GE 1

PURPOSIVE
COMMUNICATION

AUDREY KARYL P. MALIGANG, Ed.D.

 Preface
This brings an opportunity for the faculty to develop teaching strategy
and tools to answer the learning needs of the students. The response
however is not universal but rather location-specific. There can be “no-size-
fits all” measure due to the varying resources, capacity, restrictions and
peculiarities of the campus, faculty, and students. As NIPSC is a state
college where funds are normally limited, it is understood to have more
constraints than the needed resources. The faculty readiness, student socio-
economic histories, administrative support and internet connectivity are
among the primary considerations in selecting the most workable
instructional model

This instructional material provides opportunities for students to gain

new skills for practical application of concepts on speech, sound patterns of
language, knowledge of the phonology, Phonological segments- phonemes
and morphemes.

With the commitment to the college to facilitate the free reproduction

of the modules for every student this modest instructional material has been
written.

Most importantly, the students are requested to maximize the

utilization of this learning modules inasmuch as the materials is afforded
freely, students are expected to be independent and imaginative in learning.
As matured learners, be responsible in your own learning- to learn. This is
the main reason why a lot of assessment exercises and enrichment activities
are provided at the conclusion of each lesson.
 Table of Contents

Title Page

Chapter I

Lesson 1 Types of Communication

Importance of Communication 6
Types of Communication 6
Types of Communication according to Context 10
Types of Organizational Structure 13
Types of Communication ccording to Purpose nd Style 15

Lesson II Globalization 20

Lesson III communicating in Multicultural Settings 25

Lesson IV 29

Categories of Register 30
Rules in Formal Writing 33

Chapter II
Lesson I: Communication Cues 38

Types of Non-Verbal Communication 39

Functions of Non-Verbal Communication 42

Lesson II Communication Aids nd Strategies Using Tools and

Technology

Communication Aids and Strategies 46

Lesson III Communication for Work Purposes 50

Effective Communication 50
Barriers to Communication 51
Flow Intraorganizational Communication 51
Forms of Feedback with Different Intent 54
Written Communication Materials for the Workplace 55

Lesson IV Business Letter Writing 61

General Principles in Letter Writing 61
 Parts of the Business Letters 62

Lesson V Job Application Letter and Resume 70

Letter of Application 70
Cover Letter 71
Essential Parts of the Letter 72
Sample letters 73

Chapter I
 Lesson 1
Types of Communication

Introduction
Since the beginning of time, humans have found ways to
communicate with each other from smoke signals, drawings and hand
signs. Even with the help of animals and use of structured hand
signals, it would still take weeks, sometimes months, to send a
message. Communication has gone through creative forms and tools
that are used to gather and share information. Over time, the sharing
of ideas, thoughts and messages has become easier with shiny new
technologies. With these changes, the need to make students
understand communication processes, principle and ethics increases
as communication functions in our day to day activities.

Learning Outcomes:
Upon completion of this module, you shall have:
1. Explained the different types of communication according to
mode, context and purpose and style.
2. Cited examples of the different types of communication
according to mode, context and purpose through pictures.
3. Appreciated the value of having communication with other
people in the community.

Discussion
Communication skills are vital to a healthy, efficient workplace.
Often categorized as a “soft skill” or interpersonal skill, communication is
the act of sharing information from one person to another person or group
of people. There are many different ways to communicate, each of which
play an important role in sharing information
Importance of communication
 We use communication every day in nearly every environment,
including in the workplace. Whether you give a slight head nod in
agreement or present information to a large group, communication is
absolutely necessary when building relationships, sharing ideas,
delegating responsibilities, managing a team and much more.

Learning and developing good communication skills can help you

succeed in your career, make you a competitive job candidate and
build your network. While it takes time and practice, communication
and interpersonal skills are certainly able to be both increased and
refined.

There are four main types of communication we use on a daily

basis: Verbal, nonverbal, written and visual. Let’s take a look at each of
these types of communication, why they are important and how you
can improve them for success in your career.

A. Types of communication According to

Mode
There are several different ways we share information with one
another. For example, you might use verbal communication when
sharing a presentation with a group. You might use written
communication when applying for a job or sending an email.

There are four main categories or communication styles including

verbal, nonverbal, written and visual:

1. Verbal
Verbal communication is the use of language to transfer
information through speaking or sign language. It is one of the most
common types, often used during presentations, video conferences
and phone calls, meetings and one-on-one conversations. Verbal
communication is important because it is efficient. It can be helpful to
support verbal communication with both nonverbal and written
communication.

