Purcom M1 PART 1 “THE BASIC OF COMMUNICATION” Linguists agree that a language can only be called a language, if it

has a system of rules (also known as grammar), a sound system

Purposive Communication is about writing, speaking, and
(phonology) and a vocabulary (lexicon).
presenting to different audiences and for various purposes.
‘Language is a tool that enables people to communicate, express
A Language is purely human and non- instinctive (natural) method
needs and wants, give directives, create and produce through our
of communicating ideas, emotions and desires by means of
own tongue.’
voluntarily produced symbols.
Language development is continuous and recursive.
‘A language is a system of arbitrary vocal symbols by means of
which the members of a society interact in terms of their total You enhance your language learning by using what you know in new
culture.’ and more complex contexts.

‘A language is a set (finite or infinite) of sentences, each finite Context refers to the circumstances (condition) of the situation in
(limited) in length and constructed of a finite set of elements.’ which communication is taking place.

‘A Language is the institution whereby humans communicate and FIRST LANGUAGE

interact with each other by means of habitually used oral – auditory
The language acquired growing up is known as first language (also
(aural) arbitrary (random) symbols.’
called as mother tongue or native language).
A Language is a system of communication by sound, operating
A first language is the language a person has learned from birth or
through the organs of speech, among members of a given
within the critical period, or that a person speaks the best and so is
community, and using vocal symbols possessing arbitrary
often the basis for sociolinguistic identity.
conventional meaning.
SECOND LANGUAGE
‘Audible, articulate meaningful sounds as produced by the action of
the vocal organs.’ A second language is a language that a person learns in addition to
his or her first language.
‘A Language is the most sophisticated and versatile means available
to human beings for the communication of meaning.’ Language learning is the active process of learning in a formal or
informal way, such as at school or in a family.
Language is the ability to produce and comprehend both spoken
and written (and in the case of sign language, signed) words.

Language shapes our social interactions and brings order to our

lives.
FUNCTIONS OF LANGUAGE 6. THE METALINGUAL FUNCTION - This function is used to talk
about the language itself - It’s features, words definition, clarifying
Language is a complex phenomenon with multiple functions.
ambiguity, and describing deliberate word play.
Russian-American linguist Roman Jakobson defined six primary
E.g. “What do you mean by an ace?”
functions of language according to which an effective act of verbal
communication can be described. LANGUAGE MARKS OUR IDENTITY

1. THE REFERENTIAL FUNCTION - This function is primarily used to Broadly speaking, these functions could help define and maintain
convey information which was one of the primary reasons that interpersonal relations such as slang, jokes, jargons, ritualistic
language was discovered. exchanges, switches to social and regional dialects.

E.g. Descriptions of situations, objects and even mental states. “The We have to learn a large repertoire of such usage if we are to
Earth is sphere.” interact comfortably with different people.

2. THE EXPRESSIVE/EMOTIVE FUNCTION - This function reports DEFINITION OF COMMUNICATION

feelings or attitudes of the speaker or writer and it is also meant to
The term communication comes from the Latin word
evoke feelings in the listener or reader.
“communicare” – which means to share something in common.
For example, if your mobile phone falls into a bucket of water, what
Communication is a process by which people send messages or
would you likely to say to yourself?
exchange ideas or thoughts with one another in a verbal or
3. THE DIRECTIVE/CONATIVE FUNCTION - This function engages the nonverbal manner.
addressee directly and is usually used for the purpose of causing or
Communication is how we give and receive information and convey
preventing an action through commands or request.
our ideas and opinions with those around us.
E.g. “Please shut the door.” “Come here.”
Communication is the art of creating and sharing ideas for a specific
4. THE POETIC FUNCTION - This function focuses on the message for purpose.
its own sake, and is used in poetry as well as in slogans. This is the
It comes in many forms:
aesthetic function of language.
•verbal (language, sounds, tone of voice)
5. THE PHATIC FUNCTION - This involves language for the sake of
social interaction. •aural (hearing and listening)
This function can be observed in greetings “Hi, how are you” and •non-verbal (body language, facial expression)
casual discussions about the weather, i.e. “It’s so hot these days.”
•written (email, journal, blog, text message) ELEMENTS OF COMMUNICATION

