PURPOSIVE

COMMUNICATION
 PURPOSIVE COMMUNICATION: BACKGROUND AND RATIONALE

• Purposive Communication is about writing,

speaking and presenting to different audiences for
various purposes. Translated in Filipino; “ Ang
Malayuning Komunikayon ay pagsulat, pagsasalita
at paglalahad para sa iba’t ibang madla at iba’t
ibang layunin.
• The CHED memo mandates that at the end of the
course, students should be able to listen,
comprehend, critique and respond fully well to live
COMMUNICATION?
The root of the word
“communication” in Latin
is communicare, which means to
share, or to make common .Weekley,
E. (1967. Communication is
defined as the process of
understanding and sharing meaning.
The term communication process refers to the
TThe Elements Of Communication
exchange ofJulyinformation
6, 2020 | 6 mins read (a message) between two
he Elements Of Communication

or more people. For communication to succeed,

both parties must be able to exchange
information and understand each other. If the
flow of information is blocked for some reason or
the parties cannot make themselves understood,
.

COMMUNICATION IS THE SENDING AND RECEIVING OF INFORMATION AND CAN BE

ONE-ON-ONE OR BETWEEN GROUPS OF PEOPLE, AND CAN BE FACE-TO-FACE OR
THROUGH COMMUNICATION DEVICES. IT REQUIRES A SENDER, THE PERSON WHO
INITIATES COMMUNICATION, TO TRANSFER THEIR THOUGHTS OR ENCODE A
MESSAGE. THIS MESSAGE IS SENT TO THE RECEIVER, A PERSON WHO RECEIVES
THE MESSAGE, AND FINALLY, THE RECEIVER MUST DECODE, OR INTERPRET THE
MESSAGE. THIS SOUNDS SIMPLE ENOUGH BUT IS MORE COMPLICATED
 Language involves symbols and signs and is distinct to the culture that
speaks and writes in that language. Effective communication requires a
shared language and understanding of common concepts. It's also
important to bear in mind that a receiver may interpret what the sender
puts out differently than what the sender intended, and that this is less
likely if the two share the same culture and language
The Sender
The communication process
begins with the sender, who is
also called
the communicator or source. The
sender has some kind of
information — a command,
request, question, or idea — that
he or she wants to present to
others. For that message to be
received, the sender must first
encode the message in a form
that can be understood, such as
by the use of a common language
or industry jargon, and then
The Message
The message or content is the information
that the sender wants to relay to the
receiver. Additional subtext can be
conveyed through body language and tone
of voice. Put all three elements
together — sender, receiver, and
message — and you have the
The Medium
Also called
the channel,
the medium is the
means by which a
message is
transmitted. Text
messages, for
example, are
transmitted through
The Receiver
The person to whom a message is
directed is called the receiver or
the interpreter. To comprehend the
information from the sender, the
receiver must first be able to receive
the sender's information and then
decode or interpret it.
 Feedback
The communication process
reaches its final point when the
message has been successfully
transmitted, received, and
understood. The receiver, in turn,
responds to the sender,
indicating comprehension.
Feedback may be direct, such as
a written or verbal response, or
it may take the form of an act or
ASPECTS OF COMMUNICATION

• Nonverbal/Nonlinguistic
• Verbal/Linguistic
Communication
Communication
- It does not use words or a
- It uses words
language but utilizes facial
and a particular
expressions, sign language,
language in
gestures and body
communicating
language when expressing
one’s thoughts
ideas and emotions.
and feelings.
DIFFERENT
EMOTIONS
This Photo by Unknown Author is licensed under CC BY-SA-NC
SIGN LANGUAGE
BODY LANGUAGE
CLASSIFICATIONS OF VERBAL COMMUNICATION

• Oral Communication • Written Communications

It is consists of all These are printed
spoken exchanges. messages such as memos,
proposals, e-mails, letters,
It happens in real
training manuals, operating
time. Examples are policies.
casual conversations,
They may be printed on
political debates, papers, handwritten or
conference calls, appear on the screen.
speeches, oral It is often asynchronous
discussion, classroom appearing at different time.
TYPES OF VERBAL COMMUNICATIONS

1. Emotive Communications – is the deliberate

choice of words to elicit emotions in others.
Examples: a beauty queen was harassed, a
boy was maltreated..
2. Evasive Communication – is a language that
is used to avoid a situation.
3. Jargon Communication – is a language used
by personnel in a particular field.
5. Argot Communication – is used by various
groups ( e.g. schoolmates, prisoners
6. Abstract Communication – is a language
used to discuss ideas
7. Overly Abstract Communication – leaves
too much room for interpretation and hide
details from others.
ELEMENTS OF NON-VERBAL BEHAVIORS

