UNIT 1: COMMUNICATION PRINCIPLES, PROCESSES, and ETHICS

What is Communication?

➤ Communication is a process of exchanging verbal and/or non-verbal information between two or more people
who can either be the speaker or the receiver of the messages.

Communication is used to meet the purpose of a person:

• To inform • To persuade • To entertain

Forms/Types of Communication

1. Written communication - Involves texts or words encoded and transmitted

Examples:
➤ Memos
➤ Letters
➤ Reports
➤ On-line chat
➤ Short message service/ SMS
➤ Electronic mail or e-mail
➤ Journals
➤ Other written documents

2. Verbal communication - Involves an exchange of information through face-to-face, audio and/or video
call or conferencing, lectures, meetings, radio, and television

3. Non-Verbal communication - Involves the use of voice, body language, personal space or distance, and
personal appearance to convey or emphasize a message or information
➤ Voice - tone, speech rate, pitch, pauses, and volume
➤ Body language - facial expressions, gestures, postures, and eye contact
➤ Personal space or distance - area of space and distance that a person from a different culture, personality,
age, sex, and status adopts and puts for another person.
➤ Personal appearance - how a person presents himself/herself to a particular situation, whether formal or
informal.

4. Visuals - Involves the use of images, graphs, charts, logos, and maps.

**Communication can be intended or unintended.

➤ Intended communication - refers to planning what and how you communicate your ideas to other people.

➤ Unintended communication - happens unintentionally when a person sends non-verbal messages to people they
are communicating with.

**Communication is a complex process.

➤ Communication is a complex process because it requires you to:

➤ Know your audience

➤ Determine your purpose

 ➤ Identify your topic

➤ Expect objections

➤ Establish credibility with your target audience

➤ Present information clearly and objectively

➤ Develop a practical, useful way to seek for feedback

Elements of Communication

➤ Source - the speaker or sender of a message

➤ Message - the message, information, or ideas from the source or speaker

➤ Encoding - the process of transferring the message

➤ Channel - the means to deliver a message such as face-to-face conversations, telephone calls, emails, and memos,
etc.

➤ Decoding - the process of interpreting an encoded message

➤ Receiver - the recipient of the message

➤ Feedback - the reactions or responses of the receiver to the message from the sender

➤ Context - the situation or environment in which communication takes place

➤ Barrier - the factors which may affect. The communication process

Claude Shannon and Warren Weaver model

One way communication- speaker transmits information to a passive listener

Added the element of noise

Noise may occur at any point of communication

Noise refers to any form of interference which disrupts the flow, affect the meaning of communication.

Noise may be external (disturbing noise), physiological (not feeling well/ sick), psychological (emotional or mental
distractions), or semantic (ambiguous use of words, incorrect grammar, use of technical words unfamiliar to thespeaker)
Wood’s model portrayed communication as a dynamic process which continually changes over time depending on
previous interactions.

The sender and receiver are labeled as communicators

Feedback may be verbal or nonverbal.

While speaking, a communicator simultaneously receives information by interpreting the nonverbal gestures.

The sender and the receiver are active during the process and both serve as communicators.

Communication Ethics

➤ Uphold integrity - be truthful with your opinion and accurate in judgment.

➤ Respect diversity of perspective and privacy- show compassion and consideration with the beliefs, status,
affiliations, and privacy of others.

➤ Observe freedom of expression effectively- be careful of what and how you say your words —- depending on the
people you are communicating with.

➤ Promote access to communication - give others an opportunity to express what they feel and think re the message
being communicated.

➤ Be open-minded - accept that others have different views or point

➤ Develop your sense of accountability - acknowledge responsibility for all your actions

Guidelines for effective Communication

➤ Be clear with your purpose - have a specific purpose in mind

➤ Support your message with facts - prepare supporting ideas through examples, experiences, observations to
avoid misunderstanding or vague message.

➤ Be concise - keep it short and simple. Avoid irrelevant or unnecessary details.

➤ Provide specific information in your feedback - give feedback that is timely, constructive, and specific to the topic
being discussed.

➤ Adjust to the needs, interests, values, and beliefs of your audience — use language or vocabulary appropriate to
your audience. Avoid using technical terms and jargon.

➤ Observe communication ethics —will help build your credibility

➤ Be your natural self —- have the right attitude and happy disposition—- control emotions—- think well before
speaking.