GENERAL PRINCIPLES OF EFFECTIVE COMMUNICATION

Since communication is a two-way process, it is important that you know the principles to be observed
to make it effective. For both oral and written communication, you should be able to apply the following
principles:

1. Know your purpose in communicating. Are you communicating basically to inform, to entertain,
or to persuade? While you may have more than one purpose, there is still a more dominant
objective or reason why you communicate.
2. Know your audience. In both speaking and writing, you should know your audience as it will
dictate the speaking or writing style you are going to employ. Consider the age, educational
background, profession, culture, and other salient features of your listeners or readers.
3. Know your topic. You communicate essentially because you want to share something. In
speaking situations, speakers are invited because they have something to share. This also
applies to writing. You write because you wish that other people learn something from you. You
may then utilize several or multiple communication techniques to easily catch the attention of
the audience.
4. Adjust your speech or writing to the context of the situation. The environment in which your
speech or writing is to be delivered determines the kind of language you will use.