keep your answers concise and focused. Your time with each interviewer is limited so be
mindful of rambling. Practicing your answers beforehand can help keep you focused.
19. Do not speak negatively about your previous employers. Companies want to hire problem
solvers who overcome tough situations. If you are feeling discouraged about your current job,
focus on talking about what you have gained from that experience and what you want to do next.
Tips for after the interview
When the interview is over, give yourself the best chances of moving forward by doing the
following:
20. Ask about next steps. After your interview, it is appropriate to ask either your interviewer,
hiring manager or recruiter about what you should expect next. This will likely be a follow-up
email with results from your interview, additional requirements like an assignment or reference
list or another interview.
65
Let’s Try
Answer interview
questions
from 1-15. Write your answers in a
whole sheet of paper. You may
refer to internet sources for more
ideas.
Let’s See What

You've Learned.
Reflection
Paper #2
Write on a bond paper all the things
that you have learned from this
module. Include the things that you
think are essential and how are you
going to apply it in the future?
Remember
When writing Emails and Memos,
 Make the subject line informative or descriptive. Avoid vague subject lines such
as follow up and additional information
 Keep the subject line simple and short
 Business letters and memos should be clear, concise, and organized.
 Do not change the subject line when replying to an email.
 The “to” lines should contain the names of the primary readers. Secondary readers must
be placed in the cc line (carbon copy line).
 Ensure the correctness of the email address of the recipients
 Never use “all caps” in the main text
 Use a positive tone, active verbs, and concise wording.
 State your purpose in the first sentence of the memo.
 If the message is sensitive, compose it first using a word processor.
 Avoid emoticons and informal jargon like LOL and BRB.
66
References:
Ambida, R.S., Galicha, J.P., & Oandasan,L.R.(2019). Purposive Communication. C&E

Publishing Inc.
Uychoco, M.A. & Santos, M. (2018). Communication for Society Purposive Communication.
Rex Bookstore.
Barrot, J.S. & Sipacio, P.F.(2018). Purposive Communication in the 21st Century. C&E
Publishing Inc.
Suarez, C., Perfecto, M.R., Canilao, M. (2018). Purposive Communication English. The Ateneo
de Manila University Press
Website References:
https://www.speakwithpersuasion.com/ways-connect-audience/
Pinoy, P. (2020). Lufthansa unveils new aircraft. Retrieved from:
https://adobochronicles.com/2020/06/11/lufthansa-unveils-new-normal-
aircraft/?fbclid=IwAR184h5UFfDfk_lMqG82tYMO0Q3a0Xw_Ewcov0ke4TK25NzNTL6ZjCk
WKFYhttps://g-kenneth.blogspot.com/2019/10/communication-aids-and-strategies-
using_15.html
Larsen, A.G. (2020). What you wish you’d known before your job interview. Retrieved from:
https://www.themuse.com/advice/what-you-wish-youd-known-before-your-job-interview
https://www.bing.com/th?id=OIP.vCxnZ5niowcQy_IF9Vp4ZAHaFs&w=199&h=160&c=8&rs=
1&qlt=90&dpr=1.5&pid=3.1&rm=2
https://image.slidesharecdn.com/howtowriteapersuasivespeech2-170111052345/95/how-to-
write-a-persuasive-speech-by-transtutors-4-638.jpg?cb=1484112357
https://www.indeed.com/career-advice/interviewing/job-interview-tips-how-to-make-a-great-
impression
https://velocityglobal.com/blog/globalization-benefits-and-challenges/
https://vittana.org/19-advantages-and-disadvantages-of-globalization
https://oldwayspt.org/programs/oldways-common-ground/6-tips-checking-if-website-reliable
https://www.thoughtco.com/gauging-website-reliability-2073838
Prepared by: Checked by:
Prof. Millet T. Mendoza, LPT Prof. Kenneth Robert A. Hernandez

Instructor/Professor Program Director
Approved by:
Dean Felipe Carlo O. Clarin

Dean

In Purposive Communication: Prepared By: Miss Millet T. Mendoza, LPT

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PCMOO-PURPOSIVE COMMUNICATION

Baliwag Polytechnic College

Prepared by: Miss Millet T. Mendoza, LPT

Baliwag Polytechnic College

COURSE EVALUATION/ GRADING SYSTEM:

Quiz - 30% Project 30% Examination -40%

Week 1-3 Module 1 Communication Principles, Processes, and Ethics

Lesson 1 Elements of Communication

Module 2 Communication in Multicultural Contexts

Lesson 1 Communication and Globalization

Week 6-7 Lesson 1 Evaluation of Texts and Images in

Module 4 Communication for General Purposes

Week 8-11 Lesson 1 Principles and Types of Speech

Module 5 Communication for Work Purposes

Week 12-16 Lesson 1 Professional Writing

What Will You Learn from This Module?

This module is composed of 3 lessons

Lesson 1 Principles of Communication

After studying this module, you should be able to:

 describe the nature of communication;

 Communication is the process of using messages to generate meaning. (Pearson et

1. Communication is transactional. It is a two-way process that involves an exchange.

a. Written Communication- Texts or words encoded and transmitted through

b. Verbal Communication- It involves an exchange of information through face-to-

c. Non-Verbal Communication -Sending and receiving messages without the use

d.Visuals- A visual is something such as a picture, diagram, or piece of film that is

Guidelines for Effective Communication

The Communication Process

Source- the speaker or sender of the message

Examples of barriers to communication:

Aristotle's Linear Model

The audience is passive, influenced by the speech.

The Shannon and Weaver Model of communication is a mathematical theory of

The Osgood-Schramm (Interactive Model) of communication is defined as a circular model

This model was adapted

Can you think of some ethical communicators?

Here are some characteristics of an ethical communicator that is best emulated.

 Ethical communicators observe freedom of expression effectively. Be careful of what

1.Why is it important to be ethical in communicating today?

Let’ See What You’ve Learned.

 Communication is the process of sending and receiving messages sometimes

Communication in Multicultural Settings

What Will You Learn from This Module?

This module is composed of 2 lessons

Lesson 1 - Communication and Globalization

After studying this module, you should be able to:

 present ideas on communication and globalization;

Communication and Globalization

Let’s See What You Already Know

2. How do they affect the way people communicate nowadays?

Example: Trade, Immigration, travel, communication, transportation, knowledge, media and

1. Access to New Cultures

2. The Spread of Technology and Innovation

3. Lower Costs for Products

4. Creates More Employment Opportunities

1. Benefits the Wealthy More Than the Poor.

3. Struggled Jobs and Commerce Move Elsewhere.

4. Impacts the Environment Negatively.

HOW GLOBALIZATION AFFECTS COMMUNICATION

Globalization has grown due to advances in transportation and communication

Global communication is directly affected by the process of globalization, and helps to

It also resulted in an inescapable emergence of World Englishes which will be discussed

How to Communicate Effectively in a Global Society.