LESSON 1: COMMUNICATION
Receiver
MEANING OF COMMUNICATION
- Communication is defined as the two-
way process of reaching mutual
understanding., in which participants
not only exchange information, news,
ideas and feelings but also create and
share meaning.
- Communication can also be defined as
a process by which individuals
assign and convey meanings in an
attempt to create shared
understanding.
GOALS OF COMMUNICATION
To inform
The person is providing information
for use in decision making
To request
The person is asking for a specific
action from the receiver.
To persuade
This is to reinforce or change a
receiver’s belief about a topic and,
possibly, act on the belief.
To build relationship
Some of the messages they sent may
have the simple goal of building good-
will between person and the receiver.
THE BASIC ELEMENTS OF
COMMUNICATION
Sender
This refers to the person who intends to
convey a message with the intention
of passing information and ideas to
others.
The person who receives the
message or for whom the message is
meant for.
Message
This is the subject matter of the
communication. This may be an
opinion, attitude, feelings, views, orders,
or suggestions.
Context
This refers to the environment where
communication takes place. This
includes, among other things, place,
time, event, and attitudes of sender and
receiver.
Feedback
This describes the receiver’s response
or reaction to the sender’s message.
Noise
This is present when there is a
difference between the message sent
and received.
a. Psychological noise – any
communication error due to
psychological reasons. For example, a
fearful audience can’t enjoy the
musical program.
b. Semantic noise – These are
language related problems in
communication.
c. Cultural noise – Cultural noise
occurs when cultural expectations,
etiquette, attitudes, and values differ.
d. Contextual noise – If
communication takes place in
inappropriate time or place, message
is not conveyed well
e. Channel noise – This is a
medium related communication
barrier.
Effect
This is the consequence or result of
communication . Every communication
act has some effect on the person/s.
Effect may be positive or negative.
a. Cognitive Effects – The
consequences take place in the
receiver’s intelligence due to
communication. An example of it is
knowledge acquisition.
b. Affective Effects – The
consequences occurred in the
emotions of the person/s due to
communication.
c. Behavioral Effects – The
change in the receiver’s behavior of
actions due to communication.
Script
This is an actual text of what to say and
do in a specific situation.
LEVELS OF COMMUNICATION
Intrapersonal Communication
- Takes place within a single person,
often for the purpose of clarifying ideas
or analyzing a situation.
Intrapersonal Communication can
include
• Thinking form
• Written form
• Vocal form
Intrapersonal Communication Pros
• Self-Awareness
• Self-Management
• Self-Confidence
Intrapersonal Communication Cons
• Overthinking
• Misconceptions
• Incorrect Decisions
Interpersonal Communication
- May involve different levels of
communication activity: internal
discourse, solo vocal communication,
and solo written communication.
a. Dyadic communication –
involves two people.
b. Group communication –
involves three or more persons,
though communication scholars are
inconsistent as to the top end of the
number scale.
Public Communication
- Involves a large group with a
primarily one-way monologue style
generating only minimal feedback.
Information sharing, entertainment and
persuasion are common purposes of
public communication.
a. Organizational communication –
deals with communication within large
organizations such as businesses.
b. Family communication – focuses on
communication patterns within
nuclear, extended and blended families.
Small Group Communication
Much communication takes place in the
context of small groups, which are
defined as those of three or more
participants.
a. Social groups – are units
such as families, friends living as
roommates, and voluntary recreational
groups such as soccer teams.
 b. Families – also are an
example of reference groups, through
which participants gain a sense of
identity and an awareness of expected
behavior.
c. Work groups – are another
pattern of relationships. These are built
by people who are drawn together by a
common task, such as students working
together on a project or company
employees assigned to a common
job activity.
d. Decision-making groups –
are brought together for the purpose of
dealing with a question or a policy.
Similarly, though distinctly, problem-
solving groups focus on resolving a
problem.
Mass Communication
Is a more public form of communication
between an entity and a large and
diverse audience
LESSON 2: PROFESSIONALS AND
PRACTITIONERS IN
COMMUNICATION
JOURNALISM
- Refers to the gathering, reporting,
and disseminating of news through
mass media. It is the system which
arose to provide for society’s need for
news and it arises from the citizen’s right
to have access to the facts and opinion
about matters of public interest, which
are important to the welfare, rights and
duties as citizens. It was originally
applied to the reporting of current events
in printed form, specifically newspapers.
The world celebrates Press Freedom
every 3rd of May.
What do journalists do?
Reporters
- Gather information and present it in
a writer or spoken form in news
stories, feature articles or
documentaries. Reporters may work on
the staff of news organizations, but may
also work freelance, writing stories for
whoever pays them.
Photojournalists
- Use photographs to tell the news. They
either cover events with a reporter,
taking photographs to illustrate the
written story, or attend news events on
their own, presenting both the
pictures and a story or caption.
The Editor
- Is usually the person who makes the
final decision about what is included
in the newspaper, magazine or news
bulletins. He or she is responsible for
all the content and all the journalists.
News Editor
- Is the person in charge of the news
journalists. In small organizations, the
news editor may make all the decisions
about what stories to cover and who will
do the work.
In larger organizations, the news editor
may have a deputy, often called the
chief of staff, whose special job is to
assign reporters to the stories selected.
Feature Writers
- They work for newspapers and
magazines, writing longer stories which
usually give background to the news.
Specialist Writers
- They may be employed to produce
personal commentary columns or
reviews of things such as books,
films, art or performances.
FUNCTIONS OF JOURNALISM
Information
- Good journalists must feel challenged
in today’s society with the subject matter
they have to work with so they can
produce an acceptable piece that will
invite and intrigue their readers.