Here are a few steps you can take to develop your verbal
communication skills:
  Use a strong, confident speaking voice. Especially when
presenting information to a few or a group of people, be sure to
use a strong voice so that everyone can easily hear you. Be
confident when speaking so that your ideas are clear and easy for
others to understand.

 Use active listening. The other side of using verbal communication

is intently listening to and hearing others. Active listening
skills are key when conducting a meeting, presentation or even
when participating in a one-on-one conversation. Doing so will
help you grow as a communicator.

 Avoid filler words. It can be tempting, especially during a

presentation, to use filler words such as “um,” “like,” “so” or
“yeah.” While it might feel natural after completing a sentence or
pausing to collect your thoughts, it can also be distracting for your
audience. Try presenting to a trusted friend or colleague who can
call attention to the times you use filler words. Try to replace
them by taking a breath when you are tempted to use them.

2. Nonverbal
Nonverbal communication is the use of body language, gestures
and facial expressions to convey information to others. It can be used
both intentionally and unintentionally. For example, you might smile
unintentionally when you hear a pleasing or enjoyable idea or piece of
information. Nonverbal communication is helpful when trying to
understand others’ thoughts and feelings.

If they are displaying “closed” body language, such as crossed

arms or hunched shoulders, they might be feeling anxious, angry or
nervous. If they are displaying “open” body language with both feet on
the floor and arms by their side or on the table, they are likely feeling
positive and open to information.

Here are a few steps you can take to develop your nonverbal
communication skills:

 Notice how your emotions feel physically. Throughout the day, as

you experience a range of emotions (anything from energized,
bored, happy or frustrated), try to identify where you feel that
emotion within your body. For example, if you’re feeling anxious,
 you might notice that your stomach feels tight. Developing self-
awareness around how your emotions affect your body can give
you greater mastery over your external presentation.

 Be intentional about your nonverbal communications. Make an

effort to display positive body language when you feel alert, open
and positive about your surroundings. You can also use body
language to support your verbal communication if you feel
confused or anxious about information, like using a furrowed
brow. Use body language alongside verbal communication such
as asking follow up questions or pulling the presenter aside to
give feedback.
 Mimic nonverbal communications you find effective. If you find
certain facial expressions or body language beneficial to a certain
setting, use it as a guide when improving your own nonverbal
communications. For example, if you see that when someone
nods their head it communicates approval and positive feedback
efficiently, use it in your next meeting when you have the same
feelings.

3. Written
Written communication is the act of writing, typing or printing
symbols like letters and numbers to convey information. It is helpful
because it provides a record of information for reference. Writing is
commonly used to share information through books, pamphlets, blogs,
letters, memos and more. Emails and chats are a common form of
written communication in the workplace.

Here are a few steps you can take to develop your written
communication skills:

 Strive for simplicity. Written communications should be as simple

and clear as possible. While it might be helpful to include lots of
detail in instructional communications, for example, you should
look for areas where you can write as clearly as possible for your
audience to understand.

 Don’t rely on tone. Because you do not have the nuance of verbal
and nonverbal communications, be careful when you are trying to
communicate a certain tone when writing. For example,
 attempting to communicate a joke, sarcasm or excitement might
be translated differently depending on the audience. Instead, try
to keep your writing as simple and plain as possible and follow up
with verbal communications where you can add more personality.

 Take time to review your written communications. Setting time

aside to re-read your emails, letters or memos can help you
identify mistakes or opportunities to say something differently.
For important communications or those that will be sent to a large
number of people, it might be helpful to have a trusted colleague
review it as well.

 Keep a file of writing you find effective or enjoyable. If you receive

a certain pamphlet, email or memo that you find particularly
helpful or interesting, save it for reference when writing your own
communications. Incorporating methods or styles you like can
help you to improve over time.

4. Visual
Visual communication is the act of using photographs, art,
drawings, sketches, charts and graphs to convey information. Visuals
are often used as an aid during presentations to provide helpful
context alongside written and/or verbal communication. Because
people have different learning styles, visual communication might be
more helpful for some to consume ideas and information.

Here are a few steps you can take to develop your visual
communication skills:

 Ask others before including visuals. If you are considering sharing

a visual aid in your presentation or email, consider asking others
for feedback. Adding visuals can sometimes make concepts
confusing or muddled. Getting a third-party perspective can help
you decide whether the visual adds value to your
communications.

 Consider your audience. Be sure to include visuals that are easily

understood by your audience. For example, if you are displaying a
chart with unfamiliar data, be sure to take time and explain what
is happening in the visual and how it relates to what you are
 saying. You should never use sensitive, offensive, violent or
graphic visuals in any form.

