Purposive Communication

MODULE 1 (7) Context – the situation and environment in which the

Topic 1: The Nature, Elements, and Basic Types of of communication occurs
Communication – physical (place), social (occasion and people
● Communication – is the process of transmitting involved (students in class), cultural (attitudes,
information and common understanding from one person beliefs, practices of senders and receivers)
to another
– an interdependent process of sending,
receiving, and understanding messages
– pertains to the exchange of information
between two or more people, and it happens when one
encounters or observes a behavior (verbal or nonverbal)
and gives meaning to it—a meaning ideally similar to
what is intended.

Elements of Communication:
(1) Sender – encoder or the source of the message
– can be a person, a group of people, or an
organization with their own distinct characteristics in
terms of age, race, gender, values, experiences, and
other traits.
(2) Receiver – decoder or the recipient of the message
(has his or her own attributes)
(3) Message – refers to the ideas and feelings encoded
– may be in verbal form or nonverbal Two types of communication:
symbols (1) Verbal communication – use of sounds and words to
Verbal Nonverbal impart one’s thoughts or feelings. Though the concept
encompasses both vocal (spoken words) and
→ words → paralanguage (pitch, nonvocal (e.g., writing, sign language), the focus is
tone, volume, body on the former.
language – gestures, Functions:
facial expressions, a. Regulation (Control)
posture, eye movement,
→ the spoken language is used to control one’s or other
physical distance,
appearance/clothing) people’s or activities
(Raise your hand if you have any questions)
(4) Channel (medium) – vehicle used in message
b. Social Interaction
conveyance
→ speaks to create relationships, forms association, develop
– based on the form of delivery
intimacy, and maintain bonds and connections
(verbal and nonverbal) and means used in delivering
(Don’t worry, you can do this!)
(face to face or technology mediated)
c. Motivation
(5) Feedback – verbal or nonverbal responses to the
→ expresses one’s desires, goals, inclinations, choices,
sender’s encoded signals
preferences, likes and dislikes, needs and wants
– gives information on how the message is
(I’d like to become a teacher)
interpreted
d. Information
(6) Interference (noises) – factors that hinder the
→ plays a major role in in disseminating information whether
recipients ability to send or receive messages
by asking for or giving directions, instruction, or idea
– serves as a barrier to
e. Emotional expression
communication, can be:
→ show one’s feelings and emotions
external (physical environment),
(I’m hurt)
internal (a) .psychological/mental interference –bias,
(2) Non-verbal communication – is the conveyance of
wandering thoughts;
meaning by means of body language (e.g., gestures,
(b) Physiological –articulation problem,
facial expression, eye contact, posture) or
semantic → jargon and abstract ideas)
 paralanguage (e.g., pitch, volume, speaking rate) → can be utilized to mislead
instead of spoken or written words. (I love it, with a smile and animated voice, may not be
sincere)
Classifications of non verbals: when words and body language contradict, one is inclined to
a. Proxemics (space) believe the latter
b. Chronemics (time) harmony between the verbal and the nonverbal is crucial in
c. Oculesics (eye movement) attaining effective communication
d. Haptics (touch)
e. Kinesics (body movements, gestures, facial Topic 2: Mediated and Ethical Communication
expressions) ● Mediated Communication – is an interaction carried out
f. Objectics (clothing, ornaments, jewelry, other by using information communication technology, such as
artifacts) mobile phones, computers and the Internet.
g. Vocalics (voice) – sending or receiving messages
h. Olfactorics (smell) can be synchronous or asynchronous
i. Colorics (colors) ● Ethics – pertains to a set of principles or rules for correct
j. Pictics (pictures) conduct as to what is right or wrong and what makes
k. Iconics (signs/symbols) something right or wrong
1. Strive to understand and respect others’
Functions: communications before evaluating and responding to
a. To replace (Replacement) their messages.
→ actions replace speech 2. Help promote communication climates of caring and
→ must be recognizable and nearly universal in meaning mutual understanding that protect the unique needs
(shrug of shoulders to symbolize “I don't know”, waving and characteristics of individual communicators.
hands to say goodbye) 3. Condemn communication that degrades individuals
b. To repeat (Repetition) and humanity through distortions, intolerance,
→ gestures duplicate and reinforce one’s message intimidation, coercion, hatred, or violence.
→ can either occur simultaneously with verbal or follow and 4. Commit yourself to the courageous expression of
repeat the word said your personal convictions in pursuit of fairness and
(Nodding while saying yes, pointing while giving directions) justice.
c. To complement (Complementation) 5. Accept responsibility for the short-term and
→ enhances and adds nuance to the meaning of verbal long-term consequences of your own communication
message and expect the same from others.
→ ensures all speech is paralleled by non-verbal 6. Avoid plagiarism—the presentation of the work of
communication that aligns with what is being said. another person in such a way as to give the
→ gestures that are aimed to complement cannot be used impression that the other’s work is your own.
alone or else they will be misinterpreted 7. Promote honesty, truthfulness, and accuracy as
(When talking about sad things, lowering the head and using a essentials to the integrity of communication.
sad tone) communication is ethical when it follows certain established
d. To accent (Accentuation) principles or rules of conduct
→ emphasize parts of the verbal intent or the utterance
→ often done by increasing voice volume, prolonging a word,
widening eyes
(I am VERY mad at you)
Some authors regard repetition, complementation, and
accentuation as part of one function - reinforcement
e. To regulate (Regulation)
→ control the flow of conversations
(facing the other person to begin a conversation, looking at the
time to show they need to leave)
f. To contradict (Contradiction)
→ when nonverbal communication and verbal communication
contradict
(I’m okay is said with tears falling down)
g. To Deceive (Deception)
MODULE 2 ● Cultural relativism – acceptance of other cultural groups
Topic 1: Communication in Multicultural Setting as equal in value as that of their own
Globalization and digital technology are two developments ● Ethnocentrism – the tendency to see their culture and its
that ushered interconnectedness among countries in terms of practices as superior compared to others
economy and communication, making people of different races
and cultures move around and interact. 4 Variables to distinguish cultures:
→ Hence, cultural-difference awareness and effective 1. Individualism vs. Collectivism – reveals how people
communication are necessary knowledge and skills to be able define themselves in their relationship with others
to embrace cultural diversity (to keep from becoming Individualism Collectivism
culturally insensitive, ignorant and misunderstood)
● Intercultural communication – is the process of → individual goals are → Group goals are stressed
interpreting and sharing meanings with individuals from stressed → emphasis on “we”
different cultures. Aside from the language, intercultural → emphasis on “I” Individual in expected to fit
→ emphasizes on in groups
communication gives emphasis on the social attributes,
developing a sense of self → nurture group influence
thought patterns, and cultures of different groups of → Individual initiative and → Arab, African, Asian,
people. achievement Latin American
→ Great Britain, US,
● Intracultural communication – interaction among Canada, France, Germany
members of the same racial, ethnic, or other
co-culture groups 2. High Context vs Low Context – reveals a culture’s
● Interracial communication – communciation with/ communication style
among individuals of different races
● International communication – interaction between High Context Low Context
persons representing different nations
