Republic of the Philippines

City of Olongapo
GORDON COLLEGE
College of Education Arts and Sciences
Olongapo City Sports Complex, East Tapinac, Olongapo City
Tel. No. (047) 224-2089 loc. 314

Purposive Communication
GEC 05
Final Term Module

Prepared by:

Guiller Marila
Instructor I
This module is property of Gordon College and this is not for sale.
Course Code: GEC 05
Course Title: Purposive Communication
Course Description:

Purposive Communication is about writing, speaking, and presenting to different audiences

and for various purposes. (CMO 20 s 2013)
Purposive Communication is a three-unit course that develops students’ communicative
competence and enhances their cultural and intercultural awareness through multimodal
tasks that provide them opportunities for communicating effectively and appropr iately to a
multicultural audience in a local or global context. It equips students with tools for critical
evaluation of a variety of texts and focuses on the power of language and the impact of images
to emphasize the importance of conveying messages responsibly. The knowledge, skills and
insights that students gain from this course may be used in their other academic endeavors,
their chosen disciplines, and their future careers as they compose and produce relevant oral,
written, audio-visual and/or web-based output for various purposes.

Course Learning Outcomes:

At the end of the course, the student should be able to do the following according to:

Knowledge
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
3. Determine culturally appropriate terms, expressions, and images
4. Evaluate multimodal texts critically to enhance receptive (listening, reading, viewing)
skills
5. Summarize the principles of academic text structure

Skills
1. Convey ideas through oral, audio-visual, or web-based presentations for different
target audiences in local and global settings using appropriate registers
2. Create clear, coherent, and effective communication materials
3. Present ideas persuasively using appropriate language registers, tone, facial
expressions, and gestures
4. Write and present academic papers using appropriate tone, style, conventions, and
reference styles
Values
1. Adopt cultural and intercultural awareness and sensitivity in communication of ideas
2. Appreciate the differences of the varieties of spoken and written language
3. Adopt awareness of audience and context in presenting ideas
4. Appreciate the impact of communication on society and the world

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Grading Rubric:
Midterm Final term FINAL GRADE
Class standing 70% Class standing 70% Midterm Grade 50%
Midterm Exam 30% Final term Exam 30% Final Term Grade 50%
Midterm grade 100% Final term grade 100% Final Grade 100%

Course Schedule Overview

Module number Date of
Weeks and Dates
Title Submission
Wk. 1–3 1
Wk. 4–6 2
Wk. 7–9 3
Wk. 10 – 12 4
Wk. 13 – 16 5

Course Syllabus
Teaching and
Module
Learning Topic and Key Learning
number and Learning Tasks
Objectives Concept Materials and
Title
Resources
Module 1: ▪ Describe the ▪ Communication ▪ Copy of the ▪ Create a diagram that
Communicatio nature, Defined Course Module. presents the nature of
n and components, ▪ Communication ▪ Pen and short Communication. Explain
Globalization and process of processes, bond paper each briefly
communication principles, and ▪ Laptop or ▪ Answer the given
▪ Understand the ethics smart phones questions in not more than
principles and ▪ Forms of three sentences. Do not
ethics of Communication Visit the following forget to highlight the key
Communication ▪ Elements of link for more points/ideas in your
in Various Communication information: answer by underlining or
Multicultural ▪ Types of highlighting them using
contexts communication https://www.yout markers.
▪ Explain the ▪ Globalization ube.com/watch?v ▪ Choose three Ethics of
effects and and =t7Xr3AsBEK4 Communication discussed
impacts of Communication in this module. Write a
globalization to ▪ Impacts of situation for each one and
communication Globalization in https://www.ted. explain the importance of
Communication com/talks/sherry the ethics chosen.
▪ Effects of _turkle_connected ▪ Using a concept map,
globalization on _but_alone/trans present The Impact of
global cript?language=e Globalization on
communication n Communication Skills
Development. Give ways
on how we can develop
each skills
▪ Present the effects of
Globalization by
completing the table
provided.

This module is property of Gordon College and this is not for sale.
 ▪ Read the article given
(Flight from Conversations)
Answer the given
questions in not more than
three sentences.
Module 2: ▪ Explain the ▪ Diversity ▪ Copy of the ▪ Watch Pop Culture in the
Communicatio importance of Explained Course Module. Arab World on TED Talks
n in Multi- cultural ▪ The global ▪ Pen and short https://www.youtube.com
cultural proficiency community bond paper /watch?v=ROgFmb3oTLo&
Setting ▪ Differentiate ▪ Cultural ▪ Laptop or t=302s or read the script
Multicultural, Proficiency smart phones provided and write a 7 to
Intercultural, ▪ Varieties and ▪ Newspapers 10 sentence reflection
and Cross- Registers of about it.
cultural Spoken and Visit the following ▪ Using a Venn Diagram,
communication Written link for more present the difference and
▪ Determine Language information: similarities of
culturally- Multicultural,
appropriate https://www.yout Intercultural, and Cross-
terms, ube.com/watch?v cultural communication.
expressions, =ROgFmb3oTLo& ▪ Take a picture of
and images. t=302s something that symbolizes
▪ Use culturally- your culture. Explain it
appropriate briefly.
terms, ▪ Create a photocollage of
expressions, different
and images. instances/situations that
▪ Discuss shows Gender Sensitivity
Language ▪ Compose a dialogue using
Variety and one register discussed in
Register this module. The dialogue
▪ Be familiar with should be 10 – 16
the different lines/sentences.
varieties and ▪ Read the article provided
registers and answer the given
questions in not more than
three sentences. Highlight
key points/ideas in your
answer (underline or use
highlighter)

▪ MIDTERM EXAMINAITON
Module 3: ▪ Evaluate ▪ Language of ▪ Copy of the ▪ Draw and design a logo
Evaluating multimodal Image Course Module. and give a seven to ten
Messages texts critically ▪ Linguistic ▪ Pen and short sentence explanation for it.
to enhance Landscape bond paper ▪ Evaluate three (3) videos
receptive ▪ Geo-Semiotics ▪ Laptop or (commercial, infomercial,
(listening, ▪ Online smart phones vlog, advertisement etc.)
reading, Landscape ▪ Newspapers from internet or Television
viewing) skills Evaluating Media by answering the given
▪ Convey ideas through Media Visit the following questions.
through oral, Literacy link for more ▪ Evaluate three (3) memes
audio-visual, information: from different social media
and web-based platform.
presentations https://youtu.be ▪ Create three (3) original
for different /aHAApvHZ6XE memes
target audiences ▪ Evaluate the signs
in local and https://butte.libg provided by answering the
global settings uides.com/evalua given questions
using te

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 appropriate
registers
▪ Adopt
awareness of
audience and
context in
presenting ideas
▪ Understand the
importance of
signs and
symbols
Module 4: ▪ Convey ideas ▪ Definition ▪ Copy of the ▪ Read the article provided.
Communicatio through oral, Communication Course Module. Answer the questions
n Aids audio-visual, Aids and ▪ Pen and short given in not more than
Strategies and web-based Strategy bond paper three sentences
presentations ▪ Factors in ▪ Laptop or ▪ Create an outline for the
for different Developing smart phones article above.
target audiences Communication ▪ Newspapers ▪ Create a PowerPoint
in local and Strategy presentation about the
global settings ▪ Purpose of Visit the following outline you created using
using Communication link for more your phone or computer.
appropriate information: ▪ FOR OPTION 1: Watch a
registers news program. Answer
▪ Adopt https://knowhow the questions given.
awareness of .ncvo.org.uk/cam ▪ FOR OPTION 2: Watch the
audience and paigns/communi video The Worst Research
context in cations/communi presentation
presenting ideas cations-strategy (https://www.youtube.co
▪ Create clear, m/watch?v=nSGqp4-
coherent, and bZQY) Answer the
effective questions given in not
communication more than three
materials sentences
▪ Present ideas ▪ Write a speech about a
persuasively relevant issue. The speech
using should be 500-600 words.
appropriate
language
registers, tone,
facial
expressions and
gestures
▪ Write and
present
academic
papers using
appropriate
tone, style,
conventions and
reference styles
Module 5: ▪ Create clear ▪ Public speaking ▪ Copy of the ▪ Record a speech delivery
Communicatio coherent, and ▪ Interview Course Module. ▪ Use the STAR technique on
n for Various effective ▪ Workplace ▪ Pen and short how they were able to solve
Purposes communication Communication bond paper the given problems/
materials ▪ Communication ▪ Laptop or situation.
▪ Understand for Academic smart phones ▪ Video Record a mock
Moral and Purposes ▪ Newspapers interview
Ethical ▪ Choose four types of
Standards in business letter and write
an example for each.
This module is property of Gordon College and this is not for sale.
 Workplace Visit the following ▪ Write a report about an
communication link for more incident at school or
▪ Write and information: community that they
present personally witnessed
academic https://www.yout ▪ Write a research plan
papers using ube.com/watch?v consisting of the proposed
appropriate =a2MR5XbJtXU title, problem statement,
tone, style, and timeframe. Prepare a
conventions and https://www.yout list of reference. Write a
reference styles ube.com/watch?v research proposal
=ppf9j8x0LA8 ▪ Create a power point
presentation for the plan
https://www.yout created/written
ube.com/watch?v
=RVmMeMcGc0Y
&list=PL4lVGVyD
-
Ve1tcuTXR8qA8S
uePc9n0rbJ
FINAL EXAMS

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 Module No. 3: Evaluating Messages

Introduction
The book you previously read; the sign you see in a door; the logo of your organization; the way someone
moves when distressed – all of these are form of communication. Almost everything you see around
you communicates in a language you might or might not be familiar with. And as we continue to live
in a world becoming more accustomed to internet, people look for more avenues and mediums to
convey their messages. Technological advancements changed the ways in which people use visual
images and other forms of media. The function of visual images and media is now beyond aesthetic
and artistic concept. So, the question now is how do we evaluate these mediums in communication?
As individual living in the 21 st century, what knowledge and skills do we need to evaluate and decode
the messages these mediums are conveying?

This module will help you more in evaluating images and other forms of landscapes which we can find
and see in the world we are living in. This module will also guide you in understanding and developing
the knowledge and skills you need in evaluating messages and images.

Learning Objectives
After studying this module, you should be able to:
✓ Evaluate multimodal texts critically to enhance receptive (listening, reading, viewing) skills
✓ Convey ideas through oral, audio-visual, and web-based presentations for different target
audiences in local and global settings using appropriate registers
✓ Adopt awareness of audience and context in presenting ideas
✓ Understand the importance of signs and symbols

Language of Image
As we navigate through the world, we use signs and symbols. Barnes (2017) discussed in her book that in
contemporary society, professional designers and scholars place signs and symbols into cultural classifications.
These classifications can be different for professions and academics. For instance, professionals categorize
visual symbols as either pictorial or graphic. In contrast, academics use terms from semiotics —signified and
signifier. Additionally, linguistic concepts such as connotation, denotation, metaphor, and the semantic
differential can also be applied to the process of understanding visual signs and symbols.
Signs can be used to help individuals understand their environment. For instance, public signs have been
designed to enable literate and illiterate individuals to easily identify places and things, such as rest rooms and
telephones. Symbols can show actual objects or they can represent a concept. Visual symbols move from the
concrete object to the abstract idea. There are many different types of signs and symbols that communicate
visual information. (Barnes, 2017)
Let us look into the different landscapes to further understand the language and message that images have.

Linguistic Landscape
An article Entitled Linguistic landscapes: an introduction, discussed that the term linguistic landscape refers to
all visible semiotic signs in public space. This not only includes printed, written, carved, sprayed or otherwise
visible language that occurs in the physical world but also pictures, colors, logos, gr aphs and other meaningful
signs. The public road signs, advertising billboards, street names, commercial shop signs, and signs of different
establishments are all part of Linguistic Landscape. The things that you see that do not need words to express
a message is called Linguistic Landscape.
The study of the linguistic landscape is a relatively new area, which draws from several academic disciplines
such as applied linguistics, sociolinguistics, anthropology, sociology, psychology and cultural geography (Ben-
Rafael, Shohamy and Barni, 2010).

