COMMUNICATION MODES AND MESSAGES

Lesson I
Evaluating Messages

Have you ever been misunderstood, or surprised by a reaction to your message? We are
often poor judges of our own communications. We may be certain of a message, its meaning and
intent, and may assume that the message will be clear to the receiver. Without guidelines in
place, evaluating our own messages may prove to be a subjective exercise. It is helpful,
therefore, to have some objective standards by which to measure them.

There are four main qualities of an effective message:

● Simplicity
● Specificity
● Structure
● Stickiness

Strategies for Evaluating a Message

In order to evaluate whether a message is effective, we can ask ourselves a series of
questions which reflect a message's simplicity, specificity, structure, and stickiness. Let's take a
look at some of these questions now.

Simplicity
In order to ensure that our messages have simplicity, we should ask ourselves two questions:
● Is my purpose evident?
● Is my core message clear?

The purpose of a message will be either to inform, to persuade, or to entertain. Knowing the
purpose will guide us in the choice of information to include, and in its organization. Informative
speaking will rely heavily on data, while persuasion will employ emotional appeals, as well as
data, and require a different structure. A message with the intent to entertain will have a very
unique focus. Awareness of purpose is crucial, in order that our audience will know the purpose
of the message, and be able to respond appropriately.

A core message must have a clear and simple focus. One strategy to ensure clarity and
simplicity is to express the core message in a single sentence. By doing so, we are forced to
laser-focus the message, and eliminate unnecessary or tangential ideas. If this task is difficult, it
is a good indication that the core message is too broad. Writing the core message in a single
sentence should be undertaken early in the preparation stages, but may be reviewed again later,
to ensure that the message has remained on track.

Specificity
Specificity refers to our choices of language and its usage. In order to ensure language is
specific, we may ask ourselves:
● Is my language specific?
● Is my language concrete, rather than abstract?
● Are there connotative meanings to the words I have chosen? If so, do these emotional
associations serve or go against my purpose?
● Am I using words which have additional meanings, and could perhaps be misconstrued?

We should ensure that language is as specific as possible. If you mean 'poodle,' avoid saying
'dog.' Language should be concrete, so that our readers or listeners can vividly picture our ideas,
translating words into memorable images. Avoiding abstractions is one way to avoid vague or
confusing messages. The more specific we can be, the more likely our audience will comprehend
and take action. For example, 'eat well' is a vague and abstract idea, while 'consume an avocado a
day' is concrete and specific.

Certain words carry hidden emotional meanings. 'House' refers simply to a physical structure,
while 'home,' for many people, connotes warmth, support, family etc. We should be cautious
when using words with multiple meanings or interpretations. My definitions for 'murder' or
'freedom' may be very different from your definitions.
Structure
Effective communicators rely on structure.
You may be the smartest person in the room, but if you can’t communicate what you
know, you’re not of much value to others. The million-dollar ideas inside your head are
worthless if you’re unable to express them to your audience.

Communication is key; effective communication is king. And the secret to effective

communication is structure. Research has shown that people will retain structured information
up to 40-percent more accurately than information that is presented without structure.

Having a clear structure for communicating helps you in two ways: it allows you to
organize and remember your ideas, and it makes it easier for your listener to follow and stay
focused.

Here are three structures to help you communicate more effectively:

1.  The 3-I's: Issue, illustration, invitation.
First, outline your issue or explain your idea in simple terms. Then, use an illustration to
expound on your main point. Your illustrations can be funny or inspirational stories, jokes,
metaphors, or analogies. Finally, give an “Invitation;” a way in which your listener is able to
respond. Your goal is to throw the ball into your listener’s court. It can be as simple as “What do
you think?”

The 3-Is structure is best used for conversational settings, dialogues, discussions, soliciting or
giving advice, creating rapport, and inviting someone to share your point-of-view.

2. The 3-Ws: What? So what? Now what?

This is a structure taught by Stanford’s School of Business. It is a more speaker-focused and
instructional approach.

First, define your key idea or argument concisely. You should be able to boil it down to one
sentence or two at most.

