2.

Lesson 5: Understanding Purposive Communication

The basic rule in communication, whether in oral or written form, is to express and not to impress. The Conventional
ways of disseminating information have evolved into digitization, hence the emergence of digital communication in which ‘writers
are almost always everywhere’. Social media, posts, blogs, chats, emails, videos, and other personal or individual technology – based
forms of communication have become a familiar sight to many. Best described as informal, they do function as intended by the
authors or senders. Feedback, however, is either positive or negative.

Purposive communication is more than just conveying intended messages for human discourse. It is communicating for
various purposes. It recognizes that the content of a message is reliant on a purpose in order to generate the desired outcome of
communication. In particular, purposive communication is for frequent transactions facilitated in different settings where prompt
attention is most required. It is not confined to the mere giving out of information, it is about getting the information through. It is
obtaining, providing and disseminating information to move people in action through persuasion or through argumentation.

Purposive Communication – it is communicating for various purposes. “The content of the message is reliant to the
purpose.”

Purposive communication is transactional communication. It involves social and technical communication. It is social in nature for it
involves the interpersonal exchange of thoughts and ideas with common ends among people. Language is used in a co-construction
of meanings.

Purposive communication is technical in form as certain predictable patterns are observed lending itself to the formal and
professional manner of presenting issues for a business or industry related environment. Specific work relevant communication skills
have to be mastered to ensure that the intended messages come clear.

B. Basic Principles in Communicating for a Purpose

Learning the Principles of Communication are important as they serve as guides in the practice and continuous improvement
of your communication skills.

1. Communication is Transactional. It is a two way process which involves an exchange. When a message is sent, a reply is expected.
A transactional communication respects the turn taking practice.

2. Communication is Inevitable. You cannot get away with communication. It is an indispensable part of life.

3. Communication is Goal Oriented.- People has a sense of direction into their minds when they communicate. The purpose of
communicating is expressing your intentions. The ultimate goal after the expression is to understand each other.

4. Communication is Complex. It is interactive, context-based, culturally loaded, circular, and irreversible. To be Irreversible means
once something is said, it cannot be taken back.

5. Communication can be learned. It is a skill that can be learned. Polyglot-the term applied to an individual who knows many
languages.

6. Communication is Relational. In a communication setting, aside from sharing meaning, the process how meaning is created also
echoes two vital aspects of relationships of the communicators; Immediacy and Control.

7. Communication is guided by Culture. It is culture bounded. Culture is the system of knowledge shared by relatively large people.
The system includes beliefs, values, symbols and behaviors. How messages are created and processed in order to foster
understanding is greatly influenced by the cultural background of the communicators.

2.1. Ethical Communications

What is Ethical Communication?

Ethical Communication Is fundamental to responsible thinking, decision making, and the development of relationships and
communities within and across contexts, cultures, channels, and media.

Why Are Ethics Important in Communication?

Ethical Communicators are honest. They never lie, nor deceive. To fully realize the intentions of good communication, thoughts,
ideas and feelings must be sincere and expressed with good intentions.

Ethical Communicators are well aware of the consequences of their thoughts and action. The way we communicate may build or
ruin our reputation. Thus, you take accountability for what you are doing and saying. Communication is irreversible, so you must be
cautious on your choice of words and be responsible for your thoughts and actions.

Ethical Communicators value diversity and respect other’s opinions. Regard for others’ opinion is respect. You may disagree to other
people without sounding rude or offensive.

Ethical Communicators are Just and Fair. This is being impartial and objective. An ethical communicator exerts every effort to gather
relevant facts or pertinent information related to a situation before making decisions.

3. Lesson 6: Conveying Messages through Written Communication

Introduction

Written communication refers to the process of conveying a message through the written symbols. In other words, any
message exchanged between two or more persons that make use of written words is called as written communication. Mastering
the basic structures in essay writing is the foundation for effectively communicating thru written materials. Whoever the audience
and whatever the purpose.

3.2. Writing Persuasive and Informative Essay

These are the basic outline in doing the essays.

Writing an essay to inform or persuade entails the following;

Ø Decide on the topic. Ø Decide on the main points.

Ø Prepare an outline or diagram of Ø Write the supporting ideas.

your ideas.
Ø Elaborate on the supporting ideas.
Ø Formulate a thesis statement.
Ø Write the conclusion.
Ø Write the introduction
Ø Add information, when needed, upon
Ø Write the body editing and proofreading

The essay to inform and to persuade follows this format which is easy.