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Categories of Linguistic Landscape

Category Examples:
Top-down LL contain official (i.e., ▪ Public institutions: Religious institutions, governmental,
institutional) information, often related municipal – cultural, educational, medical
to regulations, designations, or public ▪ Public signs of general interests
announcements. ▪ Public announcements
▪ Signs of Street names
Bottom-up LL signs contain all other ▪ Shops signs: food, clothing
types of information that is ▪ Private business signs: offices, factories, agencies
communicated by private, commercial, ▪ Private announcements: ‘wanted’ ads, job posts, sale or
or subcultural actors. rentals of things

Geo-Semiotics
Collins dictionary defines Geo as a prefix that contains information about location and used to make verbs,
nouns and adjectives (Macmillan Dictionary). Semiotics, on the other hand, is the study of signs and sign -using
behaviour. It was defined by one of its founders, the Swiss linguist Ferdinand de Saussure, as the study of the
life of signs within society. (Encyclopedia Britannica, 2020)
With these definitions, we can assume that geo-semiotics is the study of signs and meaning of their placement
in the world. We live in a world full of signs and symbols. This is the aim of geo-semiotics.

Principles of Geosemiotics (Lenkcis, 2014)

▪ Principle of indexicality
Every sign has its meaning, but this meaning was given to a sign by a place the sign was put in. For
example, the red light at a crossing is a clear sign that a driver should stop. But if the red light was put
in the forest, would it have the same meaning? Or would you know what it means? Same with signs in
speed limits, you would never put a speed limit sign inside a building.
▪ Principle of Dialogicality
Signs have double meaning and that they correspond with each other. For example people driving the
same route every day may not pay attention to signs and only drive from their memory, but if they
suddenly see the sign telling them to resume speed they instantly know that they did not notice a new
speed limit sign on their way, because these signs are in a way linked. As for the double meaning, a sign
SLOW CHILDREN AT PLAY put near a playground means that you have to slow down, because children
are playing nearby, but put near a school for special needs children may just inform you that children
with some disabilities are in close proximity.
▪ Principle of Selection
People do not see all the signs in their surroundings because of selection. People decide which sign to
see and which to ignore depending on the state of mind. For example, the No Smoking sign in front of a
building where people usually smokes.

Kinds of Signs

Regulatory – indicates authority, an official or legal prohibition (traffic

signs)
Infrastructural – labels things or directs for the maintenance of a building
or any infrastructure (warning signs)
Commercial – advertises and promotes a product, an event, or a service in
commerce (leaflets)
Transgressive – violates (intentionally or accidentally) the conventional
semiotics or is in wrong place (Graffiti)

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Online Landscape
In a world now dominated by technology, people are now accustomed to surfing the internet and has become
citizen of it or what we call netizens. A netizen refers to an active participant in the online community of internet.
Nowadays, people express their opinions and sentiments about relevant issues (social, historical, political, etc.)
using their social media accounts. People are not anymore just users of internet content but they have become
creators of content in this platform. These platforms that people use are called online landscape.

Let us look into some popular online landscape.

1. YouTube – According to TechTerms (2009), YouTube is a video sharing service that allows users to
watch videos posted by other users and upload videos of their own. The slogan of the YouTube website
is "Broadcast Yourself." This implies the YouTube service is designed primarily for ordinary people who
want to publish videos (amateur films, homemade music videos, sports bloopers, funny events caught
on video, instructional videos, do-it-yourself guides) they have created.
2. Twitter – Twitter is an online service that allows you to share updates with other users by answering
one simple question: "What are you doing?" (https://techterms.com/definition/twitter)
Twitter limits each tweet to 140 characters, which means there is no room for rambling. Many people
use Twitter to blog about the news, politics, TV shows, or any other hot topic. Some people even use it
to share their thoughts on lectures or sermons. So Twitter posts are certainly not limited to answering
the question, "What are you doing?"
3. Facebook – According to Techopedia, Facebook is a free social networking Web platform that promotes
and facilitates interaction between friends, family and colleagues. Facebook was founded in 2004 by
Mark Zuckerberg and several Harvard University classmates. It allows users to share pictures, music,
videos, and articles, as well as their own thoughts and opinions with however many people they like.
4. Meme – A meme is a concept or behavior that spreads from person to person. Examples of memes
include beliefs, fashions, stories, and phrases. In previous generations, memes typically spread within
local cultures or social groups. However, now that the Internet has created a global community, memes
can span countries and cultures across the world. Memes that are propagated online are called "Internet
memes." (https://techterms.com/definition/meme)
Internet memes may also be subjects, such as people or animals made popular by blogs or other
websites. For example, a politician or celebrity involved in a public scandal may become an Internet
meme thanks to numerous bloggers who publish their thoughts on the story. A household pet may even
become a meme if it stars in a YouTube video that goes viral. These types of Internet memes are typically
short-lived, but they are part of the larger meme of social networking, in which people participate in
online communities.

Understanding these Landscape is important because it gives us a valuable language learning resource. It helps
us in interacting with the society and gives us our identity. For example, a graffiti (a transgressive sign) can be
used to express ideas and be a medium of public voice. Another one is a online meme, this can be a medium in
expressing political or social issues.
According to Akram (2017) and Kumar (2017), social network is transforming the behavior in which youthful
people relate with their parents, peers, as well as how they make use of technology. The paper they wrote
discussed the two faces (positive and negative effects) of these social media networking in different fields (Health,
business, education, society and kids and teenagers).
We probably know the benefit and positive effects of the use of social media, but let us focus more on the
negative for us to be aware.

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 Field Negative Effect
Health o Incorrect self-diagnosis
o Potential breach of privacy
Business o Negative remark can lead an association to disappointment.
o Negative customer reviews are harmful.
o Highly time consuming.
o The web is crowded with more and more content.
o A mistake made on social media is hard to rectify
Education o Reduced learning and research capabilities
o Reduction in real human contact
o Reduces command over language use age and creative writing skills
o Effect on health
Society o Cyber Harassing
o Hacking
o Addiction
o Fraud and Scams
o Fake news and misinformation

Evaluating Media through Media Literacy

According to National Association for Media Literacy, media literacy is the ability to access, analyze, evaluate,
create, and act using all forms of communication is interdisciplinary by nature. Media literacy represents a
necessary, inevitable, and realistic response to the complex, ever -changing electronic environment and
communication cornucopia that surround us.
With the help of technology, information and messages are communicated to us through a powerful combination
of words, images, and sound. This is the reason we need to hone our literacy skills that will help us comprehend
the messages being sent to us and for us to better communicate our ideas and opinion in this medium of
communication. To become successful in your field, you need to develop expertise with the increasingly
sophisticated information and entertainment media that address us on a multi-sensory level which affects the
way we see things, think, feel, behave, and react to certain issues around us.

Key Concepts for Media Literacy

For us to critically respond and evaluate media, these key concepts suggested by Canada’s Center for Digital
and Media Literacy can help as filter and tool in evaluating media resources.
Concept Definition Key Questions
Media are Media products are created by individuals who make ✓ Who created this media
constructions decisions about what to include or leave out and how to product?
present what is included based on their own point of ✓ What is its purpose?
view, assumptions, biases, and experience. As a result, ✓ What assumptions or beliefs do
media products are never entirely accurate reflections of its creators have that are
the real world even documentaries shown by media reflected in the content?
organization undergo editing on what footage will make
the cut.
Audiences The creator does not only create the meaning of any ✓ How might different people see
negotiate media product. A collaboration between them and the this media product differently?
meaning audience happens which means different audience can ✓ How does this make you feel,
interpret different meaning for the same product. In based on how similar or
interpreting media, we should understand that age, sex, different you are from the
gender, race, social statue, etc. can affect us. people portrayed in the media
product?

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Media have Most media production is a business and must, ✓ What is the commercial
commercial therefore, make a profit. In addition, media industries purpose of this media product
implications belong to a powerful network of corporations that exert (in other words, how will it help
influence on content and distribution. Questions of someone make money)?
ownership and control are central – a relatively small ✓ How does this influence the
number of individuals control what we watch, read and content and how is it
hear in the media. Even in cases where media content communicated?
is not made for profit – such as YouTube videos and ✓ If no commercial purpose can
Facebook posts – the ways in which content is be found, what other purposes
distributed are nearly always run with profit in mind. might the media product have?
✓ How do those purposes
influence the content and how
is it communicated?
Media have Media convey ideological messages about values, power, ✓ Who and what is shown in a
social and and authority. In media literacy, what or who is absent positive light? In a negative
political may be more important than what or who is included. light?
implications These messages may be the result of conscious ✓ Why might these people and
decisions, but more often they are the result of things be shown this way?
unconscious biases and unquestioned assumptions – ✓ Who and what is not shown at
and they can have a significant influence on what we all?
think and believe. ✓ What conclusions might
audiences draw based on these
As a result, media have great influence on politics and facts?
on forming social change. TV news coverage and
advertising can greatly influence the election of a
national leader on the basis of image; representations of
world issues, both in journalism and fiction, can affect
how much attention they receive; and society’s views
towards different groups can be directly influenced by
how – and how often – they appear in media.
Each The content of media depends in part on the nature of ✓ What techniques does the
medium has the medium. This includes the technical, commercial media product use to get your
a unique and storytelling demands of each medium: for instance, attention and to communicate
aesthetic the interactive nature of video games leads to different its message?
form forms of storytelling – and different demands on media ✓ In what ways are the images in
creators – that are found in film and TV. the media product manipulated
through various techniques?
✓ What are the expectations of
the genre towards its subject?

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Learning Tasks and Activities
1. Draw and design your own logo. Explain its features (color, shapes, images used, etc.)

2. Evaluate a video (commercial, infomercial, vlog, advertisement etc.) from internet or Television by
answering the following question (in not more than three sentences) for each video. Include the link or
the title of the video or a screenshot or picture of the video you watched.
▪ Who created this media product?
▪ What is its purpose? How does it influence the content and how is it communicated?
▪ How does this make you feel, based on how similar or different you are from the people
portrayed in the media product?
▪ What conclusions might audiences draw based on provided facts?
▪ What techniques does the media product use to get your attention and to communicate its
message?

3. Evaluate a meme from different social media platform. Paste the meme in your document. Answer the
following questions in not more than three sentences.
▪ What techniques does the media product use to get your attention and to communicate its
message?
▪ How might different people see this media product differently?
▪ How does this make you feel, based on how similar or different you are from the people
portrayed in the media product?
▪ What is its purpose?
▪ Who/what is shown in a positive light? In a negative light? Why might these people/things be
shown this way?

4. Create three an original meme. Answer the following questions for each meme.
▪ What is your purpose in creating this?
▪ How might different people see this media product differently?
▪ What conclusions might audiences draw based on these facts?
▪ What techniques did you use to get the viewers/audience attention?
▪ How does the features you included reflect you as the creator?
5. Evaluate the signs below by answering the following questions
▪ What is the image about? What is the message?.
▪ What is its purpose?
▪ What kind of context does the information provide? Does it answer the questions Where, How,
Why, and for whom was the image made?
▪ What are other way/s of better presenting it?

