CHAPTER 1

Basics of Communication
OVERVIEW

Communication is an important human activity. Without communication, people may not be able
to understand each other. Human relationships may not be able to flourish without communication.

Learning Objectives

 Understand the communication process.

 Identify the different factors of communication.
 Determine barriers of effective communication.

LESSON 1: Communication Process

The expression communication process refers to the exchange of information, message, idea,
feeling or perception between or among people.

The communication process begins with the sender, who is also called the communicator or
source of information. The sender has some kind of information - a command, a request, and an idea –
that he or she wants to share with others. In order for that message to be received, the sender must first
encode the message in a form that can be understood and then transmit it.

The person to whom a message is directed is called the receiver or the decoder. In order to
comprehend the information from the sender, the receiver must be able to receive the sender’s
information and then decode or interpret it.

The message or content is the information that the sender wants to relay to the receiver. It is
relayed between the parties.

Also called the channel, this is the means by or through which a message is transmitted. Text
messages, for example are transmitted through the medium of cell phones. In the case of verbal
expression, the channel is the air.

The communication process reaches its final point when the message has been successfully
transmitted, received and understood.

The receiver, in turn, responds to the sender indicating comprehension. Feedback may be direct,
such as a written or verbal response or it may be indirect which may take the form of an act or deed in
response.

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 Communication process does not happen in a vacuum nor does it happen in isolation. The setting
and situation in which communication takes place is needed and it is called the context. This may have an
impact on the successful exchange of information.

COMMUNICATION PRINCIPLES

Communication is a two-way traffic of giving and receiving information through any number of
channels. Whether one is speaking informally to a classmate, talking about a conference or student
teaching, writing a newsletter article or informal report, the following basic principles may be considered:

1. Knowing your audience

2. Knowing your purpose
3. Knowing your topic
4. Anticipating objections from the audience
5. Achieving credibility with your audience
6. Following through on what you say
7. Presenting information in various ways
8. Developing a practical, useful way get feedback
9. Using multiple communication techniques

Communication is a complex process. When listening to or reading someone else’s message, we often
filter what is being said through a screen of our own opinions. One of the major barriers to
communication is our own ideas and opinions.

LESSON 2: Barriers to Effective Communication

There are many reasons that interpersonal communication fails. In many occasions, the message
may not be received exactly the way the sender intended.

It is, therefore, important that the communicator seeks feedback to check the message is clearly
understood. In the same way, many people develop difficulties within their family or even within their
circle of friends due to communication issues. There are various key barriers that can occur while
communication is going on: language, noise, cultural diversity, gender differences, status differences and
physical separation, to name a few. However for the purpose of clear understanding, let us categorize
these barriers into three: physical, psychological and interpersonal. These barriers to communication are
specific factors that can distort, prevent or hamper effective communication.

Physical barriers are the environmental and natural conditions that act as a barrier in
communication in sending message from the sender to receiver. They may include doors that are closed
or open, walls that are erected and distance between people; all these work against the goal of effective
communication. While most agree that people need their own personal areas in the workplace, setting up
an office to remove physical barriers is the first step towards opening communication.

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 Noise can include other people’s conversations, traffic noise or anything that interferes with our
ability to maintain focus. The environmental and natural condition also affects the communication
process.
Temperature makes us unfocused on creating the message. If temperature of a place is too high or
low, we fail to concentrate on the information we are sending. It promotes uncomfortable feelings which
lead to environmental and physical barrier to communication. Similarly, improper ventilation and
lightning may impair communication.

Medium disturbance or technical problem might arise because of a particular distance, technical
know-how disrupting communication flow. Every kind of medium or technology has one or the other
defects and disadvantages over another.

Workplace design may include seating arrangements and physical comfort that may foster or
impair communication. Likewise, organizational structures also act as a barrier to communication.

Information overflow may happen when there is too much information and we, therefore, miss
some important points or interpret the meaning of the entire message.

Physical disabilities such as hearing problems or speech difficulties may also affect the quality of
communication.

Psychological barriers of communication refer to the influences of our mental condition. It is

construed that communication is highly influenced by the mental condition that we are in. Our mind is
unique and communication does not work like that in machines or in numbers. We, who are involved in
the communication, matter as much as the message.

Lack of Attention occurs when our mind is distracted or preoccupied with other things. Poor
attentionof information happens when the capacity of our memory of the brain to store information is a
failure. Our brain does not store all the information it comes across. It only stores the ones it deems useful
in the future. Lack of trust makes us feel and think of negative meaning of the message as we ignore the
message. When we listen to a speaker we do not trust, every message is useless. Close Mind and
filtering sometimes leads us to choose only the information we want to receive.

Interpersonal barriers refer to the barriers to effective communication people.

Gender issues can create communication barriers in a number of ways. Different communication styles
may result in barriers, as men, women and gays do not always form and express thoughts in the same
manner. Competition in a highly competitive work environment, workers may be more concerned with
their own career advancement than helping or communicating effectively with their coworkers. Culture
can represent a barrier to communication when it keeps communication from happening or when people
communicate the information and input they feel they are expected to communicate and not what they
really believe. Cultural diversity makes communication difficult as the mindset of people of different
cultures are different, the language, signs and symbols are also different.