Methods of Paragraph Development

Definition– explains the meaning of a Comparison and Contrast – discusses
concept or an idea by showing the similarities and difference between
details. person, things, events, or ideas.

Classification – breaks down Cause and Effect – discusses the reason

information into parts in order to simplify of a state, condition, or a phenomenon
a concept and its consequences or results.
 Process – describes a series of Narration – Tells a story in the order of
connected actions chronologically, in occurrence.
which the outcome is a product, a
natural phenomenon, a mechanical
effect, or an effect of some kind

3.4. The Essay in a Three-Poled Frame

Writing essays has its form and style. Below gives you the three (3) writing styles in writing essays.

1. Personal (autobiographical) - when writer utilizes autobiography to able to describe what he wants to convey.

2. Concrete-Particular (objective factual) – when a writer anchors his judgments and perceptions on a relevant and factual
data.

3. Abstract-Universal – when a writer relies on better abstractions than on personal experience or facts.

3.5. The Opinion Essay

The Opinion essay presents arguments for the following reasons:

• To convince others that one’s stand on an issue is reasonable

• To influence others in their way of thinking

• To persuade others to change their views and take the desired actions.

How to Create Interesting Introductions

A paragraph has three (3) parts. The introduction, the body and the conclusion. In order to attract the audience’ attention,
there are some techniques which can be adopted;

1. You may start asking question, or series of question.

Ex. What is an educated man? Is he the man who has read a lot?
 2. You may have your own operational definition.

Ex. Happiness is making smiles.

3. You may start with a proverb, quotation or remark.

Ex. Laughter is the best medicine.

4. Create a little story.

Ex. Last summer, we went to Boracay beach. It was a wonderful trip, since it is my first time to go there.

4.1. Part I: Oral Communication

Introduction

How vital is communication to your life? Can you avoid communication?

Communication is essential to your life. It is important in building, maintaining, and strengthening your relationships with
other human beings. Communication may improve or ruin your relationships. Your inability to communicate effectively your
thoughts could create problems in your personal as well as professional relationships. Whether you like it or not, you need to
communicate.

You cannot really avoid it. If you try to, for example, by refusing to respond to a message, the act of avoidance actually convey
a certain message. Most communication is oral. You spend more time speaking and listening than reading and writing. This being the
case, it is important that you exert effort in improving your oral communication skills.

4.2. The Speaking Process

A. The Speaking Process

1. The Breathing Stage

Breathing which is primarily concerned with maintaining life is secondarily a force in assisting vocalization. It consists of
two phases; Inhalation and exhalation. The lungs serves as a reservoir of air. As you inhale you will fill the lungs with air needed
for speaking. The diaphragm is a large sheet of muscle separating the chest cavity from the abdomen. It forms the floor of the
chest and roof of the abdomen.

2. Phonation Stage

Phonation takes place when voice is produced in speaking as the expiratory air stream from the lungs going to the trachea
or windpipe to the larynx. The Larynx is the principal organ for phonation, found at the top of the Trachea. Its protuberance is
known as ”Adam’s Apple” The vocal chords are a pair of muscles and cartilages that open and close at various degrees.

3. The Resonation stage

The voice produced in phonation is weak, it becomes strong and rich only when amplified and modified by resonators.
Resonation is the process of voice modulation and amplification.

4. The Articulation stage

Articulation occurs when the tone produced in pharynx is changed into specific sounds. This is the result of the movement of
the articulators towards the point of articulation. The articulators are the uvula, velum, tongue, lower lip and lower jaw.

4.3. Speech Laboratory : Articulation Exercises

As mentioned earlier, Articulation occurs when the tone produced in pharynx is changed into specific sounds. This is the result of
the movement of the articulators towards the point of articulation. The articulators are the uvula, velum, tongue, lower lip and
lower jaw.

4.4. Voice production

 When you speak, you are judged partly by the characteristics of the voice and the sounds that you make. Your voice carries
your ideas to your listener. Voice can be used in a number of ways to enhance speech. By controlling vocal characteristics, you can
complement, supplement, or even contradict the meaning you convey in your speech. To produce pleasant voice and distinct
sounds, you should learn how to use your speech organs effectively. Begin by understanding how voice is produced.

To produce pleasant voice and distinct sounds, you should learn how to use your speech organs effectively. Begin by
understanding how voice is produced.

In breathing, the diaphragm is the main organ used for breathing. It pumps air in and out of the lungs. Your lungs provide the
necessary air you need to produce sounds. You breathe air in and out and sound is produced when you breathe out. When you
speak, air is released slowly as you produce sounds. To speak your best, you need to learn how to control the airflow through your
lungs.

