Reference No: KLL-FO-ACAD-000 | Effectivity Date: August 3, 2020 | Revisions No.

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MODULE
I. COURSE CODE / TITLE: GE 105|Purposive Communication

GENERAL INSTRUCTIONS

1. This training module is designed to engage the learner. Read and analyze the content of this module.
2. This serves as your lesson output. Complete/accomplish all the given tasks/assignments provided for at
the given time and date.
3. Do not write anything on this module. Write your answer/s on a separate sheet or have them
computerized.
4. Duplication or reproduction of this module is prohibited unless permitted by the author.

II. SUBJECT MATTER

SUBJECT MATTER Time-Frame

LESSON 2: Communication Principles 6 hrs.

and Ethics

III. COURSE OUTCOMES

At the end of the lesson, students should be able to:

A. understand the basic communication principles;
B. know the communication ethics and its importance ; and
C. have deep understanding of the importance of the communication principles and ethics in everyday
living
D. know how to communicate in ethical manner

IV. ENGAGEMENT

WARM-UP
1. Why is it important to know the communication principles and ethics?

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2. Why do you think there should be ethics in communication?
3. What problems can arise when people are not ethical in their communication practices?

BASIC PRINCIPLES OF COMMUNICATION

It is really hard to imagine a world and life without any communication. Whether sitting in office
premises, visiting any bank or shop or doctor or any other public place, at home, etc; everywhere we all
exchange information, thoughts in a way or another on daily basis with different people.
This exchange of thoughts or information to convey different messages by using the verbal,
written or non-verbal medium is known as Communication. This is a fundamental requirement for the
existence and survival of human beings and organizations. Communication is a well-defined process of
sharing different information, ideas, feelings, etc. between two or a group of people. The purpose of this
process is to arrive at a common understanding. The information can be exchanged through different verbal
and non-verbal platforms like speech, writing, signals, etc. Communication is considered as the heart of
professional and personal or social life.
Only communicating is not enough. There should be effective communication which is the result
of getting the desired response by sharing information between people accurately. In organizational and
management context, effective communication by people at managerial positions is essential to coordinate,
manage, and supervise their team efficiently.
For example, most of the entrance exams for higher studies consist of Group discussions and
participants who can communicate their views effectively on a given topic can get success.
The communication process usually comprises a two-way communication which includes both
giving and receiving information and signals between people. Once the given message of the sender is
received, understood by a receiver and also sender’s desired feedback is sent by the receiver then this
communication process gets completed. So, the process involves more than one person and a continuous
flow of information.

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UNDERSTANDING COMMUNICATION

Communication can better be understood through its basic elements, principles, and types.
Elements of Communication
There are 4 main elements of communication:

Message
The actual content or information that is being communicated is termed as a message.
Source/ Sender
Source or sender is the one who sends the message or information to another person.

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Medium/ channel
A system or the means to transfer information or message between the sender and receiver.
Receiver
As the term indicated, the receiver is the one who receives messages or information transmitted
by the sender.

The communication between people continues by using the above elements. The sender encodes the
message into different mediums like verbal, non-verbal or written, etc., and forwards it to the receiver
using appropriate communication channel i.e. electronically or print media, etc. Further, the receiver
decodes the message and sends feedback to the sender.
For example, communicating over phones or face to face conversations are mediums of oral
communication while mediums like newspapers, e-mails, reports, letters, etc. are meant for written
communication.
Basic Principles of Communication Process
Principles consist of the validated guidelines that are used in performing different tasks or
functions to achieve pre-defined goals. To make communication effective, few principles or guidelines of
communication are defined that should be followed. One can convey his/her message in a more precise
form if the communication is clear and effective. The same applies to an organization or business point to
view. Below are the basic principles of communication that are also known as 7 C’s of communication:

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Principle of Conciseness
The principle of Conciseness states that the message should be conveyed in concise form i.e. in
the best shortest possible way. In other words, the message or information should be articulated completely
in such a way that it is forwarded to the desired audience or receivers in fewer words or signals. By
following this principle, individuals and organizations can save time and cost as well. It also helps in a
much better understanding of the message by excluding unnecessary and excessive parts of the message.
This way, it is more convenient to understand the concise message by the receiver as well.

