Course: PURPOSIVE COMMUNICATION
Professor: Julia T. Cardona, Ph.D.
Purposive Communication is about writing, speaking, and presenting to different audiences and for various
purposes. (CMO 20 S. 2013)
What is Purposive Communication? Purposive communication is defined as the use of language for different
audiences and for different reasons to write, talk, and present. This course is intended to improve students'
skills in the field of communication.
The five skills of communication (listening, speaking, reading, writing, viewing) are studied and simulated in
advanced academic settings, such as conversing intelligently on a subject of import, reporting on group work
and/or assignments, writing and delivering a formal speech, writing minutes of meetings and similar ...
What do you learn from Purposive Communication?
CMO 20, series of 2013 spelled out as the Revised General Education Curriculum (GEC) for 2018, the core course
title Purposive Communication generally aims to develop your fundamental skills of communication such as
listening, speaking, reading, writing, viewing and representing studied and simulated in advanced academic.
Communication may be defined as a process concerning exchange of facts or ideas between persons holding
different positions in an organization to achieve mutual harmony. The communication process is dynamic in
nature rather than a static phenomenon. It is fundamental to the existence and survival of humans as well as to
an organization. It is a process of creating and sharing ideas, information, views, facts, feelings, etc. among the
people to reach a common understanding. Communication is the key to the Directing function of management.
Types of Communication
1.
2.
3.
4.
5.
Verbal Communication. Verbal communication occurs when we engage in speaking with others.
Non-Verbal Communication. What we do while we speak often says more than the actual words.
Written Communication.
Listening.
Visual Communication.
The four basic types of speech according to purpose are:
1.
2.
3.
4.
to inform
to instruct
to entertain, and
to persuade.
The Principles of Communication
The seven Cs of communication are a list of principles for written and spoken communications to ensure that
they are effective. The seven Cs are:
1. Clarity - implies emphasizing on a specific message or goal at a time, rather than trying to achieve too
much at once. Clarity in communication has following features: It makes understanding easier. Complete
clarity of thoughts and ideas enhances the meaning of message.
2. Correctness - means the accuracy of thoughts, figures, and words. If the given information is not
correctly conveyed, the sender will lose reliability. While communicating we should be careful about the
correct use of grammar, message composition and appropriate words.
3. Conciseness – is communicating complete information about a topic or idea in a few words. Concise
writing also involves being mindful of word choice. Limiting your word count isn't enough to write
concisely. You need to choose the strongest words to illustrate your point.
4. Courtesy - Courtesy implies taking into consideration both viewpoints as well as feelings of the receiver
of the message. Courteous message is positive and focused at the audience. It makes use of terms
showing respect for the receiver of message. It is not at all biased.
5. Concreteness - Concreteness is an aspect of communication that means being specific, definite, and
vivid rather than vague and general. A concrete communication uses specific facts and figures.
Concreteness is often taught in college communication courses as one of the aspects of effective
communication.
6. Consideration - implies “stepping into the shoes of others”. Effective communication must take the
audience into consideration, i.e., the audience's viewpoints, background, mind-set, education level, etc.
Make an attempt to envisage your audience, their requirements, emotions as well as problems.
7. Completeness - Effective communication depends on the completeness of the message. Incomplete
messages create ambiguity in the audience. A complete message brings the desired results without any
expense or additional information. Therefore, each and every message which is sent by the sender
should be complete.
Seven major elements of communication process are: (1) sender (2) ideas (3) encoding (4) communication
channel (5) receiver (6) decoding and (7) feedback.
The Elements
The communication process involves understanding, sharing, and meaning, and it consists of eight essential
elements:
1. Source - The source imagines, creates, and sends the message. The source encodes the message by
choosing just the right order or the best words to convey the intended meaning, and presents or sends
the information to the audience (receiver).
2. message - refers to the information that the sender is relaying to the receiver. (Decoding: This is the
interpretation of the message and is performed by the receiver).
3. channel - is the transmission or method of delivering the message.
4. receiver - is the recipient of the message and must translate the words into thoughts, process the
thoughts, and determine how to respond to the sender. The challenge is that since the receiver's
education and experience may be very different from the sender, words often have different meanings.
5. feedback - is the final step of the process that ensures the receiver has received the message and
interpreted it correctly as it was intended by the sender. It increases the effectiveness of the
communication as it permits the sender to know the efficacy of his message.
6. environment - is the atmosphere, physical and psychological, where you send and receive messages.
Things like the location, medium, atmosphere, clothing of speakers, etc., all make up the environment
in which the communication takes place.
7. context - Contextual communication is defined as the bidirectional transfer of information between two
parties, where both sides are aware of the relational, environmental, and cultural context of the
exchange. Simply put, it means that all entities involved know what the conversation is about.
An example of contextual communication in action is mobile banking. With these applications,
passwords or biometrics like touch or facial recognition help verify identities. Throughout the user's
experience, the app defines intent (for example, choosing the type of bank account to work with).
8. interference - in telecommunications, an interference is that which modifies a signal in a disruptive
manner, as it travels along a communication channel between its source and receiver. The term is often
used to refer to the addition of unwanted signals to a useful signal. Interference occurs when unwanted
radio frequency signals disrupt the use of your television, radio or cordless telephone. Interference may
prevent reception altogether, may cause only a temporary loss of a signal, or may affect the quality of
the sound or picture produced by your equipment.
How does interference affect effective communication?
The noise might distract the receiver, causing them not to hear the sender's message properly. Or it might
distract the sender, making it difficult for them to communicate the message effectively. Either way, noise
becomes a barrier to communication.
Ethics in Communication
Communication ethics is how a person uses language, media, journalism, and creates relationships that are
guided by an individual's moral and values. These ethics consider being aware of the consequences of behavior
and consequences; it's to “respect other points of view and tolerate disagreement”.
Ethical Communication in an Organization

Be Truthful and Honest.
 Active Listening.
 Speak Non-Judgmentally.
 Speak From Your Own Experience.
 Consider the Receiver's Preferred Communication Channel.
 Strive To Understand.
 Avoid A Negative Tone.
 Do Not Interrupt Others.
Note: ethical communication is communicating in a way that's honest, open, clear, and respectful.
Why is ethics important in communication?
Honest communication not only builds trust, it also helps you and others identify and work on any fissures that
may arise in the intersection between authority, power, and teamwork. Without honesty, communication fails
at its core purpose.