Remedios Trinidad Romualdez Educational Foundation Subject Code: GE

Tacloban City, 6500 Philippines Description: Purposive

Communication
First Semester: 2023-2024

Purposive Communication
Prepared by: Melvin A. Maurillo, LPT

Introduction
According to Commission on Higher Education (CHEd) Memorandum Order
No. 20 series of 2013, Purposive Communication is writing, speaking and presenting
to different audiences and for various purposes. Purposive Communication is just
plainly communicating with people with a purpose. It is somehow a totality of the
various ways of communicating that promotes, writing, speaking, and presenting to
different audiences. In other words, it is a course that might help us to convey more
of the message to our listeners/readers and receivers. Purposive Communication is
an important skill, it might help us to speak well and it might help develop the
communicative competence that might make us communicate effectively. It’s not
just important to our course, rather it’s important for everyone else’ as well since all
of us need to communicate in order to understand and to be understood.
In addition, Sheperd (2019) posited that, purposive communication is very
important in human lives, especially to connect people and make relationship with
them. We need to communicate to solve many problems, today there are
professionals like engineers, technicians among others, who want to solve
everything to perfection without effective communication and is not what should be
done, we have communicated to convey information and change ideas to see how
you can solve what you want and be satisfied with what we are going to solve.
Communication is very applicable nowadays, because we can make this to have a
better relationship to others and to understand each other. The implication of
communication is that it removes chaos, chaos that may lead to pains,
misunderstanding without a better communication. A good communication leads to
a good and lasting relationship. Communication is very important for example in a
relationship to be open to each other remove the distrust. Communication is
fundamental to the presence and survival of people as well as to an institution. It is
process of making and giving ideas, information, views, facts, feelings, etc. among
the people to reach a better understanding.
At the end of the semester, the students will have exposed to different
learning activities that will sharpen their skills. These activities include conversing
intelligently on a subject of import creating personal reflection, writing minutes of
meeting and other similar documents, preparing a case study or technical paper,
making criminal investigation report and audit report writing. For the teachers of
this course, there should be a lot of teaching strategies to be able to achieve these
objectives. Simulated exercises are suited in this kind of course. Students should
also be expose to experiential learning in which, they will be requested to observed
and perform tasks in real life situation.
Module 1: Communication Process, Principle, and Ethics
Learning Outcome Based on the Course Syllabus
 1. Apply the nature, elements, and function of verbal and non- verbal
communication in various and multicultural contexts through different
learning activities (concept mapping, personal reflection).
Learning Objectives
At the end of the module, the following learning objectives will be attained by
the students with at least 75% accuracy:
1. The students will be able to describe communication models through concept
map.
2. The students will be able to identify the various types of communication.
3. The students will be able to illustrate the principles of effective
communication by giving personal example.
Course Direct Instruction
Communication Models
In this area, the students will be informed of the different process, principles
and ethics in communication. This will be helpful in nurturing their minds to be more
equipped and more knowledgeable in communicating expertly in their field.
Moreover, it will be a good starter to prepare themselves with ethical behaviour and
professional manner.
According to Chand (n.d.) communication is a process concerning exchange
of ideas between a person with different positions in an organization to achieve
mutual harmony. The process of communication is dynamic rather than static
phenomenon. Mandrunio and Martin (2018) presented the following communication
models.
1. Aristotle’s Communication Model. Aristotle emphasized that there are
three variables in communication process: speaker, speech and audience as
illustrated in the communication flow below:
a. Speaker - Always remember that the speaker variable here is very
significant. If there is no speaker, there will be no speech to produce. The
speaker adjusts his/her speech defending on the profile of student. The
audience demographics such as age, sex, background, culture, race,
religion, gender, social and economic status and political orientation or
inclination and among others should be considered. Even beliefs views
and attitudes also play an important role when talking about audience
consideration since oftentimes, the audience bring these with them when
they decode a message in any given situation.
b. Speech - is human vocal communication using language and also means
of communication used by people. It is the expression of ideas and
thoughts by means of articulate vocal sounds, or the faculty of thus
expressing ideas and thoughts.
c. Audience - is the person who receive the message, either a reader or a
listener. It is also the person for whom a writer writes, or composer
composes. In other words, audience refers to the spectator’s listeners,
and intended readers of a writing, speech, or performance.

FFDGCVCXZCZ FFDGCVCXZCZ FFDGCVCXZCZ

Speaker Speech
XCGGSSSS XCGGSSSS XCGGSSSS
Audience

d. Example of Aristotle’s Communication Model - Teacher Alice was

expecting that her students will submit case study which is there
 semestral output. Unfortunately, most of them did not submit. Alice called
the attention of the students who were not able to submit and reminded
them that their final grade depends on their participation, semestral
outputs, and etc.
Speaker: Teacher Alice
Speech: About semestral output
Audience: Students
2. Laswell’s Communication Model - a well-known speaker, Harold Dwight
Laswell described communication as being focused on the following Ws: Who
says What in Which channel to Whom and with What effects as seen in the
model below:
a. Communicator - this is a person who is able to convey and exchange
ideas, news, or information. Also someone who is able to talk about
their ideas in a way that other people understand.
b. Message - is a short piece of information that you give or send to a
person when you cannot speak to them directly. Message is also the
main idea in an advertisement speech, ect., or something that you
want to tell.
c. Medium - is a system of communication, by which information (the
message) is transmitted between a writer or speaker (the sender) the
audience (the receiver). The medium used to send a message may
range from an individual’s voice, clothing, writing and body language
to forms of mass communication such as television, newspaper, and
the internet.
d. Receiver - is the person who receive the message. He is the observer,
reader, and listener. The receivers’ task is to interpret the sender’s
message, both non-verbal and verbal.
e. Effect - is the response we elicit from the recipient of our
communication. It is also the response of the sender whether positive
or negative.