This module is property of Gordon College and this is not for sale.
Reference
10 Funny double-meaning signs. https://daddu.net/double-meaning-signs/

Akram, W. Kumar, R. (2017, October 30) A Study on Positive and Negative Effects of Social Media on
Society.https://www.researchgate.net/publication/323903323_A_Study_on_Positive_and_Nega
tive_Effects_of_Social_Media_on_Society/link/5ab1c064a6fdcc1bc0bfefef/download

Barnes (2017) Language of images: signs, symbols, and semiotics.

https://www.peterlang.com/view/9781433142055/xhtml/chapter04.xhtml

Canada’s Center for Digital and Media Literacy. (n.d.) Media Literacy Fundamentals.
https://mediasmarts.ca/digital-media-literacy/general-information/digital-media-literacy-
fundamentals/media-literacy-fundamentals

Encyclopaedia Britannica (2020, May 21) Semiotics. https://www.britannica.com/science/semiotics

Lenkcis, Paulina. (2014). Principles of geosemiotics.

https://www.researchgate.net/publication/269700583_Principles_of_geosemiotics/citation/do
wnload

Macmillan Dictionary (n.d.) Geo. https://www.macmillandictionary.com/us/dictionary/american/geo

National Association for Media Literacy Education. (n.d.) Media literacy defined
https://namle.net/publications/media-literacy-definitions/

Shohamy, E., Ben-Rafael, E., and Barni, M. (2010) Linguistic Landscape in the City Multilingual Matters.
https://www.researchgate.net/publication/326841840_Linguistic_landscape_in_the_city

Tech Terms (2009, March 19) Internet Terms : Twitter Definition https://techterms.com/definition/twitter

Tech Terms (2009, October 7). Internet Terms: YouTube Definition. https://techterms.com/definition/youtube

Techopedia (2016, November 14). Definition: Facebook

https://www.techopedia.com/definition/4941/facebook

Webwise (n.d.)Explained: What is Facebook? https://www.webwise.ie/parents/explained-what-is-facebook-2/

This module is property of Gordon College and this is not for sale.
 Module No. 4: Communication Aids and Strategies

Introduction
Communication is the most important tool of social existence and survival. If you are able to
communicate your ideas across effectively, you would most likely to be successful in your endeavors.
However, as we already discussed previously, communication is a complex process and needs to be
planned in order for the information to be sent, comprehended and remembered effectively. And
because of modern technology, communication is not limited to writings and meetings already. The
challenges we face in communicating effectively in different context and purpose has become even
more difficult.

This module will help you understand the use of communication aids and strategies as a tool for
effective communication. In addition, this module aims to equip you with kn owledge and skills in
selecting appropriate aids and strategies you may use in different context and purpose

Learning Objectives
After studying this module, you should be able to:
✓ Convey ideas through oral, audio-visual, and web-based presentations for different target
audiences in local and global settings using appropriate registers
✓ Adopt awareness of audience and context in presenting ideas
✓ Create clear, coherent, and effective communication materials
✓ Present ideas persuasively using appropriate language registers, tone, facial expressions and
gestures
✓ Write and present academic papers using appropriate tone, style, conventions and reference
styles

Communication Aids and Strategy

One of the most important tools of effective communication is the use of various visual aids and strategies in
order to enable a more in-depth understanding of the messages you want to convey. According to Farooq (2020),
communication strategy is the scheme of planning how to share information. Communication strategy is
referred to the choice of the most useful objectives of communication, and recognition of a particular brand and
its strategy in terms of attitude. A strategy need to be interlinked with th e basis of organization and has to be
taken into account very seriously. Employees of the organization are supposed to be committed to the
organization’s strategy completely. An organization cannot compete well with the world outside if it lacks a
proper strategy that informs about what it aims to do.
There are three types of communication strategy according to Farooq (2020). They are as follows:

Verbal •can be broken down into the two categories of written and oral
communication communication. Written strategies consist of avenues such as e-mail, text,
strategies and chat. Examples that fall into the oral category are phone calls, video
chats, and face-to-face conversation.
Nonverbal •consist of mostly visual cues, such as body language, facial expressions,
communication physical distance between communicators, or the tone of your voice. These
strategies cues are typically not intended. However, it is important to realize the
message you are sending. Otherwise, you may be saying one thing, yet the
receiver is hearing another.
Visual •can be seen through signs, webpages, and illustrations. These strategies are
communication used in the workplace to draw attention and provide documentation.
strategies Human resources are required to post certain visuals throughout the
workplace to comply with safety laws.

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Factors in Developing Communication Strategy
According to Hovland (2005) Drawing up a communications strategy is an art, not a science and there are lots
of different ways of approaching the task. Hovland (2005) and The National Council for Voluntary Organizations
suggested the following factor to be considered in developing a communication strategy.

1. Objectives/Purpose
Your objectives are the key to the success of your communications strategy. They should ensure that
your communications strategy is organizationally driven rather than communications driven. Your
communications activity is not an end in itself but should serve and hence be aligned with your
organizational objectives.

It is useful to say up front why you have developed a communications strategy and what you hope to
achieve with it. This does not need to be very detailed; it acts as a reference and reminder for those using
it in their work. For example:
"This communications strategy shows how effective communications can:
o help us achieve our overall organizational objectives
o engage effectively with stakeholders
o demonstrate the success of our work

2. Audiences
You should identify those audiences with whom you need to communicate to achieve your organizational
objectives. The best audiences to target in order to achieve an objective may not always be the most
obvious ones, and targeting audiences such as the media may not always help achieve your objectives.
Everyone would like a higher media and political profile, yet activities aiming towards this may ultimately
be self-serving and only communications driven, with no wider impact. They can even have a negative
effect if you dedicate resources towards this that would otherwise be put towards communicating with
key stakeholders.

3. Messages
Remember that your messages should be relevant and appropriate to the audience. Strategic targeting
and consistency are key to your organization’s messages. Create a comprehensive case covering all the
key messages, and emphasize the different elements of the case for different audiences.

To maximize impact you should summarize the case in three key points which can be constantly
repeated. Remember that communications is all about storytelling: use interesting narrative, human
interest stories and arresting imagery.

Take note that the message has three parts introduction, body and conclusion. The introduction may
include your thesis statement (central idea), the body to discuss your points and support your thesis,
and a conclusion to wrap up, summarize, reflect, or give suggestions and/or recommendations.

An appropriate organizational pattern maybe used in organizing your messages. You may use the
following organizational pattern in outlining your message.

Chronological A speech organized chronologically has main points oriented toward time. In this format,
Order you discuss main points in an order that could be followed on a calendar or a clock.
Spatial Order A speech organized spatially has main points oriented toward space or a directional
pattern. In this format, you discuss main points in an order that could be traced on a
map.
Causal A speech organized causally has main points oriented toward cause and effect. You
discuss main points in an order that alerts the audience to a problem or circumstance
and then tells the audience what action resulted from the original circumstance.
Topical A speech organized topically has main points organized more randomly by sub-topics. In
this format, you discuss main points in a more random order that labels specific aspects
of the topic and addresses them in separate categories. Most speeches that are not
organized chronologically, spatially, or causally are organized topically.
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Problem and Problem and Solution is a pattern of organization where information in a passage is
Solution expressed as a dilemma or concerning issue (a problem) and something that was, can
be, or should be done to remedy this issue (solution or attempted solution).
Sequence Sequential order, or process writing as it is sometimes called, is when information in a
passage is organized by the order in which it occurs. This method of organizing text is
generally used for instructions or directions, but it can also be used to explain processes
in nature or society, such as how a president is elected.
Compare and Compare and Contrast is a text structure or pattern of organization where the similarities
Contrast and differences of two or more things are explored. It is important to remember that with
the compare and contrast text structure the text should be discussing similarities and
differences. If the text only discusses similarities, it is only comparing. Likewise, if it only
discusses ways that the things are different, it is only contrasting. The text must do both
to be considered compare and contrast.
Criteria We use this pattern when the audience might initially oppose your solution. You show
satisfaction how your idea meets what the audience needs by first establishing and getting agreement
on the necessary criteria and then showing how your solution meets the criteria.

4. Tools and activities

For each audience identified in your previous section, you should now indicate the most appropriate
channels for communicating with them. These might include an e-bulletin, conference, workshop,
leaflet, press release, event – or broader methods such as media and your website.

There are pros and cons to all these channels, which once again will vary depending on your
organizations needs and resources. Try a simple internal analysis of the channels you have at your
disposal to see which are the best to use for getting specific messages to audiences.

In academic and work context, you may use presentation software such as Microsoft office, Prezi or
Apple Keynote. Presentation software is a category of application software that is specifically designed
to allow users to create a presentation of ideas by stringing together text, images, and audio/video. The
presentation tells a story or supports speech or the presentation of information. Choosing the right tools
(tables, diagram, graphs, videos, pictures, charts, posters, handouts) to aid in your presentation will
contribute greatly in communicating the messages and information effectively.

Pitfalls you should avoid in creating your presentation

▪ Poorly conceived message
▪ Design over content
▪ Overly complex presentation

General Guidelines in using presentation software

▪ Keep it simple.
▪ Keep your audience in mind when designing your visual aids.
▪ Proofread very carefully.
▪ Fonts should be clear and easy to read.
▪ Colored fonts should have a dark background (dark blue is best) with primary titles in
either yellow or white and secondary titles in the remaining color.
▪ Avoid using shades of the background color for titles or details.
▪ Avoid commercial endorsements.
▪ Test your presentation ahead of time.

You may check out https://www.ieee-pes.org/guidelines-for-preparing-visuals-for-pes-

presentations website for further information in creating your presentation .

5. Resources and Timescales

With your audiences and key communications methods identified, the next step is to draw up a table
that indicates the key communications activities, budget, and resources allocated to delivering the
strategy. The work plan should also include proposed timescales and identify particular milestones
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 within the strategy. This will allow you to measure clear steps towards ultimate goals. There may be
specific projects, events or publications that you know will take place, and these should be highlighted.

6. Evaluation and amendment

Consider performing a communications audit to assess the effectiveness of your strategy with both your
internal and external audiences. You should use open questions with appropriate prompts and
benchmarks and, if possible, get someone independent to do the work. Consider and discuss the results
carefully and use them to amend your strategy.

Example audiences to consider are your staff, funders, key political targets and media. Questions you
should consider asking are:

✓ What do you read/see/hear?

✓ What works/doesn't work?
✓ What do you want to see more of?
✓ What information do you need that you are not currently supplied with?
✓ How often do you want us to communicate with you?

While drawing up your strategy, you should involve your team, and on a smaller scale, the entire
organization. Feed the communications strategy into the organizational strategy to ensure maximum
alignment and efficiency.

Purpose of Communication
One of the factors to consider in developing communication aids and strategies is the purpose. That is the
first one because the aids and strategies you will use will be based on the purpose of communication.

There are five major purposes of communication according to Encyclopedia Britannica. They are as follows:

Informative When people share knowledge about the world in which they live, they are participating
Communication in the process of informative communication. Informative messages attempt to present an
objective—that is, truthful and unbiased—view of the topics being considered.
Informative communication is an important part of life. Young people are exposed to
informative messages throughout their school years; it is the main type of communication
at all educational levels. As students mature, they are expected to grow in their ability to
understand and create informative messages. When reading or listening to such
messages, students are expected to recognize the subject or purpose, identify the main
points, pick out important details, summarize information, make some assumptions, ask
relevant questions, and draw additional conclusions.
The working world depends on informative communication. Nations such as the United
States were once called industrial societies, as most people worked in industries that
manufactured products. Today these nations are often called information societies, as an
increasing number of careers involve the processing of information rather than the
fabrication of products. People who work with things rather than ideas, however, also
must use such job-related informative messages as parts manuals, job descriptions,
catalogs, inventory reports, instructions, warranties, contracts, and invoices.
The following are tips in doing informative presentation:
▪ Stick to the facts
▪ Avoid repetitions
▪ Make it clear.
Affective Affective communication is the process through which people express feelings about
Communication things, themselves, and others. Expressions of positive and negative feelings about places,
objects, events, policies, and ideas are called opinions.
Affective communication also contributes to the formation of self-concept—what one
thinks of oneself. Through affective exchanges children form opinions about themselves.