Next, the “So what?” forces you to answer the question of why the issue should matter to your
audience. Why is it important that they should listen to you? Explain how your listeners will be
affected if they don’t respond to the issue. Make use of research or evidence.

Finally, the “Now what?” is where you give your listener a concrete way to move forward to the
next immediate step. Give instructions, speak didactically.

The 3-Ws structure is best used for teaching settings, instructional contexts, debates, clarifying
views, and persuasive talks.

3. PSB: Problem, solution, benefit.

Unlike “The 3-Ws,” this structure relies less on persuasion and is more
straightforward. Your main goal is not arguing or presenting evidence to prove your point. The
problem is matter-of-fact and clear enough that it goes unquestioned. Your emphasis is to be on
the “Solution.”

First, begin with presenting the problem -- a clear point of frustration.

Next, present your well-thought-out solution to the problem. If you’re in a formal setting like
pitching to an investor, your solution needs to be detailed and thorough. No pie-in-the-sky. You
should be confident and able to respond to any questions and critique.

Finally, the “Benefit” is typically indirect and should not require much emphasis. Your
audiences’ response should come naturally as a result of you presenting the “Solution” well
enough. Your audience or listener should be thinking, “Wow.” Their response and perceived
benefit will be equal to the quality of your solution.

The PSB structure is best for formal settings, presenting opportunities, demos, business
meetings, elevator pitches, and academic talks.
Stickiness
Stickiness is how much an idea stays around in our culture and commands our attention.
It combines the idea of being memorable, and staying near the front of our mind. Sticky
messages win the war for our attention, by holding our focus despite the incursions of new
messages.

How to Make your Ideas Stick

The Heaths argue that there are a number of things you can do to make your messages and ideas
stick. And they use an acronym to help with the stickiness of their ideas.

● Simple
● Unexpected
● Concrete
● Credible
● Emotional
● Story

Simple
Present the core of your idea.
One big argument or imperative trumps ten, or even two.
And how you write or speak matters too. Use simple, concrete language. And bring your ideas to
life with metaphors and analogies that resonate with your audience

Unexpected
Grab the attention of your audience – and then hold onto it.

There are two things that you can use here:

1. First, grab attention with something surprising or even shocking
2. Then, hold onto it by stimulating curiosity
Is it any wonder mystery thrillers are so popular?

Concrete
Turn your abstract ideas into real examples.
Its fables and parables we remember, not philosophical principles. Yet, both are alternate ways
of stimulating the same understanding. It’s because they make your ideas both:
● Easy to understand, and
● Easy to remember

Credible
Ideas will only stick if people believe them.
Better still, you also want people to agree with them. Because that bypasses our confirmation
bias, by which we filter out detailed information that conflicts with our prior beliefs. By the way,
that’s why unexpected is so important: it gets through those filters and starts to re-cast them.

So, don’t say what you could do, would do, or believe: say what you did do.
You can’t build a reputation on what you are going to do.

Emotional
People need to care about your idea.

It needs to matter to them. So, you need to answer their ‘so what?’ question. Better still, you
should answer their question, ‘what’s in it for me?’ Look out for marketing and advertising copy
that has the phrase:
‘so that you can…’

Self-interest is one way to create action, but memory is linked to powerful emotions. So use
emotional appeals to strengthen your message’s stickiness.

Story
Stories embed the ideas into our consciousness.

How can you build in surprise, emotion, concrete examples and loads more? Tell a story.

Humans are story telling creatures, and we also love reading and listening to them. SO stories are
a great way to make an idea stick. We all know who Luke’s father is, for example. There’s an
idea that’s stuck.
And a story guides us through what we need to think or do, as we identify with its protagonists.
The Heaths offer us three basic plot lines:

1.The Challenge Plot

This is the story of an innocent or an underdog, who overcomes adversity. Rags to riches stories
like Cinderella, vie with hero’s journeys like Star Wars.

2.The Connection Plot

We love stories about relationships, but when they are forbidden or face challenges, we love
them. Romeo and Juliet come from warring families, and the characters of Shawshank
Redemption bond across lines of race, class, and iron bars.

