Purposive Communication – Prelims Notes • According to Allen Louis, Communication is a sum of all

Day 1 (9:00 – 10:30 am) things, one person does when he wants to create
Please do not share If I don’t know you cos I will find you understanding in the mind of the other; it involves a
and RIP YOUR PAPER! Please acknowledge the hard work systematic and a continuous process of telling, listening,
for this reviewer! and understanding.
Lesson 1: Communication Processes, Principles, Nature &
Elements Nature of Communication
• Process – communication constantly moves and
Communication changes. It does not stand still.
• An essential component of human behaviour. It refers • Meaning – involves the thoughts, ideas and
to the natural activity of all human beings to understandings shared by communicators.
communicate opinions, feelings, information and ideas • Symbolic – depends on words and nonverbal
to others through words whether written or spoken, behaviours to communicate meaning and feelings.
body language or signs. - Communication plays a vital role in instruction,
• It is mankind’s ability to communicate across barriers integration, information, evaluation, direction,
and beyond boundaries which means communicating teaching, influencing, image building, employees’
with people from other countries and cultures.
orientation and decision making as it is the lifeblood
• It has the ability to foster quick and effective
of the business.
communication or to send a message all over the world
- With the absence of an effective communication
making globalization a reality.
• Etymology system, no business can develop as communication
- Derived from the Latin word ‘communicare’ which is the mortar that holds an organization whatever
means to impart, participate or to transmit its business or its size.
- The word ‘communicare’ is derived from the root • Internal Communication – when people within the
word ‘communis’ which means to make common or organization communicate with each other
to share. • External Communication – when people in the
• Communication has become a powerful medium for organization communicate with anyone outside the
fostering understanding and goodwill among different organization
cultures, a phenomenon known as intercultural - The ability to work well in terms, manage the
communication. It is made possible by emerging subordinates and establish relationships with
information technologies that serve as connecting tools
seniors, customers and colleagues depends on
in a diverse cultural sphere allowing for fast and efficient
communication skills (Bisen & Priya, 2009).
communication around the world.
Essential Components of Communication
Meanings of Communication
1. Sender or Encoder
• Communication may be defined as the interchange of
- The source of information or message, is a person
thought or information between two or more persons
who sends the message. A sender uses symbols
to bring about mutual understanding and desired
(words or graphic visual aids) to convey the
action. It is the information exchange by words or
message and produce the required response.
symbols. It is the exchange of facts, ideas, and
2. Message
viewpoints that bring about the commonness of
- The stimulus or produced by the source for the
interest, purpose, and efforts (Bisen and Priya, 2009).
receiver or audience (McLean, 2005). Defined as
• American Management Association defines,
information conveyed by words (in speech or
‘Communication is any behaviour that results in an
writing), and other sign or symbols. A message
exchange of meaning.’
(verbal, non-verbal or both) is the content of the
• Peter Little defines Communication as ‘Communication
communication process (Nordquist, 2019).
is the process by which information is transmitted
3. Encoding
between individuals and organizations so that an
- The process of converting the message into words,
understanding response result.’
actions or other forms that the speaker
• Newman and Summer Jr. state that, ‘Communication is
understands. It is the process of turning thoughts
an exchange of facts, ideas, opinions or emotions by two
into communication.
or more persons.’
4. Channel
• According to Keith Davis, ‘The process of passing the
- The medium or means such as personal or non-
information and understanding from one person to
personal, verbal or non-verbal in which the
another. It is essentially a bridge of meaning between
encoded message is conveyed. It is how a message
the people. By using the bridge, a person can walk safely
or messages travel between source and receiver
across the river of misunderstanding’.
(McLean, 2005).