→ polite and indirect in → exhibit more direct
● Interethnic communication – communication relating to others communication style
with/among individuals of different ethnic origins. → indirect and implicit → more verbal
messages communication
● Culture – system of knowledge, beliefs, values, customs, → less verbal → monochronic (scheduling
behaviors, and artifacts that are acquired, shared, and used communication and completing one activity
by its members during daily living (Way of life) → relies on nonverbal signs at a time)
(facial expressions, gestures, → rely on facts and
○ Co-cultures – within a culture, is composed tone of voice, and body evidence to make decisions
of the same general culture who differ in language) → individualist
certain ethnic or sociological ways from the → polychronic (completing → the primary role of
parent culture activities simultaneously) communication is to
– used to imply that no culture → use intuition and feelings exchange information
is superior and that some may coexist within to make decisions → UK, US, Germany,
→ collectivists (cultural Switzerland
a culture or place
traditions shape the behavior
and lifestyle of group
In interacting with a dominant culture, co-culture members members)
who may feel like outsiders may use one of these strategies: → primary role of
● Accomodation – Co-culture members attempt to communication is to build
maintain their cultural identity while striving to relationships
establish relationships with members of the dominant → Saudi Arabia, China,
Mexico, Japan, Middle East
culture – they may take on values and beliefs of the
host culture and accommodate them in the public
sphere while maintaining the parent culture in the 3. High Power Distance vs, Low Power Distance –
private sphere. measures the extent to which individuals are willing
● Assimilation – Co-culture members attempt to fit in to accept power differences
or join with members of the dominant culture High Power Distance Low Power Distance
– give up their own ways in an effort to
assume the modes of behavior of the dominant → view power as a fact of → power should only be
culture. life used when legitimate
● Separation – Co-culture members resist interacting → apt to stress coercive or → apt to employ or
with members of the dominant culture referent nature of power legitimate power
 b. Future orientation (preference towards past,
→ superiors and → superiors and
subordinates are likely to subordinates emphasize present and future)
view each other differently interdependence by - Future-oriented cultures (US) - more invested in
→ subordinates are quick to displaying a preference for long-term goals, Present-oriented cultures (India,
defer (submit) to superiors consultation China)
→ Saudi Arabia, India, → subordinates will even c. Manners
Malaysia contradict their bosses when - Winking and whistling (Philippines), inappropriate
necessary
(India)
→ Israel, Swede, US
d. Roles and Status
- Show of respect: Official titles- Manager (China),
4. Masculine vs. Feminine – reveals attitudes toward Mr/Ms (US)
gender roles; the value placed by members on e. Attitudes towards work
something, e.g. material possession - Happier and more successful when good relationship
Masculine Feminine with colleagues and supervisors (East Asian), thrive
when they enjoy gratifying job assignments and
→ members value male, → members value organizational policies (North Americans)
aggressiveness, strength, relationships, tenderness in f. Openness and Inclusiveness
material symbols of success members of both sexes and - Hospitality (Filipinos), tend to show biases and racial
→ confront conflict head on high quality of life
discrimination against other cultures (Hong Kongers)
→ likely to use win-lose → apt to compromise and
conflict strategy negotiate to resolve conflicts
→ Japan, Italy, → seeking win-win 3. Nonverbal Differences
Germany, Mexico, Great solutions Examples:
Britain → Sweden, Norway, 1. Greeting friends in France, Spain, Italy, and Portugal
Netherlands, Thailand, Chile is by kissing on both cheeks.
2. A person who makes eye contact in the United States
To reduce the strangeness of strangers, communicators have to is viewed as interested in the other person and what
try doing away with their biases - their preconceived opinions the other person is saying BUT the same gesture is
not based on reason or experience - and stereotypes - the fixed considered impolite and disrespectful in Japan.
images/ideas, labels when they communicate with individuals 3. Placing hands in pockets is disrespectful in Turkey
having different cultures and bear in mind that their culture is while bowing shows rank in Japan.
not superior than that of others. 4. Many Asian cultures hide facial expressions while
many Mediterranean cultures exaggerate grief or
Topic 2: Cultural Differences among Countries sadness.
including Registers and Language Varieties 5. Islamic cultures such as Muslims do not allow
● Cultural Diversity – existence of a variety of touching between different genders but consider
cultural groups within a society (ranges from hugging and holding hands appropriate between same
ethnicity, race, religion, language, values, traditions, sex BUT in Latino culture, touching is encouraged.
beliefs, behaviors, rules of conduct, and others) 6. In Spain, people tend to maintain a small personal
distance BUT Distant cultures such as Northern
Differences in cultures: Europe, US, and other western cultures tend to keep
1. Contextual Differences more personal space
a. relates to communication styles usually evident 7. Warm cultures such as the Middle East and South
in the way business people approach American welcome and accept close proximity.
decision-making, problem-solving, negotiations,
interactions within an organization, and 4. Age Differences
socializing outside the workplace a. Support their youth: signifies vibrance, strength,
E.g. energy, potential, and innovative ideas (US), while
people in low-context cultures tend to be more direct and focus value age and seniority which earns more respect and
on results, while those from high-context may be more indirect freedom (Singapore)
and emphasize building and protecting relationships
2. Social Differences 5. Language Differences
a. Concept of time → American English (AmE) is spoken by about two-thirds of
- Time conscious (Americans), Opposite (Indians and Americans who live in the United States
Filipinos) → English (BrE) is spoken mainly in the United Kingdom
→ Australian English (AuE) is used in Australia.
→ Philippine English (PE) is a variety of English “nativized
legitimately” in the Philippines
Each variety has a distinct vocabulary, grammar, and
registers:
1. Registers/ Level of Formality
● Registers – refer to the level and style of speaking
and writing appropriate for different situations.
Registers are determined by social occasion,
relationships, context, context, purpose, and audience
a. Frozen/Static
- The language does not change
e.g. National Anthem
b. Formal
- The language follows an accepted & prescribed
format, e.g. business meetings, academic papers,
lectures
c. Consultative
- The language is less formal and the context involves
one with specialized knowledge or an expert who is
consulted or can give advice
d. Casual
- The language is conversational – maybe informal
with slang and contractions, e.g. chit-chat & text
messages between friends
e. Intimate
- The language is for private communication used
between lovers or very close family and friends, e.g.
inside pet names, inside jokes, terms of endearment
Registers in writing discourse are more challenging since
feedback is not immediate. The writer must use appropriate
phrases and rules suitable for particular situations and target
readers.
Three variables that aid in analyzing registers:
1. Field
- identifies the subject matter in which language is
used
E.g. an academic discussion of disaster risk reduction
management
online bulletin board messages reveal that in the
discussion about stocks and company performance
2. Tenor
- refers to the role relationships between the
interlocutors
E.g. specialist-to- specialist communication → persons who
take part in a dialogue or conversation
3. Mode
- identifies the way language is used in speech
interaction, spoken or written.
E.g using computer- mediated communication
2. Language Variety