3.The Creativity Plot

We also love mysteries and are in awe of those who solve problems that we cannot. Mental
breakthroughs and clever solutions make the life of Stephen Hawking and the story of The
Martian highly appealing.

Activity:

Answer the following:

1. Explain the qualities of an effective message and their effectiveness in a different situation.
2. As a sender of the message what will be the most useful for you in qualities of message?
3. Give examples of structures that can help you to communicate effectively.
4. Explain SUCCES.
Lesson II
Communication for Various Purposes

Communication serves five major purposes: to inform, to express feelings, to imagine, to

influence, and to meet social expectations. Each of these purposes is reflected in a form of
communication.

INFORMATIVE COMMUNICATION
When people share knowledge about the world in which they live, they are participating
in the process of informative communication. Informative messages attempt to present an
objective—that is, truthful and unbiased—view of the topics being considered. For example, if a
sports fan reads accounts of a baseball game in two different newspapers, it is reasonable to
expect that the reports will agree on all the significant details and facts of the game: the final
score, the winning team, hits, runs, errors, and other happenings.

Informative communication is an important part of life. Young people are exposed to

informative messages throughout their school years; it is the main type of communication at all
educational levels. As students mature, they are expected to grow in their ability to understand
and create informative messages. When reading or listening to such messages, students are
expected to recognize the subject or purpose, identify the main points, pick out important details,
summarize information, make some assumptions, ask relevant questions, and draw additional
conclusions.

AFFECTIVE COMMUNICATION

Affective communication is the process through which people express feelings about

things, themselves, and others. Expressions of positive and negative feelings about places,
objects, events, policies, and ideas are called opinions. Expressions of feelings about oneself are
known as self-disclosures. Expression of both positive and negative feelings about others is vital
to maintaining close relationships. Expressions of positive feelings let friends and loved ones
know that they are valued. Expressions of negative feelings serve as a safety valve in a
relationship.

Affective communication also contributes to the formation of self-concept—what one

thinks of oneself. Through affective exchanges children form opinions about themselves. As
students attend school, interactions with teachers and other students continue to influence their
self-concepts.

IMAGINATIVE COMMUNICATION

Imaginative communication may be defined as the process through which invented

situations are created and, in most cases, shared. Whenever people invent jokes or stories,
speculate, daydream, or make believe, they are engaged in imaginative communication. People
also engage in imaginative communication when they appreciate fictional messages found in
books, magazines, newspapers, films, television dramas, plays, and conversations.

PERSUASIVE COMMUNICATION

Persuasive communication may be defined as the process through which people attempt
to influence the beliefs or actions of others. In many cases persuasive communication involves
people who are important to each other—parents influence children, children influence parents,
and friends influence each other. Persuasive communication such as advertising frequently
involves strangers. Those involved in designing ads or producing commercials will attempt to
“know” the target audience, but this is generally limited to a few important details about
potential customers, such as where they live or how much money they are expected to spend on
certain items in a given year.

RITUALISTIC COMMUNICATION

Ritualistic communication is the process through which people meet social expectations.
The word ritual comes from the Latin ritualis, meaning “pertaining to rites.” At one time rites
were seen as acts of religious or public ceremony. People were expected to perform the rites in a
certain way. People still have strong expectations about how others should act in a wide range of
social situations.
Ritualistic communication is important because people who violate the rules and customs of
social interaction may have difficulty relating well to others. They can also be seen as weakening
the unity of the social group. Children who do not recognize when other children are “kidding,”
or overreact when other children are “teasing,” have difficulty adjusting to school life. Teenagers
who have difficulty in engaging in light banter and responding to put-downs are considered by
their peers to be odd. Adults who seem too stiff and formal or too loose and informal have
difficulty in relating to other adults.

1. Explanatory Essay

An explanatory essay is a type of writing in which the author presents some point of view
on a certain topic, event or situation. This view does not necessarily have to be one that the
writer agrees with, but it must have some research and logic to make it feasible.