The Communication Ethics

When we say ethics we refer to a set of values or

a set of moral principles used in everyday living. With regard to the process of communication, we also
use ethics – those values or principles elating to human conduct with respect to rightness or wrongness of
certain actions and also to the goodness or badness of motives of such actions.

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 Questions of right and wrong or questions about what is good or bad arise whenever people
communicate. Ethical communication is fundamental to responsible thinking, decision making, and the
development of relationships and communities within and across contexts, cultures, channels and media.
Moreover, ethical communication enhances human worth and dignity by fostering truthfulness, fairness,
responsibility, personal integrity and respect for self and others. We believe that unethical communication
threatens the quality of all communication and consequently the well-being of individuals and the society
in which we live. To create balance between listening and speaking, there must be an iota of truthfulness.
The following ethical standards may guide us in communication:

 Listen when others speak.

 Speak non-judgmentally.
 Speak form our own experience and perspective, expressing our own thought, needs and feelings.
 Understand others.
 Avoid speaking for others, especially their shortcomings.
 Manage our own personal boundaries: share only what we are comfortable sharing.
 Respect the personal boundaries of others.
 Avoid interrupting and side comments.
 Advocate truthfulness, accuracy, honesty and reason as essential to the integrity of
communication.
 Endorse freedom of expression, diversity of perspective and tolerance of dissent to achieve the
informed and responsible decision making fundamental to a civil society.
 Strive to understand and respect other communicators before evaluating and responding to their
messages.
 Promote access to communication resources and opportunities as necessary to fulfill human
potential and contribute to the well-being of families, communities and society.
 Promote communication climates of caring and mutual understanding that respect the unique
needs and characteristics of individual communicators.
 Condemn communication that degrades individuals and humanity through distortion,
intimidation, coercion, and violence and through the expression of intolerance.

LESSON 3: Verbal and Nonverbal Communication

Communication is the act of interacting and exchanging ideas with other people. There are two
primary forms of communication: verbal and nonverbal. With verbal communication, people express their
thoughts, ideas, and feelings through spoken or written language. Nonverbal communication uses other
methods, such as body language including facial expressions, gestures, and more.

NONVERBAL COMMUNICATION

Interpersonal communication is much more than the explicit meaning of words, the information
or message transmitted. It also includes implicit messages, whether intentional or not, which are
expressed through non-verbal patterns.

Facial expressions are specific of our emotions such as happiness, sadness, anger, fear, surprise
or disgust. Our face is like a projector because it shows the world what is going on inside. Pitch of the
voice refers to the perception of relative frequency. In the human voice, there is what we call pitch level:

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low, normal, high and extra high. Tone on the other hand refers to significant contrast between words
signaled by pitch differences. Tone is the quality of the perceived pitch level.

Gestures are nonverbal forms of communication in which visible body parts communicate
specific messages. These include movements of the hands, feet, face or other parts of the body.

Posture is the relative position in which people hold their body while standing, walking or
sitting. It is the carriage, stance or bearing of a person. Gait on the other hand is the person’s manner of
walking. This achieved through the movements of our limbs. Paralinguistic techniques are aspects of
spoken communication.

Non-verbal communication is important because it may:

 Reinforce or modify what is said in words.

 Convey information about people’s emotional state.
 Define or reinforce the relationship between people.
 Provide feedback to other person.

VERBAL COMMUNICATION

When we share information with others by using speech or written and spoken words, we are
using verbal communication. Individuals working within a business need to effectively use verbal
communication that employs readily understood spoken words.

Clarity of speech, remaining calm and being focused, being polite and following some basic rules
of etiquette may aid the process of verbal communication.

Opening Communication. In many interpersonal encounters, the first few minutes which are
extremely important as first impressions have a significant impact on the success of further
communication.

Openness to others. The use of encouraging words alongside non-verbal gestures such as nodding
of the head, a warm facial expression and maintaining eye contact, are more likely to reinforce openness
to others.

The use of encouragement and positive reinforcement may:

 Encourage others to participate in discussion

 Signify interest in what other people have to say
 Pave the way for development or maintenance of a relationship

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 Let’s Test Your Understanding!
Assessment: Learning Exercises

Learning Exercise No. 1 (25 points)

Glenda wants to remind her husband Mark to stop by the store after work and buy some fruits
for dinner. She forgets to ask him in the morning, so Glenda uses text messages to remind Mark. He
texts back, then shows up at home with baskets of fruits in his hands. Now, using the illustration below,
identify the different factors of communication.

Sender

Receiver

Message
Factors of Communication
Channel

Feedback

Context

Learning Exercise No. 2

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Direction: Give one situation in which your communication fails because of a barrier. Identify the barrier
as you write what happened in the situation. (15 points)

CHAPTER 2
Communication and Globalization

OVERVIEW

Communication skills development has always been an important factor of success not only in
our professional life, but also in our personal life. However, the influence of globalization and cross-
cultural interaction in recent decades has impacted the types of communication skills needed in various
ways. No longer can we afford to simply communicate well within our own homogenous cultures.

Learning Objectives

 Define culture.
 List down ways on how to build cultural relationships.
 Appreciate the importance of cross-cultural interaction amidst diversity.

LESSON 1: Globalization and Cross-cultural Interaction

As our society becomes more culturally diverse, people in the organizations understand the need
to work with others in organizations in order to turn up the sound so their voices may be heard and their
issues may also be addressed.

