Chapter 1 Essence of Communication

WHAT IS THE
ESSENCE OF
COMMUNICATION?
It is believed that knowledge is
synonymous with power; but
knowledge can only be
transmitted through
communication.
Communication thus, seemed
to be as vital as the air we
breathe, the food we eat, and
the water we drink. It is the
“sine qua non” of knowledge.
The elements of
Communication
The Sender
A good “sender”
should be effective
in formulating his
message, whether
verbal or non-
verbal.
The Message
It should be specific, meaning
it should be definite and
distinctive, on that is free from
any doubt.
The Channel
A good channel is one that

could transmit the message
clearly, faithfully, and
efficiently. The channel should
be able to transmit the
message exactly – neither less
or more.
The Receiver
A good receiver is someone who could
comprehend the message accurately and
one who is free from any emotional or
psychological baggage that could affect
the accuracy of the message.
The Feedback
A good feedback
is given on time
as quickly as
possible after the
message has been
received.
COMMUNICATION MODEL
(HAMILTON GREGORY)
channel
message
creates message interprets message
speaker interference listener
interprets feedback sends feedback

feedback
channel
The ethics of
Communication
Honesty
This is defined as the
act, quality, or condition
of being truthful.
Moreover, honesty is
more than just not lying,
it is being open and
offering whatever
information you have,
even if it puts your
interests at stake.
Openness to
Other Views
An environment where
people are not free to
express their ideas,
especially if they may be
unpopular, is not an
ethical environment. The
free flow of
communication is vital to
the welfare of the
organization and of the
country for that matter.
Commitment
Commitment is a
promise or agreement
to do something. It is
also a state of being
pledged or engaged. A
communicator is bound
by a number of
commitments: to be
honest and to be
sincere.
Build Consensus
Ethical communication should
lead to consensus. It should
promote unity. Hence, it is the
responsibility of both the
sender and receiver to ensure
that the message would
promote agreement, harmony,
and unity.
Principles of
Communication
Relevance
An important consideration in
sending a message is its
value. A speaker must ask
himself the following
questions:
- What is the value of my message to
the receiver?
- Will my message appeal to the
interest of my receiver?
- Will my message add value to my
receiver?
Be Positive
Formulate your
message with an
open and positive
attitude. It is believed
that if a speaker or a
writer has a positive
attitude then his
message would be
received in the same
manner.
Choose the Best Medium
It is advisable that the
speaker or the writer
utilizes effective
communication systems
to drive through the
message. Today, people
have shorter attention
span, thus there’s a need
to maximize their
attention as longer as
you can.
Study your Audience
The speaker or
writer should study
the socio-
economic profile,
the interests, and
the aspirations of
the audience; more
importantly what
appeals to them.
Be Enthusiastic
It is defined as
divine inspiration or
frenzy. Simply said
enthusiasm is the
intensity of feeling,
excitement, interest
or eagerness.
Maintain an Intense Focus
To be effective, a
speaker or writer
should be fired
with intense
feeling or be
passionate.
Implications of
globalization to
communication
Communication competence
is one factor in the success
of an individual, including
success in the business.
However, globalization has
created a big impact in
dramatic ways on the way
people communicate.
The advent of the fourth
industrialization brought massive
developments in information
technology, including artificial
intelligence. These developments
entail changes in the way we
communicate, although the same
ethical considerations and principles
hold true.
Virtual Interactions
Virtual communication
has become vogue and
accelerated the flow of
communication in
exponential terms.
Information Highway
The channel of
communication has
become doubly efficient
brought about by the
availability of numerous
service providers
offering internet, cable
TV, and mobile
telephone facilities.
Business Transactions
A businessman can do
teleconferencing abroad
without spending much
for travel. Thus,
promotions, marketing
and selling products
across the globe has
become easy and very
quick.
Social Media Power
The advent of advanced

communication technology
promoted “massification”
of information, views,
research studies, opinions,
and prototypes.
Tips for successful
communication in an
international and
intercultural setting
Global Awareness
One should be knowledgeable of the
developments and issues concerning
countries around the world.
Cultural Sensitivity
We have to know, accept, and respect
the culture of our audience/ readers.
Cultural Intelligence and
Competence
This is the capability of a person to
adjust to and cope with situations in
which differences in cultures and
beliefs are observed.
Respect for the
Cultures and
Beliefs of
Others
Respect
begets
respect.
Openness and Positive Attitude
Start a conversation by a positive

comment and you will almost
certainly get a positive response.
Ethnocentrism
It is the act of judging another culture based

