Processes and Principles of Effective

Communication

Effective communication is a key interpersonal

skill and by learning how you can improve your
communication has many benefits.

It sounds so simple: say what you mean.

• But all too often, what you try to
communicate gets lost in translation despite
your best intentions.

• You say one thing, the other person hears

something else, and misunderstandings,
frustration, and conflicts ensue.

• This is very true especially in the absence of

physical, face-to-face communication.
Communication
• It is beyond simply putting words into
thoughts and emotions.

• It is done effectively only when information is

transmitted without changing both the
content and the context of the message.

• Simply put, communication is the art of

creating and sharing ideas for a specific
purpose.
Effective Communication

It is dependent on how rich those ideas are,

and how much of those ideas are retained in the
process.

In order to be an effective communicator, a

number of skills have to be utilized.
Which skill one chooses greatly varies and is
dictated by the situation, the content or the
actual information a person needs or wants to
convey, and the intended recipient of that
information.
 TRIVIA:
DID YOU KNOW?
Almost 91% of professionals from the world’s top
300 multinational companies said that
communicating in English is important for work
success, but only 7% of them indicate that their
current level of English is sufficient for their
jobs. This is based on “The Globalization of
English” research study conducted by the
McKinsey Global Institute.
 Audience Analysis
A key element in effective communication is
audience analysis. “Audience” here does not
only refer to the people listening to you in a
public speech. Rather, it refers to anyone who
is expected to receive the message you are
sending.
 Skills on audience analysis:
• Knowing the audience
• understanding their level
• how they need to receive the information –

These are extremely important in “packaging”

the message and sending it across.

Audience analysis is therefore one skill an

effective communicator must have.
It is imperative that you find out who the
audience is – who will actually receive your
‘message’ – and what they need to know.

Only in doing so can you properly adjust all the

other elements of communication, such as your
words or registers, your tone, and your
expressions.
Another aspect that needs consideration in
analyzing the audience is identifying and trying
to overcome possible communication barriers.
These are not confined to physical noise (cars
passing by, someone pounding on the table) and
physiological issues (an upset stomach), but
could also include
• cultural difference
• varying levels of expectations
• experiences
• difference in perspectives
• communication styles.
Such barriers exist has to be recognized so that
anyone who is trying to communicate can adjust
and apply the proper tools and strategies to
remove those barriers that prevent the message
from getting across.
 Principles of Effective Communication

It requires a certain level of connection

between and among people allowing a series of
exchanges of thoughts and emotions, eventually
leading to mutual understanding.
1. Clarity.
This pertains to both the message and the
purpose why the message has to be sent.

The message should be clear by using

appropriate language and communication
channels, but equally important is that the
reason for sending and receiving the message
must be understood by both sender and
receiver.
2. Conciseness.

The message should be as brief as may be

required depending on one’s purpose, especially
in most modern contexts in the business and
academic fields where time is of the essence.

It should be devoid of trivial details that would

hinder communication.
3. Completeness.

Despite its conciseness, the message should

still be complete and accurate.

Whenever necessary, background information

should be given to provide better context;
facts and observations may also be helpful.
4. Organization
Effective communication is usually planned in
order to ensure the systematic flow of ideas
and transition from one point to another.

There are instances, however, when

communication is impromptu, but this should
not be an excuse for an organized presentation
of ideas.
5. Empathy
The sender of the message should be sensitive
to the needs and interests of the receiver.

In case of face-to-face communication, the

speaker must always be conscious of the
reaction of the listener and adjust his/her
communication strategy accordingly.
6. Flexibility
Different people have different
communication styles, and consequently,
different expectations.

Effective communicators know how to adapt

to the varying needs and expectations of
their audience and modify the message or the
way the message is sent to avoid
misunderstanding or misinterpretation.
6. Flexibility
Different people have different
communication styles, and consequently,
different expectations.

Effective communicators know how to adapt

to the varying needs and expectations of
their audience and modify the message or the
way the message is sent to avoid
misunderstanding or misinterpretation.
How Past Experience and Prejudice Affect
Communication
• Most people bring their past experiences into a
communication situation. Sometimes, they pitch
in existing information because they learned in
the past that adding information makes the
communication more successful.

• There are times when they do not contribute

anything because of a possible past experience
when their inputs were not considered or
valued.
In any case, people enter into a communicative
situation with certain expectations, and they behave
or react accordingly.

Past experiences inevitably affect people’s

communication styles in the future. When their
audience responded positively to their message,
chances of them repeating the same style are
relatively high.
Prejudice, on the other hand, is when people
take their past experiences and make certain
assumptions that the same experience will
happen with the same people, given the same
context.

Prejudices may be attributed to culture or

personal preferences.
Not all prejudices have a negative characteristic, as
a person might consider all members of a group to
be smart even without meeting them individually.

It must be noted, however, that effective

communicators should avoid prejudice because it
influences the communication process even before
it begins.
Prejudices happen when people isolate an
experience with one “type” of person or one group
of people, then behave as if all encounters with
people of the same “type”, or at least with the
same characteristics, will lead to the same
experience.

This eliminates a people’s personal identity and

individuality.
There can be prejudice as regards to:
• age
• gender orientation
• religious belief
• race
• social-economic status
• physical conditions.
• Effective communicators view people as
separate from any preconceived notions
others may have about them.

• They see the value of the individual as a

person of worth, and thus will respect that
individuality.
Reflective Analysis
Analyze the following print advertisements and determine if
these are ethical or not. Consider the following guide
questions in your analysis.
1. What is the message of the ad?
2. How is the message underscored? What semiotics are used
(text? images? others?)
3. Is there any individual or group that may be offended by
the ad?
4. Is there another way of presenting or delivering the
message?
5. Do you think the ad is ethical? thesocietypages.org R
PERFORMANCE TASK:

Look for 1 print or television advertisement that is non-ethical because they

are discriminatory, stereotypical, and/or sexist? Spot these ads in magazines,
newspapers, social media networks, Youtube, or any other platform.
Discuss the following:
a. why you think the ad is unethical
b. how it could possibly be received by certain groups
c. what could be a better way of presenting the ad.
Rubric in assessing your response:
• Content (10 pts.): Your material is spot-on and obviously well-researched
• Reasoning (15 pts.): Your line of reasoning is logical and justified
• Organization of Ideas (5 pts.): Your ideas are well-presented and highly
organized.
Thank You!!!