What is culture?

As we build communities, understanding culture is one important aspect. No matter where we

live, we are working with and we are establishing relationships with others, we need to understand our
and other people’s culture. Culture is that which shapes us; it shapes our identity of who we are that
influences our behavior. Culture is the term that refers to a group or community which shares common
experiences that shape the way its members understand the world. Culture includes groups that we are

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born into, such as race, national origin, gender, class or religion. People from different cultures have to be
included in decision-making processes in order for programs or policies to be effective. The people
affected by a decision have to be involved in formulating solutions because such concern is a basic
democratic principle. Without the input and support of all the groups involved, decision-making may fail.

Understanding culture and diversity

Our society is replete with different cultural, racial, and ethnic groups. In order to facilitate
cooperation and collaboration, we should learn from one another as we develop our understanding of each
other.

Cultural Awareness in Speech

The need for cultural awareness is one of the major impacts of globalization on the required skills
provided by effective communicators. Employees as well as teachers and students need the ability to
catch subtle nuances of people’s manner of speech when communicating across cultures. Even when two
people are speaking the same language, cultural differences can affect vocabulary, colloquial expressions,
voice tone and taboo topics.

Cultural awareness in body language

Awareness of cultural differences in body language can be just as important as the nuances of
speech. Our exposure to different cultures may teach us to understand acceptable speaking distances,
conflict styles, eye contact and posture, accepting that the physical expressions of other people’s culture
are not universally accepted.

Building relationships with people from different cultures

Relationships are construed to be powerful. Our personal connections with each other are the
foundations for life. And building relationships with people from different cultures is crucial in building
diverse communities that are powerful enough to achieve significant goals.

Whether we want to make sure our children get a good education, bring quality health care into
our communities, or promote economic development, there is a good chance we will have to work with
people from several different racial, language, ethic or economic groups. And in order to work with
people from different cultural groups effectively, we will need to build sturdy and caring relationships
based on trust, honesty, understanding and shared goals.
Ways to build cultural relationships:

 Do not make assumptions.

 Keep an open mind.
 Start with “who we know.”
 Attend multicultural networking events.
 Get involved.
 Keep our word.
 Be positive.

LESSON 2: Language Register

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 The word register refers to the level of formality in language that is identified by the context in
which it is spoken or written. In other words, it means the variations in language based on whom we are
talking with and in what setting.

 A speaker modifies their language register to signal levels of formality according to their
relationship to their audience and intended purpose of speech. In English, for example, a speaker might
modify their speech to fit a formal language register by using more complex vocabulary and clear
articulation, and by omitting any slang or informal speech. Any type of spoken or written communication
uses a language register because register is a type of linguistic variation. Linguistic variation describes
the complex ways speakers modify their language use according to social cues, communication context,
and personal expression. Language register, therefore, can be defined as the type of linguistic variation
that indicates level of formality and speaker-audience relationship.

LESSON 3: Register of Written Language

When we talk about the register of a word, we refer to the use of language for a particular purpose
or in a particular social setting that is its level of formality. The English language is no exception when it
comes to language variation and style.

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 A very important aspect of academic writing is its style and register. The choice of register for a
particular text or part of text will vary depending on the genre and who will be reading the text.
Therefore, knowing the targeted audience before starting the writing process will have an impact on the
stylistic choices that we are going to make.

Formal Written Language Register

There are rules to follow in using formal written register. They are as follows:

1. Do not use contractions. Contractions are not usually used in formal writing, even though they are
very common in spoken English.
2. Spell out number less than one hundred especially if they ate found at the beginning of a
sentence.
3. Write in third person point of view.
4. In formal writing, we usually do not use first person or second person unless it is a quote.
5. Avoid using slang, idioms, exaggeration and cliches.
6. Avoid abbreviations and acronyms.
7. Do not start sentences with words such as because, and, so, but, and also.
8. Always write in complete sentences.
9. Write longer, more complex sentences.

Informal Written Language Register

Informal writing is written in the way we talk to our friends and family members. We use
informal writing when we are writing to someone we know very well. Some kinds of writing can be
written in an informal style. Informal writing includes:

 Personal e-mails
 Phone texts
 Short notes
 Friendly letters
 Blogs
 Diaries and journals
 Dossier
 Facebook Statuses

There are no major rules to informal writing. With informal writing, we can include things such as:

 Slang and clichés

 Figurative language
 Symbols and abbreviations
 Acronyms
 Incomplete sentences
 Short sentences

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 Let’s Test Your Understanding!
Assessment: Learning Exercises

Learning Exercise No. 3

Direction: Answer the following questions briefly. Each item merits 5 points.

1. Describe the community in which you live right now.

2. What kind of diversity already exists?

3. What kind of relationship is established between cultural groups?

4. What kind of struggle between cultures exists?

5. What issues do different cultural groups have in common?

Learning Exercise No. 4

Direction: There are seven suggested ways of building cultural relationships. Now think of at least five
(5) other ways and explain each. (20 points)

CHAPTER 3
Evaluating Messages

OVERVIEW

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 Before we evaluate messages, it will helpful to stop for a moment and examine some
characteristics of the messages we send when we communicate. When we write or say something, we do
not only share the meanings associated with the words we choose, but we also say something about
ourselves and our relationship to the intended receiver.