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 As students attend school, interactions with teachers and other students continue to
influence their self-concepts.
Affective communication is of major importance throughout life. Employers value
employees who get along well with other people, who take criticism well, and who are open
and honest in their relationships with others. Affective communication is als o important
to a happy family life. Psychologists and family therapists stress the importance of open
communication in the home. Members of supportive families feel free to talk about positive
feelings of love, joy, and appreciation as well as negative feelings of anger, fear, and
disappointment.
Imaginative Imaginative communication may be defined as the process through which invented
Communication situations are created and, in most cases, shared. Whenever people invent jokes or stories,
speculate, daydream, or make believe, they are engaged in imaginative communication.
People also engage in imaginative communication when they appreciate fictional messages
found in books, magazines, newspapers, films, television dramas, plays, and
conversations. Imaginative communication plays a major role in the lives of all people;
from appreciation to creating literary works.
Persuasive Persuasive communication may be defined as the process through which people attempt
Communication to influence the beliefs or actions of others. In many cases persuasive communication
involves people who are important to each other—parents influence children, children
influence parents, and friends influence each other. Persuasive communication such as
advertising frequently involves strangers. Those involved in designing ads or producing
commercials will attempt to “know” the target audience, but this is generally limited to a
few important details about potential customers, such as where they live or how much
money they are expected to spend on certain items in a given year.

Persuasive communication plays a central role in a number of professions. Lawyers,

salespersons, advertising specialists, public relations experts, and politicians must use
persuasive communication. While persuasive communication may not be the central
ingredient in many careers, most people need to be able to influence others in work-related
settings.

The most prominent form of persuasive communication in contemporary life is

advertising. Consumers are confronted by advertisements from a variety of directions.
While newspapers are thought of as informative sources, local, national, and classified
advertising take up about 65 percent of their average total space.
The following are tips in doing persuasive presentation:
▪ Be objective, be subjective
▪ Use your brain, not your heart
▪ Cite, cite, cite
Ritualistic Ritualistic communication is the process through which people meet social expectations.
Communication The word ritual comes from the Latin ritualis, meaning “pertaining to rites.” At one time
rites were seen as acts of religious or public ceremony. People were expected to perform
the rites in a certain way. People still have strong expectations about how others should
act in a wide range of social situations.
Ritualistic communication is important because people who violate the rules and customs
of social interaction may have difficulty relating well to others. They can also be seen as
weakening the unity of the social group. Children who do not recognize when other
children are “kidding,” or overreact when other children are “teasing,” have difficulty
adjusting to school life. Teenagers who have difficulty in engaging in light banter and
responding to put-downs are considered by their peers to be odd. Adults who seem too
stiff and formal or too loose and informal have difficulty in relating to other adults.
There are many different kinds of social rituals. In modern life people are expected to
engage in such everyday speech acts as greeting one another, small ta lk, leave-taking,
teasing, and joking. It is also expected that people use social amenities, or polite
expressions, when relating to each other. People are expected to use such polite
expressions as “May I please...,” “Yes, you may,” “Thank you,” “You’re welcome,” “May I
be excused,” and “Pardon me.”
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 People are also expected to introduce others gracefully, use telephone etiquette,
demonstrate good table manners, and write thank-you notes. In conversation it is
expected that individuals take turns, change topics skillfully, and demonstrate interest in
the ideas that are expressed by others. In group discussions, participants are expected to
share leadership roles, meet the emotional needs of other group members, follow agendas,
and compromise.
In written communication people are also expected to conform to social expectations.
Personal letters, business letters, letters to editors, limericks, sonnets, ballads, haikus,
invitations, responses to invitations, short stories, novels, and editorials are all governed
by rules or expectations

Learning Tasks Activities

1. Read the article below. Answer the questions in not more than three sentences. Highlight key
points/ideas in your answer.
▪ What kind of organizational pattern did the author used? Why did you say so?
▪ What is the purpose of the article?
▪ What is the thesis statement?
▪ What should be an appropriate title for this article?

2. FOR OPTION 1: Watch a news program or interview on TV. Answer the questions below in not more
than three sentences. Highlight key points in your answer.
▪ What is the objective of the interview?
▪ How did the interviewer interact with the interviewee?
▪ Are there not so good things that you noticed about the interviewer? Interviewee? Explain.

FOR OPTION 2 :Watch the video The Worst Research presentation

(https://www.youtube.com/watch?v=nSGqp4-bZQY) Answer the questions below in not more
than three sentences. Highlight key points in your answer.
▪ What is the objective of this presentation?
▪ How did the speaker interact with her audience?
▪ What are the bad things done by the presenter?
▪ Why is this the worst presentation?

3. Write your own speech about a relevant issue. The speech should be 700 to 1000 words. Write an
outline for your speech.

Article for Task 1

Globalization is defined as a process that, based on international strategies, aims to expand business operations
on a worldwide level, and was precipitated by the facilitation of global communications due to technological
advancements, and socioeconomic, political and environmental developments.
The goal of globalization is to provide organizations a superior competitive position with lower operating costs,
to gain greater numbers of products, services, and consumers. This approach to competition is gained via
diversification of resources, the creation and development of new investment opportunities by opening up
additional markets and accessing new raw materials and resources. Diversification of resources is a business
strategy that increases the variety of business products and services within various organizations.
Diversification strengthens institutions by lowering organizational risk factors, spreading interests in different
areas, taking advantage of market opportunities, and acquiring companies both horizontal and vertical in
nature.

Industrialized or developed nations are specific countries with a high level of economic development and meet
certain socioeconomic criteria based on economic theory, such as gross domestic product (GDP),
industrialization and human development index (HDI) as defined by the International Monetary Fund (IMF), the
United Nations (UN) and the World Trade Organization (WTO). Using these definitions, some industrialized

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countries are: United Kingdom, Belgium, Denmark, Finland, France, Germany, Japan, Luxembourg, Norway,
Sweden, Switzerland, and the United States.

The components of globalization include GDP, industrialization and the Human Development Index (HDI). The
GDP is the market value of all finished goods and services produced within a country's borders in a year and
serves as a measure of a country's overall economic output. Industrialization is a process which, driven by
technological innovation, effectuates social change and economic development by transforming a country into
a modernized industrial, or developed nation. The Human Development Index comprises three components: a
country's population's life expectancy, knowledge and education measured by the adult literacy, and income.

The degree to which an organization is globalized and diversified has bearing on the strategies that it uses to
pursue greater development and investment opportunities.
Globalization compels businesses to adapt to different strategies based on new ideological trends that try to
balance the rights and interests of both the individual and the community as a whole. This change enables
businesses to compete worldwide and also signifies a dramatic change for business leaders, labor and
management by legitimately accepting the participation of workers and government in developing and
implementing company policies and strategies. Risk reduction via diversification can be accomplished through
company involvement with international financial institutions and partnering with both local and multinational
businesses.

Globalization brings reorganization at the international, national and sub-national levels. Specifically, it brings
the reorganization of production, international trade and the integration of financial markets. This affects
capitalist economic and social relations, via multilateralism and microeconomic phenomena, such as business
competitiveness, at the global level. The transformation of production systems affects the class structure, the
labor process, the application of technology and the structure and organization of capital. Globalization is now
seen as marginalizing the less educated and low-skilled workers. Business expansion will no longer
automatically imply increased employment. Additionally, it can cause a high remuneration of capital , due to its
higher mobility compared to labor.

The phenomenon seems to be driven by three major forces: the globalization of all product and financial
markets, technology, and deregulation. Globalization of product and financial markets refers to an increased
economic integration in specialization and economies of scale, which will re sult in greater trade in financial
services through both capital flows and cross-border entry activity. The technology factor, specifically
telecommunication and information availability, has facilitated remote delivery and provided new access and
distribution channels, while revamping industrial structures for financial services by allowing entry of non -
bank entities, such as telecoms and utilities.

Deregulation pertains to the liberalization of capital account and financial services in products, markets, and
geographic locations. It integrates banks by offering a broad array of services, allows entry of new providers,
and increases multinational presence in many markets and more cross-border activities.

In a global economy, power is the ability of a company to command both tangible and intangible assets that
create customer loyalty, regardless of location. Independent of size or geographic location, a company can meet
global standards and tap into global networks, thrive and act as a world-class thinker, maker, and trader, by
using its greatest assets: its concepts, competence, and connections.

Some economists have a positive outlook regarding the net effects of globalization on economic growth. These
effects have been analyzed over the years by several studies attempting to measure the impact of globalization
on various nations' economies using variables such as trade, capital flows, and their openness, GDP per capita,
foreign direct investment (FDI) and more. These studies examined the effects of several co mponents of
globalization on growth using time-series cross-sectional data on trade, FDI and portfolio investment. Although
they provide an analysis of individual components of globalization on economic growth, some of the results are
inconclusive or even contradictory. However, overall, the findings of those studies seem to be supportive of the
economists' positive position, instead of the one held by the public and non-economist view.

Trade among nations via the use of comparative advantage promotes growth, which is attributed to a strong
correlation between the openness to trade flows and the effect on economic growth and economic

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performance. Additionally, there is a strong positive relation between capital flows and their impact on economic
growth.

Foreign Direct Investment's impact on economic growth has had a positive growth effect in wealthy countries
and an increase in trade and FDI, resulting in higher growth rates. Empirical research examining the effects of
several components of globalization on growth, using time series and cross-sectional data on trade, FDI and
portfolio investment, found that a country tends to have a lower degree of globalization if it generates higher
revenues from trade taxes. Further evidence indicates that there is a positive growth-effect in countries that are
sufficiently rich, as are most of the developed nations.

The World Bank reports that integration with global capital markets can lead to disastrous effects, without
sound domestic financial systems in place.
One of the potential benefits of globalization is to provide opportunities for reducing macroeconomic volatility
on output and consumption via diversification of risk.

Non-economists and the wide public expect the costs associated with globalization to outweigh t he benefits,
especially in the short-run. Less wealthy countries from those among the industrialized nations may not have
the same highly-accentuated beneficial effect from globalization as more wealthy countries, measured by GDP
per capita, etc. Although free trade increases opportunities for international trade, it also increases the risk of
failure for smaller companies that cannot compete globally. Additionally, free trade may drive up production
and labor costs, including higher wages for a more skilled workforce, which again can lead to outsourcing jobs
from countries with higher wages.

Domestic industries in some countries may be endangered due to comparative or absolute advantage of other
countries in specific industries. Another possible danger and harmful effect is the overuse and abuse of natural
resources to meet new higher demands in the production of goods.
One of the major potential benefits of globalization is to provide opportunities for reducing macroeconomic
volatility on output and consumption via diversification of risk. The overall evidence of the globalization effect
on macroeconomic volatility of output indicates that although direct effects are ambiguous in theoretical
models, financial integration helps in a nation's production base diversification, and leads to an increase in
specialization of production. However, the specialization of production, based on the concept of comparative
advantage, can also lead to higher volatility in specific industries within an economy and society of a nation. As
time passes, successful companies, independent of size, will be the ones that are part of the global economy.

Reference

Business photo created by ijeab https://www.freepik.com/free-photos-vectors/business

Encyclopædia Britannica (n.d.) Communication. https://kids.britannica.com/students/article/communic ation/273754

Farooq, U. (2020, June 25). What is communication strategy?. https://www.businessstudynotes.com/others/business -

communication/communication-str ategy -types-of -communic ation-strategies/

Hovland, I. (2005, January) Planning tools: how to write a communications strategy.

https://www.odi.org/publications/5186-planning-tools-how-write -communic ations -strategy

National Council for Voluntary Organizations. (n.d.) Developing a communication strategy.

https://knowhow.ncvo.org.uk/campaigns/communications/communications -strategy

This module is property of Gordon College and this is not for sale.
 Module No. 5: Communication for Various Purposes

Introduction
All through out our life, we continually change how we communicate and what we communicate about.
Each situation we find ourselves in demands different methods of communication. There were times
that we effectively communicated our thoughts but there were also times that communication faltered
which led to misunderstanding. In those instances, we learn to reflect and adapt through the help of
others or through information we get from different sources. Over time we develop differing degrees of
awareness on how to respond appropriately in different. The question now is what are the things we
need to remember in communicating in different situations? What makes communication for academic
purposes different from others? How are we going to communicate our ideas and opinions in different
situation?

This module will guide you in understanding communication for various purposes. This includes
understanding factors, principles, knowledge and skills needed in communicating for various
purposes.