Language varieties include vocabulary, pronunciation,
spelling, and even grammatical structures
1. Vocabulary
estafa (Phil. English) - criminal deception intended to result
in financial or personal gain
swindle or fraud (American English)
booze (Australian English)
alcohol (British English)
line (American English)
queue (British English)
2. Spelling
centre, mould (British English)
center, mold (American English)
MODULE 3
Topic 1: Online Presentation Skills
Best Practices for Virtual Presentations:
1. Get the Lighting Right
– it is essential that people can see you well
– have good front light—meaning the light shines
brightly on your face
– natural light is often the best choice, if there’s none,
consider purchasing supplemental lighting to
enhance your image
2. Choose the Right Background
– use a background that enhances your professional
image and is aligned with your message
– avoid a cluttered background or anything that can
be distracting
– your background can either add to your
professional presence or detract from it
3. Know the Technology
– dry run is essential so that you’re comfortable with
the platform features
– it’s best to have a co-host (or producer or
moderator) assist you with the technology
– practice with the same technical set up (computer
and internet connection) that you will use when
you deliver the presentation.
4. Play to the Camera
– look directly into your computer’s camera
– put the camera at eye level
– powerful presenters understand the importance of
making eye contact with their audience, so this
means you have to simulate the same effect
virtually.
5. Get Close (But Not Too Close)
– frame your face, neck, and shoulders
– practice your positioning and distance.
6. Stand Up
 – standing up provides a higher energy level and Topic 2: Qualities of Effective Business
forces us to put our body in a more Communication
presentation-like mode 6 C’s in Business Writing:
– if you have to sit, lean forward 1. Courtesy (The quality of courtesy)
– avoid slouching away from the camera, – Be polite and tactful.
7. Be Animated – Consider the ‘you’ attitude
– present with a little energy and animation – Try to use positive words, gender free words
8. Pace Yourself 2. Clarity (quality of clearness)
– don’t pump up the speed too much – Avoid vagueness by using words with only one
9. Do A Sound Check meaning
10. Plug into Your Modem – use correct sentence structure, the right words and
– will give you the strongest signal and most stable punctuation
internet connection 3. Conciseness
11. Incorporate Redundant Systems – Be brief and direct
– if using slides, make sure someone else (another – Avoid roundabout / meandering words and ideas
webinar co-host or producer) also has a copy of the – get to the point to communicate effectively; include
slides just in case your internet goes wonky and only what the reader needs to know the use of the
you have to present by calling in. fewest number of words possible
– make them visually appealing eliminate unnecessary words
– use high-quality graphics and limit the amount of – write in active voice (doer is emphasized)
text on each slide – omit excessive adjective and adverbs
– slides are meant to enhance your spoken words, not – use bullet points and tables instead of paragraphs
replace them. 4. Concreteness
12. Engage Your Participants – Use specific terms/words
– craft your presentation to engage the audience – choose words that express most meaning
– try not to speak for more than ten minutes without 5. Correctness
some sort of audience engagement – all details should be correct:
– use the participant list to interact with your – verify spelling
participants by name – use correct grammar
13. Let Someone Else Check the Chats – insert appropriate punctuation
– don’t get sidetracked by the chats during your – select correct words and phrases
presentation – evaluate message appearance, layout
– have your co-host or producer monitor the chats – check details or information (places, dates,
14. Evaluate and Enhance time and figures)
– record the session and take the time to playback and 6. Completeness
look for areas that worked well and areas that you – information or messages written must be complete
might want to improve upon – they should leave no questions unanswered
– be sure to acknowledge your strengths as well as – answer the Wh-questions and How
your areas of improvement.
15. Be Yourself and Have Fun
– let your personality show through Formal Writing Style Informal Writing
Style
– if you look like you’re enjoying the presentation so
will others ● assumes a distance ● casual
– happy people retain information better than bored between the writer ● uses slang
or disinterested people and the reader ● uses contractions
all presentations are performances. And all performances are ● generally highly ● (e.g., don’t, can’t)
in service to your audience. Their time is valuable, so honor organized ● shortened
● follows the rules of expression
that time by delivering the best presentation you can
the Standard
American English
(SAE)
● uses exact and
specific vocabulary
● does not use
contractions,
 abbreviations, The month should be spelled out.
acronyms,
slang and cliches Inside Address ● The full name of the addressee with
● has complete a title of respect
sentences ● The position of the addressee
● uses the active voice ● Complete name and address of the
company that the addressee
Used in: represents
● Business letters ● text messages ● Information should be exactly the
● Reports, ● short notes same as the address on the envelope
Announcements, ● personal emails (three or more lines).
Memos ● blogs
● Professional emails ● friendly letters Mr. Matthew A. Cruz
● Proposals ● diaries and journals Chief Executive Officer
● Minutes of the Lego Enterprises, Inc.
meeting 19 Ramos Street, Cebu City 6000
● Court proceedings 2-3 spaces between city and zipcode
● Academic writing
● Essays Salutation ● name in the salutation is the same
with the name in the inside address
● colon : (American) (formal)
Topic 3: Business Letter Types, Party, Formats and ● (comma , ( British) (informal)
Spacing
Kinds of Business Communication: Body of the ● Typed below the salutation or subject
A. Business letters – formal document sent to another or Letter the subject line, if there is.
(Message) ● Use single spacing in the paragraph
from one company to another or from a company to
and in between paragraphs.
its clients, employees and stakeholders ● One-page length - If another page is
really needed, use plain sheet (no
Parts of the Business Letter letterhead) have 2 – 3 line spaces
from the top, and type the name or
Letterhead ● The official paper on which the initial of the addressee, page number
company business letters are written and date all in one line.
and certain important information
about the company is printed Sarah A. Ramos -2- July 28, 2016
● normally printed at the top of the
page. However, it is now common to Complimentary ● Serves to close the letter with a
see the information split: one part at Close cordial expression
the top of the paper while the rest of ○ Align with the dateline,
the information can be found at the regardless of the letter style
bottom of the paper ○ Capitalize only the first letter of
● -If you are just encoding the the first word.
letterhead, place this in the middle of ○ Put a comma at the end.
the paper. if it’s a personal letter ○ Match the formality of the
(you’re not representing a salutation and the complimentary
company), write your complete closing
address to the left side (full block
and modified block formats). Formal
My dear Madam:
→ complete name, mailing address, Very respectfully yours,
email address, fax numbers and contact Gentlemen:
numbers, official cell number of the Yours very cordially,
company
Less formal
Dateline ● date the letter is written (use the date Dear Mr. Gonzales:
the letter was finished) with the Yours truly,
following formats. Dear Madam:
● Natural order: Month-Day-Year - Sincerely,
March 18, 2008
● Military & British: Day-Month-Year Signature ● Contains the writer’s full name and
- 18 March 2008 Line/Block position/title and his/her signature
 ● Used if copies of the letter are to be sent to others
○ Affix your signature always
above your name aside from the reader/addressee.
○ Positioned two or four spaces ○ Placed after the enclosure or reference
below the complimentary close initials