Explanatory essays show other people’s views or give reports of a certain event or
situation. These are common in majors like history or journalism, where students explore facts
and real situations, giving unbiased explanations based on facts and evidence.

Usually, as an author you will decide upon a set topic; then you will approach the issue
from a specific angle. This angle is typically complicated, giving it room for discussion. At this
point, you must present a point of view of your choice that sufficiently explains why a certain
outcome was reached.

A mistake that many writers make comes from the belief that they are defending one side
of an argument in a debate or criticizing some perspective.
Rather, explanatory writing is all about presenting a neutral point of view on the set topic by
providing analysis from research and logically created self-theory. The overall goal is to clear up
any confusion and present a lucid explanation as to why things happened the way they did. After
finishing the essay, the reader should have a clear understanding of your idea, even if they
disagree with it.

How to Write an Explanatory Essay

Step 1 - Choose a Topic That You Understand Well
Although an explanatory essay might sound complicated, it's very basic in fact. You can explain
almost anything as long as it falls within the parameters of your assignment. The following are
just a few examples:
● Tell the reader why everybody should speak at least two languages.
● State why the government should not observe religious holidays.

Step 2 - Be Careful Not to Veer Into the Territory of Other Types of Essays
It's best not to write a persuasive essay or process essay, even though you might be able to argue
that both are technically explanations. Try to stay true to the explanatory style, which will
demonstrate to your instructor that you fully understand the concept.

While you should present evidence to back up your topic, your goal is not necessarily to sway
the reader but to make a solid case. Likewise, your description of a process should be less of a
step-by-step instructional guide and more of a discussion.

Step 3 - Gather Evidence to Support Your Essay

The key to a well-written explanatory essay is good reasons to support your main idea. In some
cases, these may be merely opinions, but as long as your reasoning is strong, your essay will be
too.
To write a solid essay, you'll want to get your information from reliable sources. If you're
visiting a website you're not familiar with, check the About Us page to learn more about the
organization publishing the information. Keep track of your sources and be sure to mention them
in your paper, according to the style.

Step 4 - Outline Your Essay

You won't be submitting your outline, so don't worry about using Roman numerals and indenting
perfectly. Just do a little prep work to make the actual writing easier. It's just like an artist
making a sketch before beginning a painting.

Step 5 - Write the Body of Your Paper

An essay should contain a minimum of five paragraphs: an introduction, three body paragraphs,
and a conclusion. However, this doesn't mean all essays should only have five paragraphs. It's
simply a starting point.

Your assignment will specify a word count or the number of paragraphs you need to include. Be
sure to focus on one point in each paragraph, which you'll explain clearly in the first sentence. If
you begin to branch off to another idea, transition to a new paragraph.

Step 6 - Finish with Your Conclusion and Introduction

You should end your essay on a strong note. Tie your ideas together with powerful summary
statements in a memorable final paragraph. But you're not finished there.

Copywriters know that the first words on a page are the most important. It's often a good idea to
leave your introduction for last. With the rest of your paper written, you'll better be able to draw the
reader in with powerful language.
The expository essay isn't as technical as it sounds. This assignment can cover a wide variety of
topics. It's up to you to choose a subject you feel passionate about so you can do it justice.

2. Writing a Blog
A regularly updated website or web page, typically one run by an individual or small
group, that is written in an informal or conversational style.

Benefits of blogs in education

Blogs offer many benefits for education:
● Promotes autonomous learning by providing opportunities for students to take more
control of their learning
● Motivates students to become better readers and writers.
● Promotes discussion among students.
● Encourages the use of the Internet and the Web among students (and teachers)

Why Do People Blog? The 15 Benefits of Blogging

When blogs and blogging began, the original purpose was for individuals to share their
personal lives online, similar to an online journal. Over the last decade, blogging has evolved
from having more personal to more professional goals. Instead of individuals solely blogging for
their friends and family, blogging began to encompass professionals blogging for the public to
promote their personal brand and their business. In this post, we’re going to look at the typical
reasons why people choose to start blogging and its benefits.