Learning Objectives
After studying this module, you should be able to:
✓ Create clear, coherent, and effective communication materials
✓ Understand Moral and Ethical Standards in Workplace communication
✓ Write and present academic papers using appropriate tone, style, conventions and reference
styles

5.1 Public Speaking

According to Spencer (2018), public speaking refers to a presentation that's given live before an audience. Public
speeches can cover a wide variety of different topics. The goal of the speech may be to educate, entertain, or
influence the listeners. Often, visual aids in the form of an electronic slideshow are used to supplement the
speech and make it more interesting to the listeners. Because public speaking is done before a live audience,
there are some special factors the speaker needs to take into consideration. We'll touch on those shortly, but
first let's take a quick look at the history of public speaking.

Over the past years, public speaking played a major role in different fields and sectors such as education,
government, business, etc. This is because words has the power to inform, persuade, educate, and entertain.
Spoken word can even be more powerful than written word in the hands of the right speaker.

Some benefits of public speaking include:

▪ Improves confidence
▪ Better research skills
▪ Stronger deductive skills
▪ Ability to advocate

Spencer (2018) gave the following areas to help you become better at public speaking. They are as follows:

▪ Write an Effective Speech

The first thing you will want to do is work on writing a well-organized, engaging speech. Because even if
you have got a great speaking voice or a great deal of charisma, you won't give a good speech if your
material isn't any good.
▪ Overcome the Fear of Speaking
Fear of public speaking is very real and can hold you back if you let it. If you do not feel confident when
giving your speech, your listeners may pick up on that, making your presentation less effective.
Fortunately, there are some techniques that will help most people manage their fear of public speaking
and become more confident.
▪ Practice the Speech
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 Even if you are not afraid of public speaking, practicing your speech is still an important step to having
an effective speech. If you are in a rush, you may be tempted to skip practicing your speech to save time.
While skipping practice may seem like a good idea, it is really not. By practicing your speech not only
do you improve your public speaking skills, but you also increase your familiarity with the
presentation—making it more likely that your speech will go smoothly.
▪ Give the Speech
Now that you have written a good speech, feel more confident about public speaking, and have
practiced—you are ready to actually give the speech. There are some tips and tricks you can use on the
day of your speech to make it go more smoothly, though. Remember, you are giving a presentation before
a live audience at a specific place and time. So, you have got some concerns about the speaking venue
that those who give online presentations don't have to worry about.

▪ Some common concerns for public speakers include:

o Will the audience be able the hear me?
o Does the venue have the equipment I need?
o Are there enough seats for all of my listeners?

According to Creative Commons (n.d.), there are four primary types of speech delivery. They are presented
below:
1. Manuscript or Read speech
This involves reading your speech word-for-word from its written form. The advantage to delivering a
speech this way is that you can perfectly plan and control the wording of your speech. This sounds like
it is ideal, but really it is not.
However, there are costs involved in manuscript speaking. First, it is typically an uninteresting way to
present. Unless the speaker has rehearsed the reading as a complete performance animated with vocal
expression and gestures (as poets do in a poetry slam and actors do in a reader’s theater), the
presentation tends to be dull. Keeping one’s eyes glued to the script precludes eye contact with the
audience. For this kind of “straight” manuscript speech to hold audience attention, the audience must
be already interested in the message before the delivery begins.

2. Memorized Speech
Memorized speaking is the rote recitation of a written message that the speaker has committed to
memory. Actors, of course, recite from memory whenever they perform from a script in a stage play,
television program, or movie scene. When it comes to speeches, memorization can be useful when the
message needs to be exact and the speaker doesn’t want to be confined by notes.
The advantage to memorization is that it enables the speaker to maintain eye contact with the audience
throughout the speech. Being free of notes means that you can move freely around the stage and use
your hands to make gestures. If your speech uses visual aids, this freedom is even more of an advantage.
However, there are some real and potential costs. First, unless you also plan and memorize every vocal
cue (the subtle but meaningful variations in speech delivery, which can include the use of pitch, tone,
volume, and pace), gesture, and facial expression, your presentation will be flat and uninteresting, and
even the most fascinating topic will suffer. You might end up speaking in a monotone or a sing-song
repetitive delivery pattern. You might also present your speech in a rapid “machine-gun” style that fails
to emphasize the most important points. Second, if you lose your place and start trying to ad lib, the
contrast in your style of delivery will alert your audience that something is wrong. More frighteningly, if
you go completely blank during the presentation, it will be extremely difficult to find your place and keep
going.

3. Extemporaneous Speech
Extemporaneous speaking is the presentation of a carefully planned and rehearsed speech, spoken in a
conversational manner using brief notes. By using notes rather than a full manuscript, the
extemporaneous speaker can establish and maintain eye contact with the audience and assess how well
they are understanding the speech as it progresses. The opportunity to assess is also an opportunity to
restate more clearly any idea or concept that the audience seems to have trouble grasping.
Speaking extemporaneously has some advantages. It promotes the likelihood that you, the speaker, will
be perceived as knowledgeable and credible. In addition, your audience is likely to pay better attention
to the message because it is engaging both verbally and nonverbally. The disadvantage of
extemporaneous speaking is that it requires a great deal of preparation for both the verbal and the
nonverbal components of the speech. Adequate preparation cannot be achieved the day before you’re
scheduled to speak.
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 4. Impromptu Speech
Impromptu speaking is the presentation of a short message without advance preparation. Impromptu
speeches often occur when someone is asked to “say a few words” or give a toast on a special occasion.
You have probably done impromptu speaking many times in informal, conversational settings. Self-
introductions in group settings are examples of impromptu speaking: “Hi, my name is Steve, and I’m a
volunteer with the Homes for the Brave program.” Another example of impromptu speaking occurs when
you answer a question such as, “What did you think of the documentary?”
The advantage of this kind of speaking is that it’s spontaneous and responsive in an animated group
context. The disadvantage is that the speaker is given little or no time to contemplate the central theme
of his or her message. As a result, the message may be disorganized and difficult for listeners to follow.

Speech Delivery
Peterson (2009) gave the following aspects in delivering a speech. They are as follows:

▪ Effective voice use involves several elements. Naturally, one of the most important a spects is volume. As
a speaker, you must be loud enough to be heard by everyone in the room, but not so loud that you sound
unnatural or bossy. Monitor the nonverbal feedback of audience members in the back of the room, if they
are leaning forward or concentrating abnormally hard, you may need to speak up. It is also necessary to
vary the pitch, rate, and tone of your voice to avoid sounding monotonous. We’ve all experienced the agony
of listening to a monotonous-voiced speaker. This does not mean that you need to be extremely flamboyant
or obnoxious. Overall, you should just strive for a casual, conversational voice.
▪ Your audience gathers a lot of information from your facial expressions. If your facial expressions and
your spoken words conflict, the audience is likely to believe your face. So make sure that your facial
expressions mesh with the feelings and ideas being expressed. Basically, a good rule of thumb for facial
expressions (as well as gestures) is to do what comes naturally. There is no need to b e overly theatrical
with your facial expressions in a speech. And remember, if it’s at all appropriate, you can’t go wrong with
a smile.
▪ The simple rule on eye contact is this: The more, the better. A good strategy for eye contact is to make
brief (a beat or two) eye contact with members of the audience in one section of the audience and then
move to another section. Ideally, you should be making eye contact with someon e whenever words are
being spoken in your speech. Beware of this trap: People naturally tend to focus their eye contact on the
person that is giving them the best nonverbal feedback (smiling, nodding, etc.). If you find yourself focusing
too much on this person, work on moving to others.
▪ One of the most common questions that people have about public speaking is: What do I do with my
hands? The quick and easy answer is: Whatever comes naturally (unless clutching the podium is what
comes naturally). The key to good gesturing is variety, which most of us have in our everyday gestures.
▪ The final aspect of physical delivery is movement. If you are positioned behind a podium, your movements
are obviously going to be restricted. But if you are not using a podium, feel free to walk to different parts
of the stage as you deliver your speech. This keeps different parts of the audience involved and adds
variety. Don’t just wander in place, though. If your feet move, go somewhere.

5.2 Interview
Before working for a company or organization, an applicant will
undergo a hiring process. This process includes interviews, training,
onboarding, and others. Let us focus on the first step first, the
interview.
According to the Business Jargons website, interview refers to a
formal, in-depth conversation between two or more persons, wherein
the exchange of information takes place, with a view of checking a
candidate’s acceptability for the job. There are four objectives in an
interview they are:
✓ To evaluate the applicant’s suitability.
✓ To gain additional information from the candidate.
✓ To provide general information about the company to the
applicant.
✓ To create a good image of the company, among applicants. Business photo created by ijeab –www.freepik.com

It is an effective tool for selection. It is two-way communication between interviewer and interviewee, wherein
the former seeks information, by way of questions and the latter provides the same, through his/her verbal
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responses. However, the information flows in both directions. In this way, the hirer learns about the applicant
and the applicant also get a chance to know about the employer.
In an article published by businessjargons.com, there are nine types of interview. Let us check the table below

Type Definition
Structured The interview in which preset standardized questions are used by the interviewer, which
Interview are asked to all the candidates. It is also known as a patterned or guided interview.
Unstructured The unstructured interview is one that does not follow any formal rules and procedures.
Interview The discussion is free-flowing, and questions are made up during the interview.
Mixed It is a combination of structured and unstructured interview, wherein a blend of
Interview predetermined and spontaneous questions are asked by the interviewer to the job seeker.
It follows a realistic approach which allows the employer to make a comparison between
answers and get in-depth insights too.
Behavioral It is concerned with a problem or a hypothetical situation, given to the candidate with an
Interview expectation that he/she would solve. It aims at revealing the job seeker’s ability to solve
the problem presented.
Stress The employer commonly uses stress interview for those jobs which are more stress-prone.
Interview A number of harsh, rapid-fire questions are put to the interviewee with intent to upset
him. It seeks to know, how the applicant will respond to pressure.
One to one The most common interview type, in which there are only two participants – the
Interview interviewer (usually the representative of the company) and interviewee, taking part in the
face to face discussion, in order to transfer information.
Panel Panel interview is one, in which there is a panel of interviewers, i.e. two or more
Interview interviewers, but limited to 15. All the members of the panel are different representatives
of the company.
Telephonic Telephonic interview is one that is conducted over the telephone. It is the most economical
Interview and less time consuming, which focuses on asking and answering questions.
Video An interview, in which a video conference is being employed, to judge or evaluate the
Interview candidate. Due to its flexibility, rapidity and inexpensiveness, it is used increasingly.
Both the interviewer and interviewee should take note of these guidelines given by Half (2015) in the conduct
of an interview:
✓ Formally inform that you will be conducting or attending an interview.
✓ Being punctual is key in making a good impression.
✓ Dress to impress.
✓ Always start with a strong handshake.
✓ Color your words with kindness.
✓ Avoid unnecessary stories.
✓ Do not lose eye contact during the interview.
✓ The magic word is thank you.
As a future applicant for a company or organization, the following are the tips in attending and conducting a
job interview.
Do:
✓ Dress to impress.
✓ Make eye contact
✓ Begin with a firm handshake.
✓ Remember your CV details
✓ Make a note of your questions.

Don't:
❖ Turn up late to the interview.
❖ Dress sloppily or inappropriately.
❖ Smoke before your interview.
❖ Volunteer your weaknesses.
❖ Criticize your current or previous employer

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Star Technique in Talking about Yourself
One of the things that applicants fear the most is having to answer that about how they were able to deal with
a particular situation. The STAR technique discussed by Higher Education Language & Presentation Support
(HELPS) can help you answer that kind of question in an interview.