1. Vocalics/Paralanguage – refers to the use of

volume, tone, pitch, rate of speaking to give
additional meaning or emphasis to what is
spoken. (“Come here” )
2. Proxemics – refers to the use of space to covey
an idea or an image. The use of space or
proximity is a significant indicator of how close
or intimate we feel toward people.
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,
wear, and even discard convey message about
such person.. It also includes your preference,
taste, resources, to convey meanings.
5. Movement is your posture, gesture, facial
expressions, body language and everything you do.
7 C’S OF COMMUNICATION
• Completeness – The business message
is complete when it contains all facts
the reader or the listener needs for the
reaction you desire.
• Answers all questions asked
• Gives something extra, when
desirable.
CONCISENESS

It is saying what you have to say in the

fewest possible words without
sacrificing the other C qualities.
-Eliminate wordy expressions.
-Include only relevant statements.
-Avoid unnecessary repetition.
CONSIDERATION
• It means you prepare every message
with the recipient in mind and try to put
yourself in his or her place.
• Focus on “you” instead of “I” and “We”
• Show reader benefit or interest in
reader perspective.
• Emphasize positive, pleasant facts.
• Apply integrity and ethics.
CLARITY
• It means getting your message across so
the receiver will understand what you are
trying to convey.
• Choose short, familiar, conversational
words.
• Construct effective sentences and
paragraphs.
CONCRETENESS
• It means being specific, definite and
vivid rather than vague and general.
• Use specific facts and figures.
• Put actions in your words.
• Choose vivid, image-building words.
CORRECTNESS

•Use the right level of language

•Include only accurate facts, words,
figures
•Maintain acceptable writing mechanics.
•Choose nondiscriminatory expressions.
COURTESY

•Be sincerely tactful.

•Omit expressions that
irritate, hurt or belittle.
•Grant and apologize good-
naturedly.
 What Is Ethical Communication?
Simply put, ethical communication refers to communicating in a manner that is clear, concise, truthful
and responsible. But in a profession that does not have an explicit set of guidelines, it can be challenging to
discern right from wrong.
Just as the medical industry has its regulations and ethical standards to adhere to, communication
professionals should observe an unwritten ethical code of conduct that acts as the backbone of our
communications strategy and a key virtue of professionalism.
1. Ensuring Transparency and Honesty
Communicate only what is known to be the truth. Ethics can be tricky in this regard because although it
may not have been your intention, it is still considered unethical even if a mere 1 percent of what is said is
false.
The responsibility of guaranteeing every single word is factual and accurate falls into the
hands of the communications professional. This corporate social responsibility starts from conducting
thorough research all the way to including proper attribution of all references and sources.
Being wholly transparent also means establishing truthful representation. Disclose all pertinent details
including any caveats or negatives, as minute as they may seem. Despite the fact that many people think
public relations is synonymous with “the spin,” we should never change the narrative based on what we
want our audience to believe.
2. Understanding Your Audience

Communication is always two-way. It is not

just about us getting a message across, it is also the
feedback we receive, which largely depends on
how the message was comprehended. This means
that we must factor in any language barriers that
the audience may face and push for representation
in our choice of words.
As communication professionals, this helps
us make certain that we do not present anything
that may be construed as demeaning, intolerant or
even hateful.
3. Respecting Confidentiality and Privacy
Honor and safeguard the confidentiality
of your customers and partners that may have
disclosed certain details that are meant to
strictly be kept under wraps, even if there is
no legally binding document such as a non-
disclosure agreement. The same applies to
those working in journalism and who may
have tapped on sources that have requested
to remain anonymous or shared private
knowledge off the record.
4. Choosing the Right Time and Place
Being an ethical communicator goes beyond what you are saying, but
also when and where. Take for example an advertisement for
cigarettes on a children’s television channel or a feature story on high-
technology weapons in the midst of a conflict. While extreme
scenarios, these demonstrate the importance of when and where we
decide to communicate.
⮚ Be tactful and mindful in choosing the most
appropriate time and place to communicate.
⮚ Plan and strategize.
⮚ Research your audience, the various options you have
for mediums or channels, as well as global events that
may affect the way your message is received and
perceived
KEY PRINCIPLES OF ETHICAL COMMUNICATION