Learning Objectives

 Identify the purpose of message.

 List down ways to present messages.

LESSON 1: Types of Messages

When we communicate, we use message for understanding. A message is a meaningful

component of communication intended by the source for consumption by a person or group of people. A
message may be delivered by various means, including a courier, telegraphy, carrier pigeon or social
media.

The message is the content of communication. It is also the heart of any communication
processes. Without the message, communication is a failure. There are at least three types of messages:
primary, secondary and auxiliary.

1. Primary messages – are the intentional content, both verbal and nonverbal. These are the words
or ways we choose to express ourselves and communicate our message.

2. Secondary messages – refer to the unintentional content, both verbal and nonverbal. Our
audience will form impressions of our intentional messages, both negative and positive over
which we have no control.

3. Auxiliary messages – refer to the intentional ways a primary message is communicated. These
may include vocal inflection, gestures, posture and rate of speech or paralinguistic techniques that
influence the interpretation or perception of our message.

LESSON 2: Purpose of Message

Determining the purpose of our message is the first step in deciding what we want to say and how
we want to say it.

Messages can accomplish at least four (4) purposes. It essential to choose whether to inform, entertain,
persuade or offer goodwill:

 They provide information about something.

 They entertain.
 They inform.

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  They provide a platform for ideas.

Purpose of our message

The first step is deciding exactly what essence of a message we want to convey. Once we have
selected the goal, it is then easy to tailor the message in order to reach our audience. For example, Miss
Park is a human resource manager for ACE Amusement. She has been given three assignments for the
day. The following are the assignments:

 Provide job orientation for Harry, the new roller coaster operator.
 Convince Sheila, even if she is pregnant, not to leave ACE for a different job.
 Offer a promotion to Tony by making him the new manager of snack concessions and also give
him congratulatory message.

Informative Messages

Miss Park’s first task of the day is to provide orientation seminar for Harry regarding his new
roller coaster job. Since she needs to convey routine health benefits, payroll information and job
procedure knowledge, she has to create a message with the purpose to inform him of his daily routine.

Persuasive Messages

A persuasive message occurs when a Miss Park attempts to convince an individual or group to
take certain specific actions. An example would be to ask for a request for action in order to get an
employee to do something. Therefore, Miss Park’s task is to convince Sheila, the star designer, to not
leave ACE for the competition.

Offering good will

When offering something based on good will, Miss Park has to explain to all the value of respect.
Being courteous at all times is a symbol of dignity and respect. They have to use polite expressions such
as Thank you!

LESSON 3: Conveying the Message

In conveying the message to the intended recipient, we have to be very careful with the
paralinguistic techniques associated with our verbal expression.

For instance, if we say that we are happy, our eyes and facial expressions should accompany the
verbal message. In other hand words, our body language and facial expressions cannot be divorced from
our verbal message. Aside from our body language and facial expressions, we have to note that the
message carriers with it the tone and voice.

To convey the message, the rule is: say WHAT first then if needed or asked, explain HOW such
we may get there. The following are some techniques to convey our message effectively:

 Provide an example.
 Check for understanding.

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  Ask for feedback.

Who is the target audience of the message?

The Target Audience

As a communicator, you create messages for a variety of purpose. And each purpose is dependent
upon the receiver of the message. You can communicate all you want, but if your message falls on deaf
ears, then all your efforts are put into waste. Having said, it is a must that you identify and more
importantly, understand your intended receivers, your target audience. In doing so, you are able to
effectively get your message across. To be able to know our target audience, you must:

1. Do your Research.
2. Determine Specifics.
3. Determine Necessities.
4. Strategize.

What other ways of presenting the message are there?

“It is not what you say, but how you say it,” the old maxim goes. This is true when sending
messages. As a communicator, being able to choose the most appropriate method of sending the message
can influence and increase the ability of receiver to better understand the information you are trying to
convey. So what are the other ways you can present your message?

 FACE TO FACE
 ELECTONIC TECHNOLOGY
 TELECONFERENCE/MULTIPLE-CALLING SYSTEM
 VISUAL AIDS

Let’s Test Your Understanding!

Assessment: Learning Exercises

Learning Exercise No. 5 (20 points)

Direction: Create a situation in which you use the following purposes for your message:

1. To inform
2. To persuade
3. To entertain
4. To offer good will

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 Learning Exercise No. 6 (25 points)

Direction: Think of scenarios where you can best utilize other ways to present your message. Write them
in the space provided.

1. Face to Face
2. Electronic Technology
3. Print
4. Teleconference/Multiple-Calling System
5. Visual Aids

CHAPTER 4
munication Aids and Strategies Using Tools of Techno

OVERVIEW

On global scale, the introduction, utilization and continuous innovation of technology have
changed the way we communicate. Indeed, it is of paramount objective that we consider each component
of how we share information. Hence, communication techniques become a heavily significant factor.
Being able to incorporate each technique in our way of communicating will enable us to successfully send
our message across.

Learning Objectives

 Define communication aids.

 Identify the types of communication aids and their beneficiaries.

LESSON 1: Communication Aid

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 Communication is the exchange of information between a sender and a receiver. A
communication aid is anything that enables individuals to successfully communicate with those around
them. This can be as simple as a letter or as modern as electronic equipment.

