GE 005 – PURPOSIVE COMMUNICATION 1

GE 005
Purposive Communication

MODULE 2
Principles and Ethics of Communication

Marlyn D. Tolosa
Professor

GE 005 – PURPOSIVE COMMUNICATION 2

Overview
Welcome to Purposive Communication Module 2 on Principles and Ethics of
Communication!

This module aims to enlighten you on the different principles and ethics of
communication which communicators need to observe and demonstrate.

This module was designed to provide learners meaningful opportunities for

guided and independent learning at their own pace and time. Learners will be
enabled to process the contents of the learning material while being an active learner.

Technical Requirements
This distance learning requires the use of the following: Google Classroom
and Google Meet. (if ALL students have the capacity to use Google Meet for
synchronous class)

Content Outline
1. Principles of Communication
2. Ethics of Communication

Objectives

After going through this module, you are expected to:

1. Identify the principles and ethics of communication;
2. Explain principles and ethics of communication to effectively
communicate in written and oral form; and
3. Reflect on the possible effects of failure to exercise principles and
ethics of communication.

GE 005 – PURPOSIVE COMMUNICATION 3

Preliminary Activity
1. What does this mean: “The ability to communicate is the primary factor
that distinguishes human beings from animals and it is the ability to
communicate well that distinguishes one individual from another.”
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
2. What is communication?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

Discussion/Instructional Flow

Effective communication is very vital in building and sustaining

relationships. Excellent communication skill is one of the most sought-after
skill of applicants in any field of endeavor. Poor communication is the most
frequently cited cause of discontent within organisations and it would be
reasonable to expect that most employers are seeking to appoint people with
good communication skills.
Principles of Effective Communication
1. Clarity
The idea or message should be clear. It should be worded in such a
way that the receiver understands the same thing which the sender
wants to convey. There should be no ambiguity in the message. It
should be kept in mind that the words do not speak for themselves but
the speaker gives them the meaning.

2. Completeness
Each message must complete. The reader shouldn’t be left
wondering if there is more to come. The message must be self-sufficient,
that is, it must hold good on its own without support from other
messages.

GE 005 – PURPOSIVE COMMUNICATION 4

3. Attention
In order to make communication effective, the receiver’s attention
should be drawn towards the message. People are different in behavior,
attention, emotions etc. so they may respond differently to the message.

4. Feedback
Feedback sustains the communication process. There should be a
feedback information from the recipient to know whether he has
understood the message in the same sense in which the sender has
meant it.

5. Informality
Formal communication is generally used for transmitting messages
and other information. Sometimes formal communication may not
achieve the desired results, informal communication may prove
effective in such situations. This principle states that informal
communication is as important as formal communication.

6. Timeliness
This principle states that communication should be done at proper
time so that it helps in implementing plans. Any delay in
communication may not serve any purpose rather decisions become of
historical importance only.

7. Adequacy
The information communicated should be adequate and complete
in all respects. Inadequate information may delay action and create
confusion. Inadequate information also affects efficiency of the receiver.
So adequate information is essential for taking proper decisions and
making action plans.

8. Trustworthiness
Effective relationships are built on trust and, with respect to
communication, trust that both parties are applying the same
principles. Without a sense of trust, it may be difficult to really engage
in meaningful communication.

9. Active Listening
Active listening means being focused entirely on the person
speaking, and not interrupting or starting to fashion your own response
before someone has finished their sentence. This “inner chatter” that

GE 005 – PURPOSIVE COMMUNICATION 5

 goes on in our heads is a barrier to hearing. The moment we start
thinking about our response, we stop listening actively.

10. Non-judgemental
Judging others is not a good basis for building relationships. It is
very easy to say that we should be nonjudgemental, but an extremely
difficult principle to live by. The problems begin when we start judging
people on what they say and do.