Example: Writing an e-mail to different clients to invite for an organization’s annual day celebration
function requires a more concise e-mail message. Concise e-mail carrying information about venue, date &
time followed by a brief itinerary of function is much clearer than describing everything of celebration in a
subjective way.

2. Principle of Clarity

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 While communicating, clarity or clear communication is also an important aspect for individuals
and in business communication. By following the clarity principle of communication, one can focus on a
specific message at a time. So, the message that is being conveyed must be clear. It also helps the receiver
to easily understand the given message or idea. Due to clarity, there is much appropriate and exact message
transmission. Clarity should be there while communicating through verbal words or in writing.

Example: While giving a presentation on a particular topic, the presentation should cover the material
related to the presentation topic, also voice tone and words should be clear that is easily understandable to
the audience.

3. Principle of Correctness
One can better understand or interpret the more accurate message. The guidelines for correct or
accurate communication are covered under the principle of correctness. If the message is correct then its
impact is also great and it also boosts the confidence of the sender. So, the correct use of language is
essential in effective communication and it also increases the trust factor between the sender and receiver.

Example: While writing e-mails or business communication letters, the correct use of language should be
their i.e. grammatical errors or wrong verbs need to be avoided.

4. Principle of Concreteness
The clear and particular message is defined as a concrete message. The concreteness principle of
communication states that while communicating, the message should be to the point or specific, definite,
and clear instead of being general or unclear. Concrete communication includes facts and figures to
strengthen the message or idea. As the message is clear and specific, there are minimal or zero chances of
misinterpretation of the message.

Example: In sales meetings in organizations, communicating the message of quarterly or annual sales
results by sales personnel consists of sales presentations that include different facts and figures of sales.
This communication is based on the concrete principle of communication.

5. Principle of Completeness

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 The next principle of communication states that communication should be complete to be
effective. A message is said to be complete when the recipients of the message receive all the necessary
information that they want to be informed. It also consists of a call to action i.e. a statement that is
specifically meant for getting instant response from the receiver. The facts and figures in messages are also
part of it. The more complex communication sometimes requires additional information or more
elaboration so that there is no doubt for the audience or receivers.

Example: Online shopping sites display complete information on different products i.e. fabric, color,
measurements, qualities, price, etc. and also call to action features i.e. to instant buy the product by
pressing buy now option. So their written communication about product information is an example of
complete communication with their audience.

6. Principle of Courteousness
The principle of courteousness states that while communicating, the sender should show respect
to the audience or receiver. So, the sender should be polite, enthusiastic, reflective, and sincere. Being
courteous is when the sender takes care of own and receiver’s feelings. These messages are focused on the
audience, positive, and unbiased.

Example: While communicating with employees for their counseling, HR Head takes a courteous approach
by taking care of their feelings, listening to their issues or problems in a polite manner during the
counseling session.

7. Principle of Coherence
The communication should be coherent i.e. both consistency and logic should be part of the
sender’s message. Without being logical or coherent, the main purpose or idea behind the message can’t be
conveyed properly. All terms of the message should be interconnected and relevant to the message being
conveyed. Moreover, consistency should be maintained in the communication flow.

Example: When there is a change in any HR policy, the HR Head communicates the changes by sending an
e-mail to the staff. This communication consists of the logic of informing the new changes regarding the
policy to the staff so that they can work as per new guidelines.
TYPES OF COMMUNICATION

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Communication is mainly of three types i.e. Verbal, Non-verbal, and Written communication.

1. Verbal Communication
Verbal or oral communication is defined as the flow of message or information between the sender and
audience through different verbal mediums like speech or words, presentation, discussion or conversation,
etc.

The sender expresses his/her thoughts by speaking words. In verbal communication, there is an
important role of body language and voice tone in how communication is being perceived. The verbal
communication ensures both message transmission and its receipt simultaneously and also instant feedback
from the receiver.
From an organization’s point of view, oral communication happens through discussions,
presentations, meetings, etc. Elements like the sender’s tone and pitch of voice, word quality are crucial to
verbal communication. For effective verbal communication through presentations or speeches, the speaker
or sender of a message should speak loudly and clearly. Also, the content should be conveyed properly.
Unclear or unorganized ideas or messages can create misunderstandings or confusion among the audience.
The sender has to ensure the required response from the receiver once a verbal message is transmitted.