Who Say what In which To whom With what

Channel effect

Communicator Message Medium Receiver Effect

f. Example of Laswell’s Communication Model - GBP NEWS: A water

leak from Bayowg’s tsunami crippled atomic power station resulted in
about 100 times the permitted level of materials flowing into the
ocean, operator Taclobanon Electric Power Co. said on Saturday. The
process of communication begins with the communicator (who)
sending a message (what) using a medium (in which effect)
afterwards. The content sent, the medium used, as well as the effect
on the recipient of the message may be analysed through this model.
While this model is similar to Aristotle’s the sense that job is liner and
have the same components, Laswell’s also differs in that there are five
involved, with the addition of two: medium and effect.
Who : Taclobanon Electric Power Co Operator
What : Radioactive material flowing into sea
Channel: GBP NEWS (Television medium)
Whom: Public
Effect : Alert the people of Bayowg from the radiation

3. Shannon-Weaver’s Communication Model - Claude Elwood Shannon and

Warren Weaver’s model is another communication model, a year after
Laswell’s for Bell laboratories. It was conceptualized for the function of the
 radio and television that serves as a model for technical communication and,
later in, adopted in the field of communication. In this model, other factors
such as noise, reception, destination, and feedback have been identified.
Other terms such as information source the communicator, transmitter for
the encoder, decoder, (reception), and receiver (destination) were
introduced.

a. Sender - is the main source of the message or the person who

originates the message and the sends it to the receiver.
b. Encoder - the one who develops and sends the message to. The
encoder must identify how the message will be received by the
audience or receiver, and make adjustments so the message is
received the way they want it to be received. The encoder uses a
medium to send the message- a text message, email, phone call,
face-to face meeting, or other communication tool.
c. Decoder - the audience decodes or interprets the message for
themselves. Decoding is the process of turning communication into
thoughts and ideas. You may realize that you are hungry and
encode the following message to send to your roommate: “I’m
hungry. Do you want to get some pizza today?” As your roommate
receives the message, they decode or interpret your
communication and turn it back into thoughts to make meaning.
d. Example of Shannon - Weaver’s communication model- Sieg
made call to his friend ‘’ come here I want to see you” During his
call, noise appeared (transmission error) and his friend received ‘’ I
want’’ only. Again friend asked Sieg (feedback)’’ what do you want
Sieg’’
Sender : Sieg
Encoder : Telephone (Sieg)
Channel : Cable
Noise : Distraction in voice
Decoder : Telephone (Friend)
Receiver Friend

4. Berlo’s Communication Model - David Berlo’s model is probably the most

well-known among the communication models. Initially, this model was called
SMCR which stands for sender the message, sent through a channel or
medium to a receiver. However, it was revised later on to include noise,
hence the acronym SMCRN. The major variables involved in the
communication process are (1) source, (2) message and (3) channel, and (4)
receiver.
a. Source - the source being the originator of the message acts the encoder.
As such, the encoder should practice communication skills such as
listening, speaking, reading, and writing. His/her attitude towards the
audience of the subject as well as he/she is in which includes values,
beliefs and practices, and culture.
b. Message - the second variable which is message is composed of content;
elements such as the language used and gestures employed, treatment of
the manner by which the message is transmitted; and structure which
refers to the arrangement of parts or flow of the message. This code
shows how the message is being sent; that is the language (verbal code)
used and the accompanying gestures (non-verbal code) employed.
Remember that there should be no mismatch between the verbal and
non-verbal codes.
c. Channel - the third variable which is channel referred to the various
senses, hearing, smelling, tasting and touching.
 d. Receiver - finally, the last variable id receiver, the one who decoded the
message. Remember that the components of this last variable are similar
to those of the first since for communication to be effective both the
source and the receiver should have good communication skills.
e. Example of Berlo’s Communication Model - Zach is a dedicated and
passionate teacher. He uses strategies during discussion and employs
different languages and gestures. He also conducts activities that
students’ senses are used.
Source : Zach
Message : Language and gestures
Channel : Activities and senses used during discussion
Receiver : Students
Types Communication
Madrunio and Martin (2018) stated the 3 types of communication according
to mode,
communication according to Context and Communication according to
purpose and
style.
1. Types of Communication according to Mode
a. Verbal-Non-Verbal Communication - a message may be
conveyed via these types. Even though communication is often
thought of as verbal, the non-verbal mode is equally essential as it
enhances one’s message.
b. Visual Communication - uses visuals to convey information
and/or messages.