Reasons why people blog

To share their passion

When you are passionate about something, you want to share it with the world. Whether
it’s a passion for fishing, photography, or marketing, blogging is an excellent way to share that
passion. When you blog about something you are passionate about, it opens the door to
connecting with those around the world who speak your language and have the same passions.

To educate others
If you are someone who loves to teach, blogging can be a platform for teaching people
who have an interest in your areas of expertise. Through blogging, you will not only teach
others, but you will also teach yourself more about the topic. You will learn because you will
always be looking for more things to teach your readers. Teaching through blogging can
naturally lead to monetization by creating online information products.
To gain exposure
Business owners who blog increase exposure for their business in a number of
ways. Creating blog content on a regular basis for your website gives Google something new to
index, thus increasing your website’s visibility in search results. Creating blog content for other
publications in your industry gives new, relevant audiences the opportunity to discover you and
your business. This exposure gives you more traffic that you can convert into leads and
customers.

To build authority
For those that want to speak at events in their industry or become an author, blogging is a
platform that you can use to build authority. As you blog about the niche you are most
knowledgeable about, people will begin to recognize you as an authority in that niche. This
recognition will lead to interviews, podcasts, and ultimately invitations to speak and contracts to
publish a book.

To rank in Search Engines

As mentioned earlier, your blog gives Google new content to index on a regular basis.
You can use each piece of content to rank for specific keywords that will attract your target
audience to your website. For businesses, a combination of static web pages and blog posts allow
them to target commercial keywords (those that attract customers) as well as non-commercial
keywords (those that attract information seekers). Both audiences – customers and information
seekers – can lead to new business.

To have content to share

Social media audiences are more receptive to blog posts than they are ads or sales pages,
and likewise, are more likely to share blog posts with their connections than ads or sales pages.
By creating blog content, you give yourself more to share on your social media profiles, and you
give your visitors something to share when they visit your website. Social sharing of your
content will increase exposure to your target audiences and lead to more incoming traffic.

Blog posts also give you a non-sales way to promote businesses. If someone were to ask
to do something on a social network, you could easily reply with a blog post. As opposed to
replying with a sales page for your products or services, replying with a blog post will be seen as
helpful and will naturally lead the person to your products and services, especially if you
incorporate a good call to action at the end of each of your posts.

How to Start a Blog in 5 Steps:

There are five main steps you need to do in order to start a blog. If you follow this guide exactly,
you’ll have your own blog set up in 30 minutes or less.
1. Choose a great blog platform
2. Choose a web host for your blog
3. How to Set up a blog on your own domain
4. Design your new blog
5. Useful resources for blogging

Exercises:
I. Write a Biopoem.
II. Give example of each major purposes of communication.
III. Choose a topic below and write an essay.
a. My Ideal Home
b. Defining Responsibility
c. Cyberbullying
d. Moral Dilemmas
e. My Generations
IV. Make your own blog and post it on YouTube.
Lesson IV
Written Modes of Professional Communication

When it comes to writing, the most important thing is getting your point across. Writing
is all about communication, and if you want to communicate properly, your message must be
clear and concise.

Written communication involves any type of interaction that makes use of the written
word. It is one of the two main types of communication, along with oral/spoken communication.
Written communication is very common in business situations, so it is important for small
business owners and managers to develop effective written communication skills. Some of the
various forms of written communication that are used internally for business operations include
memos, reports, bulletins, job descriptions, employee manuals, and electronic mail. Examples of
written communication avenues typically pursued with clients, vendors, and other members of
the business community, meanwhile, include electronic mail, Internet Web sites, letters,
proposals, telegrams, faxes, postcards, contracts, advertisements, brochures, and news releases.

A. Business letters, memoranda, minutes of the meetings

Technical Writing is a communication, which is written for and addressed to specific

entities or individuals to attain desired objectives; It is a communication in the field of business,
industry, trade, science, technology, engineering and government.

