PURPOSIVE COMMUNICATION
CHAPTER 1: BASIC CONCEPTS IN
COMMUNICATION:
Purposive communication is about writing, speaking,
and presenting to different audience for various
purposes.
THE FIVE SKILLS OF COMMUNICATION
1. LISTENING
2. SPEAKING
3. READING
4. WRITING
5. VIEWING
They are studied and stimulated in advanced academic
settings, conversing intelligently on a subject import,
reporting on group work and assignments, writing and
delivering a formal speech, writing minutes of meetings
and similar documents, preparing a research or
technical paper, and making an audio-visual or web-
based presentation. The criteria of effective
communication are discussed and used as the basis of
peer communication techniques used by public officials,
educators, industry leaders, churches, institutions of
learning, private individuals and others. The purpose of
these combined activities is to enable students to
practice strategies of communication with clear purpose
and audience in mind, guided by the criteria of effective
communication and the appropriate language.
The CHED Memorandum also mandates that at the end
of the course, students should be able to:
 listen, comprehend, critique, and respond fully
well to live or recorded conversations;
 speak in public with confidence;
 explain extended text using concrete examples;
 write text from a simple report to a technical or
research papers;
 Prepare audio-visual or web-based
presentation.
The knowledge, skills, values, and insights that
students gain from this course may be sued in
their academic endeavors.
Here are the expanded meanings of
communication due to the growing industry
today:
1. Communication is a process of transmitting
or conveying information to others.
2. Communication is a system (as telephones,
computers, and other digital gadgets) for
transmitting or exchanging information.
3. Communication is the act or process of using
work, sources, signs, or behaviors to express
information and ideas, thoughts, feelings etc. to
someone else.
4. Communication is a message that is given to
someone such as letter, telephone call, etc.
5. Communication is a way of sending
information to people by using technology
(radio, wireless, or electronic communication,
etc.)
SOME WRITERS DEFINED COMMUNICATION
THIS WAY:
1. Koontz and O’Donnel- Communication is an
intercourse by words, letters, symbols or
messages, and is a way that one organization
member shares meaning and understanding
with another.
2. Newman and Summer- Communication is an
exchange of facts, ideas, opinions, or emotions
by two or more persons.
3. Allen Luis - Communication is a sum of all the things a - Communication helps the manager in performing his
person does when he wants to create understanding in duties efficiently.
the minds of the other. It involves a systematic and
continuous process of telling and understanding.
NATURE OF COMMUNICATION
- Every communication or business concern has
specified objectives. And to achieve these objectives
there must be co-ordination and it will be possible by
using communication.
IMPORTANCE OF COMMUNICATION
- Communication is essential in different level of
organization –educational, business, political, and
social.
- The success of a manager or leader in performing his
duties is through good communication.
- Communication has become one of the most
important aspects of management.
1. Helps in achieving co-ordination
Co-ordination can only be achievable by the means of
communication.
- Sharing knowledge and information is possible by the
use of co-ordination through communication.
2. Helps in smooth working
- Communication helps in the smooth running of an
enterprise or business.
- When communication stops, organized action comes
to an end.
- G.R. Terry says, “Communication serves as a lubricant
fostering the smooth operations of the management.
3. Increased managerial efficiency
- Managers spent their 75% of their time in
communication.
4. Helps in decision-making
- Effective implementation and decision-making by the
management can be achieved by the use of
communication.
- Decisions are passed on through communication to
those who are involved in executing them.
5. Helps in maintaining industrial peace
- Lack of communication or improper communication
may result in industrial disputes between management
and workers.
6. Helps in recruitment process
- Recruitment needs communication.
- The recruits are told by about the company
organization structure, its policies and practices.
7. Helps employees to perform effectively
- It is needed to enable the employees perform their
functions effectively.
- Employees are required to know their job relationship
and importance to the overall operation.
8. Helps to acquaint subordinates with their evaluation
- Communication is needed to acquaint the
subordinates with the evaluation of their contribution
to company activity.
9. Helps in teaching employees about personal safety
- Communication is needed to teach employees about
their personal safety on the job.
10. Helps in projecting the image of the company
11. Helps managers in performing his functions
- Communication helps the manager in performing his
managerial functions such as planning, organizing,
staffing, directing, and controlling.
Effective communication is important in executing a