To make improvements to your communication skills, set personal

goals to work through the things you want to accomplish step by step.
It might be helpful to consult with trusted colleagues, managers or
mentors to identify which areas would be best to focus on first.

B. Types of Communication According to

Context
Context in communication is referred to as a composite of people
interacting with each other. Contexts can overlap, creating an even
more dynamic process. You have been communicating in many of
these contexts across your lifetime, and you’ll be able to apply what
you’ve learned through experience in each context to business
communication. Communication may also be classified according to
context:

1. Intrapersonal Communication
Have you ever listened to a speech or lecture and gotten caught
up in your thoughts so that, while the speaker continued, you were no
longer listening? During a phone conversation, have you ever been
thinking about what you are going to say, or what question you might
ask, instead of listening to the other person? Finally, have you ever
told yourself how you did after you wrote a document or gave a
presentation? As you “talk with yourself” you are engaged in
intrapersonal communication.

Intrapersonal communication involves one person; it is often

called “self-talk.” (Wood, 1997) Donna Vocate’s book on intrapersonal
communication explains how, as we use language to reflect on our own
experiences, we talk ourselves through situations. For example, the
voice within you that tells you, “Keep on Going! I can DO IT!” when you
are putting your all into completing a five-mile race; or that says, “This
report I’ve written is pretty good.” Your intrapersonal communication
can be positive or negative, and directly influences how you perceive
and react to situations and communication with others.

What you perceive in communication with others is also

influenced by your culture, native language, and your world view. As
the German philosopher Jürgen Habermas said, “Every process of
reaching understanding takes place against the background of a
culturally ingrained preunderstanding.” (Habermas, 1984)

For example, you may have certain expectations of time and

punctuality. You weren’t born with them, so where did you learn them?
From those around you as you grew up. What was normal for them
became normal for you, but not everyone’s idea of normal is the same.

When your supervisor invites you to a meeting and says it will

start at 7 p.m., does that mean 7:00 sharp, 7-ish, or even 7:30? In the
business context, when a meeting is supposed to start at 9 a.m., is it
promptly a 9 a.m.? Variations in time expectations depend on regional
and national culture as well as individual corporate cultures. In some
companies, everyone may be expected to arrive ten to fifteen minutes
before the announced start time to take their seats and be ready to
commence business at 9:00 sharp. In other companies, “meeting and
greeting” from about 9 to 9:05 or even 9:10 is the norm. When you are
unfamiliar with the expectations for a business event, it is always wise
to err on the side of being punctual, regardless of what your internal
assumptions about time and punctuality may be.

2. Interpersonal Communication
The second major context within the field of communication is
interpersonal communication. Interpersonal communication normally
involves two people, and can range from intimate and very personal to
formal and impersonal. You may carry on a conversation with a loved
one, sharing a serious concern. Later, at work, you may have a brief
conversation about plans for the weekend with the security guard on
your way home. What’s the difference? Both scenarios involve
interpersonal communication, but are different in levels of intimacy.
The first example implies a trusting relationship established over time
between two caring individuals. The second example level implies
some previous familiarity, and is really more about acknowledging
each other than any actual exchange of information, much like saying
hello or goodbye.
Analyze the following two situations: Situation No.

Situation 1

A: Hello! I am Kaeselle Ramos. And you? Speaker

B: Oh, I am Venice Mendoza. Glad to meet you. How are you
related to the bride?

A: She is my cousin. Her mom and mine are sisters. How about
you? Speaker
B: She was my high school classmate. I never knew anything
about her personal life so we were kind of surprised when she
sent us the invitation. As always, she is very private.
A: I see. Well, she’s really like that. Ever since we were kids, she
had always been a very quiet person.

Situation No. 2
A: Excuse me. Would you know how to get to the nearest mall?
B: Yes. In fact, you may go there on foot or simply take a jeepney.
If you walk, it will take you about 20minutes to get there. You
can just take the exit gate near the hospital then turn left and
walk straight ahead. You wont miss it because of the big sign.
Jeepneys take the same route and it should not take you more
than 10minutes even with the traffic.
A: Thank you very much. I think I will just take the public
transportation as I am running out of time. You have been really
helpful. Thanks again.

3. Extended Communication

Extended Communication involves the use of electronic media it

also includes tele, audio, or phone conferencing; video-conferencing;
skype calls; other technological means. For instance, with the use of
the internet recorded videos may be transmitted in second/minutes
and may be viewed by a greater number of people. With Extended
communication, your own thinking, behavior, and attitude maybe
influenced by other people and you may be persuaded to take the
views you hear. It is important then that you weigh what you hear and
assess them against those beliefs that you hold onto so you do not get
easily swayed by other people’s convictions.