Reference ● Contains the initials of the dictator
Initials and the typist
○ Upper case (all caps) for the
dictator’s initial, and lower case
for the typist’s. e.g. C.F.A./lau
○ If you are the writer/dictator and
the signatory, then just have the
typist’s/encoder’s initials, e.g.
lau
○ Typed at the lower left margin of
the letter; two spaces below the
signature line
cc: Director, Kids’ Center
Copy to: Mr. Allan Aquino
Cf: (copy furnished) is now used since carbon paper is no
longer used as almost all letters now are computerized
5. Blind Carbon Copy Notation
● Used if the writer doesn’t want his
reader/addressee to know that the former is
sending a copy of the letter to another person
bcc: Mrs. Carmela Alvarez

Special Parts Of The Business Letters 6. Postscript Notation

1. Attention Line
● Considered addressed to the whole organization
rather than to the person named on the attention
line
○ Some write a name (but not in the inside
address)
○ Placed between inside address (addressed to
the organization) and salutation
● P.S. or N.B. (nota bene, ‘note well’), used to
emphasize a point made elsewhere in the letter.
● Emphasizes an important message that has been
intentionally withheld from the message
● Has an attention getting quality and may be used
only for important occasions
○ Placed two spaces below the last line of the
letter

When used, the salutation used is usually “Gentlemen”.

Attention: Human Resource Manager
Attention: Ms. Rannie Salem:

2. Subject Line
● Used to immediately inform the reader what the
letter is about
○ Placed between the salutation and the body
of the letter
○ Use all capital letters or initial caps and
small letters

Subject: Goodwill

3. Enclosure
● Used when enclosing something in the letter
○ Typed under the signature line or reference
initials
○ If there is more than one enclosure, number
them.

E.G.A.
Enclosures: Check for PhP5,000.00
Copy of Invoice 123
At times, “Attachment” is used.
4. Carbon Copy Notation
 Signature to Reference Initial
– 1.0 single space
Letterhead to Dateline
– 2 - 4 spaces
Dateline to Inside Address
– 2-3 spaces
Signature Block/Line- 2-4 spaces

Margins all around- 1 inch

Flexible Spaces
Company Letterhead to Date
– 2-4 spaces; (If personal sender’s address to Date
=1)
Dateline to Inside Address
Full block format: – 2-3 spaces
Complimentary Close to Signature Block/Line
– 2-4 spaces

Letter Formats
1. Full block format
– All letter parts are typed and aligned at the left
margin.
– There are no indentions in the paragraphs.
– Commonly used format.

2. Modified block format

– The dateline and complimentary closing are typed
and aligned at the right side of the page.
Number of words and Spacing (Body of the letter) – Paragraphs are not indented.
Short letter
– 100 words 3. Semi block format
– 2.0 spaces (body of the letter) – The so-called indented letter; dateline and
– 2” margin complimentary closing are typed at the right portion of the
page.
Average-long letter – The first sentence of each paragraph has five-space
– 101-200 words indentation.
– 1.5 spaces (body of the letter)
– 1.5” margin 4. Simplified block format
– Salutation and complimentary closing are not used;
Long Letter hence it is considered an impersonal format.
– 201-300 words (above) – Other letter parts are typed at the left margin
– 1.0 space (body of the letter)
– 1” margin Types Of Business Letters
A. Inquiry/Request Letter
Spacing In between Parts – Asks or requests for information about the services,
Inside Address to Salutation product, the price, payment or delivery arrangements
– 1.0 single space
Salutation to Body B. Reply Letter
– 1.0 single space – Provides specific and complete information in
In between paragraphs response to the inquiry or request letter
– 1.0 single space
Last Paragraph to Complimentary Close C. Complaint and Claims Letter
– 1.0 single space
 – Informs the company of the concerns, problems or – Best Subject lines tell the reader what he needs to
issues on dissatisfaction about the product, delivery or services do (urgent and important)
encountered by the sender e.g.,
→ Information on Open House Tuesday, March 30, 2021 –
D. Adjustment Letter Please RSVP!
– Acknowledges the concerns or problems, offers an → Question Regarding the Change in Health Benefits-
apology and provides possible solutions in response to the Response Needed
complaint letter → Response to Your Questions on the Marketing Plan for 3rd
Quarter
E. Sales Letter
– Persuades the reader or the prospective clients or 2. Address the recipient in a formal manner
customers to try or avail the services or buy a product – use “Dear”
– write the last name (or full name) of the recipient
F. Cover/Application Letter with proper title
– Conveys interest in the position and convinces the e.g.,
addressee of his/her qualifications, → Dear Mr. Fernandez:
e.g.
educational background, work experience 3. Have a well- organized message
accompany resumes (e.g. application letter), CVS, personal – state the purpose at the start of the email
portfolios – points must be clear and brief (bulleted lists or
numbered lists)
G. Resignation – put the main point first (followed by the
– States the reason for resigning, effectivity date of background information)
the resignation and appreciation and gratitude
4. Consider the Writing Style
B. Emails – Most preferred means of communication since it – formal writing
is fast, convenient and far-reaching via electronic devices – formal language ( no slang, contractions)
– overall style depends on the relationship between
communicators 5. Keep it Short and Precise
– Direct to the point
Parts of the email: – Avoid using flowery words
1. Recipient (To) – Avoid jargons
2. Subject line
3. Carbon copy notation (Cc) 6. Follow the Correct Format
4. Blind carbon copy (Bcc) – formal and legible font (Arial, Times New Roman,
5. Body (message). Verdana, Tahoma)
– readable but balanced font size (12)
– justified alignment
– avoid using capital letters
– should use only one highlighting device at a time
(bold, italic or underline)
– should not include emoticons and smileys

A rule of thumb in workplace correspondence: You can only

use simple smileys with a higher-up when your superior uses it
first. It should be fine between peers.