•visual (signs, symbols, pictures, graphics, An understanding on how communication works can help us to
apprehend and improve communication.
emojis)
THE SOURCE - The source, sometimes called the sender (a person,
Communication is dependent on how rich those ideas are, and how
organization, or other entity) who sets the communication process-
much of those ideas are retained in the cyclical (repeated) process.
in-motion. The source sends the message and starts the
"Effective communication is when the information was transmitted communication process.
without changing its content and context.”
THE MESSAGE - The message is an idea or piece of information that
For communication to succeed, both parties must be able to passes between sources and receivers.
exchange information and understand each other.
THE RECEIVER - The receiver is the person or entity who accepts,
THE COMMUNICATION PROCESS decodes and responds to the message. The receiver is the intended
target for a message.
The communication process refers to how messages travel from
one person to another or, one entity to another. PUT ALL THREE ELEMENTS TOGETHER — AND YOU HAVE THE
COMMUNICATION PROCESS AT ITS MOST BASIC.

THE CHANNEL - The channel is the medium in which the message

travels. Communication channels or medium, span across all media
- from print, broadcast, to digital (social networks, apps), or even
physical functions like voice and body language.

THE FEEDBACK - The feedback is the receiver’s response to the

original message. Feedback is the last stage of the communication
process. The receiver responds, directly or indirectly, to the source’s
message. The quality of their feedback depends on the success of
the decoding stage.

THE ENCODING - Encoding is the process of formatting ideas into

concrete message. Through encoding, you translate your idea into a
tangible, deliverable form of expressions, such as written words or a
speech.
THE DECODING - Decoding is the process in which the receiver aware of the differences in values, beliefs and attitudes that people
interprets the message. When the message is clearly articulated, hold.
the receiver should be able to decode the message with ease.
PRACTICE CROSS-CULTURAL SENSITIVITY (EMPATHY) TO OVERCOME
Differences like age, culture, ethnicity, and gender all shape
THIS BARRIER BASED ON CULTURE.
people’s perspectives, and in turn, how they decode messages.
PHYSICAL BARRIERS - Physical barriers such as learning impairment,
THE NOISE - Noise is anything that disrupts, delays, or distorts a
defects in vision, speech problems, or learning disabilities that affect
message. Many times, messages run into similar problems through
communication.
the encoding, channel, and decoding stages on their way to the
receiver. PROPER TRAINING AND PRACTICE IS NEEDED TO HELP PEOPLE WHO
ARE EXPERIENCING THESE BARRIERS.
THE COMMUNICATION BARRIERS
BEHAVIORAL BARRIERS - The behaviors like bias, generalizations &
The Communication barriers are not confined to physical and
stereotyping can cause communication barriers. In the workplace,
psychological noise, but could also include cultural difference,
such attitudes can cost the organization time and money.
varying levels of expectations and experiences, and difference in
perspectives and communication styles. LEARN HOW TO TREAT EVERYONE WITH RESPECT.
LANGUAGE BARRIERS - Language barriers occur when people do ENVIRONMENTAL BARRIERS - Messages can be blocked by
not speak the same language, or do not have the same level of environmental factors, such as the physical setting or the situation
ability in a language. E.g. Excessive use of jargons, ambiguous where communication takes place.
words, or technical terminology.
COMMUNICATORS HAVE TO THINK ABOUT THE POTENTIAL AND
THIS BARRIER COULD BE OVERCOME BY KEEPING COMMUNICATION REAL ENVIRONMENTAL BARRIERS DURING COMMUNICATION.
CLEAR AND APPROPRIATE FOR THE TARGET AUDIENCE.
COMMUNICATION STYLE BARRIERS - Some people are very direct
PSYCHOLOGICAL BARRIERS - Psychological barriers like anger, fear, while others prefer a more indirect approach. Some use detailed
insecurity, shyness, close-mindedness can always damage data, while others rely on generalities, etc.
communication.
A person who is so entrenched in their way of communicating, they
THIS BARRIER COULD BE OVERCOME IF YOU KNOW HOW TO find it difficult to communicate with others who rely on a different
CONNECT WITH YOUR LISTENERS style.
CULTURAL BARRIERS - Communication with people of different
cultures and backgrounds means becoming
AUDIENCE ANALYSIS - Extremely important in "packaging" the M1 part 2 “Part Two: Communication”
message and sending it across.
• Communication Process • Communication Models
THREE WAYS OF CONDUCTING AUDIENCE ANALYSIS
Communication Models
DEMOGRAPHIC ANALYSIS •age, gender, culture, ethnicity, race,
According to Dennis McQuail, “A model is selective representation
religion, educational level
in verbal or diagrammatic form of some aspect of the dynamic
ATTITUDINAL ANALYSIS •attitude, beliefs, values process of mass communication”