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Example: A very simple example of verbal communication is when two or more people chat with each
other using words. Question and answer sessions using words in classrooms or during training in
organizations is also a type of verbal communication.
2. Written Communication
The process of transmitting messages or information in the written form of words is known as
written communication. The medium of this communication in organizations are memos, reports, letters,
circulars, documents, emails, etc. It is considered as an effective communication tool of business which is
less flexible. This communication type is useful in case of complex and lengthy messages or information
that is a bit difficult to explain verbally. Documents that are written are useful for future reference.
Effective written communication takes place when it includes above mentioned 7 C’s of
communication. The feedback in this type of communication is not instant as it requires time to understand
it.
Example: Sales reports can be considered as an illustration of written communication. These reports consist
of all necessary information and data related to sales figures, sales analysis, etc. as per business verticals
and locations. This can be complex and huge sales reports presented in excel sheets or any other data
software.
3. Non-Verbal Communication
Exchange of thoughts, feelings, emotions, etc. through non-verbal means is considered as Non-
verbal communication. The non-verbal means can be body movements or postures, eye contact, facial
expressions, gestures, touch and use of space, etc. All these are broadly categorized as body-language.
Non-verbal communication is a speechless communication in which expressions are used to communicate
or express rather than words. There are different elements of non-verbal communication i.e.
Facial expressions: It includes communication using different expressions of the face like sadness,
happiness, anger, fear, surprise, disgust, etc.
Body movement and posture: This includes body movements and postures i.e. the way people move, sit,
walk, stand, etc. also it communicates a lot of information.
Gestures: Communicating through gestures includes the use of hands in different ways i.e. pointing out,
waving, etc.
Eye contact: Another non-verbal communication element is making eye-contact with people. The way of
looking someone shows communication of different aspects like affection, attraction, interest, etc. To
continue the conversation by maintaining the interest and response of another person, also require eye
contact features.

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Touch: We communicate through different ways by touch like warm handshake and hug, a gentle pat on
the back, etc.
Space: Physical space is also a type of non-verbal communication to transmit different messages like
affection, dominance, aggression, etc.
Examples of non-verbal communication:
While sitting in job interviews, our non-verbal communication plays a great impact on interview
selection. Crossing arms or not making eye contact by the candidate during the interview communicates a
message of disinterest or arrogant behavior to the interviewer.
While giving a presentation to a group of people, maintaining eye contact with only a few or just
one person communicates poor presentation skills or less confidence in the presenter.
Apart from verbal, written, non-verbal communication, there are different other categories of
communication as well that include:

4. Electronic Communication
When the transmission of a message between the sender and receiver is through electronic or
digital technologies, then it’s said to be electronic communication. We can convey both verbal and written
communication in electronic form. Different mediums of verbal electronic communications can be phone,
web conferencing, etc. while e-mails, text messages are meant for written communication.

5. Visual Communication
We also communicate by visualizing things like through signboards, hoardings, banners, maps,
pictures, etc. Through these modes of visual communication, a recipient receives information.
Example: While planning for a tour one can get details about the tour place through maps like a route to
reach, hotels, shopping areas, etc. So the map is the medium by which one can get information about the
place. Similarly, different sign boards like signboards for different restaurants, education centers, etc. give
information about that particular place which is a form of visual communication.

6. Formal Communication
Formal communication happens when information is exchanged at an organizational level i.e.
between employees and management, a superior and a subordinate or between same rank colleagues, etc.
In this time of communication, the flaw of information is balanced and controlled by the organization

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hierarchy. Due to proper control, the information can be delivered at the desired place without breaking the
flow. Formal communication includes both verbal and written communication.

Example: Formal meetings or presentations, formal e-mails in offices are a few examples of this type of
communication.

Formal communication is further categorized as Vertical and Horizontal communication.

7. Informal Communication
Informal communication takes place when transmission of a message between the sender and
receiver is without any formal communication medium or channel. This type of communication is useful
for the rapid distribution of information. Side effects of such communication can be in the form of gossips
or rumors.