7. Double check spelling, grammatical errors, email

address of the recipient
How to Write a Business Email 8. Make sure all details and parts are complete
1. Have a Relevant Subject Line 9. Mention in the message if there is an attachment
– Don’t skip subject lines; tells the reader what the 10. End with a Closing Line.
letter is all about – Thank you (show gratitude)
 – Writer’s name or email signature (name, position
and contact details)
C. Memorandum (Memos) – is a very common form of
internal written communication in the workplace.
– delays information to intended
recipients within the organization (from the head of the
department to its members)
– is similar to a formal email
Used for:
1. announcements
2. instructions
3. request
4. reminder
5. appreciation
6. recommendation
7. informal reports
NOTE: When you write and send a memo, make a file copy of
it.
Characteristics of a Good Memo
1. Have a business like tone:
- Direct to the point and courteous
2. Use the fewest words possible
3. Often use bulleted lists to highlight main points
4. Use correct grammar, spelling and punctuation
5. Follow standard memo format
6. Write the message in the logical order:
– explain the purpose (introduction)
– addresses the information required (body)
– summary and possible recommendations
(conclusion)
The Letter Writer’s Creed
1. Be pleasant, tactful, and courteous.
2. Be specific.
3. Save the reader’s time.
4. Be informative; give facts.
5. Be correct.
A poor idea-well written is more likely to be accepted than a
good idea poorly written.
-Isaac Asimov
Topic 4: Flows of Organizational Communication
1. Downward Flow of Communication
– communication from the higher level in an
organization down to the lower level.
– managers or superiors disseminate information to
subordinates, which involves effective tone of the message,
and good delegation skills.
Functions:
→ Providing job descriptions
→ Communicating the organization’s mission and
vision, policies, and benefits
→ Giving job instructions
→ Providing feedback on employees performance
2. Upward Flow of Communication
– a communication flow that comes from the
lower level in an organization to the higher level
– (front line employees to managers, supervisors, and
directors).
Functions:
→ provide feedback on how effective the
organization is in its operation,
→ convey subordinates or employees’ problems
and performances,
→ share their views, ideas and understanding of
any downward communication they received, and for them
to participate in the decision-making process
 – to conduct profitable business transactions, promote
sales and publicity, generate sponsorship, launch events,
products or services and support branding.

Marketing professionals may employ external communication

strategies such as the use of emails, posters, advertisements,
brochures and other forms of multimedia marketing.

3. Horizontal Flow of Communication

– done between employees, divisions, departments or
units within the same level of hierarchy in an organization.
Functions:
→ facilitate coordination of the task & cooperation
among members;
→ help solve various organizational problems or
conflicts with a department with another department or
conflicts within a department

4. Diagonal Flow of Communication

– an informal way of passing on communication
between managers and employees of other
workgroups or workers located in different functional
divisions based on the objective of the
communications.

5. External Flow of Communication

– occurs between a manager of a particular company
and other sectors outside the company (banks,
suppliers, vendors, and financial institutions
MODULE 4
Topic 1: Rhetorical Considerations in Writing 6. Medium:
Six rhetorical considerations → In what way or medium will your information be
1. Purpose: conveyed?
→ Why are you writing? Consider this:
● Inform 1. How the medium may affect the tone, the words, the
● Convince text organization, and the design of the text
● Entertain ● Print
● Evaluate, etc. ● Oral
● Electronic
2. Audience:
→ Who will read your writing? Topic 2: Text of/for Different Occupational Purposes
→ To whom are you writing for? Types of workplace-related Reports:
● Individual, Group, etc. A. Incident Reports
● Known, Unknown → written records of any untoward or troublesome
Characteristics, e.g. education, gender, race, religion, etc. happening that may have brought damages on equipment or
property, delays in routine work, and personal injury.
3. Context: → essential to employers in making changes to have
→ What is the occasion or situation that is prompting the job done more effectively with utmost safety and to
you to write? prevent recurrence of the same case
→ What is the environment of this occasion or → serve as bases of information for companies and
situation? other entities, such as insurance, government, and legal
● Get funding from another company or person offices.
● Secure a job
● Comply to some requirements
Details include names, job titles of all
4. Genre: persons involved (including onlookers),
→ What kind of writing are you creating or Identification departments, identification numbers, places
producing? details of employment, home addresses, contact
Consider these: numbers, model or serial numbers, and
1. Content policy numbers for insurance.
2. Organization pattern
3. Kind of language, e.g. formal, causal)
Time and The report states the exact time and date
4. Design requirements
location of the (e.g., 2 p.m., Wednesday, March 7, 2017 at
incident Warehouse 1, DBK Corporation, Cebu City).
● Letters
● Emails
This gives a clear identification of any
● Reports
Type of damage or injury involved (e.g., fire, robbery,
● Poems
incident equipment failure, or physical injury, such as
● Web pages
dislocation of the left arm).
● Research papers

5. Stance: Description of This provides detailed information on what,

→ What is your attitude towards your topic? the incident how, and why it happened.
⇒ Stance is revealed through the tone (through your words
and the way you approach the topic)
This section describes how conditions are
● Objective, corrected and operations are back to normal
Actions done
● Critical to prevent the problem from recurring, to
after the
● Opinionated make the environment safer, to repair
incident
● Passionate damaged property or equipment, or to treat
● Bias injured individuals
● Subjective
 B. Travel Reports C. Medical Records/Reports
→ records that state the purpose and objectives of → documents that contain a patient’s history,
business-related travels and provide summaries and findings, diagnostic test results, medications, and progress
descriptions of activities to help organizations in assessing → must remain confidential and cannot be accessed
their relevance by any unauthorized person
→ site visits, conferences, conventions, training → purposes:
sessions, workshops, and trade shows – recording facts about a patient's health
– communication between attending doctors
Common Types of Travel Reports and other health-care professionals for the effective
1. Site Inspection Reports administration of treatment
→ determine if a visited area is ideal as a company’s
relocation site or a new office branch Components of a Patient’s Medical
→ contain information about the safety conditions of the site, 1. Medical history aka “history and physical” or H & P
physical plants, and available equipment. 2. Laboratory test results
3. Diagnostic test results
2. Home Health Visit and Social Work Field Report 4. Problem list
→ Nurses and social workers record the lifestyle and needs of 5. Clinical notes (progress notes, discharge summary)
patients and clients 6. Treatment notes (medication orders)
→ include the purpose and description of the visit, the actions
taken based on results, and recommendations from various D. Visual Analysis
sources, such as health care professionals and people from → For designers or artists: one of their common
charitable institutions write-ups as a written explanation of an artwork (like an
essay)
3. Field Trip Reports → it expresses the writer’s ideas and perceptions that
→ written after a visit to a laboratory, hospital, detention can help a viewer understand the artwork, focusing closely on
center, or any other area to emphasize the educational value of the visual qualities of the work and the various elements that
field trips create a particular effect on the viewer
→ describes one’s learnings about the ecological conditions,
operation systems, and technical procedures of an institution, Structure of a Visual Analysis
among others
One to two sentences stating the context of the
Structure of a Travel Report Introduction artwork/design. indicating the writer’s attitude
This states all basic information about the toward the work
travel, including the destination, purpose, time
Introduction An argument based on one’s observation and
and date of arrival and departure, and mode of
evaluation of the object or artwork, and it
travel (e.g., plane, car, boat).
consists of the following:
(a) description of the object,
This gives detailed information about the Body
Description (b) description of the technique,
experience. It tells what you saw, whom you
of the activity (c) interpretation of the meaning or
met and talked, and what you did.
intention of the work,
(d) evaluation of the work
This is the accounting of the money spent
Expense
during the activity for cash advance
Liquidation
liquidation or reimbursement purposes. draws judgment or reflection on the
Conclusion
observations made.