4. Organizational Communication
With this type the focus is on the role that communication plays in
organizational contexts. For an organization to be successful, a
system of communication should be put in place.

Two types of organizational structure

1. Formal

2. Informal

1. Formal Communication allows communication to take

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

Four approaches

1.1 Downward – is the type that flows from upper to lower

positions, i.e., president to a manager or supervisor, a manager
to an ordinary staff. The flow of communication is top-down or
from a superior to a subordinate, usually asking certain
individuals to perform a certain task.

1. 2. Upward Communication – message transmission is

bottom-up in which subordinates send communication to their
superiors/bosses bearing their views/feedback on organizational
policies, and issues related to their jobs.

1. 3. Horizontal Communication – is lateral in approach as it

takes place among people belonging to the same level but
coming from different departments or units to facilitate
performance or tasks through proper coordination.
 1.4 . Crosswise communication – is diagonal in nature as
employees from different units or departments working at various
levels communicate with each other.

2. Informal Communication- comes from unofficial channels

of message flow, also known as “grapevine”, messages coming from
the different levels of the organization are transmitted. This occurs
due to the dissatisfaction of some employees accompanied by
uncertainty, such as superiors playing regulations.

2.1 Organizational communication - dictate the kind of

behavior that employees should possess as well as the extent of
commitment expected from them by the organization. - They
share all in the values, practices, vision, and mission of the
organization.

2.2. Intercultural Communication - It is the communication

between or among people having different linguistic, religious,
ethnic, social, and professional backgrounds.

C. Types of Communication According to

Purpose and Style
• Formal communication
• Informal communication

A. Formal communication employs formal language delivered

orally or in written form like lectures, public talks/speeches,
research and project proposals, reports, and business letters,
among others

B. Informal Communication does not employ formal language.

It involves personal and ordinary conversation with friends, family
members, or acquaintances about anything under the sun. The
mode may be oral as in face-to-face, ordinary or everyday talks
and phone calls, or written as in the case of e-mail messages,
personal notes, letters, or text messages. The purpose it simply
to socialize and enhance relationships
Summary
There are various types of communication. These types can be
divided according to mode, context, and purpose and style. In terms
of communication mode, the types of communication are verbal, non-
verbal, and visual. In terms of context, the communication types are
intrapersonal, interpersonal, extended, organizational, and
intercultural. In terms of purpose and style the types of
communication are formal and informal.

Activity 1
Analyze the following two situations: Situation No.

Situation 1

A: Hello! I am Kaeselle Ramos. And you? Speaker

B: Oh, I am Venice Mendoza. Glad to meet you. How are you
related to the bride?

A: She is my cousin. Her mom and mine are sisters. How about
you? Speaker
 B: She was my high school classmate. I never knew anything
about her personal life so we were kind of surprised when she
sent us the invitation. As always, she is very private.
A: I see. Well, she’s really like that. Ever since we were kids, she
had always been a very quiet person.

Situation No. 2
A: Excuse me. Would you know how to get to the nearest mall?
B: Yes. In fact, you may go there on foot or simply take a jeepney.
If you walk, it will take you about 20minutes to get there. You
can just take the exit gate near the hospital then turn left and
walk straight ahead. You wont miss it because of the big sign.
Jeepneys take the same route and it should not take you more
than 10minutes even with the traffic.
A: Thank you very much. I think I will just take the public
transportation as I am running out of time. You have been really
helpful. Thanks again.

Semi-Block Form
This type is different from the block form only on one aspect—the indention of the
paragraphs opening. Lines which begin new paragraphs should be uniformly
indented either five or ten spaces.

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Assessment

Answer the following questions:

In your own words, briefly discuss the types of communication
according to: (10 points each)
1.
a. Mode

b. Context

c. purpose

2. How can visual communication enhanced the message conveyed by

a speaker? Cite a particular situation when it is best to employ visual
communication. (10 points)
Enhancement/Enrichment Activities

1. Give 3 situations in the community which show the types of

communication according to mode, context, purpose and style . (10
points each)

Assessment

1. Enumerate examples of globalizations present in the Philippines.

2. List down the different problems which you think connected to

globalization.

3. How communication affects globalization?

Enhancement/Enrichment Activities

1. Do a research on a video clips about globalization in an

internet then, send it via messenger.

2. Discuss on what you have watched in the video clips on

globalization and give your ideas about it.
 References

Gutierrez-Ang, Jaime, English For Purposive Communication (A Modular

Approach). Mindshapers Co, Inc.,2019.
Miller, K. Communication Theories: Perspectives, Processes, and
Contexts. 2nd ed. NY:McGraw Hill, 2004.