The Communication Process

The communication process is defined as the transferring of the message or information from the
sender to the receiver by using a defined channel of communication and by overcoming communication
barriers. The process is in cyclic form as it starts with sending a message by the sender and ends at the
sender only in the form of receiving the feedback. This process cycle happens throughout the organization

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i.e. both upward and downward. The communication process is a continuous process and it gets affected by
many variables. The process involves 7 different stages that are essential for effective communication.

These stages are as mentioned below:

Steps in Communication Process

SENDER OR SOURCE: The first stage of the communication process is its Source/ sender i.e. the person
who is conveying a message or information. The sender initiates the message to communicate with the
receiver.
MESSAGE: The Message refers to the idea or thought or information that a sender wants to communicate
with other people. The message can be in any form i.e. oral, written, and non-verbal i.e. in symbols,
pictures, gestures, presentations, words, etc. The message is the main component of communication. For
example, when people chat through words then it is an oral message. Similarly, writing e-mails is an
example of a written message and while playing dumb charade game, conveying a message through
gestures without speaking a single word, is a non-verbal message.
ENCODING: Once a message or information is generated by the sender, he/she encodes it in the best
possible manner so that the receiver can understand it properly. This possible manner can be in the form of
symbols, words, pictures or any other means of communication. In the absence of right and appropriate
encoding, the real intent of the communication process may hamper.
CHANNEL: Channel is the medium or the mode by which a message or information transmitted by the
sender flows further. It is a link between the sender and receiver as the message being conveyed to the
receiver; transmits through an appropriate channel. This medium can be the phone, written letters, gestures,
etc. The right choice of channel to transmit the message is crucial to the communication process.

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RECEIVER: A receiver is a person or group of people, who are going to receive the message or
information sent by the sender. The form of receiving the message by the receiver can be hearing or seeing
or feeling, etc.
DECODING: Converting or interpreting the received message by the receiver to understand it is termed as
Decoding. Decoding of message much depends on the receiver’s knowledge of the message, mutual
understanding between the sender and receiver. Communication is said to be effective when both parties
interpret the same meanings to the message.
FEEDBACK: Feedback is the response that the receiver forwards to the sender after receiving and
decoding the message sent by the sender. It ensures that the message has been effectively communicated by
encoding, decoding.
Benefits of feedback include:
Facilitates in enhancing communication effectiveness
Ensures that the message has been properly understood by the receiver.

The feedback analysis also helps in improving the future communication of messages.

B. Communication Process Model

The model of the communication process is as below:

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Example of Communication Process
The communication process can better be understood by the following example:
A Sales Trainer wants to impart training to the sales team on the ‘qualities of a good salesperson’
topic. He/she follows the communication process as described below:
Sender: Here sender is the sales trainer who is going to transmit information to his/ her audience.
Message: The message or information that the Sales trainer (sender) is going to transmit is related to the
qualities of a good salesperson.
Encoding: Encoding states that the sender converts the message into the form that is understandable to the
receiver. So, sales trainer (sender) transforms the information or message i.e. qualities of a good
salesperson into a form of the communicable message by using symbols, pictures, words, etc to define
different qualities of a salesperson in different situations.
Channel: For effective communication with the audience, the trainer uses different channels like
presentation through projector, diagrams or images with sound i.e. audio-visual channel.
Receiver: A receiver in the training is the audience who is going to receive the information i.e. sales team.
Decoding: Once message or information is received by the audience then they do the decoding of the
message. In this example, after gaining insights into qualities of a good salesperson, they understand the
importance of these qualities and how to incorporate these in themselves for better selling and to increase
their sales performance.
Feedback: Once the training session is over, the trainer will circulate feedback form to the audience or
receivers of the information. The audience will fill that form about the effectiveness of the training session
and how they are going to incorporate that particular training into their selling skills. This feedback (either
positive or negative) further transmits to the sender i.e. Trainer and this ends the communication process.