This is an evaluation of the field trip in terms

of usefulness and importance. It includes
Discussion recommendations for other travels or tours of
such kind in the future, as well as suggestions
if applicable
Topic 3: Text for Academic Purposes
A. Reaction Paper/ Essays aka Response Papers
→ requires you to analyze a text (film, quotes, news
article) and develop a commentary (with the main opinion and
an explanation/defense) related to it.
→ shorter than an argumentative essay
→ requires proofs, quotations (with citations), and
facts to support the thesis statement (main opinion)
that can be stated in this manner (In my opinion, I
think, I like/do not like, I disagree/agree, The author
seems)
● Expository essay – your reaction (work of literature,
world events, political debate, football games, and so on)
that simply explains your personal response or main
opinion.
Preparation: Ask these questions:
1. Do I agree with all of the author’s/writer’s views?
2. Are these parts/points (e.g. accuracy of ideas) I do
(not) approve?
Structure/Organization
Summary of/Information about the text +
Thesis Statement
Sentence 1: Title, Author, The
publication/source of the material reacted
Introduction upon
Sentence 2-3 (or until 4): Brief summary
(main ideas only) of the material/text
Last Sentence: Thesis statement stating
clearly the opinion
Paragraph(s) that supports/defends the TS
→ one needs ideas and/or facts from other
readings/other authors to strengthen one’s
opinion
Body → Each paragraph in the body ideally should
have a Topic Sentence followed by details in
the form of explanations, examples and/or
quotes or paraphrased ideas from
readings/other authors
One paragraph with probably about 3-4
sentences
→ should not contain new information
Can be:
→ can be a summary (with a restated
Conclusion
main opinion)
→ prediction on the effect of what is
reacted upon
→ an idea the writer wishes the readers
to ponder on.
References for the cited ideas in the Body
B. Argumentations
→ a writing piece meant to persuade someone to
think the way you do
→ they allow you to get what you want using the
superpower of persuasion
→ require a lot of analysis as well, and they can be,
in terms of topic, political or social in nature
→ establishes an argument or arguments and defends
it/them in order to prove a point and convince the readers
⇒ a strict political /social analysis paper
→ is a kind of writing that asks “why” or “how”
queries that will guide you with the analysis and critique of the
various kinds of political/social issues, problems or questions
→ aims to explore, explicate, and elucidate
→ is done rigorously and systematically as it will
analyze evidence to be able to make a careful argument for a
position that has counter-arguments and evidence or to test a
scientifically-derived claim or hypothesis
Steps in Writing Argumentative Essays
I. Prewriting:
1. Decide on a general topic or issue you want to
explore.
2. Consider the rhetorical considerations in writing
(at least the basic purpose, audience, and
context) of the chosen topic or issue.
3. Generate ideas either by using your prior
knowledge or doing research.
4. Draft a thesis with these characteristics:
→ a statement form, a clear and arguable
position in which readers can reasonably agree or
disagree.
→ As much as possible, try to have a thesis
statement that reflects one of at least two points of
view (Genetically modified food should not be
permitted in the Philippines)
II. Draft writing:
Steps in writing a draft
1. Begin with a catchy sentence to get the attention
of your reader:
a. define a key term
b. pose a question
c. give a quote
d. tell an anecdote
e. make a connection to your readers (by
saying “We all want to be healthy.”)
f. cite facts and statistics
→ Introduce the issue and provide any necessary background
information.
→ State your thesis statement
2. Organize your argument
→ Present the main points of your claim or argument
→ Develop the claim or argument by:
a. qualify it by giving reasons
b. use appropriate evidence to support your
reasons
c. analyze, assess, and weigh the evidence to make
a persuasive argument for your position.
d. use statistics, examples, anecdotes, scenarios,
case studies, textual evidence, and visuals from
authorities.
→ Use an effective method of development (cause-effect,
comparison-contrast, illustration, classification, description,
narration, and definition)
→ Build a common ground and acknowledge other viewpoints
(Your knowledge of the topic shows your credibility and
trustworthiness)
→ Avoid fallacies (ad hominem, bandwagon, false analogy,
faulty causality, hasty generalization)
● Ad hominem – directed against a person rather than
the position they are maintaining.
→ Consider counterarguments and refute them without being
close-minded
→ Appeal to your reader’s emotions to be more convincing
without being subjective
2. Establish a set of criteria for evaluation
→ Identify widely known standards as bases for judging the
material
→ standards may vary depending on the type, do research
3. Organize your evaluation
→ For proposals, a complete rubric (scoring guide) for
evaluation may suffice.
→ If an evaluation report is needed, it should have an:
1. Introduction – summary of the reviewed material
and the overall decision; that is, whether it is
accepted or rejected, or good or bad
2. Body – paragraphs that are organized according to
the criteria determined
– measures can be stated and discussed based
on the merits or demerits of the proposal
3. Conclusion – reiterates the judgment
– can contain a summary of the main
points and an overall suggestion on what the reader
should do
unless only a brief statement of the overall decision is
required.