ENVIRONMENTAL ANALYSIS •seating arrangement, number of In other words, models of communication provide us with a visual
people likely to attend, room lighting representation of the different aspects of a communication
situation.
THE DIFFERENCE BETWEEN LANGUAGE AND COMMUNICATION
Some models are more detailed than others, but even the most
LANGUAGE SKILLS - Language skills is being proficient in listening,
elaborate ones cannot perfectly represent what goes on in a
speaking, and writing a language.
communication encounter.
COMMUNICATION SKILLS- Communication skills refer to the ability
• Communication models is a pictorial representation of the
to communicate or connect well with others.
communication process, ideas, thoughts, or concepts through
THE CONNECTION BETWEEN LANGUAGE AND COMMUNICATION diagrams;

Language skills are pre-requisite for the development of effective • It is a systematic representation of the process which helps in
communication skills. understanding how communication works can be done.

Language, spoken and written, is a human being’s chief instrument The Goals of Creating Models is three-fold:
of communication. Gestures have a similar role, as also other forms
Understanding communication models can help us:
of symbolism.
1) Think about our communication situations more deliberately;
Communication is a pervasive manifestation with many forms.
2) Better prepare for future situations; and
LET’S SUM UP
3) Learn from our previous experiences.
In this topic we have seen that one of the most distinctive
characteristics which set us apart from other life forms is the highly
evolved mode of communication which we call language.
COMMUNICATION MODELS well-constructed argument to persuade the audience.

The speaker plays an important role in public speaking. He must

prepare his speech and analyze audience needs before doing his
speech. His words should influence the audience mind and
persuade their thoughts towards him.
LINEAR MODEL - Also called the transmission model.

A linear model is based on the assumption that communication is

transmitted in a straightforward (unidirectional) manner - from a
sender to a receiver.

This clearly reflects that communication is a one-way process, and

no concept of feedback.

1. ARISTOTLE’S COMMUNICATION MODEL - This communication

Example:
model represents communication as an orator to a large (mass)
audience. Aristotle emphasized that there are three variables in the Alexander gave brave speech to his soldiers in the war field to
communication process: ethos, pathos, and logos. defeat Persian Empire.

Ethos refers to the character or credibility. Aristotle believed that if 2. LASSWELL’S COMMUNICATION MODEL - Theorist Harold D.
an audience trusts and respects the speaker, they are more likely to Lasswell developed this model of communication in 1948.
be persuaded.
This model was summed up and can be understood by answering
The ethical appeal is often established through their reputation, the five questions: Who, What was said, In which channel, To
their delivery, or through demonstrating their knowledge or whom, With what effect.
expertise on the topic at hand.
This model is about the process of communication and its function
Pathos refers to the emotional appeal of the argument. By to society. According to Laswell there are three functions for
appealing to the emotions, speakers can persuade them to accept communication:
their point of view. This could involve evoking feelings of pity, fear,
A) Surveillance (investigation or providing information about the
anger, or even happiness.
environment), B) Correlation (presenting the information after
Logos refers to the logical appeal of the argument. This involves selecting, interpreting, and criticizing), and C) Cultural (Transmission
using reasoning, evidence, facts, or a that reflects own beliefs, values, and norms.
 This noise could refer to something like the static on a radio
broadcast, spelling errors in written communication, or the receiver
mishearing the message.

4. BERLO’S SMCR Communication Model - David K. Berlo (1960)

created the SMCR model of communication.