•Honesty
•Openness to other views.
•Commitment
•Consensus Building
BASICS OF ETHICAL COMMUNICATION
• 1. Seek to elicit the best in communications and
interactions with other group members.
• 2. Listen when others speak.
• 3. Speak non-judgementally.
• 4. Speak from your own experience and perspective,
expressing your own thoughts, needs and feelings.
• Seek to understand others, rather than to be right.
• 6. Avoid speaking for others.
• 7. Manage your own personal
boundaries. Share only what you are
comfortable sharing.
• 8. Respect the personal boundaries of
others.
• 9. Avoid interrupting and side
conversations.
IMPORTANCE OF COMMUNICATION

1.It helps to spread knowledge and

information among people.
2.It is the foundation of all relationships.
3.It helps in achieving co-ordination.
4.It helps in smooth working.
5.It helps in decision-making.
Models of Communication
In order to explain the social process of communication, scholars have developed several models.
The three most well known models for communication are Linear, Interactional, and Transactional.

• Originally developed by Shannon & Weaver in 1948,

this model describes communication as a linear
process.
• This model describes how a sender, or speaker,
transmits a message to a receiver, or listener. More
specifically, the sender is the source of the message.
• A message may consist of the sounds, words, or
behaviors in a communication interaction.
• The message itself is transmitted through a channel,
the pathway or route for communication, to a
receiver, who is the target or recipient of the
message.
• There may be obstacles in the communication
process, or noise. Noise refers to any interference in
the channel or distortion of the message.
• This is a fairly simple model in which a message is
simply passed from sender to receiver.
Shannon and Weaver Model

• While the linear model was highly influential

during the mid-20th century, this model is perhaps
too simple.
• Its limitations are easy to see if you pause to think
about the beliefs about communication, or
assumptions, made in this model.
• First, this model assumes that communication only
goes in one direction.
• Here, a person can be a sender or receiver, but not
both.
• This is problematic because communication in
action is more dynamic than the linear model
suggests.
• In action, communication involves a give and take
between senders and receivers in which listeners
are not simply passive receptacles for a sender’s
message.
• This model is also limited because it provides only
one channel for only one message.
• Finally, it implies that messages themselves are
clear-cut with a distinct beginning and a distinct
end. However, communication is rarely, if ever, as
neat and tidy as a linear model would suggest.
Interactional Models

❑ In the move to a more dynamic view of

communication, interactional models
follow two channels in which
communication and feedback flow
between sender and receiver.
❑ Feedback is simply a response that a
receiver gives to a sender. Feedback can
be verbal (i.e. “yes”) or nonverbal (i.e. a
nod or smile).
❑ Most importantly, feedback indicates
comprehension. It can help senders know
if their message was received and
understood.
❑ By focusing on flow and feedback,
interactional models view communication
The final feature of this model is the field of experience. The field of experience
as an ongoing process.
refers to how environment, experiences, culture, and even heredity can
influence how a sender constructs a message. Keep in mind that each person
brings a unique field of experience to an interaction. Likewise, each
communication interaction is unique. While the interactional model is more
dynamic than the linear model, it still contains some limitations. For instance,
this model implies that while people can be both senders and receivers, they
cannot do so simultaneously. In lived communication, roles are not quite so
clear-cut and in fact are much more fluid.
Transactional Models
The transactional is the most dynamic of communication models. One notable feature of this model is the move from
referring to people as senders and receivers to referring to people as communicators. This implies that communication is achieved
as people both send and receive messages. Fundamentally, this model views communication as a transaction. In other words,
communication is a cooperative action in which communicators co-create the process, outcome and effectiveness of the
interaction. Unlike the linear model in which meaning is sent from one person to another, also unlike the interactional model in
which understanding is achieved through feedback, people create shared meaning in a more dynamic process in the transactional
model.

Transactional Model
This model also places more emphasis on the field of
experience. While each communicator has a unique
field of experience, they must also inhabit a shared
field of experience. In other words, communicators
must share at least some degree of overlap in
culture, language, or environment if people are to
communicate at all. This model also recognizes that
messages will influence the responses, or subsequent
messages, produced in the communication
interaction. This means that messages do not stand
alone, but instead are interrelated. The principle of
interrelation states that messages are connected to
and build upon one another. The transactional model
forms the basis for much communication theory
because (1) people are viewed as dynamic
communicators rather than simple senders or
receivers, (2) there must be some overlap in fields of
experience in order to build shared meaning, and (3)
messages are interdependent.