Lesson 1: Communication Principles and Ethics

Learning Outcomes

At the end of the lesson, you are expected to achieve the following:

1. Describe the nature, elements and functions of verbal and non-verbal communication in various and
multicultural contexts.
2. Explain how cultural and global issues affect communication, and why ethical communication is essential.
3. Appreciate the impact of communication on society and the world.

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 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. It comes in many
forms:

 verbal communication, which includes the use of language, sounds, and tone of voice
 non-verbal communication, which includes body language and facial expressions
 written communication, such as through journals, emails, blogs, and text messages
 visual communication, which involves signs, symbols, pictures, graphics, and emojis

Effective communication 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.

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. Knowing the audience, understanding their level and how they need to receive the
information – also known as skills on audience analysis – 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 cultural difference, varying
levels of expectations and experiences, and difference in perspectives and communication styles.

Anyone might experience one or all of these barriers at any given circumstance, and that 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

Effective communication requires a certain level of connection between and among people, allowing a
series of exchanges of thoughts and emotions, eventually leading to mutual understanding. In order for that
to happen, the following principles must be observed.

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.

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.

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.

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.

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.

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.
COMMUNICATION AND GLOBALIZATION

Motive Question: The world has shrunk into a global village, but have we become more of ‘neighbors’ or more of
strangers to each other?

The notion of the world being a global village has been a hot topic ever since the idea was brought up,
especially in light of the rapid advances in technology and digitization. Globalization has been regarded as the
key to the worldwide integration of humanity, where there is an increased economic, political and cultural
integration and interdependence of diverse cultures. In Southeast Asia, for example, the ASEAN Integration
has been a buzzword among social communities, opening a wide array of discussion for future collaborations.

For our part, we Filipinos have increased our awareness and acceptance of the notion that we belong
to a diverse, global community. This is not confined to communication with people from other countries,
but is inclusive of communication within our own societies, even with the minorities and the indigenous
peoples. It is therefore imperative that WE learn to communicate effectively with people regardless of age,
gender, race, ability, religion, sexual orientation, income, marital status, or ethnicity.

Communication in the modern world must be anchored on the concept of diversity, since effective
communication and the ability to understand cultural differences are skills that have become requisites not
only for a meaningful social life but also for a successful professional career.

Even professionals from the countries that are traditionally known for sticking to their native tongue
(e.g. Japan, Korea, Vietnam) have started to learn English, as the internationally-recognized lingua franca,
with the concept that learning English does not make them less Japanese, Koreans, or Viets.

In addition, digital technology has erased territorial boundaries among countries and among people
with varying cultures. The notion of being a ‘stranger’ has been revolutionized as the people whom we used
to treat as strangers are now our co-workers, classmates or friends – albeit some only in social media.

Hence, there is a need to develop graduates and professionals who are multiculturalists – those who
are engaged with and respectful of people with different cultures. These are not necessarily people from
other countries all the time, since a country may have varying sub-cultures among its general society. In the
Philippines, for example, there is no argument that people from Southern Tagalog have a different culture
from the Bicolanos, and those from Zamboanga have different norms and beliefs from the Ilocanos.

Prepared by:

Krystalyn E. Perez
Guest Lecturer I
Date: August 23, 2021