TYPES OF COMMUNICATION AIDS

Communication aids come in different forms, shapes, sizes and advancements. Most of which are
custom-made and are highly personalized so as address the specific physical, intellectual, mental and
social needs of individuals. There are four types of communication aids:

1. COMPREHENSIVE EXPRESSIVE AIDS

2. TARGETED EXPRESSIVE AIDS
3. VISUAL SUPPORTS
4. SUPPORT FOR COMMUNICATION PARTNERS

TYPES, BENEFITS AND BENEFICIARIES OF COMMUNICATION AIDS

Linda Burkhart, a Technology Integration Specialist, explains that communication aids, better
known as Augmentative and Alternative Communication (AAC), refers to the wide variety of methods
designed to assist individuals with different communicative challenges. There are two type of
communication aids:

1. Unaided AAC. These are communication aid systems that do not necessitate any external device,
but rather are methods that teach individuals with communication challenges.

2. Aided AAC. These are communication aid systems that use either low-end or high-end
technological devices.

Benefits of communication Aids

1. Personalization

Communication aids vary greatly in order to address specific concerns, needs and demands of
each individual who opt to use them. To be able to prescribe the most appropriate aid, abilities, needs and
limitations of the individual is assessed by a team of specialists such as speech-language pathologists,
occupational therapists, rehabilitation engineers, physiotherapists, social workers and medical doctors.

2. Adaptability

Communication aids are designed and fabricated so that individuals with speech difficulties and
challenges are given opportunities to function communicatively on a day-to-day basis.

Who benefits from Communication Aids?

All of us use communication aids and the complexity of our communication requirements to be
able to effectively communicate is diverse. This diversity, particularly for individuals with complex
communication challenges, dictates the formand type of communication aid they need to be able to

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effective communicators. Communication challenges may arise as a result of the following physical or
psychological dysfunctions:

 Cerebral Palsy and Autism Spectrum Disorders

 Development Language Delays
 Traumatic Brain Injury and Stroke
 Progressive neurological disorders, such as ALS
 Specific Genetic Disorders, Ataxia, Dyspraxia, Aphasia
 Temporary medical conditions

Research and clinical experience show that the use of communication aids with children facilities the
development of their speech ability. It is now used successfully with very young children who are at risk
of speech difficulties.

LESSON 2: Technology in Communication

Before we go discussing any further, it is but timely to give you this gentle but firm reminder.
You see, while everyone enjoys the ease and benefit that technology offers, the truth is that, it also has
brought changes that spelled disaster. From the introduction of the typewriter in 1868, the word
processing technology in the 1970s, to the present day internet and emailing system, training and
adjustments were necessary in order to ensure that new methods and procedures would not impede the
communication process.

The Internet

Probably one of the most important technological advancements to date, the internet was
designed by the United States Department of Defense in order to have continuous data communication
with all of the government’s computer systems should a nuclear war become inevitable. Today, apart
from this reason, the internet is being utilized to transfer information, store data entry and share resources
among interconnected computers, known as a network.

Letter and Technology

The letter has a new face, electronic. The transformation was brought about by the fast-changing,
technology that affects business in the global scale. Today, it has three types: facsimile, the email and
instant messaging.

Facsimile or simply fax is a message transferring system that allows transmission of texts and
images that is digitized by the machine and is received as hardcopy output in its original form.

Instant messaging or IM is an online messaging system allows users to send messages in near
real-time situation with the aid of standalone internet application or software.

Electronic mail or the email is an internet-based system of sending near real-time messages that
can be sent with other pertinent electronic letter or document attachments to even a multitude of receivers
in any part of the world at any given time. More importantly, the email has become one of the primary
means of industry communication because of the following characteristics:

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 a. Convenience, an email account owner can conveniently access and use the emailing system
anywhere and anytime provided they have internet service.
b. Efficiency, an email can be sent virtually in a matter of seconds to a couple of minutes,
depending on the speed of internet connection and the attachment’s file size.

c. Savings, sending emails cost much cheaper than sending snail mails.

A. Letter vs. Email

On a general perspective, the letter when compared to the email as a business correspondence, is also
flexible in terms of format, style, content and structure. However has become less popular because:

1. It takes time for traditional letters to reach the intended reader.

2. Sending traditional letters demands costs on the part of the sender: cost in terms of time, printing
and actual mailing.

Additionally, as soon-to-be professional you should be very familiar with the similarities and differences
between a memorandum (memo) and an electronic email (email). Here are the similarities:

1. Format and writing style for memos and most types of emails are similar such that both may
present recipient’s name, the sender’s name, the date when the message was created or sent and
the subject heading to the name a few.
2. Both can be taken in as relatively informal correspondences, although experts claim that the
memo is more formal of the two correspondences.
3. Memo can also be sent electronically, thus is called an e-memo, which is of course no less than a
hardcopy memorandum.
4. Both can be considered as written records that can be used for legal purposes.

Here are the differences:

1. Memo is written specifically for members of the organizations; hence, the use is internal.
2. Although it may seem that both the memo and email are similar in style and format, the memo
offers a more structured format, as it does not create a dialogue of sort.
3. An email may expect a response from its recipient while a memo would never expect a reply,
unless otherwise required.