III. Write an ending:

→ end the essay with:
a. a restatement of your main argument or claim
b. a call to action
c. a statement of implication

C. Evaluations
→ a judgment on a particular subject based on certain
criteria that support the bidders’ and writers’ decision through
reasons and evidence
● evaluation report or evaluation essay – formal judgment
→ any kind of review qualifies as evaluative writing
(Book reports, consumer reports, and film reviews are some
forms of evaluations.)
→ In recommending a film, a book, or a restaurant,
one is giving an evaluation with key points on prior
experiences that serve as basis
→ Good evaluations are essential since they can
influence the audience’s decision

How to Write an Evaluation Effortlessly

1. Know what you are evaluating
→ should read or watch the material closely
→ use and try it
MODULE 5
Topic 1: Multimodality (Basic Concepts of Semiotics)
● Multimodal – the strategic use of two or more
communication modes (images, gestures, music, spoken,
and written language) to make meaning
– multimodality is associated with the
development of technology BUT multimodal text does not
have to be always digital - can be produced on print
– print (newspaper advertisement and
comics)
– digital (video presentations, animations,
and online blogs)
– live (performances and promotional
events)
● Multimodal text – one that combines at least two or more
modes of communication (words, sounds, actions,
images) in a medium.
● Modes – are abstract or nonmaterial means of making
meaning (words, sounds, images, gestures, texture, and
color)
● Media – are material forms that realize the modes
(computer screen, wall, clothing, paper, poem, a piece of
wood, a photograph, and audio/video recording)
To go multimodal is to converge different communication
modes in a medium (poster or video) and take into
consideration all the modes in constructing for or extracting
meaning or the message from the text.
Additional literacies
1. Visual literacy – refers to one’s ability to understand,
interpret, and evaluate visual messages
2. Critical literacy – that requires reading and filtering
texts for certain agenda or learning purposes. It
encourages individuals to understand and question
the ideas, attitudes, values, and beliefs of written
texts, visual applications, and spoken words.
3. Multimodal literacy – deals with comprehending
varied means of knowledge representations and
meaning-making.
– When one is multimodally
literate, one can scrutinize the contributions of
semiotic resources (language, gestures, and images)
found in different modalities (visual, oral, physical)
and in their integration in multimodal texts
(advertisements, posters, websites, films, among
others)
goal of the new literacies: is to foster a person’s ability to
analyze, interpret, question, and evaluate texts to determine
hidden ideas, ideals, and agendas
: develops individuals to become
critical thinkers who are more well-informed and not easily
dissuaded
Semiotics: The Basics
● Semiotics – is the study of signs and symbols and its use
and interpretation
○ Signs – can take the form of words, images,
objects, sounds, odors, flavors, actions, or objects
– these are meaningless unless
interpretations are assigned
Three types of signs
Stands for something that it imitates, replicates,
simulates, and resembles.
Iconic
(Icon) Examples: drawings of all kinds, diagrams,
photos, onomatopoeic words e.g. buzz
Stands for something that it points or relates to or
indicates implicitly or explicitly.
Indexical Examples: the sight of smoke indicating fire; the
(Index) dark clouds in the sky are a sign of impending
rain; a person waving his or her hand is saying
hello
Does not resemble what it means in its form but
by convention or agree
Symbolic
(Symbol) Examples: social symbols (rose, flags, etc.),
language in general (letters, words punctuations),
math symbols
Three levels in signifying or attributing meaning to sign
Refers to the definitional, literal, descriptive
identification of a sign (for linguistic signs, this
Denotation refers to the meaning a dictionary attempts to
(dictionary) provide).
E.g. Dog - an animal with four legs that barks
Refers to the socio-cultural and personal
associations (ideological, emotional, etc.) of the
sign typically related to the interpreter’s class,
age, gender, ethnicity, and so on. Some are
Connotation recognized within a culture (e.g., car in Western
culture connotes virility or freedom).
Example: Dog - human’s best friend; loyal but
may be dangerous for it bites
 Refers to a system of ideas or ideals, set of
opinions, particular worldview, beliefs of groups
Shapes Associated Meanings
or individuals, class, or culture, such as
communism, capitalism, feminism, and
Ideology conservatism.
Circle infinity, harmony, unity, perfection
Example: The Hammer and Sickle is the
international symbol of the communist
movement. Triangle progression, direction, purpose

Additional levels of meanings or semiotic elements: Square,

order, formality, security
1. Rhetorical trope which refers to figurative Rectangle
language, such as simile, metaphor, irony, found in
linguistic signs. E.g. You are a dog. (a metaphor)
Lines Associated Meanings
2. Intertextuality that pertains to allusions or
references of the signs to texts from other sources, Horizontal calm, quiet, relaxed
such as existing stories and characters in books
found in films. E.g. Achilles heel alludes to the Greek
hero Achilles whose heel was the only vulnerable Vertical strong, rigid, stability
part of his body.

Colors, Lines, Shapes, and Font Styles

Fonts/
Associated Meanings
Typefaces
Colors Associated Meanings

Serif
power, death, mystery, evil, serious, traditional, delicate,
Black (Times
elegance, beautiful, delicate, expensive,
New
warm, old
Roman)

White purity, goodness, light

Sans Serif modern, streamlined, clean, cool,
(e.g. Arial) young

danger, energy, power, passion, love,

Red
determination
Script
(e.g. elegant, informal, feminine,
Comic beautiful, expensive, happy, warm
Blue trust, intelligence, wisdom, authority
Sans)