Barriers to Communication
A barrier in communication is a blockage or hindrance that prevents to transmit the intended
meaning of the message to the receiver or group of receivers.
Different types of barriers are defined below:

1. The barrier of language:

The language barrier creates hurdles in effective communication. There are different languages
of different regions within a country or in different countries. In the workplace also, different people have

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different languages. This can affect the communication channel in the organization. So, while
communicating with the workforce, different considerations have to be taken care of.
For example, few people are good at communicating in the English language while few of them are not
comfortable with that. So while communicating a large audience where the majority of people are not
proficient in a particular language, this barrier may limit effective communication if not handled properly.
2. Barriers related to psychological factors:
Different psychological factors may also create hurdles to effective communication. The mental
condition of the communicator influences effective communication a lot. A disturbed state of mind can
disturb the communication.
For example, people having psychological issues like depression, stage fear, lack of attention, past-
experiences, low-confidence, values, and beliefs, etc. may create certain limits in effective communication
if not handled.
3. The Barrier of emotional factors:
A person with a high emotional quotient (EQ) can communicate in a much effective way rather
than a person having low or average EQ. An emotionally balanced or mature person can communicate with
ease and comfort. While people who are unable to handle their emotions, usually face different obstacles
while communicating. So, the right mix of emotion is required for effective communication.
For example, different emotional states like anger, sadness, frustration, etc. can adversely affect
communication by lowering down decision-making capability.
4. Physical barrier:
Different environment or natural barriers in communication are considered as physical barriers.
It can be noise or distance or equipment, etc.
For example, an environmental barrier may be a bad weather condition while communicating. In bad
weather conditions, people may not be able to pay full attention during communication. Similarly, physical
barrier like the distance between sitting areas of the workforce is much and equipments of communication
are not working well like phones, etc, then also it is a bit difficult to communicate effectively.
5. The Barrier of cultural differences:
In today’s era of globalization, different organizations are hiring people from different places in
the world. The workforce from different countries has different cultures, values, behavior patterns,
opinions, body language, etc. The way people behave and think also depends on the culture from which
they belong to. So while communicating, consideration of different cultures is required. While
communicating, these cultural factors can become hurdles.

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For example, in western culture or countries, a warm hand-shake is considered as part of greetings when
people meet and communicate. But in different Arab countries, handshaking is considered as bad manners
or crime while communicating.

6. Organizational Barriers:
The obstacles in the flow of information among the workforce in an organization that can create
serious loss are considered as Organization level barriers. These may occur due to misleading information
or message and lack of transparency. Different organizational barriers can be related to rules and policies,
hierarchy levels or complex organization structure, facilities in the organization, etc.
For example, if there are lots of management levels in the organization then the communication may be
affected i.e. there may be a delay in receiving message or change in the appropriate meaning of message at
the time of receiving by the receiver. Different strict rules and policies may also become a barrier to
effective communication. Like if the policy or rule of an organization consists of the mode or medium of
message i.e. through written communication by mails only. In that case, employees have no choice other
than communicating in writing even if the oral communication in a particular situation can be better and
faster than written.
7. Barriers related to the attitude or behavioral issues:
Different people have different types of attitudes or behavior. Few of them cause ineffective
communication. If there is a match between the opinion and attitude of the sender and receiver, then the
receiver will accept it favorably. However, in the case of mismatch between attitude and views of both the
sender and receiver, then the response of the receiver may not be positive or it may result in conflicts
arising. Different people have different personalities like introvert, extrovert, egoistic, judgmental attitude,
etc. Sometimes the excessiveness of these traits becomes a hindrance to effective communication.
For example, if policy change in an organization seems to be in favor of an employee then he/she
communicates effectively but if it’s not then his/her gives negative feedback on the same. Thus, it creates a
barrier to communication.
8. Perceptual Barrier:
Different people have different perceptions of the same message i.e. different people may
interpret the same information differently. Perception barriers may result in false information, false beliefs,
and confusion. This ultimately creates ineffective communication.
For example, a new department head of the sales department makes changes in the functioning of the
department and communicates the same to the team. This communication may be taken by 2 different team

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members differently based on their perception. One team member has the perception that change is not
good, so he/she may react to this change negatively and this creates a barrier to effective communication.
On the other hand, another team member may take this change positively due to his/her perception that
change is always for good.