LESSON 3: Preparing Various Presentations

Apart from your public speaking skill, your ability to create engaging visual aids can definitely
enhance the effectiveness of your presentations. Here are three key components you can consider when

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developing your visual aids. Be sure to follow these components in order to optimize the potentiality of
your visuals.

Establish Objectives. By being clear with the reasons why you are going to present a particular topic,
you can be able to better prepare the materials that you need. With better preparation, you can strengthen
your objectives. And to establish your objectives, you must first analyze your goals. Your objectives fuel
your presentation. Hence, establishing your goals can:

1. Ascertain the content you will present;

2. Plan the delivery of your presentation;
3. Select the details that you need to emphasize; and
4. Choose and customize your visual aids.

Identify Audience. By identifying and understanding

your audience, you can rehearse an audience-sensitive tone of delivery. Remember that objectives
stimulate your audience to perform specific actions, consider new perspectives, respond to facts, or just
simply update their knowledge.

Plan and Organize. One you are able to establish your objectives and identify your audience, it
is time that you work on the backbone of your presentation. It should be rule of thumb for you to always
customize and tailor-fit your presentations. Here are points you can consider when planning your
presentation:
1. Dedicate Ample Time. It is best that you give your presentation time in terms of planning and
organization.
2. Prepare an Outline. To avoid leaving pertinent points for discussion behind, outline your
presentation.
3. Set the limits. Determine what you need to discuss and what information you are going to share.
4. Know the Audience. Your first priority should always be your audience.

Let’s Test Your Understanding!

Assessment: Learning Exercises

Learning Exercise No. 7 (30 points)

Directions:

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 1. Watch the YouTube video entitled, “The World’s Worst Research Presentation”.
(https://youtu.be/69JZD60eR6s)
2. Focus on both the presenter and the visual aid used.
3. Answer the following questions:

A. What was wrong with how the invited speaker presented and discussed the topic? List at least 3
observations.

B. What was wrong with the speaker’s visual aid? List at least 3 observations.

C. How do you think can the speaker better the discussion and visual aid? Write at least 5
recommendations.

Learning Exercise No. 8

Direction: Inside each box, identify at least five individuals who can best benefit from the given
type of communication aids.

Comprehensive Expressive Aids Targeted Expressive Aids

Visual Supports Supports for Communication Partners

CHAPTER 5
Communication for Various Purposes

OVERVIEW
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 Communication is the process of building shared meaning with other members of a particular
community, be it a group, society or organization. It enables us to understand the information, opinion
and insight of others. There are a number of means to communicate, it can be through writing, watching
or speaking among others. There are also various specific purposes as to why we communicate with
others – to inform, persuade, argue and entertain. We need to further understand these purposes so that we
may be able to become better, more effective communicators.

Learning Objectives

 Identify the types of speeches according to purpose.

 Create a speech addressing social issues.

LESSON 1: Speeches and Public Speaking

Public speaking, also called oratory or oration, has traditionally meant the act of speaking face to
face to a live audience. Today it includes any form of speaking to an audience, including pre-recorded
speech delivered over great distance by means of technology.

Have you ever experienced being volunteered by others to speak in front of the class, of a crown,
of an audience? Were you clueless of what to say, what to do, what to share? Did you feel numb and
stupor on stage? Are you afraid to do public speaking? Well, worry no more. By being able to have
knowledge about the act to speak publicly, you can now better address such concerns.

Public speaking

Defined as face-to-face communication method, public speaking uses speech as a medium to

communicate to a group of listeners known as the audience. It is a means for speakers to deliver the
message they would want to convey. It can inform, influence and even entertain people. So why would
you do public speaking?

Necessity. As a soon-to-be professional, you must accept the fact that you will need to address a crowd at
some point of your career.

Platform. You need to have a platform where you can share your technical knowhow in an interesting
fashion.

Value. The act of speaking in public increases your level of self-confidence, self-esteem and self-worth.

Skills. Your critical thinking and listening skills sharpen by making claims, presenting evidences, and
reason out logically.

Why do you fear public speaking? Here are some of the reasons:

1. Fear of being stared at

2. Fear of failure

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 3. Fear of rejection
4. Fear of the unknown

Now, how do we address these fears? Here are some techniques:

 Confront your fear. Since you are afraid to speak in public, convince yourself to do public
speaking whenever there is a chance.
 Convert your fear. You need to realize that fear is actually energy ready to be unlashed.
 Control your fear. Like athletes who focus on their routines and maneuvers, as a speaker,
control your fear by concentrating on how you will effectively communicate with your audience.
 Never compromise. Accept topics that you are most familiar with.
 Constantly practice. Careful, cautious preparation and rehearsal decreases your stage fright.
 Be spontaneous. Unless you are tasked to deliver a memorized speech, never memorize what
you will be delivering to your audience.

Extemporaneous Speech

This type of speech is a persuasive speaking event that involves only a little time for preparation,
an outline format of what is to be discussed and no actual notes.

Impromptu Speaking

Compared to extemporaneous speaking, this type of speech is one that provides no preparation
time at all.To have a clearer picture, impromptu speaking is highly comparable to the “Question and
Answer” portion of beauty pageants.
To deliver an effective impromptu speech, consider this tactical formula:

1. Listen
2. Pause
3. Deliver
4. End

LESSON 2: Informative Communication

Informative communication entails a broad range of topics from talking about famous
personalities, memorable events and occasions, innovative processes, favorite vacation places among
others.