Yellow warm, happy, optimistic, sunny

growth, harmony, freshness, fertility,

Green
safety, healing
Topic 2: Creating Multimodal Presentations
● Multimodal presentation – communication piece that
merges different communication modes in creating a
message transmitted or presented through a medium or
multimedia (written text such as illustrated books and
posters, audio/video recording, and computers)
– almost always related to the
use of multimedia (though multimedia is not synonymous
with multimodal)
→ message should aim at fostering meaningful and relevant
learning
→ to make critical literacy practices meaningful is to allow
learners to engage in social action projects that may help solve
problems in communities by creating a public piece of
communication
Medium of Choice
1. Paper and Plastic (books, comics, posters)
2. Digital media (slide presentations, e-books, blogs,
e-posters, web pages, social media sites, animations,
films, video games)
3. Live media (a performance or an event)
4. Transmedia (The story is told using multiple delivery
channels through a combination of media platforms,
such as magazines, films, web series, and video
games woven as part of one story.)
Basic elements of a multimodal presentation
1. Language (oral and written) – vocabulary, grammar,
structure
2. Audio – volume, pitch, rhythm, sound effects
3. Video (visual) – moving and still images and colors
4. Space (spatial) – layout and organization of objects
5. Gestures – movement, facial expressions, body
language
Considerations in Creating Multimodal Presentation
1. Purpose, Audience, Context, Genre, Stance, Medium
(PAK GSM)
2. Design
3. Technological tools to use
Basic Design Considerations
→ design or physical make-up of multimodal texts may
reinforce or muddle the meaning and purpose of the text
Components of a multimodal message
1. Strong and catchy headline
→ short phrases that grab attention in just a glance
→ If a verbal headline is not needed in the case of video
promotional texts, then a strong image is employed.
2. Relevant body.
→ details are needed
→ opt for brief lines that build up and relay the intended
message and its purpose.
3. Coherent graphics
→ images, including the sound effects, must be related to the
message and purpose of the text.
4. Right layout
→ find your focus and create balance and contrast by using
the white spaces (empty spaces that add emphasis to the
headline or graphics).
→ decide on the colors, lines, and font styles that make the
layout visually appealing
→ most important points are strategically placed at the center
or shown first before the supporting details.
5. A call for action.
→ a separate command on what the viewers must do is added
along with contact particulars, which are usually found at the
bottom or end of the text
→ logo and slogan, if present, can be placed close to each
other.
Technological Tools
→ you can use technological tools or communication aids
→ word processors are considered to be the most popular tool
in making presentations
→ there are more recent free software applications and video
editing programs that can be used
Means to disseminate information and influence the
audience’s decisions:
1. Public Service Announcement
→ multimodal text can be a vehicle to help raise awareness on
issues and problems affecting a community or society in
general
Reminders in crafting a PSA:
a. Have a very clear issue or cause significant to society or
the general community.
b. Create or show a remarkable character or a powerful
image to tell a story about it.
c. Choose or create a call-to-action slogan to instruct
viewers/listeners on what to do or how they can change
the situation.
d. Choose the appropriate medium in creating the slogan.
Write, draw, record, or act it out.
e. Choose a platform through which you can spread the
announcement.
f. Share the announcement responsibly by ensuring that all
pieces of information are factual and that all sources are
acknowledged.
→ a good public service announcement benefits a community
= hence it has to attract your target audience’s attention, speak
to your audience in their language and relate to their lives,
→ deliver one core message clearly, and motivate them to act.
→ PSA should be short (preferably 30 seconds or less, the
longest could be 60 seconds) The shorter and more impactful
it is, the more likely it is remembered
2. Media Invitation
→ aims to inform identified recipients, beneficiaries,
prospective supporters, and the public about activities
(conventions, seminars, forums, talks, and other events related
to an issue, problem, or cause)
→ has information that answers the wh-questions: who, what,
when, where, and why.
→ can be in digital (videos -1 min or less; and slide
presentations) or print format (posters and leaflets).
3. Media Campaign
→ planned series of newspaper articles, television interviews,
and etc. (video/audio) meant to realize a specific objective or a
particular aim. (The government’s media campaign against
smoking)
Topic 3: Evaluating Multimodal Texts and/or
Presentations
Framework for Evaluating Multimodal (Promotional)
Texts
1. Who created the text?
What signs tell you about its creator/maker?
2. What is the purpose of the text?
Is the purpose clear? What signs point to this purpose?
3. Who is the target audience?
What signs point to the audience? How will they respond?
4. What is the message of the text?
What signs help convey the message?
5. Is the message fair and objective?
Why? Are all points of view covered?
6. How will other groups (not the target audience)
interpret or react to this text?
Why?
Topic 4: Proposals
● Proposal – is a document that offers a solution to a
certain problem or a course of action responding to a
need
– it aims to convince the intended audience
to accept the writer’s intent or plan
Common types of proposals
1. Solicited proposal – responds to a request of an
individual or individuals, companies, or agencies
typically called sponsors (can be formal or informal)
a. formal proposal – has definitive
specifications on format and content,
including terms and conditions (Request for
Proposal or RFP))
b. informal proposal – expressed verbally or
without a written request.
2. Unsolicited proposal – not respond to any specific
request, but it presents plans of solutions that will
benefit the intended audience who may likely be
interested (this can be sales presentations or pitched
ideas)
3. Pre-proposal (white paper, letter proposal, or letter
of intent) – brief description of the proposed plan
– informs and motivates the potential
sponsor to request a formal proposal.
4. Renewal proposal – aims to convince sponsors to
continue a project that is about to finish and may not
be renewed and provides reasons why the project is
important.
5. Continuation proposal – provides updates and
reminders for a project spanning a number of years to
finish (Usually done after a year)
– reminds the sponsor of the
approved project, shows the progress of the project,
and explains any changes done.
6. Supplemental proposal – written to ask for
additional resources for an existing proposal and
possible updates for adjusted costs.
Other categories of proposals:
1. Business proposals – have a sales objective to
convince prospective clients to avail of a product or
service
2. Research proposals – outline the problem of the
project and outlines a methodology and a list of
references (usually in the academe for study
purposes)
 3. Grant proposals – aim to gain financial support for a
this reinforces the proposal by telling the
research or a project clients, sponsors, or intended group of
4. Project proposals – contain a description of a series Conclusion
people of the reasons why they should
of activities with the aim to solve a problem (usually choose and accept the proposal.
in the field of engineering)
5. Media campaign proposal – a planned series of
Other Components of a Proposal
newspaper articles, television interviews, audio/video
→ Depending on the purpose and company requisites, a
materials, and others to realize a specific objective or
proposal can have the following
a particular aim (government’s media campaign
1. Cover Letter – introduces the proposal to the
against smoking)
prospective or requesting company (It may include a
summary.)
General Components of a Proposal
2. Table of Contents – For lengthy proposals, this
→ based on its type and the sponsors’ requirements
section shows the organization of the document for
gives an explanation and background easy reference.
information about the problem 3. Executive Summary – At times, this replaces the
→ including the environment, location, introduction. It gives the gist of the proposal.
Introduction
and possible causes and effects 4. Qualifications – contains the profiles of the bidders
or Overview
→ mentions any prior efforts or projects
and proposal writers in terms of experience and track
so that readers are completely aware of
the nature of the problem record to convince the proposed party that the bidders
are capable and that the proposal writers are
states or describes the problem as directly, organized.
clearly, and concretely as possible 5. Data Presentation or Results – shows the actual
→ includes the general statement of the proposal outputs (building design or prototype, video
proposal’s purpose
The Problem or audio material, or a long report)
→ section can be replaced by objectives
“statement of – It may contain
(depend on the scope and gravity of the
the problem” results of needs analysis or feasibility results for
problem)
→ At times, both the problem and business-related projects and other information not
objectives occur with specific objectives mentioned in the Proposed Solutions.
related to the general purpose 6. Anticipated Questions – may discuss the questions
that the proposed entities may ask. (highlights the
contains a precise description of the
advantages of the solutions)
planned solution
The Proposed 7. Call to Action – coaxes the proposed company to act
→ explains the reasons why the solutions
Solution/s or (instructive words that send the urgency of the issue
are the best courses of action and
Proposal
mentions their benefits. at hand are used)
Statement
→ If there is more than one solution, each – For media campaigns of
is discussed explicitly socio-environmental nature, a call to action, instead
of a conclusion, is preferred.
discusses the details of the step-by-step
process of realizing and implementing the
Methodology proposed solutions to the problem
→ Each solution may have distinct
approaches to carry it out.

presents the time frame and financial

requisites for the completion of the
proposal
→ The more itemized, specific, and
accurate the program of work and its
Schedule and expenditure, the more transparent and
Budget or believable the proposal becomes
Cost → materials and other logistics with their
respective prices can be presented in a
tabular form
→ the schedule, containing steps and
dates, can be shown in a table or a Gantt
chart.