[i carry your heart with me (i carry it in]

BY E. E. CUMMINGS

i carry your heart with me (i carry it in

my heart) i am never without it(anywhere

i go you go, my dear; and whatever is done

by only me is your doing ,my darling) i fear

no fate(for you are my fate, my sweet)i want

no world(for beautiful you are my world, my true)

and it’s you are whatever a moon has always meant

and whatever a sun will always sing is you

here is the deepest secret nobody knows

(here is the root of the root and the bud of the bud

and the sky of the sky of a tree called life; which grows

higher than soul can hope or mind can hide)

and this is the wonder that's keeping the stars apart

i carry your heart (i carry it in my heart)

Let’s Practice!

Good voice comes out of good breathing. Some breathing exercises may improve your voice production. When you do
breathing exercises, make sure that your posture is correct. You may try this by following the video.

4.5. Types of Speeches

What are the main different types of Speeches according to Purpose? Let's view this short video.

4.6. Other Kinds of speeches

There are other kinds of speeches too, according to their purposes. Let's view this.

4.8. Types of speeches according to Purpose:

1. INFORMATIVE SPEECH

An informative speech is one in which the speaker relays knowledge to an audience on a specific topic. There are four distinct
categories of topic: things, people, or places, methods, events, ideas. Speeches about Objects for the purposes of this type of
informative speech, anything that is visible and tangible is considered an object. Object speeches seek to impart knowledge about
this object to the audience. Whether your object is the human body or the most recent episode of Family Guy, informative object
speeches provide a comprehensive overview of your object as topic. It's important that object speeches have a purpose: using our
previous examples, you may discuss the complex, myriad ways in which the endocrine system functions and how it regulates
metabolism; similarly, you may describe how Family Guy serves as a modern form of satire in pop culture. It's one thing to spout off
facts about an object, but there must be a purpose to those facts.

1 a. Speeches about Processes

A process is the manner in which something is created, made, done, or works. An informative speech about a process then
describes how something is made, done, or works. Processes could include anything from how the modern electoral college works
to how an ice cream sandwich is made on the factory line. Informative process speeches work to help your audience both
understand the process, and possibly be able to replicate the process for themselves (if applicable).

1 b. Speeches about Events

Any occurrence that happens is regarded as an "event.” A speech about an event then, describes the occurrence in full: the
time, date, location, and circumstances of that occurrence. Like all informative speeches, event speeches must also serve a purpose.
You may talk about how the Battles of Lexington and Concord came to be known as the "shot heard 'round the world," or describe
the experience of your first week at college. In either case, your speech must have a purpose to it.

1 c. Speeches about Concepts

Concepts refer to ideas, beliefs, theories, attitudes, and/or principles. When speaking about concepts, you may have to find
concrete ideas in order to make abstract ideas more relatable and tangible to your audience. Whether discussing the theory of the
origins of the universe to whether there's any truth to the phrase "love at first sight," concept speeches break down complex ideas
into manageable chunks of understanding for your

2. PERSUASIVE SPEECH

A persuasive speech is a specific type of speech in which the speaker has a goal of convincing the audience to accept his or her
point of view. The speech is arranged in such a way as to hopefully cause the audience to accept all or part of the expressed view
audience.

2.1 ARGUMENTATIVE SPEECH

Argumentative speech is the first part of persuasive public speaking. Argumentative speeches are often about hot topics, and
they encourage the audience to change their views or opinions on a topic.

The speaker shows an obvious problem at the beginning of the speech and then moves on to show proof of that problem and
then suggests a solution in the body.

The conclusion sums up the speech's main idea and supporting points and should leave the audience ready to make a decision
based on what they just heard. When delivering an argumentative speech, the speaker must be careful to use facts rather than
emotions to support the chosen claim, and it's important to avoid bias.

TYPES OF APPEAL

a. APPEAL TO REASON

The argument should appeal to rational intellect by finding a common ground to enable the audience to fully understand the
topics.

b. APPEAL TO EMOTION

Argument should anticipate the ethical, religious, social and political beliefs and feelings of the audience.

c. APPEAL TO CHARACTER

Argument should appeal to the sense of right and wrong, justice and fair play.
3. ENTERTAINING SPEECH

-Entertaining Speech. The primary purpose of a speech to entertain is to have the audience relax, smile and enjoy the occasion.
The speech should have a central theme or a focus. A series of jokes will NOT work well for this type of speech.