on preconceptions that are found in the
values and standards of one's own culture –
especially regarding language, behavior,
customs, and religion.
Cultural Relativism
This implies that a person’s

beliefs and practices should
be perceived by others, in the
context of his culture. This
means not judging the
culture of other people that
are not the same as yours.
Cultural Appreciation
This happens when a person

attempts to appreciate and
study about another culture,
for one to widen his
understanding and relate
with others in a cross-
cultural
Cultural Appropriation
This at times also phrased cultural

misappropriation, is the adoption of
elements of one culture by members of
another culture. This can be
controversial when members of a
dominant culture appropriate from
disadvantaged minority cultures.
Important pointers in
communication
Be ethical.
Different countries have different
rules to follow in communication. It is
highly recommended that you make a
simple study of your audience.
Use standard English terms
and sentences.
It is advised that a
speaker should avoid
the use of esoteric
terms. Slang and
idiomatic expressions
should also be
avoided.
Use a reasonable
pace in speaking.
Be sensitive and
considerate to your
audience. A public speaker
should avoid delivering a
speech in a conversational
speed. Calibrating your
pace according to the
reactions of your audience
could help you succeed.
Keep it Short and
Simple (KISS)
Researchers believe
that the interest span of
a normal audience has
shortened. Thus, the
longer the speech, the
lesser of chances in
succeeding.
Be a good listener.
Speakers need to develop their active

listening skills. Ask questions to make sure
that you understood well what the other
person is trying to communicate.
Keep tabs of important details.
It is advisable to write
important details, especially
complicated figures or ideas
to help your audience
understand your message.
Encourage interaction.
Sharpen your
questioning
techniques by
learning to use
open-ended
questions.
George: Condi! Nice to see you. What's George: I mean the fellow's name.
happening?
Condi: Hu.
Condi: Sir, I have the report here about the new
leader of China. George: The guy in China.
George: Great. Lay it on me. Condi: Hu.
Condi: Hu is the new leader of China. George: The new leader of China.
George: That's what I want to know. Condi: Hu.
Condi: That's what I'm telling you. George: The Chinaman!
George: That's what I'm asking you. Who is the Condi: Hu is leading China.
new leader of China?
George: Now whaddya' asking me for?
Condi:Yes.
Condi: I'm telling you Hu is leading China. George: Then who is in China?
George: Well, I'm asking you. Who is leading
China? Condi:Yes, sir.
Condi: That's the man's name.
George:Yassir is in China?
George: That's whose name?
Condi: No, sir.
Condi:Yes.
George: Will you or will you not tell me the George: Then who is?
name of the new leader of China?
Condi:Yes, sir. Condi:Yes, sir.
George:Yassir? Yassir Arafat is in China? I George:Yassir?

thought he was in the Middle East.
Condi: That's correct. Condi: No, sir.

George: Look, Condi. I need to know the name of the new George: Who is the guy at the UN?
leader of China.
Get me the Secretary General of the UN on the phone.

Condi: Hu is the guy in China.
Condi: Kofi? George: Will you stay out of China?!
George: No, thanks. Condi:Yes, sir.

Condi:You want Kofi?
George: And stay out of the Middle East! Just get me the guy at
George: No. the UN.
Condi:You don't want Kofi. Condi: Kofi.

George: No. But now that you mention it, I could use a glass of
milk. And then get me the U.N. George: All right! With cream and two sugars. Now get on the
phone.
Condi:Yes, sir.
(Condi picks up the phone.)
George: Not Yassir! The guy at the U.N.
Condi: Rice, here.
Condi: Kofi?
George: Rice? Good idea. And a couple of egg rolls, too. Maybe
George: Milk! Will you please make the call? we should send some to the guy in China. And the Middle East.
Condi: And call who? Can you get Chinese food in the Middle East?

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Chapter 1 Essence of Communication

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WHAT IS THE

A good channel is one that

speaker interference listener

interprets feedback sends feedback

The advent of advanced

Start a conversation by a positive

It is the act of judging another culture based

This implies that a person’s

This happens when a person

This at times also phrased cultural

Speakers need to develop their active

Condi:Yes, sir. Condi:Yes, sir.

George:Yassir? Yassir Arafat is in China? I George:Yassir?

Condi: That's correct. Condi: No, sir.

Get me the Secretary General of the UN on the phone.

Condi: Kofi? George: Will you stay out of China?!

George: No, thanks. Condi:Yes, sir.

Condi:You don't want Kofi. Condi: Kofi.

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