11. Value Difference

Value the different contributions that people you interact with bring
to your relationships. Their opinions may be different but not better or
worse. If you can create a trusting environment, whereby people know
that their contributions will be valued, they are not being judged, people
are respectfully listening to them and appreciating their input, that
what they say remains confidential and that they are being listened to
fully, you create an environment for active engagement and fruitful
relationships.

12. No Assumptions
People can interpret words they hear in a way that was not intended
by the person who said them. If someone says one thing and another
takes those words to mean something completely different,
communication has not occurred. There has simply been an exchange
of words without comprehension. This happens when we assume that
we understand what is meant without checking things out. It is
important to clarify what someone means, rather than make
assumptions that you have understood what they are trying to convey.

13. Authenticity
Be truthful in your communications. We communicate in a number
of ways, not just by the words we use. How we say things and movement
of the body all have a bearing on the message that is conveyed to the
listener or observer.

14. Conciseness
Business communication is founded on the principles of brevity.
This applies to not just the length of your message, but also its
contents. Try to use short sentences and short words.

Ethics of Communication
Individuals who engage in communication are expected to observe ethical
standards. To make the best decisions in our communication, to communicate
GE 005 – PURPOSIVE COMMUNICATION 6
ethically, we must give thought to the manner in which we communicate. The
following are ethical considerations:

1. Respect for the audience

Respect for audiences includes respect for the ideas and feelings of the
people with whom we interact with. If people possess dignity and worth, then
they need to be treated as such even when we may disagree with them
strongly.

2. Consider the consequences of the communication

Communication effects represent the changes in the receiver’s behavior
that occurs as a result of transmission of the message. Having considered the
natures of the audiences, one needs to consider further the effect of
communication on them and upon oneself.

3. Respect for truth

A great deal of the ethics of communication involves a respect for truth. If
we cannot trust the other party, we cannot accurately judge how to respond.
If we cannot accurately judge how to respond, then our communication
becomes increasingly ineffective. If the lack of trust is pervasive enough, it is
destructive finally to society.

4. Use information properly

Adequate and accurate information are necessary in communication.
When the information is adequate and accurate, miscommunication may not
take place. Adequate information means the information is complete while
accurate information is information that is timely, up to date, and applicable
to the situation.

5. Do Not Falsify Information

Worse than the distortion of information is falsifying information. Failing to
find information useful to our goals, we make it up.

6. Respect the Rights of Others to Information

A respect for truth and an ethical consideration of others also means
respecting the rights of others in regard to information and access to
information. Beyond the personal act of theft, stealing information is unethical
because it prevents other people from securing information and unnecessarily
makes their lives more difficult.

GE 005 – PURPOSIVE COMMUNICATION 7

Post Activity
3-Minute Pause
Pause for three minutes and reflect on the concepts, information and
ideas in today’s lesson. Complete the unfinished statements below.

1. I became more aware of __________________________________________.

2. I discovered that _________________________________________________.
3. I realized that ____________________________________________________.

4. Based on your experience, which of the principles of communication

have been observed? How was the flow of communication?
a. Sender (You are the sender.)
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
b. Receiver (People you have communicated with.)
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________

Evaluation
1. In your own words, explain effective communication.
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
2. What are the possible results on the failure to observe principles and
ethics of communication?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
3. Describe a person who has excellent communication skills.
_____________________________________________________________________
_____________________________________________________________________

GE 005 – PURPOSIVE COMMUNICATION 8

 _____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

References
Bradbury, B. (n.d) Principles for effective communication. Retrieved from
http://hallandsolutions.com/wp-content/uploads/2012/10/Principles-
for-Effective-Communication.pdf

7 Principles of Communication. Retrieved from https://www.yourarticle

library.com/management/communication/7-principles-of-
communication-explained/53333

Johannensen. Ethics in communication. Retrieved from http://commethics

weebly.com/uploads/6/4/2/2/6422481/ethics_in_communication.pdf

GE 005 – PURPOSIVE COMMUNICATION 9