2. Types of Communication According to Context

a. Intrapersonal Communication - this means talking to oneself.
Some people label it as self or inner talk, inner monologue and
dialogue. This occurs within mind or self.
b. Interpersonal Communication - this is an interactive exchange
takes place as interpersonal communication takes place. It involves
relationship between persons.
c. Extended Communication - involves the use of electronic media
like mobile phones, computer, tablet and etc.
d. Organizational Communication - this type of communication
according to context focuses on the role that communication plays
in organizational contexts.
e. Intercultural Communication - this is a communication between
or among people having different linguistic, religious, ethnic, social
and professional backgrounds.

3. Types of Communication According to Purpose and Style

a. Intrapersonal Communication - this means talking to oneself.
Some people label
it as self or inner talk, inner monologue and dialogue. This occurs
within mind
or self.
b. Informal Communication - certainly does not employ language.

Principles of Effective Communication

 According to the article of Vicky (2018), lack of effective
communication renders an organization handicapped. The following are the
principles of effective communication:
1. Clarity - the message must be understood by the receiver. The words used
should be simple. The language hence it should not create any confusion that
may leads to misunderstanding. Language is the tool of communication;
hence it should be clear and understandable. “When a reader is asked what
qualities they value most in writing, people who must read a great deal
professionally put clarity and adequacy at the top of their list. If they have to
invest too much effort in figuring out writer’s meaning, they will give up in
dismay and frustration.
2. Adequacy and Consistency - the sender must carefully take into account
that the information to be communicated should be complete and adequate
in all respect. Inadequate and not complete message leads confusion and
delays the action to be taken. Sufficient information must be consistent with
the organizational objectives, plans, policies and procedures. The message
which is inconstant may play great confusion and distort the corporate
interests.
3. Integration - this principle which is integration explains that because of
communication the efforts of human resources of the organization should be
integrated towards achievement of corporate objectives. The significant aim
of communication is to achieve the set target.
4. Economy - the inessential use of communication system will add to cost. The
system of communication must be used effectively, timely i.e. at the
appropriate time and when it is necessary. The use of communication system
can be achieved in the economy this way.
5. Feedback - the purpose of communication will be defeated if response is not
taken from the receiver. The confirmation of the receiver of the message in
its right perspective from its receiver fulfills the object of communication. The
feedback is significant only in case of written communication and messages
sent through messengers. In case of oral type of communication, the
feedback is immediately identified.
6. Need for Communication Network - for effective communication this
network is essential. The managerial effectiveness also depends upon
availability of adequate network. The route through which the communication
passes from sender to its receiver refers to communication network.
7. Attention - the message communicated must draw the attention of the
sender or receiver staff and ensure action from him in the right perspective.
The efficient conveying.
As posited by Mandrunio and Martin (2018), since communication is
two-way process, it is important that you know the principles to be observed
to make it effective. For both verbal and written communication, you should
be able to apply the following principles:
1. Know your purpose in communicating. Are you communicating
basically to inform, to entertain, to persuade? While you make have
more that purpose, there is still a more dominant objective or
reason why you communicate.
2. Know your audience. In both speaking and writing, you should
know your audience as it will dictate the speaker or writing style
you are going to employ. You have to consider the age, educational
background, professional, culture, and other salient features of your
listeners or readers.
3. Know your topic. You communicate essentially because you want
to share something. You may then utilize several or multiple
 communication techniques to easily catch the attention of the
audience.
4. Adjust your speech or writing to the context of the
situation. The environment in which your speech and writing is to
be delivered determines the kind of language you will use.
5. Work on the feedback given you. Take kindly to criticisms. In
the long run, constructive criticisms will prove beneficial to you as
you learn to address them.

Ethics of Communication
Mandelbaum (2019) posited that, ethical communication is type of
communication that is predicated upon certain business values, such as being
honest, concise, and responsible with one’s words and the resulting actions. As a
set of principles, ethical communication considers that one’s thoughts must be
conveyed and expressed effectively and exactly, and that the resulting actions or
consequences will potentially be based solely on how the message was
communicated. Meanwhile, ethical communication defines a framework or set of
acceptable communication principles that align with an enterprise’s overarching
code of conduct or code of ethics.
Mandelbaum (2019) the following examples of how ethical communication
can change the outcome of a problem in a business or workplace environment,
revealing why ethical communication principles should be followed:
1. Medical Industry. In the medical industry, there lot codes of ethics that
medical professionals have to follow, with regard to their actions and
communication. This principle makes sure that all patients and fellow
medical professionals have their rights protected.
2. Property Consulting Industry. Ethical communications in the property
consulting industry can take several forms, including revealing key pieces
of information to would be home owner of a property including “negative”
truths about the property.
3. Marketing Industry. In the marketing industry, ethical communication
can include revealing to clients that their business marketing applications
are not optimal, and that a cheaper vendor, or a different from of
marketing, will yield better results. Virtually every industry can benefit
from ethical communication principles, which always seeks to ensure that
every enterprise member is able to present valuable pieces of details so
that the best decision can be made.