SMCR stands for sender, message, channel, receiver. model

Very Easy to Use - The model provides a blueprint for breaking describes different components of the communication process.
down and analyzing any communication in five steps. He argued that there are three main parts of all communication,
Designed for Mass Communication - The model has a specific which is the speaker, the subject, and the listener.
usefulness for mass communication and propaganda analysis. It Berlo's model believes that for effective communication to take
wants to look at one-way communication methods used by place, the source and the receiver need to be on the same level.
powerful governments and corporations.
Source: communication skills, their attitude and their culture)
3. Claude Shannon and Warren Weaver Communication Model - Message: (content, structure, and code of the message)
Claude Shannon and Warren Weaver broadly defined Channel: (relies on the five senses)
communication as of the procedures by which one mind may affect Receiver: (attitude, knowledge, and culture)
another.

This was the first model to acknowledge the existence of noise in

communication that occurs during the process of encoding, sending
and decoding, and could disrupt or alter a message.

Example: Watching the news on the television The news presenter

is the source of the news. and she conveys the message to the
audience. The news is the message. The television is the channel
.The audience are the receivers of the message.
INTERACTIVE MODEL - This model is in contrast with the linear one, The benefit of this model is that the model illustrates that feedback
which considers communication flowing only in one direction, from is cyclical. It also shows that communication is complex because it
a sender to a receiver accounts for interpretation.

In this model, communication is a two-way process, which involves This model also showcases the fact that we are active
an exchange or an interaction between the sender and the receiver. communicators, and we are active in interpreting the messages that
we receive.

Feedback is instantaneous like in face-to-face conversations. Since

feedback is immediate, it is possible to reduce noise through the
continuous clarification of messages throughout the conversation.

2. Westley and Maclean Communication Model - This model

emphasizes the importance of feedback in communication. It also
highlights the role of environmental, cultural and personal factors
that influence communication.

It demonstrates that the messages we communicate are influenced

by our background, our perspective, and our identity.
1. Osgood and Schramm Communication Model - This model is
known as a circular model because it indicates that messages can go Westley and Maclean realized that communication does
in two directions. Encoding and decoding happens in a continuous not begin when one person starts to talk, but rather
cycle. when a person responds selectively to his/her physical
surroundings.

This model considers a strong relation between responds

from surroundings and the process of communication.
Communication begins only when a person receives message from
surroundings.
This revised model indicates that:
EXAMPLE: You have witnessed the accident and feel the urge to
1) communication is not linear, but circular; call your best friend.
2) communication is reciprocal and equal;
3) messages are based on interpretation;
4) communication involves encoding, decoding, and interpreting.
TRANSACTIONAL MODEL - The transactional communication Physical Context: The physical space where interaction is occurring
models explore direct personal communication processes in which (office, school, home, is the space loud, is the furniture comfortable,
two-way feedback is immediate. etc.).

Psychological Context: How the human mind responds to what’s

occurring within its environment (e.g., thoughts, perceptions,
intentions, mindfulness).

Semantic Context: The possible understanding and interpretation of

different messages sent (e.g., someone’s language, size of
vocabulary, grammar).

The main components of the model include cues.

The three types of cues:

1. Barnlund’s Communication Model – Barnlunds Transactional
Model is a multi- layered feedback system. This is a continuous 1) Public cues are anything that is physical or environmental.
process where sender and receiver interchange their places and
2) Private cues are referred to as the private objects of the
both are equally important. The message passing takes place with
orientation, which include the senses of a person.
constant feedback being provided from both parties. A feedback for
one, is the message for the other. 3) Behavioral cues include nonverbal and verbal cues.

A cue is anything to which one may attribute meaning or can trigger

a response.
Physiological Context: The body’s
The transactional model of communication recognizes the
responses to what’s happening in its environment.
importance of nonverbal communication, such as facial expressions,
a) Internal: Physiological responses that result because of our tone of voice, and body language. These are noises that could
internal processes (e.g., hunger, a headache, physically tired). interrupt the flow of communication

b) External: Physiological responses that result because of external Paying attention to the cues can help you better understand what
stimuli within the environment (e.g., are you cold, are you hot, the someone is trying to communicate.
color of the room, are you comfortable).
2. Dance’s Helical Communication Model - In the Helix structure, Using communication models helps us make better decisions and
the bottom or starting is very small then it gradually moves upward enables us to be successful communicators.
in a back and forth circular motion which forms the bigger circle in
Meaning is sent from one person to another according to the linear
the top and it is still moves further. The whole process takes some
model of communication.
time to reach.
Meaning is created in the interactional model through the feedback
As like helix, the communication process starts very slowly and
of a sender and a receiver.
defined small circle only. The communicators shared information
only with a small portion of themselves to their relationships. Its The transactional model calls for the development of shared
gradually develops into next level but which will take some time to meaning.
reach and expanding its boundaries to the next level. Later the
communicators commit more and shared more portions by Linear Models of Communication: The one-way interaction in the
themselves. linear communication model lacks feedback.