9. Physiological Barriers:
Different limitations of the body and mind of humans may also create barriers to effective
communication. These limitations can be ill-health, memory issue, stammering problem, lacking in
attention, poor eye-sight, hearing problems, etc.
For example, sometimes a person sitting in a meeting is not able to answer queries of other people due to
lack of attention caused by personal issues or problems. This is the type of Physiological barrier that results
in ineffective communication.
10. Barriers related to Technology:
Technical barriers are there as there is a lot of advancement in technology. Sometimes these
technologies may not produce effective communication.
For example, E-mail communication is an effective written and electronic communication, still while
communicating through the mail system, the interpretation of the message by the receiver may be different
from the sender due to limitations of the technology of not visualizing the communication. As in result, it
becomes a barrier to effective communication.

Importance of Communication in the Workplace

Workplace communication is the transmission of information or message between
workforces in an organization and an important aspect of an organization. It helps
organizations to operate their businesses effectively. Effective communication at the
workplace also facilitates raising morale, productivity, and accountability of employees. In
the absence of workforce communication in an organization, different adverse effects can
be there like high employee turnover, the decline in productivity, resource wastage, etc.
Effective communication plays an important role in controlling these. Below are the
advantages or importance of communication in the workplace:

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1. Enhances Team-building: Effective communication at the workplace helps in
developing strong teams. While communicating with each other, the staff shares their ideas
and disburses their duties by collaborating and this enhances the team spirit. Workplace
communication also helps in keeping employees morale high by making all team members
equally important in the workplace. This ultimately increases team spirit and a positive
attitude among employees.
2. Growth Booster: Effective workplace communication enhances business growth by
increasing workplace productivity, optimum utilization of resources, etc.

3. Enhances innovation and creativity: Without workplace communication, employees or

the workforce won’t be able to communicate or present their ideas and this hampers the
creativity and growth of employees. So, effective communication at the workplace among
workforces encourages creative and innovative ideas.
4. Boosts Productivity: If the workforce can communicate effectively and also the
supervisor communicates properly with the team then it helps in increasing their work
efficiency in completing the assigned projects in less time. This ultimately helps in
increasing productivity.
5. Increases efficiency: Poor communication compromises efficiency, as well as the
overall quality of work. When instructions aren’t provided clearly, mistakes are bound to
happen. On the other hand, clear instructions eliminate the need to clarify and correct any
issues.
6. Boosts Loyalty: Effective and continuous workplace communication also helps in
making staff loyal to the organization. Communication allows staff to discuss their
professional and personal issues with their seniors comfortably and creates a trust factor
among the workforce. Thus employees become more loyal to the organization.
7. Fewer workplace conflicts: Communication in the workforce helps in preventing or
resolving different conflicts at the workplace by eliminating misunderstandings or
differences of thoughts, working styles between different employees. Conflicts ant
workplace generally arises due to:

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 Misunderstanding: Misunderstanding arises if both communicators have different
communication pattern but they feel that the way they are communicating with each other is
well enough. This may lead to conflicts.
The dissatisfaction of emotional needs: Sometimes people feel that their
emotional needs are not being satisfied while communicating with someone. The feel of
disrespect or disregard can generate conflicts.
For example, disagreement between employees over a particular issue can be resolved
through proper and open communication. If not resolved, it may create hurdles in their work
efficiency and productivity.
8. Enhances Employee Engagement: Employees feel more engaged in their work and to
each other as a team through effectively communicating with each other. An engaged
workforce is much aligned to the organization’s objectives and also motivated towards their
own goals or targets. Communication helps in providing much-engaged employees by
enabling managers
to better understand the requirements of employees, motivational factors to motivate them,
hidden talents and skills of employees, the requirement of better connectivity and relation
between co-workers and superior-subordinates to create a positive and healthy work
environment for them, etc.
9. Problem solver: Effective communication in the workforce also removes different
problems in the workplace. People discuss in an open forum or in meetings to resolve
different issues and can sort out the issues by reaching common solutions to problems.
10. Skills enhancement: Clear communication helps in enhancing the skill set of
employees by discussing their skill needs with them.
11. Improves client relationship: With effective communication, employees can manage
the relationship with clients in a much better way by understanding their needs, resolving
any issue or conflicts, making them understand, presenting information to clients in a more
innovative way for their fast and positive response, etc.