Tell me about a time when you solved a problem to a tight timescale

Situation set the We were due to deliver a presentation to a group of 30 industry members on
context for our new product and Stuart, the guy due to deliver it, got stuck in traffic
your story
Task what was We were due to deliver a presentation to a group of 30 industry members on
required of our new product and Stuart, the guy due to deliver it, got stuck in traffic
you?
Action what you I spoke to the event organizers to find out if they could change the running
did? order. They agreed, so we bought ourselves some time. I contacted Susan,
another member of the team, who could step in. She agreed to drop what she
was doing and head to the event
Result the outcome Stuart didn’t make the meeting on time, but we explained the problem to the
delegates and Susan’s presentation went well. Stuart managed to get there
for the last 15 minutes to answer questions. As a result, we gained some good
contacts; at least two of which became paying clients

You may visit https://www.youtube.com/watch?v=ojMt2ktJEyQ to help you in understanding more about the
STAR technique.

Learning Tasks and Activities

1. Use the STAR technique on how you were able to solve the following problems/situation.
✓ Tell me about a time when you solved a problem to a tight timescale
✓ Tell me about a situation where you had to use your leadership skills

2. Answer the following frequently asked interview question.

✓ Describe yourself.
✓ Can you tell me about a time where you encountered a business/organizational challenge? How did
you overcome it?
✓ What are the most important things you are looking for in your next role?
✓ Where do you see yourself in five years?

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5.3 Workplace Communication
According to Faizal (2019) workplace communication refers to the exchanging information and ideas, both
verbal and non-verbal between one person/group and another person/group within an organization. It includes
e-mails, text messages, notes, calls, etc.

Effective workplace communication ensures that organizational objectives are achieved. For communication to
be effective, the message must be understood by the receiver and can be responded to. This mean s that
communication involves speaking, listening, writing, reading, and reasoning skills. As a member of an
organization, it is important that you become skilled in all the different methods of communication that are
appropriate.

Importance of Effective Workplace Communication

According to Ferrin (2016), effective workplace communication is important because it:

✓ Improves productivity
✓ Increases morale
✓ Heightens employee job satisfaction
✓ Reduces turnover rates
✓ Heightens great trust in management
✓ Strengthens teamwork
✓ Increases business understanding
✓ Heightens employee engagement
✓ Strengthens corporate culture

According to Miller (2018), words are only a small portion of how we communicate with one another. Yet the
value of other forms of communication is often overlooked. The four types of workplace communication
discussed below was from an article she wrote entitled 4 Different Types of Workplace Communication and
How to Improve in Each Area.

Verbal Whenever possible, use face-to-face communication in the workplace to eliminate many of the
(In-Person) misunderstandings that can occur. Speaking directly with someone in person allows both of you to
Communication see and hear the bigger picture. As you or your team member speak, you can see each other’s facial
expressions and body language. The emphasis on focusing on one another and the conversation
promotes a feeling of value and credibility. You may think it will take longer for you to leave your
office and walk to the other end of the building to speak face-to-face with someone. But having one
quick conversation rather than a multitude of emails can actually make it more efficient in the end.
Body Language As mentioned above, your body language and facial expressions play a vital role in how effective or
& Facial ineffective you are at communicating with staff members. Eye contact makes people feel
Expressions acknowledged as they talk and listen. A relaxed stance with your arms by your sides encourages
employees to feel comfortable in a meeting. If you rehearse what you’re going to say before a
meeting, do so in front of a full-length mirror so you can see if what your body language says
matches up with your words. Employees will receive your words more positively if your facial
expressions and body language don’t put them on edge or the defensive.
Phone Use of the phone is a common part of most every business day. Some people enjoy talking to team
Conversations members by phone. Others dislike it so much that they put it off until the last minute. If the staff
you lead is remote and spread out throughout the state, country or world, the phone will be a vital
communication tool. You can positively impact the effectiveness of your phone communication by
doing three simple things. Smile while you talk (in an appropriate conversation, of course); it sounds
silly, but it gives your voice a friendlier tone. Take notes before the conversation and use them to
ensure you cover all points. Finally, speak clearly and slowly so your words are understood.
Written Emails, memos, and notes are common forms of written communication. Of all four communication
Communication styles, this is the one that can lead to the most misunderstandings. People often read between the
lines or feel that there are implied messages or emotions in written forms of communication. In a
workplace situation, this should and can be avoided. Before you send an email to your employees,
distribute a memo, or post an important notice on the staff bulletin board, have an objective pair of
eyes read it first. A business coach or mentor can look over your written communication and provide
constructive criticism and helpful suggestions.

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Common Unethical Practices in the Workplace
o Information Suppression
The situation in which important and relevant facts and conclusions that are in the public interest to
be disclosed are concealed or withheld from the public domain. (Oxford Reference – n.d.)
o Fabrication or Falsification
Northern Illinois University define Fabrication or Falsification as unauthorized creation, alteration or
reporting of information. This may include:
• Artificially creating data when it should be collected from an actual experiment
• Unauthorized altering or falsification of data, documents, images, music, art or other work
• Unauthorized omission of data, information, or results in documents, reports and presentations
• Fabricating sources of information

o Overstatement and Understatement

Israel (2002,2004:) defines understatement as the intentional use of a weak proposition to communicate
a related, stronger proposition. On the other hand, overstatement is the action or act of overstating, a
statement which exceeds the limits of facts; exaggeration. These practices are used to create a desirable
impression

o Selective Misquoting
In a blog published in Newtocommunication website (2015), Selective misquoting refers to distorting or
misrepresenting someone’s words by taking it out of context so that the meaning changes.

o Subjective wording
Via Writing (2018) defines subjective as anything that contain personal opinion, assumptions, and
beliefs. People commonly find subjective information in newspaper editorials, blogs, and comments on
the internet. If something is subjective, it is not suitable for decision making or reporting in the news.

o Conflict of Interest
Segal (2020) stated that conflict of interest occurs when an entity or individual becomes unreliable
because of a clash between personal (or self-serving) interests and professional duties or responsibilities.

o Academic Dishonesty
Academic dishonesty refers to committing or contributing to dishonest acts by those engaged in
teaching, learning, research, and related academic activities, and it applies not just to students, but to
everyone in the academic environment (Cizek, 2003; Whitley, Jr. & Keith-Spiegel, 2002). It can be in the
form of:
• Cheating
• Plagiarism
• Fabrication or falsification
• Sabotage

Since written communication is very technical. we are going to focus more on it. Let us first discuss the three
things you need to consider in written communication.

1. Goal
Having a clear goal in mind keeps your writing focused and clear. This goal might be to get the reader to
action, respond to your email, or to acquire important information.

2. Audience
Tailoring your communication to the person that will be reading it will be of great help to you. Be careful
with the choice of words and style of writing for different types of audience. To do that, you have to
consider the types of organizational communication
▪ Downward communication flows from superiors to subordinates. This typically takes the form of orders,
instructions and policy directives to people at lower levels in the company. Examples include feedback
on job performance and information about policy and procedures.

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 ▪ Upward communication flows from subordinates to superiors. This is the opposite of downward
communication; it originates from people at lower levels and is directed to those who are above them.
Examples include suggestion statements, reactions, reports and proposals.
▪ Upward communication flows from subordinates to superiors. This is the opposite of downward
communication; it originates from people at lower levels and is directed to those who are above them.
Examples include suggestion statements, reactions, reports and proposals.
▪ Outward communication flows from individuals/employees in an organization to clients of that
organization and other players that are interested in the organizational goals and activities.

3. Tone
Tone refers to the “voice” of your writing. In business writing, your tone should be one of professionalism
blended with varying degrees of formality and friendliness. Even while communicating negative news, such
as pointing out mistakes, avoid accusations or language that might make the reader feel singl ed out. You
also want to be specific. Rather than saying, “This report is wrong,” identify exactly what you’re asking for.

Business Letters and Emails

In the professional world, you will often need to write business letter or send a professional email for different
purposes. These purposes may include letters or emails for application, an apology note, a request, or
resignation. There are many situations that will require an appropriately formatted and well written letter or
email.

According to Doyle (2020) A business letter is a formal document often sent from one company to another or
from a company to its clients, employees, and stakeholders, for example. Business letters are used for
professional correspondence between individuals, as well. And although email has taken over as the most
common form of correspondence, printed-out business letters are still used for many important, serious types
of correspondence, including reference letters, employment verification, job offers, and more.

The parts of a letter discussed below are taken from Northern Michigan University website.

1. The Heading
The heading contains the return address with the date on the last line. Sometimes it is necessary to
include a line before the date with a phone number, fax number, or e-mail address. Often there is a line
skipped between the address and the date. It is not necessary to type a return address if you are using
stationery with the return address already imprinted, but you should always use a date. Make sure the
heading is on the left margin.

2. Recipient’s Address
This is the address you are sending your letter to. Be sure to make it as complete as possible so it gets
to its destination. Always include title names (such as Dr.) if you know them. This is, like the other
address, on the left margin. If a standard 8 ½” x 11” paper is folded in thirds to fit in a standard 9”
business envelope, the inside address should appear through the window in the envelope (if there is
one). Be sure to skip a line after the heading and before the recipient’s address, then skip anothe r line
after the inside address before the greeting. For an example, see the end of this sheet for a sample letter.

3. The Salutation
The salutation (or greeting) in a business letter is always formal. It often begins with “Dear {Person’s
name}.” Once again, be sure to include the person’s title if you know it (such as Ms., Mrs., Mr., or Dr).
If you’re unsure about the person’s title then just use their first name. For example, you would use only
the person’s first name if the person you are writing to is “Jordan” and you’re not sure if he or she is
male or female. The salutation always ends with a colon.

4. The Body
The body is the meat of your letter. For block and modified block letter formats, single space and left
justify each paragraph. Be sure to leave a blank line between each paragraph, however, no matter the
format. Be sure to also skip a line between the salutation and the body, as well as the body and the
close.

5. The Complimentary Close

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 The complimentary close is a short and polite remark that ends your letter. The close begins at the same
justification as your date and one line after the last body paragraph. Capitalize the first word of your
closing (Thank you) and leave four lines for a signature between the close and the sender’s name. A
comma should follow the closing.

6. The Signature Line

Skip at least four lines after the close for your signature, and then type out the name to be signed. This
often includes a middle initial, although it is not required. Women may put their title before had to show
how they wish to be addressed (Ms., Mrs., Miss). The signature should be in blue or black ink.

There are three formats of a business letter according to Purdue University. They are:

•This is the most common format of a business letter. Using this format, the entire letter
Block is left justified and single spaced except for a double space between paragraphs.
Format
•In this format, the body of the letter and the sender's and recipient's addresses are left
Modifie justified and single-spaced. However, for the date and closing, tab to the center point
d block and begin to type.
•The is the least used format. It is much like the modified block style except that each
Semi- paragraph is indented instead of left justified
block

There are certain standards for formatting a business letter. Here are other basic guidelines:
✓ Use A4 or 8.5x11 inch paper or letterhead
✓ Use 2.5 cm or 1 inch margins on all four sides
✓ Use simple font (Times New Roman or ArialP)
✓ Use 10 to 12 point font
✓ Use a comma after the salutation
✓ Layout the letter so that it fits the paper appropriately
✓ Use single space within paragraphs and double space between paragraph
✓ Double space between last sentence and closing
✓ Leave three to five spaces for handwritten signature

According to LearnGrammar.Net, there are thirteen most common business letters. They are presented below.