The model views communication as: Interactive Models of Communication: The two-way technique of
1) Cyclical communication with feedback is referred to as the interactive
2) Contextual (Influenced by time and experience) model of communication.
3) Continuous Feedback, on the other hand, is not simultaneous, therefore it offers
4) Non-Repetitive gradual and indirect feedback.
5) Accumulative (getting increasingly more complex and
KNOWLEDGABLE Transactional Models of Communication: The transitional model of
communication gives the impression that it is a two-way process
Frank Dance included the concept of time in his theory. with instant feedback. The foundational element of this models of
The lifetime experience gained over the issue will always be based communication is simultaneous feedback. The response is
on the similar event or incident that happened in the past. immediate and quick. The recipient is forced to respond right away.

According to this theory, a communication process is the product Indirect and direct feedback are the main distinctions between the
of what is learnt. interactive and transactional approaches.

LET’S SUM UP COMMUNICATION IS COMPLEX - The models of communication are

all very different. They have similar components, yet they are all
Communication is the lifeblood of any organization, so we have to conveyed very differently. Some have features that others do not.
strive towards understanding how it works. Nevertheless, there are transactional principles that are important
to learn about interpersonal communication.
COMMUNICATION IS CONTINUOUS - In many of the INTERPERSONAL COMMUNICATION – Interpersonal
communication models, we learned that communication never communication is the interaction between two or more people.
stops. Every time a source sends a message, a receiver will decode
Researchers distinguish interpersonal communication by outlining
it, and it goes back-and- forth. It is an endless cycle, because even if
five of its key characteristics:
one person stops talking, then they have already sent a message
that the communication needs to end. 1. It involves independent individuals. Interpersonal
communication is all about the interactivity of individuals who each
COMMUNICATION IS DYNAMIC - With new technology and
have their own motivations, expectations, and interpretations of
changing times, we see that communication is constantly changing.
communication.
Before social media, people interacted very differently. Some
people have suggested that social media has influenced how we talk 2. It involves self-disclosure, or revealing personal thoughts,
to each other. The models have changed over time because people feelings, and reflections.
have also changed how they communicate.
3. It is rational. Interpersonal communication is rational because it
is meant to be understood by others.
M1 PART 3 “Communication Principles” 4. It involves personal choice. Ultimately, people choose what they
say and how they say it, which makes interpersonal communication
- Levels of Communication - Roadblocks to effective communication
a learnable skill and not an innate process.
Effective communication is a connection between people that
5. It is constant and inescapable. Because humans need
allows for the exchange of thoughts, feelings, and ideas, and leads
relationships with other humans to survive, interpersonal
to mutual understanding.
communication is an ongoing and inevitable fact of life.
In reality is very different the process of communication is actually
EXTENDED COMMUNICATION - It involves the use of electronic
impressively complex.
media in communication.
It is important that you learn the different principles which serve as
ORGANIZATIONAL COMMUNICATION - It is the inclusion of all
guides in the practice and continuous improvement of your
types of communication that enable all varieties of organization to
communication skills.
use communication channels for connecting and communicating
LEVELS OF COMMUNICATION within.

INTRAPERSONAL COMMUNICATION - It is the knowledge of and

communication with oneself.
TYPES OF ORGANIZATIONAL STRUCTURE 4 APPROACHES IN FORMAL STRUCTURE

Barriers to Organizational Communication

▪ Information overload

▪ Embellished messages

▪ Delays in formal communications

▪ Lack of employee trust and openness

▪ Different styles of change

▪ Intimidation and unavailability of those of rank or status

▪ Manager's interpretations

▪ Electronic noises

FORMAL STRUCTURE - It allows the communication to take place

via designated channels of message flow between positions in the
organization.