One of the challenges faced by individuals who need to deliver an informative speech is to not be
persuasive when addressing their audience more particularly because all types of speeches tend to have a
persuasive effect.

Qualities of an Informative Speech

Informative communication shares nothing less than accurate, clear, and interesting information.
Being able to achieve these is the key to becoming an effective speaker. Let us discuss these keys further.

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Accurate. It may be true that you can only provide a handful of information to your audience as speaking
engagements are time and theme bound; however as effective communicator, you must be able to
carefully and critically discern which among the tons of information you would be sharing to your target
audience.

Clear. Maximum benefit from your every presentation can be achieved by your audience if you express
your thoughts in a way that can be understood by your audience.

Interesting. “Show, don’t tell.” Creative writers would always have this in mind when writing their
stories. As an informative speaker, you can also do the same to make your speech more interesting.

To be able to effectively inform your audience, you must be certain of what you would want to
share to them. Here are some subjects you may want to consider.

 Speeches about Objectives

An object can be defined as anything tangible and visible. Informative speeches about objects
should always be comprehensive and purposive.

 Speech about Processes

When you would want to speak about how something is made, performed, or created then you are
to speak about a process. A process speech demands vivid descriptions and thorough detailing apart from
the actual process.

 Speeches about Events

Event can defined as any occurrence that

happens or has happened. It can be a concert, birthdays, wedding, graduation, or even a breakup.

 Speeches about Concepts

The challenge of creating concept speeches is

concretizing the abstract because concepts are about ideas, beliefs, theories, attitudes and/or principles.

Goals of informative speech

Like all the other things we do, an informative speech too has to have reasons why it needs to be
delivered. These reasons are the goals we set to make our speech successful. There are two main goals of
informative speech:

1. Provide an explanation to a specific subject matter.

It is imperative for all speeches to help the audience get the appropriate information as regards a
specific subject. To achieve this, you, as a communicator, should be able to learn how to convert
and best present the complex information and understanding you have gained about the topic.

2. Assist the audience to store this knowledge for later use.

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 An equally important goal you have as an information communicator is to ensure that your
audience will remember what you have shared to them.

LESSON 3: Persuasive Communication

Persuasive is the ability to mold, sway, convince and influence the audience to agree and take the
side the speaker presents. Influence is the alteration of one’s state of mind.

Literature presents four characteristics of persuasive communication as a source of influence:

1. Persuasion as communicative device hopes to bring forth preferred response from the audience.
2. Persuasion is an individual’s conscious effort to influence and change the mindset of the
audience.
3. Persuasion is an activity that represents the very purpose of the speaker and that is to influence
the audience’s level of acceptance of new learning or updates of present knowledge.
4. Persuasion is the clear intent to influence the mental state of the audience using communication
with some degree of freedom.

Given these definitions, we can identify five distinct components:

1. It is highly symbolic as a process. The effect of influence does not come overnight.
2. It is an act to influence. To persuade is to influence, hence should come natural in order to be
successful.
3. It is ultimately a self-decision. People persuade themselves. We, as persuasive speakers,
influence them to change their mindsets.
4. It involves transmitting and sharing of message. The most important function you must be
mindful of when doing a persuasive speech is to be able to transmit and share your message to
your audience effectively.
5. It requires free choice. Although the speech that you will present to your audience is one that
influences and ultimately persuade them.

Effects of persuasion

As we try to influence our audience with the message we are communicating, we too need to
understand that apart from being influenced, there are other effects we must be aware of. In fact,
Miller (1980) proposed three variant effects of persuasive communication, and these are:

a. Shaping. Persuasive speeches can mold the disposition of your audience.

b. Reinforcing. As mentioned in the previous lessons, speeches can either provide new learning or
update present knowledge.
c. Changing. Of the three alternative effects of persuasion speeches, this comes to be most obvious,
next to influencing the audience.

Process of Persuasion

In order for you to effectively create a persuasive speech, you must first understand the process of
how persuasion is communicated:

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 1. Get Attention. As a speaker, the first thing that you would need to do is to get the attention of
your intended audience to listen to whatever you would want to share.
2. Provide Comprehension. Once you are certain that you already have grabbed the attention of
your audience, it is time for you to get them into focusing to your speech and more importantly,
make them understand the argument or point of the message you are trying to impart.
3. Target Acceptance. Regardless of how powerful your message is, it will still be up to the
audience whether to accept or reject your proposition.
4. Aid Retention. The final process you should perform when delivering a persuasive speech is to
make sure your audience will be able to retain the information long after your presentation.

Preparing the persuasive speech

Preparation is the key to any successful speech. In order for you to increase your chances of
successfully transmitting your message, you would need to how you can construct an effective persuasive
communication. Here are steps you can follow:

1. Outline of your speech. Never forget to plan your speech. It is a must. It should be a part of your
entire creation process.
2. Strategize your medium. By knowing your audience and putting yourself into their shoes, you
can now assess the medium that you would prioritize when delivering your speech.
3. Strategize your message. Working hand-in-hand with your medium, you also strategize your
message.
4. Watch your language. Pertinent to your persuasive communication is the choice of language
you will use. You should fit the language with the audience that you have.