-aims to amuse and delight people

-Offers lighter moments to people to make them run away from the usual humdrums of everyday life.

4. INSPIRATIONAL SPEECH

a. It is a way to stir up people e's higher-order values and plant positive and valid ideals in life

b. Inspirational speaker is a speaker who makes speeches intended to motivate or inspire an audience.

c. An Inspirational speech is written to persuade, or convince the listeners, that they can succeed.

The Main Elements to Writing an Inspirational Speech

The main elements to writing a successful and effective Inspirational speech are to convey your credibility as a speaker and
your passion for the subject:

Optimism - Instill optimism to make the audience believe in what you are saying

Achievable Objectives - Goals must be positive and the audience must believe that they are achievable

Passion - Convey the subject with enthusiasm, passion and conviction to appeal to the emotions of the audience

Confidence - Inspire the audience with a 'Can Do' approach

5. Lesson 8: Communicating ideas effectively

5.1. Introduction

To communicate more effectively, it means doing these three simple things really well. And that’s where communication
becomes incredibly challenging. As a leaders and employees, we all need to communicate constantly, whether in person, via email
or chat, or in presentations. We also all want to be as clear, compelling, and responsive as possible.

The disconnection occurs because what is clear to you may be completely unclear to your colleague. Think about a time when
a conversation with a colleague or your boss was less effective than what you’d hoped. I bet you don’t have to look back very far. I
can think of several instances in the last few days…and I’m sure I’m not alone. So why is this? What makes it so hard to grasp how to
best communicate with other people, especially at work?

A. Ways to Communicate More Effectively

You don’t have to abandon who you are…because that’s when you’re at your most compelling and clear. But you do have to
understand where others are coming from and adapt your approach. Here’s how to do it from all facets of the thinking and
behavioral spectrum.

1. Make sure your message is backed up by data: To appeal to Analytical thinkers, communicating clearly means knowing what
you’re talking about. You don’t need mountains of facts, data and logic, but you do need to be able to back up your ideas and what
you’re saying. Off the cuff won’t work.

2. Create next steps: Structural thinking is built on clarity moving forward. You don’t need to provide every detail under the sun, but
being clear on expectations and next steps or what you want from your colleagues will make a huge difference.

3. Ask for feedback and involve others: Social thinking is rooted in relationships. You’d think that by default, communication is about
connecting with others. You’d be wrong. Think about how many times people are talking for themselves and not for those to whom
they’re speaking. Don’t do that—think of the listener.
4. Be visionary, give people a reason to listen: Compelling communication happens when you believe in an idea and provide the
WHY! There’s nothing worse than having no idea why you’re in a meeting or what a presentation is about. Give people the vision.

5. Express yourself while being open: Expressiveness runs the gamut, from those who are quieter to those who are more gregarious.
Even if you’re quiet, communication can be effective, but maybe it’s done through email or 1-on-1. Be open to different ways to
communicate and know that others require that same kind of openness.

6. Drive things ahead and involve others in doing so: Communication can be directive or inclusive, and both are necessary. Reading
the situation is critical to know how to best assert yourself. Knowing how to actually get stuff done means that communication will
be more effective because your colleagues will see how it is moving forward.

7. Be flexible and understand that changes happen: Communication isn’t a one-and-done thing. Effective communication is an
ongoing process, and that means embracing all facets of the Flexibility spectrum, from staying the course (and communicating why)
to shifting direction (and communicating why).

5.2. B. Infographics
Info graphics simplify information in a visually engaging way in order to attract and
inform a large audience. The best info graphic designers use basic principles of design to
support the information presented and to make it more easily accessible to a larger
audience or to target one particular audience over another.

Kinds Uses
a. Statistical infographics. A statistical infographic puts the focus on your
data. The layout and visuals will help you tell
the story behind your data. Your storytelling
devices can include charts, icons, images and
eye-catching fonts.
b. Informational infographics. An informational infographic template is the
best infographic for clearly communicating a
new or specialized concept, or to give an
overview of a topic.
c. Timeline infographics. Timeline infographics are the best type of
infographic for visualizing the history of
something, to highlight important dates, or to
give an overview of events (for example, a
project timeline).
d. Process infographics. Process infographics will allow you to simplify
and clarify each step. Most process infographics
follow a straightforward top-to-bottom or left-
to-right flow. Numbering the steps will make
your process easy to follow.
e. Geographic infographics. Geographic infographics use map charts as the
focus visual. Different types of map charts work
better for different types of data.
f. Comparison infographics Typically, comparison infographic are split
down the middle vertically or horizontally, with
one option on each side.
 g . Hierarchical infographics. A hierarchical infographic can organize
information from greatest to least.