planned program and also in controlling the activities
with the help of feedback information.
VERBAL COMMUNICATION
It is important in many ways:
1. Keeping each other informed
2. Asking for help and support
3. Making friends
4. Expressing ourselves effectively
5. Sharing emotions
6. Clarify values
7. Reinforce culture
8. Needed in crucial conversation
9. Shapes the attitude towards others and ourselves
10. Influences our credibility
11. Describe ideas, makes requests, and solves
problems
12. Establishes relationship and responsibility toward
others.
NON-VERBAL COMMUNICATION
It is important in many ways:
1. It compliments or adds verbal sound.
2. It shows and regulates the flow of interaction.
3. It can contradict verbal meaning by displaying
opposite behavior.
4. It can create and control others’ perception about
you.
EXAMPLES OF VERBAL COMMUNICATION
1. Chatting – getting to know each other, begins with a
smile
2. Telephone conversation- when you are late and you
want to inform your boss
3. Face-to-face conversation- you want to vent out your
sentiments so, you called the presence of your friends.
4. Lecturing- mass gathering, classroom discussion
5. Singing- opera singer sings classics aria telling the
listeners about the beauty of her voice and vocal range.
6. Classroom discussion
7. Calling the customer service for assistance
8. Meeting- corporate gatherings
9. Calling attention- robbery, witness an incident
10. Reciting- two married couple recites their vows
CLASSIFICATION OF VERBAL COMMUNICATION
- Verbal communication- includes oral (spoken) written
communication.
- Oral Communication consists of all spoken exchanges.
- Verbal feedback- question and comments
 Casual conversation
 Political debates
 Voicemail is an oral communication as
well as conference calls and speeches.
 Written communications are printed
messages.
TYPES OF VERBAL COMMUNICATION
1. Emotive communication- It is the deliberate choice
of words to elicit emotion to others. E.g.
 A beauty queen was raped
 A congressman was stabbed twenty times in
cold blood.
2. Evasive communication – is a language that is used
to avoid situation.
3. Jargon communication –is a language used by
personnel in a particular field.
4. Argot communication- is language used by various
groups E.g.
 Schoolmates
 Prisoners
 Bystanders
5. Abstract communication –is a language used to
discuss ideas.
6. Overly abstract communication –leaves too much
room for interpretation and hide details from others.
NON-VERBAL COMMUNICATION
 It is the second type of communication.
 Here are the definitions of non-verbal
communication coming from the different
writers:
 McDermott (2008) –Non-verbal communication
refers to a wide array of behaviors by which we
communicate message without the use of voice.
 Lord. Et al. (2012) –Non-verbal
communication is when information is
transferred from sender to receiver without the
use of words.
 Others define non-verbal communication as the
process of exchanging information with the use
of signs or behaviors to express ideas, thoughts,
and feelings to someone else.
FIVE NON-VERBAL BEHAVIORS/ELEMENTS OF NON-
VERBAL COMMUNICATION
1. Vocalics/Paralanguage –refers to the use of volume,
tone, pitch, and rate of speaking to give additional
meaning or emphasis to what is spoken.
2. Proxemics –refers to the use of space to convey an
idea or image.
3. Chronemics –is an attitude of time which discloses
information with others about status and relationship
with others.
4. Artifacts- refer to the things a person owns, use,
wear, and even discard convey message about such
person.
5. Movement –is your posture, gesture, facial
expression, body language and everything you do are
perhaps the most obvious in communicating messages.
FUNCTIONS OF NON-VERBAL COMMUNICATION
1. Substituting functions- The word is replaced by an
action.
2. Reinforcing functions- It complements or adds to
verbal sounds.
3. Regulating functions- It shows interest or regulates
the flow of the interaction.
4. Contradicting functions- It has no change to
contradict a verbal message.
IMPORTANCE OF NON-VERBAL COMMUNICATION
Paul Eckman and Wallace Fresin (1969) identified six
importance of non-verbal communication. These are
the following:
1. We can use non-verbal signals to emphasize our
words.
2. Our non-verbal behavior can repeat what we say.
3. Non-verbal signals can substitute for words. - Context –This is the setting and situation in which
communication takes place. This can be an impact on
4. We can use non-verbal signals to regulate speech. the successful exchange of information.
5. Non-verbal messages sometimes contradict what we PRINCIPLES OF COMMUNICATION
say.
 Here are the ten principles according to David
6. We can use non-verbal signals to complement the
Crossman (2017):
verbal content of our message.
Principle No. 1- Character is a differentiator
THE SENDER
Principle No. 2 – No one leadership style is preferred
- Communicator or source
Principle No. 3 –There is a greater need to imagine and
- Have the information, the command, the request, and
advance a vision
the idea.
Principle No. 4 –People really are the greatest asset.
THE RECEIVER
Principle No. 5 –Everyone is leader
- Interpreter
Principle No. 6 –There’s a greater focus on self
- Receive the information and decode or interpret the
information. Principle No.7 –Change is the norm