It is a must for persuasive speakers to be very clear with their objectives. As a persuader, you
have five independent objectives:

1. Stimulate
2. Convince
3. Call
4. Increase Consideration

Tolerate Perspectives. The last independent objective you may want to achieve is to make your
audience tolerant of alternative perspectives.

LESSON 4: Argumentative Communication

Argumentation has been a vital part of human society and it has long been endured by the
community for the purpose of justification and reasoning in the form of logic and oratory.

Argumentative communication is an assertive utilization of the language for reasons of advocacy,

security or discrediting points of views. It is the fundamental inspiration to perform contentions.
To be able to create argumentation speech, one can be guided by the proposed format of Toulmin
(1958) in the uses of argument that contains six interrelated components for investigating contentions:

25
 1. Claim. A statement of conclusion delivered by the speaker that needs to be accepted as true, and
demands a setting up of legitimacy.
2. Ground. The reason to the claim. It can either be just a made-up story or a factual information
that is used to establish what the speaker claims to be true.
3. Warrant. A statement used to justify the claim by developing or furthering the information
given.
4. Support. A statement made for the purpose of backing and ensuing that the warrant given is
communicated.
5. Qualifier. This is a statement containing strong expression words that restricts the
comprehensiveness of the claim.
6. Rebuttal. This is a counter argumentative statement that reveals the perceived limitations of the
claim.

Types of Argumentative Communication

There are six main types of argumentation: Scientific, Mathematical, Logical, Interpretative,
Legal and Political. Let us learn of them.

1. Scientific Argumentation. This type of argument is one that investigates the normal events and
happenings that occur in the field of sociologists.

2. Mathematical Argumentation
Usually utilized to determine contentions in Symbolic Logic, mathematical argumentation tries to
reveal numerical truth and arithmetical certainties that can result to sensible facts.

3. Logical Argumentation
This is an argumentation type of radical verbalization of logical information found within the
limits and boundaries of society.

4. Interpretative Argumentation
Commonly exercised as a dialogical process where members either examine or determine
translation differences of information with varying degree of importance.

5. Legal Argumentation
One of the most common uses of argumentation communication is inside the courtrooms, during
litigations, defense, examination, or cross examination to name a few.

6. Political Argumentation
Scholars, academicians, media specialists, public officials, and government authorities usually
utilize this type of argumentation.

Creating Objective Argumentative Speech

To effectively communicate an argument, you must first of all plan how you will present your
argument. Your ability to organize your contentions will definitely increase your chances of earning the
trust and confidence of your audience. Here is a proposed outline appropriate for argumentative
communication, more particularly when taking a position regarding a specific issue.
1. Introduction
 First, reveal the importance of the issue at hand.
 Next, explain why the topic is given time for discussion.

26
  Declare a thesis statement containing your objectives clearly.
2. Body
(Paragraph 1)

 State the first claim regarding the topic.

 Present the ground for the declared the claim.
 Provide warrant to the claim you stated.
 Present supporting point of argument.
 If need be, give a qualifier such as researches related to the claim.

(Paragraph 2)
 State the second claim regarding the topic.
 Present the ground for the declared the claim
 Provide warrant to the claim you stated.
 Present supporting point of argument
 If need be, give a qualifier such as researches related to the claim.

(Paragraph 3)
 State the third claim regarding the topic.
 Present the ground for the declared the claim.
 Provide warrant to the claim you stated.
 Present supporting point of argument.

Note: It is highly suggested that you limit the claims you will discuss to three, however, should you need
to present more than three claims, just add more paragraphs based upon the number of claims.

3. Conclusion
 Restate the objectives of your presentation.
 Summarize the claims versus contentions.
 Present your final thought on the issue.

Let’s Test Your Understanding!

Assessment: Learning Exercises

Learning Exercise No. 9/ Final Task

Direction:

1. Choose a social or cultural topic that you want your audience to be informed about.

27
 2. Compose a three-minute (3 minutes) speech.
3. Record yourself while presenting your speech. Wear a decent attire.
4. Post it in our group page.

Appendices
For Learning Exercise No. 9

RECOMMENDED READINGS:

 Purposive Communication book

 Module GEd-106- Purposive Communication
 Purposive Communication PDF- Scribd

References
 https://www.google.com/url?
sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwi8sITCoJ78Ah
WBPHAKHbgLBNcQFnoECBMQAQ&url=https%3A%2F%2Fwww.studocu.com%2Fph

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 %2Fdocument%2Funiversity-of-batangas%2Fbs-civil-engineering%2Fmodule-ged-106-
purposive-communication-1st-year%2F17312072&usg=AOvVaw2oRqcuyt-
APV8JQca61H0z

 https://www.google.com/url?
sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwi8sITCoJ78Ah
WBPHAKHbgLBNcQFnoECAwQAQ&url=https%3A%2F%2Fwww.scribd.com%2Fdocument
%2F471360114%2FPurposive-Communication-Learning-Module-Contents-
pdf&usg=AOvVaw12-uQr8s6_hIqlWT747sdZ

 https://www.google.com/url?
sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwi8sITCoJ78Ah
WBPHAKHbgLBNcQFnoECCoQAQ&url=https%3A%2F%2Fpubhtml5.com%2Fbhqn%2Fbdji
%2Fbasic%2F&usg=AOvVaw2o3EB1-aHa-0mCL31b0t-c

 Purposive Communication Module (2021)

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