One famous example of this is the pyramid

visualizing Maslow’s Hierarchy of Needs.

ssential Rules to Create Info-graphics

1. Make one big point. Ideally, you should have a single, coherent message that the entire
info-graphic serves to deliver. Think of it as a story: it’s told with data and visual metaphors,
but the structure is still the same.

2. Use simple combinations of primary colors. One more lesson you can take from road
signs, though, is color palette design: you might have noticed they use as few colors as
possible, they’re all eye-catching primaries, and there’s a clear logic to how they pick
them. Yellow: take notice. Orange: you should probably look at this. Red: Stop what you’re
doing and read this now. That’s exactly how colors should be used when it comes to
conveying data:

3. Space it out. You need to pick and choose which information you want to display, that
best suits your premise, and use negative space to lead your reader from point to point until
they reach the conclusion.The amount of space around each design element helps your
reader prioritize what to read first, then in which order to read the rest of the infographic.

4. Choose three quality fonts. One thing you want to minimize when designing an infographic is text. Too much text defeats the
purpose, anyway. Titles, headings, and a few pithy captions are good form but besides that, cut it out. Typography can make or
break a design of any type, though–infographics included–so it’s important to touch on it.

Again: the rule of three. Use three fonts:

• One for your title/header,

• one for your body,

• and a third for flavor.

The title is the perfect place to use an interesting font that serves as a visual metaphor for your data. Just make sure it
doesn’t distract from the data it’s trying to underscore. Next is your body font, which should be simple and readable. Decorative
fonts are for headers only. Nothing screams “noob mistake” like using anything that isn’t a simple, readable font for body text.

5. Come up with a solid, eye-catching design. Set up your storyline and how you want the infographic to flow from one topic to the
next before you start laying it out. Smashing recommends you spend an hour on this stage, and don’t stop until you have some
usable layout sketches.

6. Decide on what’s important and what’s not. Define which parts are the biggest and most important, and how to make that
obvious. This mainly applies to text and any figures or bits of graph that you want to highlight—the ones that comprise your most
interesting or relevant figures and facts, in other words.

Hierarchy in fonts is easier to figure out:

• The main title will be your largest font.

 • The subtitle will probably be the same font, but in a smaller point size.

• Body text should be a simple, readable font in a modest size–somewhere in the teens is good for most
situations.

7. Make it addictive. The ultimate measure of an infographic’s success is in the number of social shares it racks up. Excellent
infographics are actionable, meaning that the audience comes away from reading them feeling they’ve learned something that they
can do in order to improve their businesses or their personal lives. Or, at the very least, they’re illuminating: your infographic
should drive home the story told within your data, in a way that text or numbers just couldn’t have.

5.4. Effective PowerPoint Presentations

Making Effective PowerPoint Presentations

Slideshows are quick to produce, easy to update and effective to inject visual interest into the presentation. However,
slideshows can also spell disaster even for experienced presenters. The key to success is to make certain your slideshow is a visual
aid and not a visual distraction.

Tips for Making Effective PowerPoint Presentations

1. Use the slide master feature to create a consistent and simple design template. It is fine to vary the content presentation (i.e.,
bulleted list, 2-column text, text & image), but be consistent with other elements such as font, colors, and background.

2. Simplify and limit the number of words on each screen. Use key phrases and include only essential information.

3. Limit punctuation and avoid putting words in all capital letters. Empty space on the slide will enhance readability.

4. Use contrasting colors for text and background. Light text on a dark background is best. Patterned backgrounds can reduce
readability of text.

5. Avoid the use of flashy transitions such as text fly-ins. These features may seem impressive at first, but are distracting and get old
quickly.

6. Overuse of special effects such as animation and sounds may make your presentation “cutesy” and could negatively impact your
credibility.

7. Limit the number of slides. Presenters who constantly “flip” to the next slide are likely to lose their audience. A good rule of
thumb is one slide per minute.

General Presentation Tips

• Plan carefully.

• Do your research.

• Know your audience.

• Time your presentation.

• Speak comfortably and clearly.

• Check the spelling and grammar.

• Do not read the presentation. Practice the presentation so you can speak from bullet points. The text should
be a cue for the presenter rather than a message for the viewer.

• Give a brief overview at the start. Then present the information. Finally review important points.