The main objective is to convey specific piece of information for a specific purpose to a
specific reader or group of readers. It is writing that involves special knowledge. The specific
information is technical, that is, it is the formal aspect of the fields above, written from a specific
point of view.

Purpose of Technical Writing

1. To Inform
It is written to make another person understand or do something. It is designed to fulfill a
need to tell and a need to know.

2. To analyze events and their implications

It will explain how certain system failed. This system may include education,
socioeconomic, political and the needed change.

3. To persuade and influence decisions

It will show how a business or an industry succeeds.

Functions of Technical Writing

1. To serve as a basis for management decision
2. To furnish needed information
3. To give instruction
4. To explain techniques
5. To report achievements
6. To analyze problem area
7. To determine design and system requirements
8. To serve as a basis for public relation
9. To provide report to stockholders of companies
10. To develop a product
11. To provide service
12. To record business through proposals
13. To procure business through proposals

Basic Principles of Effective Technical Writing

1. Understand the reader
2. Knowing the purpose of each article or report
3. Knowing the subject matter
4. Organizing the material
5. Writing objectively
6. Using correct format
7. Adopting ethical standards

Good Business Letter

The construction of an effective business letter has the following qualities given by Stewart,
Lanham and Zimmer.

1. Creates favorable impression

2. Appeals to the reader’s point of view
3. Correct in every detail
4. Courteous, friendly and sincere
5. Promotes goodwill
6. Coherent and well-paragraphed
7. Employs highly the business jargon

Business letter, like any other written composition, is made up of two elements form and
substance. FORM consists of the physical makeup of the letter while SUBSTANCE involves the
message of the letter.

The format of the letter is responsible in creating the “first impression” which is
important to the business letter since this has to create a favorable impression if its purpose is to
be fulfilled.

The “first impression” must be reinforced by the contents of the letter since a poorly
prepared message would prove particularly disappointing after the pleasing appearance of the
letter may have favorably disposed the reader towards it.

The form of the letter consists of the- physical appearance including the paper on which
the letter is written, the margins, the spacing and the other details that concern the proper
placement, the part of the letter as well the correct punctuation and indention style used.

Stationary
In the choice of business stationery, good taste rather than economy should be
considered. The stationery should be of the best quality than the user could afford since the
stationery on which a letter is written enhances the prestige of the writer. The paper must have a
smooth finish.

Business stationery comes in different sizes but it is advisable to use the standard size 8
½” x 11”- which makes filing easy. Other sizes are 7” x 9 ½”, 8” x 10 ½”,and 7 ¼” x 10 ½”
( executive-size stationery)

The second sheet of letter should be plain and should have no letterhead, but it should
match the first page in quality, weight, size and color.

The business envelop too should match in color and quality with the letter paper with
which it is to be used.

The Seven C’s

1. Clearness
The message must be expressed explicitly that there is no doubts as to its meaning. The details of
the message should be accurate and straight forward.

2. Conciseness
Time means money; hence businessmen place a premium on brevity. The short compact message
in which the writer avoids superfluous words and phrases is welcome. The business message
must be limited to the essentials. A complete letter is brief but at the same time does not leave
out any details that are needed for the message to be thoroughly understood.

3. Concreteness
This is achieved by sing specific instead of general terms. The details must be sharp and definite.
Concrete terms which appeal to the senses and picture vividly situation and events should be
preferred.
4. Completeness
Haphazard writing breeds incompleteness through the omissions, which are necessary for the
message to be fully understood and for the action to be taken. Lack of completeness often times
requires the writing of other needless letters by both the addressee and the writer.

5. Correctness
The letter should be free from all error in parts. The writer should likewise avoid errors in
grammar, spelling and form. The substance of his message should be accurate in every detail.

6. Consideration
The letter should emphasize the “YOU” attitude and should make the reader feel that the writers
is as much interested in his customers as he is in himself.

7. Courtesy
Courtesy produces a pleasant-feeling tone. It enhances the writer’s goodwill and to a great
degree augments his profits. It can be secured by avoiding blunt expressions. Business should
consider well the time he spent to write pleasant and courteous letters.