1 | Purposive Communication Prelims Notes

• Visual Communication - is the type of communication Communication Elements Model
that uses visuals to convey information and messages.
Some examples are signs, symbols, imagery, maps,
graphs, charts, diagrams, pictographs, photos, drawings,
or illustrations, and even various forms of electronic
communication. Some examples of electronic
communication symbols or images are the emojis,
emoticons, and animation, among others, to convey the
writer’s emotions or clarify the intent of the message
sender. These are achieved through digital mode or text
(Madrunio and Martin, 2018).
5. Receiver
- The recipient of the message or someone who
decodes the message. It refers to a person for
whom the message is intended/aimed/targeted.
How the decoder understands the message
depends on various factors such as knowledge of
the recipient, responsiveness to the message, and
the reliance of encoder on the decoder.
6. Decoding
- The process of interpreting the encoded message of
the communicator (speaker/writer) by the receiver.
7. Feedback
- The reactions, responses, or information provided
by the receiver. It is the main component of the
communication process as it permits the sender to Lesson 2: Communication Barriers, Purposive
analyze the efficacy of the message. It helps the Communication & Communication Ethics
sender in confirming the correct interpretation of
Communication Barrier
the message by the decoder. Feedback may be
verbal (through words) or non-verbal (in the form • It is anything that gets in the way of clear
of smiles, sighs, and others). It may take written communication. These are barriers, hindrances,
form also in forms of memos, reports, and others. obstacles or noises. It describes the distracting stimuli
As the amount of feedback increases, associated with the communication process.
communication accuracy also increases (Leavitt &
Mueller, 1951). Barriers to Effective Communication
8. Context 1. Linguistic/ Verbal Barrier
- refers to the environment where communication - Language is needed for any communication, even
takes place. “The environment is the atmosphere, people with speech impairments communicate
physical and psychological, where you send and with sign language and brail. Communication
receive messages” (McLean, 2005). Communication becomes difficult in situations where people do not
is affected by the context in which it takes place. understand each other’s language. The inability to
This context may be physical, social, chronological, communicate using a language is known as a
or cultural—every communication proceeds with language barrier to communication.
context. The sender chooses the message to 2. Cultural Barrier
communicate within a context. - The way people communicate is affected by the
culture they were brought up in. The opposite is
• Environment – the atmosphere, physical and
also exact. Culture is to a large extent is determined
psychological where you send and receive messages
by the way people communicate. When people
(McLean, 2005).
belonging to different cultures communicate as
these factors can become barriers. Communication
shapes culture and culture shapes communication.
3. Physiological Barrier
- Is the state of the human body and mind. This
occurs due to the physical condition of the sender
or receiver, which might even be physical
disabilities. It includes sensory dysfunction and