THE MESSAGE Principle No. 8 –Employees everywhere have the same

fundamental communication needs.
- Content of the information
Principle No. 9 –More and better listening, individually
- Relayed between the parties
end systematically
- Put all the three, the sender, the receiver, and the
Principle No. 10 –The communication system is better
message, then you have the most basic communication
honed to manage overload and inefficiencies
process.
 Here are the seven C’s of Communication
THE MEDIUM
according to Herbert Hildebrandt and Jane
- Also called “The Channel” Thomas:

- The means by which a message is transmitted. 1. Completeness

FEEDBACK  Answer all the questions asked

 Give something extra, when desirable
- The determiner if the message has been successfully  Check for the five W’s and any other essentials
transmitted, received, and understood.

OTHER FACTORS
2. Conciseness
- Noise –This can be a sort of interference that affects
the message being sent, received, and understood.
  Eliminate wordy expressions
 Include only relevant statements
 Avoid unnecessary repetition
 Check the flow of your information
4. Correctness
 Use specific facts and figures
 Put action in your words
 Choose vivid, image-building words
5. Clarity
 Choose short, familiar, conversational words.
 Construct effective sentences and paragraphs.
 Achieve appropriate readability (and listening- or “more ethical than thou”)
ability)
 Include examples, illustrations, and other
visuals aids
6. Correctness
 Use the right level of language
 Include only accurate facts, words, and figures what you are comfortable sharing.
 Maintain acceptable writing mechanics
 Choose non-discriminatory expressions
 Apply all other pertinent C qualities
7. Courtesy
 Be sincerely tactful, thoughtful, and
appreciative
 Omit expressions that irritate, hurt, or
belittle.
 Grant and apologize good-naturedly
ETHICS IN COMMUNICATION
Ethics in communication is the notion that an
individual’s group or group’s behavior are governed by
their morals which in turn affects communication.
Speaking communication ethics deals with the moral
good present in any form of human communication.
This includes the following:
 Interpersonal Communication
 Mass Mediated Communication
 Digital Communication
TEN BASICS ETHICAL COMMUNICATION
Jone Johnson Lewis (2015) listed ten basic ethics in
communication. These are the following:
1. Seek to “elicit the best” in communications and
interactions with other group members.
2. Listen when others speak.
3. Speak non-judgmentally.
4. Speak from your own experience and perspective,
expressing your own thoughts, needs, and feelings.
5. Seek to understand others (rather than to be “right”
6. Avoid speaking for others, for example by
characterizing what others have said without checking
your understanding, or by universalizing your opinions,
beliefs, values, and conclusions, assuming everyone
shares them.
7. Manage your own personal boundaries: share only
8. Respect the personal boundaries of others.
9. Avoid interruptions and side conversations
10. Make sure that everyone has time to speak, that all
members have relatively equal “air time” if they want.
KEY PRINCIPLES OF ETHICAL COMMUNICATION
Andrew Button (2017) said that communication is
ethical when it is up front, honest, and cooperative.
Communication that is intended to conceal the truth or
harm other person cannot be described as ethical.
The four key principles of ethical communication are
the following:
1. Honesty
 Ethical communication is honest.
 It means volunteering and being open to
whatever information you have.
2. Openness to other views

 it is one of the key pillars of ethical

communication.
 Openness means being open to diverse ideas
and options.

3. Commitment

 It means allocating the necessary time and

resources.
 Communication needs to be thorough.

4. Consensus Building

 Communication is goal-oriented
 People are seeking to build consensus and focus
in doing what they can for the company.