COMMUNICATION ETHICS

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 Communication Ethics is how a person uses language, media, journalism, and creates
relationships that are guided by an individual's moral and values. These ethics consider being aware of the
consequences of behavior and consequences; it's to “respect other points of view and tolerate
disagreement”.
Being an ethical communicator is defined as being honest, accurate, as well as being truthful.
This stems from a person's morals and values, and how people define what is "good and bad". Throughout
history, how journalists and the media have debated the terms of ethics on what can be shared out to the
public.
Communication ethics concerns not only the individual, but is of great concern to businesses,
corporations, and professional entities. A business with unethical communication practices is not as
effective as one with ethical communication practices. For example, a business with unethical
communication practices may withhold evidence that it is harming the environment or breaking a law
through a lack of transparence; while a business with ethical communication practices will immediately
press a release to the affected parties. In this example, transparency makes the business more effective
because it notifies its clients, prospective or established, providers/suppliers, or other affiliates of the
potential environmental hazard or law violation. In other words, in this example, transparency will
encourage trust and good faith, that the effective business will not conceal what is in the interest of its
audience. For the sake of counterexample, there may be a time when censorship is the more effective
business practice: take the case of trade secrets, when a design method or management tactic is not openly
revealed in the name of competitive advantage; or when terms of agreement/use that a business may have
with a service provider forbids transparency. In the latter counterexample, a business may use social media
to advertise, but the social media service provider may limit the conduct of its users. Here, if the business
considers social media to be a valuable service to achieve its

advertising, it may have to censor its product or service to preserve its agreement with the social media
provider.
Ten Basics of Communication Ethics
1. Seek to “elicit the best” in communications and interactions with other group members.
2. Listen when others speak.
3. Speak non-judgmentally.
4. Speak from your own experience and perspective, expressing your own thoughts, needs, and feelings.
5. Seek to understand others.

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 6. Avoid speaking for others, for example by characterizing what others have said without checking your
understanding, or by universalizing your opinions, beliefs, values, and conclusions, assuming everyone
shares them.
7. Manage your own personal boundaries: share only what you are comfortable sharing.
8. Respect the personal boundaries of others.
9. Avoid interrupting and side conversations.
10. Make sure that everyone has time to speak, that all members have relatively equal “air time” if they
want it.

These basic principles give professions and reporters a guideline on how to distribute
information to the public without offending other people. It focus' on respecting information that people
give and provides structure on how to ethically use the information.

V. ACTIVITIES

A.
DIRECTIONS: Read the following questions. Strictly no copying and pasting from Google/sources. Your
answer will be marked zero once you copied it. Remember, plagiarism is a crime.

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1. When you think of politicians today, would you say that they have been communicating in an ethical
manner?
2. Why is it important to be ethical in communicating today?
3. Can you give historical examples that show why hate speech is a problem?
B.
DIRECTIONS: Create a video of yourself doing a demo teaching about the Communication Principles. Please
include a presentation of the topic on the screen while you are discussing it.

VII. EVALUATION
Your outputs will be evaluated using the criteria below.
Criteria
Content - 15 pts
Organization - 15 pts
Grammar - 10 pts
Mechanics - 10 pts
Total - 50 pts

VIII. REFERENCES
Communication Theories.Org. (2017b). Shannon and Weaver model of communication. Communication
Theories.Org. Retrieved April 11, 2017 from http://communicationtheory.org/Shannon-and-weaver-model-of-
communication/

Communication Theories.Org. (2017c). Osgood and Schramm model of communication. Communication

Theories.Org. Retrieved Aprl 11, 2017 from http:// communication theory/org/Osgood-schramm-model-of-
communication
https://studiousguy.com/basic-principles-of-communication
https://en.wikipedia.org/wiki/Communication_ethics#:~:text=Communication%20Ethics%20is%20how
%20a,of%20view%20and%20tolerate%20disagreement%E2%80%9D.

Prepared by:

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IRISH C. DIJAN, LPT NOLI M. JAVIER TERESITA V.
ESPLAGO
Instructor I Instructor I Instructor III

Checked by:

Department Module Editing Committee

Approved by:

BIBIANA JOCELYN D. CUASAY, Ph.D.

Module Editing Chair

AQUILINO D. ARELLANO, Ph.D., Ed.D.

Vice President for Academic Affairs and Research

Noted by:

MARIO CARMELO A. PESA, CPA

College Administrator

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