INFORMAL STRUCTURE - It comes from an unofficial channels of

message flow. The “GRAPEVINE” of messages.

The grapevine is an informal, person‐to‐person communication

network of employees that is not officially sanctioned by the
organization. Communication is spontaneous, quick, and hard to PRINCIPLES OF COMMUNICATION
stop; it can both help and hinder the understanding of information. The principles of communication are crucial as they enhance
For these reasons, managers need to stay in touch with the understanding, minimize misunderstandings, and promote better
grapevine and counteract rumors. personal and professional relationships.

1. COMMUNICATION MEETS NEEDS - In addition to using

communication to exchange messages and create shared meaning,
we also use it to meet the various needs we have ashuman beings.
Communication meets four needs: physical, instrumental, Scholar Erving Goffman compared self- presentation to a
relational, and identity. performance and suggested we all perform different roles in
different contexts
PHYSICAL NEEDS - Physical needs include needs that keep our
bodies and minds functioning. E.g. you may perform the role of a parent when at home with your
child, but the role of supervisor when at work.
Communication, which we most often associate with our brain,
mouth, eyes, and ears, actually has many more connections to and 2. COMMUNICATION IS TRANSACTIONAL - Communication is also a
effects on our physical body and well- being. transactional process, this means that:

Human beings are social creatures, which makes communication • Each communicator is simultaneously a sender and receiver of
important for our survival. messages.

INSTRUMENTAL NEEDS - Instrumental needs include needs that • Meaning is co-created in the interaction by both communicators.
help us things in our day-to-day lives and achieve short- and long-
• Communication is an ongoing process and previous interactions
term goals.
between communicators influence current interactions.
Fulfilling these goals is an ongoing communicative task, which
• And since communication is ongoing, current interactions likewise
means we spend much of our time communicating for instrumental
will influence future interactions and will either affirm or modify
needs.
perceptions of the other and the relationship
Some common instrumental needs include influencing others,
Every message consists of content and feeling.
getting information we need, or getting support
3. COMMUNICATION EXISTS ON MULTIPLE LEVELS -
RELATIONAL NEEDS - Communication meets our relational needs
Communication operates on two distinct levels: there is a content
because it is through communication that we begin, develop,
dimension and a relational dimension.
maintain, and end relationships.
The content dimension is the meaning of the actual message itself,
Communication forms the building blocks of our relationships.
whereas the relational dimension expresses you feel about the
E.g. From checking in with relational partners by text, social media, other person: whether you like or dislike the other person, feel in
or face-to- face, to celebrating accomplishments. control or subordinate, feel comfortable or anxious, and so on

IDENTITY NEEDS - Identity needs include our need to present

ourselves to others and be thought of in particular ways.
4. COMMUNICATION IS INEVITABLE - It is impossible to not 7. COMMUNICATION IS GUIDED BY CULTURE AND CONTEXT - How
communicate. messages are created and processed is greatly influenced by the
cultural background of communicators.
In all communicative interactions, we are continuously sending
messages, whether they are verbal or nonverbal, and whether it is Culture maybe defined as system of knowledge shared by a
intentional (conscious), or unintentional (unconscious). relatively large group of people.

Although communication may seem like a perceptible and The system includes shared set of beliefs, values, behaviors, laws,
deliberate process, we often send messages without conscious and ceremonies by a group of people.
thought.
8. COMMUNICATION CAN BE LEARNED - Clear and effective
Not all behavior is consciously encoded. communication is avital skill in life and at work.