2 | Purposive Communication Prelims Notes

 other physical dysfunctions. Effective purposes and target audiences. Primary mode of
communication requires the proper functioning of communication is used in various organizations for the
the senses in both the sender and the receiver. uninterrupted transmission of messages, data and
Limitation of the human body and mind adds to the ideas. This can occur through various channels and
physiological barrier causing an interruption in a forms, but the basic concept is all about good structure
message from reaching its destination or having and defined formats to fulfil a purpose.
meaning (Bajracharya, 2018). - It is necessary not only for conflict resolution but
4. Psychological/ Emotional Barrier also for the development of interpersonal
- Refers to the psychological state in which opinions, relationships. While casual communication is the
attitudes, status consciousness and emotions of a most common mode of communication in everyday
person that profoundly affects the ability to life, purposeful communication is primarily used in
communicate. Psychological noise is what happens business and other professional settings.
when thoughts occupy attention while listening or - Communication happens in specific contexts that
reading a message. The communication largely includes settings or environment (family, school,
depends on a person’s mental condition; is the workplace and religious communities); social
person is mentally or emotionally sound, he cannot relations (friends, husband and wife, parent and
communicate effectively either as a sender or a child, colleagues/ boss-subordinate in the office);
receiver. scenes which include place, time and occasion
5. Physical Barrier (business meeting, job interview, social gathering-
- The physical barrier is the environmental and parties, weddings, and others.); and culture
natural condition that acts as a barrier in (history, tradition, beliefs, norms and values).
communication in sending messages from sender • Contexts - are vital considerations in our
to receiver. Organizational environment or interior communication acts since they affect the process pf
workspace design problems, technological sending and receiving messages, semantics or
problems and noise are the parts of physical meanings, choice of channels, words and methods of
barriers. delivery.
- Noise interferes with standard encoding and - Communication therefore must be suitable for the
decoding of the message carried by the channel specific context hence it should be intentional or
between the source and its receiver. Not all noise is purposive. It is logical to explain purposive
wrong, but noise interferes with the communication as communication applied in a
communication process. specific setting, environment, scene, social
relations and culture.
Purposive Communication
• Intentional communication within the bounds of Effective Purposive Communication
specific contexts (Magan et al. 2018). • Two-way
• Defined as communication that occurs with a specific • Active Listening
goal in mind. • Reflects the Accountability of the Speaker and Listener
• Utilizes Feedback
5 Purposes of Communications • Free of Stress
1. Informing • Clear
2. Expressing Feelings • Understanding
3. Imagining
4. Influencing Communication Ethics
5. Meeting Social Expectations • Practice of communicating in a clear, concise,
- When using purposeful communications, you plan truthful and responsible manner.
and carry out a communication process to achieve
any of these goals. It is the dissemination of a Four Basic Principles of Ethical Communications
communication message or an idea to specific (Vanishaa Doshi)
group of audiences in the most appropriate formats 1. Ensuring Transparency and Honesty
and channels. While there may be different forms - Communicate only what is known to be the truth.
such as oral and written, the messages are properly Ethics can be tricky in this regard because although
formatted and structured to serve the inherent it may not have been your intention, it is still
purpose considered unethical even if a mere 1 percent of
what is said is false.
• Practice of using various communication forms such as - The responsibility of guaranteeing every single
writing, speaking and presenting for a variety of word is factual and accurate falls into the hands of
3 | Purposive Communication Prelims Notes
 the communications professional. This corporate children’s television channel or feature story on
social responsibility starts from conducting through high-technology weapons in the midst of a conflict.
research all the way to including proper attribution While extreme scenarios, these demonstrate the
of all references and sources. importance of when and where we decide to
- Being wholly transparent also means establishing communicate.
truthful representation. Disclose all pertinent - Be tactful and mindful in choosing the most
details including any caveats or negatives, as appropriate time and place to communicate. Plan
minute as they seem. Despite the fact that many and strategize. Research your audience, the various
people think public relations is synonymous with options you have for mediums or channels, as well
the spin, we should never change the narrative as global events that may affect the way your
based on what we want our audience to believe. message is received and perceived.
➢ Effective ethical communication is
2. Understanding Your Audience foundational to the success of an
- Often times written PR and corporate organization’s communication strategy. While
communications becomes overcomplicated with communicating factually accurate messages
jargon and niche industry terminology that would honestly and transparently is central to ethical
make absolutely no sense to a lay person. This is communication, it also extends far beyond
why understanding your audience is so important. that.
Before writing, we need to ask ourselves questions
like: Testing 1 2 3… Refresher!
▪ Who is going to read this? Determine the barrier to effective communication in the
▪ How much background knowledge do they given situations. Choose the answers from the given table
have? below. Capital Letters only.
▪ Is there a way I can communicate this in a
more straightforward manner? A. Linguistic
- Let us not forget that communication is always two- B. Cultural
way. It is not just about us getting a message across, C. Psychological
it is also the feedback we receive, which largely D. Physiological
depends on how the message was comprehended. E. Physical
This means that we must factor in any language
barriers that the audience may face and push 1. Eva misinterpreted valor as cowardice.
representation in our choice if words. As 2. Sue failed to submit her PURCOM assignment
communication professionals, this helps us make because she was preoccupied with her ARTAPP
certain that we do not present anything that may Summative test.
be construed as demeaning, intolerant or even 3. Kevin did not understand his mother’s instructions
hateful. because his sibling was tickling him.
3. Respecting Confidentiality and Privacy 4. The howling of the wind interrupted the
- Privacy is a hot topic, and rightfully so. It is so easy congressional representative’s panel discussion.
to get carried away, especially when there us a 5. Marie is unable to concentrate because she is dizzy
potentially sensational message, but always ensure from her second anti-rabies dose.
you are not violating any individual’s privacy or 6. Ghizelle cannot retrieve her file from her old laptop,
disclosing confidential information regarding an so she has to retype her paper.
organization. 7. Liah’s Muslim friend gets angry because she is
- Honor and safeguard the confidentiality of your trying to convince her not to wear a hijab, a Muslim
customers and partners that may have disclosed veil.
certain details that are meant to strictly be kept 8. Because of his negative comment about a post,
under wraps, even if there is no legally binding Japhet is bullied by netizens.
document such as a non-disclosure agreement. The 9. The Japanese exchange scholar enjoys listening to a
same applies to those working in journalism and group of children speaking in Hiligaynon even if he
who may have tapped on sources that have cannot understand them.
requested to remain anonymous or shared private 10. Gazel is about to present her report to the class
knowledge off the record. when she discovered that she left her glasses at
4. Choosing the Right Time and Place home.
- Being an ethical communicator goes beyond what 11. The call center agent cannot hear his client because
you are saying, but also when and where. Take for of a network interruption.
example an advertisement for cigarettes on a
4 | Purposive Communication Prelims Notes
 12. Emmanuel’s mobile phone was out of coverage
area when his father called up.
13. The speaker speaks in a monotone; his voice is flat Answer Key
and boring, so the listeners don’t know how the (Use this to check your answers!)
speaker is feeling. 1. A.
14. Yelah is suffering from hearing impairment or 2. C.
hearing loss; she cannot receive the audio message. 3. C.
15. Arkin’s essay is wordy; his classmates find it difficult 4. E.
to grasp the idea. 5. D.
16. A 17-year-old French guy is arguing with an 6. E.
American vendor about his purchase because he is 7. B.
not allowed to buy an alcoholic drink; however, 8. C.
alcohol consumption at his age is not a problem in 9. A.
their country. 10. E.
17. The mother is scolding his son for whistling in front 11. E.
of a family get together dinner. 12. E.
18. The classes in the grade school department are 13. A.
disturbed by the rushing fire trucks. 14. D.
19. A Tagalog student misunderstood the ilonggo term 15. A.
“pating” as a shark. 16. B.
20. A Filipina in Greece is confused with the response 17. C.
of the Greeks “no” by nodding their heads and 18. E.
“yes” by shaking their heads. 19. A.
20. B.

5 | Purposive Communication Prelims Notes