VARIOUS PURPOSES OF COMMUNICATION

PURPOSE OF COMMUNICATION
1. INFORMATIVE COMMUNICATION
 The main purpose of informative communication or expository communication or
writing is simply to convey information "FACTUALLY". In this purpose of communication,
it involves giving than asking
 Its goal is to input new learning, enhance prior knowledge, confirm a concept, ease
comprehension of an idea, or explain a process or procedure.
Osborn (2009) claims that informative communication arises out of three deep impulses:
 We seek to expand our awareness of the world around us.
 We seek to become more competent.
 We have an abiding curiosity about how things work and how they are mad
When preparing for an informative exchange, ask yourself the following questions;
 Is my topic noteworthy to be considered informative?
 What do my recipients already know about my topic?
 Am I knowledgeable enough about my topic to help my receivers understand it?
 What more do they have to know?
Quick Tips:
1. Stick to facts
2. Avoid repetition
3. Make it clear

2. PERSUASIVE COMMUNICATION
 It is an art of gaining fair and favorable considerations for our point of view.
 in writing it is pushing across an idea and convincing people or readers to support the
idea you want to convey.
 The act of presenting arguments to move, motivate, or change your audience is called
persuasion
 Motivation involves force, a stimulus, or enough influence to bring about a "change”.
Motivation is the stimulus (boost) while Persuasion is the process that compels your
audience to change their beliefs and behavior, adopt your place and relate to your
arguments.

What is Persuasive Communication?

Richard M. Perloff (2003), an American academic and professor of communication a
Cleveland State University, defined persuasion as “a symbolic process in which
communicators try to convince other people to change their attitudes or behavior regarding
an issue through the transmission of a message, in an atmosphere of free choice.
Moreover, the Encyclopedia of Human Behavior states that “persuasive communications
contain a variety of attributes intended to enhance persuasion, which could include an
 attractive source, a message containing convincing arguments, or efforts to make the topic
seem personally relevant to the audience.

PRINCIPLES COMMON TO PERSUASIVE COMMUNICATIONS ACCORDING TO ROBERT CIALDINI

 RECIPROCITY
- Reciprocity is the expectation for the exchange of services or values mutually. You
build in a moment making people feel urged by social norms and standards to
reciprocate once you take the lead and give.
 AUTHORITY
- Trust is the most important virtue in the decision to purchase. Your expertise needs
to be known for you to gain credibility. Referencing experts and expertise involves
the principle of authority.
 CONSENSUS
- People tend to look at each other while making a purchase or a decision. The herd
mentality prevails among humans at a higher level across humanity. When we don't
have enough information about something, we tend to follow others’ paths. The
individual's tendency to follow the group leader is the principle of consensus.
 SCARCITY
- People are generally attracted to something rare and exclusive. Scarcity is the idea
of limited supply or inadequate resources.
 SCARCITY
- People are generally attracted to something rare and exclusive. Scarcity is the idea
of limited supply or inadequate resources.
 LIKING
- Effective communication goes hand in hand with safety. We are more likely to make
conversation or interact only when we feel safe. We are drawn to people who like
us and communicate with us. It is quite effective. We are also attracted to people
who are like us irrespective of caste, race, and other socio-economic backgrounds.

THE OBJECTIVES OF PERSUASIVE COMMUNICATIONS INCLUDE:

 Stimulate - To strengthen their beliefs and bring them to the foreground, facts need to
be presented.
 Convince - The objective is to bring change in the beliefs, attitudes, judgments, and
values of your audience. As the audience may involve in their bias in judgment, plan a
few valid points for them to listen to and understand your topic.
 Call to Action - With this option, you call your audience to action by getting their
attention.

TIPS IN DOING A PERSUASIVE PRESENTATION

 Be objective, but subjective
 Use your brain, not your heart
 Cite, Cite, Cite
 3. ARGUMENTATIVE COMMUNICATION
 Relies heavily on sound proof and reasoning.
 Tries to make the listener/reader believe that your idea is better based on the various
reasons that you have at hand.
 It is a logical and reasoned way to demonstrate one’s s point of view, belief, conclusion,
or position.
Ex. Debate, Meeting De ' avance
LUCAS (2007) CLAIMS THAT TO AVOID DEFECTIVE ARGUMENTATION, THE FOLLOWING MUST
BE AVOIDED:
 Defective evidence
 Misuse of facts
 Inappropriate evidence
 Defective Patterns of reasoning
 Evidential fallacies
 Slippery slope Confusing facts with opinion
 Red herring
 Flawed proofs
 Defective argument

PUBLIC SPEAKING
Public speaking, also called oration or oratory, is the process of communicating information to a
live audience. The type of information communicated is deliberately structured to inform, persuade, and
entertain. It is a way of making your ideas public of sharing them with other people and of influencing
other people.
GREAT PUBLIC SPEAKING CONSISTS OF THREE COMPONENTS:
 STYLE- Masterfully constructed by using words to create text that is both beautiful to hear
and read.
 SUBSTANCE - Masterfully constructed by using words to create text that is both beautiful to
hear and read.
 IMPACT - Impactful by changing opinions, minds, and hearts. An impactful oration results in
a lingering effect on the audience.

Three major differences between conversation and public Speaking according to Lucas (2015)
 Highly structured
 More formal language
 More formal language

SEVERAL WAYS OF DELIVERING A SPEECH

 Read Speech - or reading from the manuscript is the word-for-word iteration of a written
language
 Memorized Speech - the recitation of a written message that the speaker has to remember
or memorize.
 Impromptu Speech - is not rehearsed. This type of speaking is a presentation of a short
message without prior preparation.
 Extemporaneous Speech - is a presentation of a planned and rehearsed speech using
minimal notes.