5. COMMUNICATION IS GOAL-ORIENTED - When you Cs of Communication

communicate, you have goals in mind.
1) Completeness 2) Conciseness 3) Courteous 4) Concreteness
To persuade; to entertain; to inform; to express feeling, ideas, or 5) Coherent 6) Clarity 7) Correctness
emotions; to build and maintain relationships; and to influence
COMPLETENESS - In a complete message, the audience has
others.
everything they need to be informed and if applicable, take action.
In teamwork, communication is also a tool that helps us achieve Does your message include “A call to ACTION” Have you include all
certain goals. Therefore, it is important to allow ideas and relevant information contact names, date, time, location, etc.
information to flow clearly and quickly among team members.
CONCISENESS - When you are concise in your communication, you
The process of transmitting those ideas in the way they don't lose stick to the point and keep it brief.
value defines communication as goal-oriented.
Are there any adjectives or “FILLER WORDS” that you can delete?
6. COMMUNICATION IS COMPLEX - Communication is so complex You can often eliminate words like “for instance”, “you see”,
that it entails a lot of processes which can occur simultaneously or “definitely”, “kind of”, “literally”, “basically”, “I mean”
successively. The communication process requires an in- depth
Are there unnecessary sentence? Have you repeated the point
understanding of a number of elements, from the background of
several time?
the interlocutor to the best channels to which the targeted
individual responds. Digital media brings new opportunities and COURTEOUS - Courteous is friendly, open and honest. There are no
presents new challenges and threats to individuals and companies hidden insults, passive-aggressive tone. You keep your readers
communicating with their audiences their targets. viewpoint in mind and you are empathetic to their needs.
CONCRETENESS - When your message is concrete, your audience Ethical communication is a type of communication that is
has a clear picture of what you are telling them. There are details, predicated upon certain business values, such as being truthful
and vivid facts. Your message is solid. concise, and responsible with one’s words and the resulting actions.

COHERENT - When your communication is coherent, it is logical. All As a set of principles, ethical communication understand that one’s
points are connected and relevant to the main topic, the tone and thought must be conveyed and expressed effectively and concisely,
flow of the text is consistent. and that the resulting actions or consequences will be based solely
on how the message was communicated.
CLARITY - When writing or speaking to someone, be clear about
your goals and message. Example Ethics in Communication

To be clear, try to minimize the number of ideas in each sentence. - BE HONEST AND TRUTHFUL, REFRAIN FROM DOING HARM, BE
Make sure that it’s easy for your reader to understand your FAIR TO ALL STAKEHOLDERS, BE AN ACTIVE LISTENER AND STRIVE
meaning. People shouldn’t have to ‘read between the lines” and TO UNDERSTAND, AVOID A NEGATIVE TONE, DO NOT INTERRUPT
make assumptions on their own to understand what you’re trying to OTHERS, REFRAIN FROM SPEAKING JUDGMENTALLY, AVOID
say. SPEAKING FOR OTHERS, SPEAK FROM YOUR OWN EXPERIENCE,
CONSIDER APPROPRIATE COMMUNICATION CHANNEL.
CORRECTNESS - Correctness is error-free communication.
Terms/words used should fit the audience’s level of education or POTENTIAL ROADBLOCKS IN ETHICAL COMMUNICATION
knowledge. In writing there should be no grammatical errors. Name
LANGUAGE FLUENCY/USE OF JARGONS - When speaking to a non-
and titles should be spelled correctly.
specialist, it is ethical to speak with simple, easy-to-understand
ETHICS IN COMMUNICATION words, while avoiding the use of heavy jargons.

Communication is ethical when it is genuine, upfront, cooperative, ACCESSIBILITY TO TECHNOLOGY - Some take accessibility to
and sensitive to one’s cultural, social, beliefs and practices. advanced technology for granted. If a business wanted to present
certain pieces of information to an audience while expecting the
While ethics are not the same as morals, there is a strong
audience to translate it into their native language via an application,
relationship between the two: morals are ideas of what is right and
there may be confusion.
wrong, while ethics are behavioral principles influenced by moral
beliefs. The ability to access certain technology and the know-how on how
to use certain applications may be a roadblock when it comes to
The ethics of communication are strongly influenced by moral
ethically communicating to a particular audience.
principles
KNOWLEDGE OF AUDIENCE - Not knowing the language, profession,
etc. of the audience is a potential roadblock.

Knowing your audience guides you on how to structure your

message, what kind of language and tone to use, what sort of
information to use, and how to progress into each communication
experience.

TIME AND PLACE - Failure to choose the right time and place for the
message to be effective is also a roadblock to ethical
communication.

Timing influences how a target audience reacts to messages. People

can get overwhelmed with information coming from many sources
and channels.

ETHICS IN COMMUNICATION

Ethical communication is fundamental to responsible thinking,

decision making, and the development of relationships and
communities within and across contexts, cultures, channels, and
media.

It enhances human worth and dignity by fostering truthfulness,

fairness, responsibility, personal integrity, and respect.