Type Definition
Acknowledg This type of letters is otherwise known as Letter of Receipt and do not mean anything more than just
ment Letters a confirmation. They are usually written for and are a sign of legal evidence, and do not necessarily
mean that the action in question has been started, but the recipient has “acknowledged” that they
have an understanding of the situation
Apology Letters of apology are written to simply say sorry for what has happened in the past, what measures
Letters are being taken to solve that issue or what the writer plans on about the inconvenience occurred.
Substantially, these letters say something negative, but with a positive tone. Here the writer accepts
their responsibility and shows sincerity about the problem so that the recipient doesn’t feel demoralized
or ignored.
Appreciation These letters are written by someone of the top management to the lower level to motivate or to
Letters express gratefulness. These are also called Thank-You Letters or Letter of Thanks.
Circular This letter is sent to a small group but has the intention to grab the attention of larger groups. They
Letters are an important form of advertisement and promotion. They usually inform about new improvements
in a company, about new facilities, or to show if any product or service is on sale.
Complaint These letters are seen as actual problems and are addressed immediately to rectify the mistakes.
Letters These shouldn’t sound like the writer is nagging, but also shouldn’t lose its importance and
professionalism if the writer wants to be taken seriously.
Cover Letters Cover letters usually accompany something more. They are used to describe what comes with them,
why, what should be done with it and so on. These types of letters are generally very short. It might

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 be attached with a resume explaining the applicant’s credentials and how it relates to the vacancy in
the company.
Follow-Up Follow-up letters are usually sent after some an initial communication has been made with the writer.
Letters This could be the thanking letter for an order requested by a customer, a review of the decisions taken
in a meeting or an applicant inquiring about the status of his application.
Inquiry Letter This type of letters asks direct and detailed questions usually bullet-listed to derive/request information
from the recipient. So, they are brief but powerful. They should be answered with accuracy.
Order Letters A business can write to another business requesting for an order or placing routine or modified buy.
An individual can also request a firm and place an order. The model number, name, amount, size,
date, location and other specifications are cleared out in the utmost detail in this letter
Payment These are collection letters or letters requesting for payment. These act as a reminder to the customer
Letters whose payment date is approaching or is due.
Recommenda This is one of the requirements of the employer who ask for such k ind of letters before hiring an
tion Letters employee. They contain the relationship between the applicant and the person whose recommendation
is given.
Resignation This letter is written when an employer plans to leave his job, explaining why and when the employee
Letters is leaving. It is usually given to the immediate senior of a worker.
Sales Letters These letters start with an interesting topic sentence to attract potential customers. These include the
benefit that the customer will have from the sale, and often induce direct action by including a mode
of communication with the seller, like a telephone number, email address or website link.

Writing Emails
Electronic Mail or Emails is one of the most widely used forms of communication today because of its speed
and efficiency. A well-composed email provides the recipient with a friendly, clear, concise, and actionable
message.
Indeed Career Guide gave six steps for writing professional email. Let us look into those steps
1. Identify your goal – This will help you write a more focused email .
2. Consider your audience – the tones of the email should match your audience
3. Keep it concise – make it as brief as possible
4. Proofread your email – an error-free email demonstrates diligence and professionalism
5. Use proper etiquette – Include a courteous greeting and closing to sound friendly and polite. Be
considerate of the recipient and their time too.
6. Remember to follow up - Most people receive several emails per day, so they might miss or forget to
respond to your message. If the recipient hasn’t replied within two working days, consider reaching back
out with a friendly follow-up email.
Format
Check the picture below to see the contents, parts and format of an email.

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Memorandum
According to Nordquist (2020) memorandum, more commonly known as a memo, is a short message or record
used for internal communication in a business. Once the primary form of internal written communication,
memorandums have declined in use since the introduction of email and oth er forms of electronic messaging;
however, being able to write clear memos certainly can serve you well in writing internal business emails, as
they often serve the same purpose.

To whom the article is addressed/ Receiver

Who the sender
The date the memo was written
Subject or what is it about

Body /Message

Meeting Minutes
According to Mckay (2019) meeting minutes are the detailed notes that serve as an official written record of a
meeting or conference. This highlights the key issues that are discussed, motions proposed or voted on, and
activities to be undertaken.

A designated member of the group usually takes the minutes of a meeting. The task is to provide an accurate
record of what transpired during the meeting. According to Oliver (2020) the best meeting minutes takers are
careful listeners, quick typists, and are adequately familiar with the meeting topics and attendees. The note
taker must have a firm enough grasp of the subject matter to be able to separate the important points from the
noise in what can be long, drawn-out discussions. Also, importantly, the note taker should not simultaneously
lead and take notes. (If you’re ever asked to do so, decline.)
The following should be included in the meeting minutes:
✓ Date and time the meeting happened
✓ Names of attendees, as well as absent participants
✓ Acceptance of, or amendments made to, the previous meeting’s minutes
✓ Decisions made regarding each item on the agenda, such as:
o Activities undertaken or agreed upon
o Next steps
o Outcomes of elections
o Motions accepted or rejected
o New business
o Date and time of the next meeting

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Writing Meeting Minutes

Before the meeting

✓ Choose your recording tool. (pen and paper, laptop computer, tablet. Smartphones) and make sure
they are working properly. Prepare a back up
✓ Read and go over with the agenda. As much as possible, create or review it with the chairperson so
that the meeting will run smoothly. You can use the agenda to create an outline for your minutes.
During the meeting
✓ Make sure everyone signs in on the attendance sheet. You will include the list in the official meeting
minutes.
✓ Make sure you know everyone. That way you will be able to identify who is speaking and correctly
record the information
✓ Note the time the meeting starts
✓ Do not write down everything. Write down the main ideas only and be objective about what you are
writing down.
✓ Write down all motions, who made them, and the results of votes.
✓ Make note of a votes on any motion or discussion are deferred until the next meeting.
✓ Record the ending time of the meeting
After the meeting
✓ Encode or type the minutes down as soon as possible after the meeting while everything is still fresh
in your mind
✓ On the final copy of the minutes, Include the name of the organization, title of the committee, type of
meeting (daily, weekly, monthly, annual, or special), and its purpose.
✓ Provide the list of attendees and a note about who ran the meeting. Include your name on the list of
participants and, in parentheses after your name, say that you took the minutes. Alternatively, at the
end of the document, you can sign off by writing "Respectively submitted by," followed by your name.
✓ Proofread the minutes before you submit them. Ask someone else who attended to look them over as
well. They will be able to let you know if you accidentally left something out.
✓ Submit them to the person who ran the meeting unless instructed to do otherwise.

Sample Template

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Incident report
According to Clarke (2020), An incident report is a form to document all workplace illnesses, injuries, near
misses and accidents. An incident report should be completed at the time an incident occurs no matter how
minor an injury is.

Employers, managers and safety officials should be aware of the different situations and events that should be
reported. There are four types of incident that should be reported according to Escano (2018) regardless if they
are major or minor. They are as follows:

Sentinel events – these are unexpected occurrences that resulted in serious physical or
psychological injury or death (e.g. slips, trips and falls, natural disasters, vehicle accidents,
disease outbreak, etc.).

Near misses – these are situations where the people involved had no injuries but could
have been potentially harmed by the risks detected

Adverse events – related to medicine, vaccines and medical devices. These events occur
when an act of commission or omission harmed a patient rather than from the existing
disease or condition.

No harm events – these are incidents that need to be communicated across an organization to
raise awareness of any harm that may happen.

Elements of a Good Incident Report

•All data must be clear and specific. Most inaccuracies are due to typos and simple grammar and
spelling errors (e.g. incorrect details of names of people involved, date and time of the incident,
contact numbers, etc.). Provide more specific details of what you are referring to and avoid any
Accurat vague statements that may cause confusion. Lastly, always proofread your report before
e submission to see errors that you might have overlooked.
•An incident report should be objective and supported by facts. Avoid including emotional,
opinionated and biased statements in the incident report. It should provide both sides of the story
and should not favor one side. However, if there’s a need to include statements from witnesses or
Factual patients, make sure to quote them.

•Ensure that all essential questions (what, where, when, why and how) are covered in the incident
report. Record not only the people who were injured and what caused the accident to happen, but
also include details such as people who witnessed and reported the incident or those who will
Comple conduct an investigation. Anticipate what other significant details will be needed for any future
te study and investigation.

•Photos, diagrams, and illustrations should be included as supporting evidence. Take many
photos of the injury, damage and surrounding environment. This supplements the facts stated
Graphic and provides more clarity to be easily understood by the recipient.

•Upon completion, those who are involved in the incident (e.g. victim, witnesses, manager,
reporter, etc.) should sign off to testify and validate all the information that was mentioned in the
Valid incident report. This confirms that the incident report is truthful and unquestionable.

Escano (2018) further discussed the layout of information in an incident report form may vary depending on a
number of factors. As a general rule, you should write incident reports in third person since its purpose is to
be objective; stating only facts and avoiding the inclusion of opinions and biases. Below is a sample incident
reporting format you can use for your operations. It contains all the essential information you would need to
include in order to complete an effective incident report:
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 1. Introduction The first part of the incident report form covers the who, what, when, and where of the
incident:
✓ Include the names of all the people involved in the incident. If names are not available, you can
instead cite the person’s role in relation to the incident e.g. the customer, the guest.
✓ Summarize the incident itself in no more than three sentences e.g. a printer caught fire causing
minimal damage to a room
✓ Include the time and date of occurrence. An estimate works if the exact time could not be noted
✓ Note the location of the incident and be exact if possible e.g. the Mercato Conference Room, 19th
floor Building A.
2. Body
This is your chance to lay out all of the incident’s details in a comprehensive manner. Talk about the
incident from start to finish, ensuring details are laid out in chronological order to avoid confusion.
Make sure to include the who, what, when, and where mentioned in the introduction when they are
mentioned.
3. Conclusion
Was the incident resolved? How? If the incident was not resolved, explain why and provide the steps
that need to be taken in order to resolve it.
4. Sign off Include the full name and signature of the incident report writer for accountability and
record-keeping.

Sample Incident Report

Learning Tasks and Activities:

1. Choose four types of business letter and write an example for each.
2. Write a report about an incident at school or community you have personally witnessed.
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5.4 Communication for Academic Purposes
You are probably wondering why communication for Academic Purposes is the last topic for this course where
in real life it is from academe to workplace and not the other way around. The reason for that is the syllabus
provided by the Commission on Higher Education (CHED) wherein it is indicated there that this is the
concluding topic for this course. The only possible reason I can come up is that research is important in all
field.

Let us begin with this part with a review of research since you already took this in your Senior High School
Courses.

Academic Research
Business Dictionary defines research as a Systematic investigative process employed to increase or revise
current knowledge by discovering new facts. It is divided into two general categories: (1) Basic research is inquiry
aimed at increasing scientific knowledge, and (2) Applied research is effort aimed at using basic research for
solving problems or developing new processes, products, or techniques.

Characteristics of Research
The characteristics of research below are based on an article written by Adi Bhat (VP – Sales and Marketing at
QuestionPro) from https://www.questionpro.com/blog/what-is-research/.

✓ A systematic approach must be followed for accurate data. Rules and procedures are an integral part of
the process that set the objective. Researchers need to practice ethics and a code of conduct while
making observations or drawing conclusions.
✓ Research is based on logical reasoning and involves both inductive and deductive methods.
✓ The data or knowledge that is derived is in real time from actual observations in natural settings.
✓ There is an in-depth analysis of all data collected so that there are no anomalies associated with it.
✓ Research creates a path for generating new questions. Existing data helps create more opportunities for
research.
✓ Research is analytical in nature. It makes use of all the ava ilable data so that there is no ambiguity in
inference.
✓ Accuracy is one of the most important aspects of research. The information that is obtained should be
accurate and true to its nature. For example, laboratories provide a controlled environment to col lect
data. Accuracy is measured in the instruments used, the calibrations of instruments or tools, and the
final result of the experiment.

Standards of a Good Research

According to Brown (1989), there are several standards to meet for a research to be considered good. They are
as follows:
✓ Commitment to a Theoretical Attitude – aim is for objectivity, researcher puts aside personal beliefs and
judgments and records what is observed with the goal of learning the truth. Truth claim is only true or
valid if it is “objectively valid”
✓ Research should contribute important knowledge to the profession – research should have a purpose that
is meaningful, not just to get the degree or for personal status. Should not be trivial but instead and
important contribution.
✓ Reflects recognition of guiding interest – serves to provide value to the profession through understanding.
This knowledge helps to explain the purpose of the research and to determine how the research should
be performed.
✓ Researcher is knowledgeable about the subject area and other related research – ensures that the
researcher understands the subject area and has a deeper understanding of the topic which allows for
greater understanding and ability to interpret and critically analyze data.
✓ Needs clear understanding of symbol systems and open to questioning and revisions – symbols are
subjective and the researcher must understand the varying knowledge and interpretations of the people
they are researching. Additionally, good research is able to withstand q uestioning and criticisms.
✓ Conclusions have rational logic and are supported by evidence – conclusions are drawn by the research
conducted and there is data to support the claims of the researcher
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 ✓ Responds to challenge – good research stands up to questioning and criticisms of others. A researcher
should be able to defend their research and their conclusions
✓ Researcher is socially responsible and observes ethical norms – researchers are expected to meet ethical
standards of the society as they pertain to their subjects, colleagues, employers and society as a whole.

Types of Research Method

According to https://research-methodology.net, there are two general types of Research methods they are:
✓ Quantitative research describes, infers, and resolves problems using numbers. Emphasis is placed on the
collection of numerical data, the summary of those data and the drawing of inferences from the data.
✓ Qualitative research, on the other hand, is based on words, feelings, emotions, sounds and other non-
numerical and unquantifiable elements. It has been noted that information is considered qualitative in
nature if it cannot be analyzed by means of mathematical techniques. This characteristic may also mean
that an incident does not take place often enough to allow reliable data to be collected.

However, in the same article, they discussed the other types presented below:
According to Nature of the Study
Descriptive research usually involves surveys and studies that aim to identify the facts.
descriptive In other words, descriptive research mainly deals with the description of the state of affairs
as it is at present, and there is no control over variables in descriptive research.
Analytical research, on the other hand, is fundamentally different in a way that the
analytical researcher has to use facts or information already available and analyze these in order to
make a critical evaluation of the material
According to the Purpose of the Study
applied ▪ Also known as action research.
research ▪ Tries to eliminate the theory by adding to the basics of a discipline
▪ Problems are analyzed from the point of one discipline
▪ Generalizations are preferred
▪ Forecasting approach is implemented
▪ Assumes that other variables do not change
▪ Reports are compiled in a language of technical language of discipline
fundamental ▪ Sometimes called basic or pure research
research ▪ Aims to solve a problem by adding to the field of application of a discipline
▪ Often several disciplines work together for solving the problem
▪ Often researches individual cases without the aim to generalize
▪ Aims to say how things can be changed
▪ Acknowledges that other variables are constant by changing
▪ Reports are compiled in a common language
According to Research Design
exploratory Exploratory studies only aim to explore the research area and they do not attempt to offer
final and conclusive answers to research questions.
conclusive Conclusive studies, on the contrary, aim to provide final and conclusive answers to
research questions.
Other Types of Researches
Historical Historical research involves studying, understanding, and interpreting past events.
research Research in history involves developing an understanding of the past through the
examination and interpretation of evidence. Evidence may exist in the form of texts,
physical remains of historic sites, recorded data, pictures, maps, artifacts, and so on. The
historian’s job is to find evidence, analyze its content and biases, corroborate it with
further evidence, and use that evidence to develop an interpretation of past eve nts that
holds some significance for the present (Hacker, D. Fister, D. St. Martin, B. – 2010)
Experimental Experimental research is a scientific approach to research, where one or more
Research independent variables are manipulated and applied to one or more dependent variables
to measure their effect on the latter. The effect of the independent variables on the
dependent variables is usually observed and recorded over some time, to aid researchers
This module is property of Gordon College and this is not for sale.
 in drawing a reasonable conclusion regarding the relationship between these 2 variable
types.
The experimental research method is widely used in physical and social sciences,
psychology, and education. It is based on the comparison between two or more groups
with a straightforward logic, which may, however, be difficult to execute.
(https://www.formpl.us/blog/experimental-research)
Business Business research is a process of acquiring detailed information of all the areas of
research business and using such information in maximizing the sales and profit of the business.
Such a study helps companies determine which product/service is most profitable or in
demand. In simple words, it can be stated as the acquisition of information or
knowledge for professional or commercial purpose to determine opportunities and goals
for a business.

Business research can be done for anything and everything. In general, when people
speak about business research it means asking research questions to know where the
money can be spent to increase sales, profits or market share. Such research is critical
to make wise and informed decisions. (Bhat, Adi – QuestionPro)

Research Proposal
According to Krathwohl 2005, The goal of a research proposal is twofold: to present and justify the need to
study a research problem and to present the practical ways in which the proposed study should be conducted.
Research proposals contain extensive literature reviews. They must provide persuasive evidence that a need
exists for the proposed study. In addition to providing a rationale, a proposal describes detailed methodology
for conducting the research consistent with requirements of the professional or academic field and a statement
on anticipated outcomes and/or benefits derived from the study's completion.

According to Mohd Sidik, Sherina & Mmed, Sidik & Med, Fam. (2005) esearch proposal is intended to convince
others that you have a worthwhile research project and that you have the competence and the work plan to
complete it. Generally, a research proposal should contain all the key elements involved in the research process
and include sufficient information for the readers to evaluate the proposed study.

Regardless of your research area and the methodology you choose, all research proposals must address the
following questions:
✓ What do you plan to accomplish?
✓ Why do you want to do it?
✓ How are you going to do it?

The following are other questions to help you begin with your research.
✓ Why is the topic important?
✓ How is it significant within the subject areas covered in my class?
✓ What problems will it help solve?
✓ What exactly should I plan to do, and can I get it done in the time available?

Check the sample research proposal below to help you in making your research proposal. This proposal was
adapted from https://www.uh.edu/~lsong5/documents/A%20sample%20proposal%20with%20comment.pdf

Sample Proposal Text Comment

Title: A Conceptual Framework for Scheduling Constraint Provide a brief and meaningful
Management title to your project
1. Introduction
Every construction project is unique and has its own operating environment Background or introduction
and sets of technical requirements. As a result, the execution of a section provides a description
construction project is subject to numerous constraints that limit the of the basic facts and
commencement or progression of field operations, which invariably have importance of the research
significant negative impact on overall project performance. By definition, area - What is your research
constraints refer to any condition, such as temporal/spatial limitations and area, the motivation of
This module is property of Gordon College and this is not for sale.
safety/quality concerns, which may prevent a project to achieve its goals. research, and how important
Successful execution and control of a construction project relies on effective is it for the industry
identification and management of constraints through master planning and practice/knowledge
short-term look-ahead scheduling. While the master schedule provides a advancement?
global view of a project and the overall execution strategy, a look-ahead
schedule offers a detail account of operational constraints and a detailed
plan showing work to be done within a relatively short time window. Ideally,
these detailed schedules should reflect actual field conditions and provide
field personnel with operation instructions free of constraints and conflicts
(Hinze 2008). This look-ahead scheduling and constraint analysis
procedure is also a critical component of the last-planner methodology
proposed by Ballard (2000). This research project will provide an overview
of state-of-art schedule constraint analysis practice during look-ahead
scheduling. In addition, it will propose a conceptual framework for
managing constraints.

2. Problem Statement
The importance of developing a constraint-free and reliable work plan has Problem statement provides a
long been recognized by the industry. However, numerous construction clear and concise description of
projects are still plagued by delays and cost overruns, which can frequently the issues that need to be
be traced to ineffective identification and treatment of constraints. First, addressed - What is the specific
when a constraint is not properly identified during scheduling, subsequent problem in that research area
conflicts in the field are inevitable. Today’s projects are becoming more and that you will address (e.g. lack
more technically complex and logistically challenging, which exposes of understanding of a subject,
construction operations to even more complex constraints. Second, the low performance …)?
traditional scheduling methods, bar charts and Critical Path Method (CPM)
which are widely used as a basis for constraint analysis, greatly limit our
capability in modeling and resolving constraints during look-ahead
scheduling. These methods have long been blamed for their limitations in
modeling and communicating constraints, including inability to cope with
non-time-related precedence constraints and difficulty to evaluate and
communicate inter-dependencies at the field operation level (e.g. Sriprasert
and Dawood 2002; Chua and Shen 2001). In summary, there is a need for
a better understanding of constraints in construction and a structured
approach in identifying and modeling constraints to ensure a constraint-
free work plan. More specifically, the following research questions need to
be addressed:
1. What are the typical constraints found in various construction
projects?
2. How to classify these constrains for easier identification and
modeling?
3. What are the current industry practice as well as research
advancements in modeling and resolving constraints?
How to unify the constraint classification knowledge and various constraint
modeling efforts into a framework for total constraint management?

3. Objectives
The long term goal of the research is to develop a formalized constraint Objectives provide a list of
management system. Constraint management is defined herein as the goals that will be achieved
process of identifying, classifying, modeling, and resolving constraints. The through the proposed
objective of the current study is to provide a comprehensive review of research – What are the
literatures and industry practices in relation to constraint analysis and benefits/impact (e.g. better
outline a conceptual framework for constraint management. Particularly, understanding, improved
the study has the following sub-objectives: productivity
▪ To provide a comprehensive review of sources and characteristics of …) that will be generated if the
constraints typically found in construction projects; research problem is answered?
▪ To develop a constraint classification method for easier constraint
identification and modeling;
▪ To review current industry practices and researches in regards to
constraint modeling;
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 ▪ To outline a conceptual framework for total constraint management.

The result of this study will be valuable to the industry practitioners as well
as related software providers in developing better practice and tools for
constraint management and look-ahead scheduling.

4. Preliminary Literature Review Preliminary literature review:

A preliminary literature review shows that past studies are primarily provide a summary of previous
focused on understanding and modeling a particular type of constraint, related research on the
such as technological, contractual, resource, spatial, and information research problem and their
constraints. Limited progress has been made on classifying various strength and weakness and a
constraints according to their characteristics in a comprehensive manner. justification of your research –
In terms of modeling and resolving constraints, various approaches have What is known/what have
been recommended. For example, many CPM-based methods are applied to been done by others? And,
deal with time-related constraints; knowledge-based systems were used to why your research is still
automate work plan generation; network-based optimization algorithms necessary?
were developed to resolve constraints; and databases and visualization
techniques, such as 3D, 4D, and Virtual Reality (VR), are used to
communicate and visualize constraints. What is missing from the past
studies is a comprehensive and structured approach in managing
constraints in construction projects.
5. Methodology
The primary research method for this study is literature review and Research methodology defines
conceptual modeling. Constraint identification and classification through a the research methods and
structured approach is the very first step toward a “zero-constraint” logic steps - What to do and
environment. This study will first review various types of constraints in how to solve the problem and
construction and their characteristics. Based on this understanding, a achieve proposed objectives?
classification method will be developed to categorize constraint factors for Which research methods
the purpose of constraint identification and modeling. In the second stage (e.g. survey, modeling, case
of this study, existing constraint modeling methods will be identified based study …) will be used? Attach
on a comprehensive review of current industry practices and academic a project schedule table, if
researches. Finally, once the constraint classification and modeling necessary.
techniques are identified, a conceptual framework for tota l constraint
management will be outlined. This study will be conducted between
September 2010 and May 2011.

References All factual material that is not

Ballard, G. (2000). “Last planner system of production control.” Ph.D. original with you must be
Dissertation. Univ. of Birmingham, Birmingham, UK. accompanied by a reference to
Chua, D. and Shen, L. J. (2001). “Constraint modeling and buffer its source. Please use ASCE
management with integrated production scheduler.” Proceedings of guideline on reference and
International Conferences on Lean Construction 2001, Singapore. citation style.
Hinze, J. W. (2008). Construction planning and scheduling, 3rd ed.
Pearson, NJ.
Sriprasert, E. and Dawood, N (2002). “Requirements identification for 4D
constraint-based construction planning and control system.”
Proceedings of CIB W78 conference – distributing knowledge in
building, Aarhus, Danmark.

Learning Tasks
1. Write a research plan consisting of the proposed title, problem statement, and timeframe. Prepare a list
of reference you intend to use for your literature review. Write a research proposal consisting of the parts
discussed in this module.
2. Create a Power point presentation for the research plan you wrote using your phone or computer.

This module is property of Gordon College and this is not for sale.
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This module is property of Gordon College and this is not for sale.