Increasing Public Awareness
- A good journalist who is well
connected will gather up facts,
information and research and write on
subjects to increase understanding
amongst readers of all groups.
Interpreting the Facts
- "It is giving the reading public accurate
information as fully as the importance of
any story dictates." - William Turner
Catledge, editor, The New York Times"
Encouraging Decisions, Influencing
Change & Shaping Public Opinion
- The media has a very big impact in
shaping the public opinion of the
masses. They can form or change some
part of the public opinion in different
ways depending on what is the objective
Entertainment Journalism
- Is any form of journalism main interest
in the entertainment business and its
products. Like fashion journalism,
entertainment journalism covers
industry-specific news while aiming
general audiences beyond those
working in the industry itself.
RIGHTS OF JOURNALISTS
1. The right to free access to all
sources of information
2. The right to investigate stories
that are of interest to the public
3. The right to protect the identity
and confidentiality of one’s
sources
4. The right to publish stories
without fear of punishment
LESSON 3: CLIENTLE AND
AUDIENCES IN COMMUNICATION
CHARACTERISTICS OF CLIENTLE
AND AUDIENCES OF
COMMUNICATION
Social Position - Refers to the status
that a person enjoys in a communication
context.
Education Level - Refers to reading
skills and literacy.
Age Range - Determines the
appropriate communication material
for different audiences.
Language - The structured system of
communication.
Health Status - Certain health
conditions or issues.
Job Type - Should be considered as it
may affect the materials or
communication to be used.
Information Status - This matter for
they affect the format and distribution of
the communication materials and also
the medium they trust.
DIFFERENT TYPES OF AUDIENCE
Neutral Audiences - Refers to people
who are directly or indirectly
interested or don’t want to invest in the
idea
Hostile Audiences - Are the people
who are in strong disagreement with
the idea.
Uninformed Audiences - Are the
people who are unfamiliar with the
topic of discussion that is taking place
at the moment.
Business Audiences - Usually do not
have the patience to sit through the
sender’s storytelling, therefore, for this
group it is advisable to keep the
message short.
LESSON 4: SETTINGS, PROCESS,
METHODS, AND TOOLS IN
COMMUNICATION
SETTINGS
• GOVERNMENT
• CIVIL SOCIETY
• PRIVATE SECTOR
• ORGANIZATIONAL
COMMUNICATION
• IN THE BUSINESS WORLD
GOVERNMENT SETTING
• Government deals with citizens
and particularly delivers social
and public services that ensure
peaceful and orderly living.
• Have highly confidential
information and information that
is meant to be accessible to the
public.
• Social media, text messages,
radio, and TV announcements.
CIVIL SOCIETY SETTING
• See itself as the “third force”
• Comes to complement
government and business action
• Do not exist to make a profit or
to serve as part of the
government but they do perform
a number of functions that belong
to the environment
• Communication is defined by the
mission and actions chosen by
civil society.
PRIVATE SETTING
• Refers to the business
community, the people who are
involved in the delivery of public
services that include job creation
and employment provision but
are not part of the government.
• Exists for profit
• Communication is largely
advertisement about their
available goods and services for
sale.
ORGANIZATIONAL
COMMUNICATION
- Communication that takes place in an
organization or organizational
communication could most likely to
happen in different directions. Experts
identified five directions in an
organization. The following are the
common communication patterns in an
organizational set up:
Downward Flow of Communication
MANAGERS TO EMPLOYEE
- Communication that flows from a
higher level in an organization to a
lower level is a downward
communication. This communication
flow is used by the managers to
transmit work-related information to the
employees at lower levels. Employees
require this information for performing
their jobs and for meeting the
expectations of their managers.
Examples are:
 1. Providing feedback on
employees’ performance
2. Giving job instructions
3. Providing a complete
understanding of the employee’s
job as well as communicating to
them how their job is related to
other jobs in the organization.
4. Communicating the
organization’s mission and vision
to the employees
5. Highlighting the areas of
attention;
Upward Flow of Communication
SUBORDINATES TO SUPERIOR
Communication that flows to a higher
level in an organization is called
upward communication. It provides
feedback on how well the organization is
functioning. The subordinates use
upward communication to convey their
problems and performances to their
superiors. The following are examples of
this type:
1. To tell how well they have
understood the downward
communication
2. To share their views and ideas.
3. To participate in the decision-
making process
4. Leads to a more committed and
loyal workforce in an organization
because the employees are given
a chance to raise and speak of
dissatisfaction issues to the
higher levels.
5.
Lateral/Horizontal Communication
Communication that takes place at the
same levels of hierarchy in an
organization is called lateral
communication.
1. It is time-saving.
2. It facilitates coordination of the
task.
3. It facilitates cooperation among
team members.
4. It provides emotional and social
assistance to the organizational
members.
5. It helps in solving various
organizational problems.
6. It is a means of information
sharing
7. It can also be used for resolving
conflicts of a department with
other departments or conflicts
within a department
Diagonal Communication
Communication that takes place
between a manager and employees of
other workgroups is called
communication. It generally does not
appear on organizational charts.
External Communication
Communication that takes place
between a manager and external
groups.
METHODS OF COMMUNICATION
Oral Communication - Could be said to
be the most used form of
communication. People constantly
used words verbally to inform
subordinates of a decision, provide
information, and so on.
Written Communication - This is used
when one has to provide detailed
information such as figures and facts,
even while giving a presentation. It is
also generally used to send documents
and other important material to
stakeholders which could then be stored
for later use as it can be referred to as
easily as it is recorded.
Body Language - Although the most
common methods of communication are
carried out orally or by writing, when it
comes to management techniques, the
power of non-verbal communication
must never be underestimated.
Paralanguage - This is the area of non-
verbal communication that emphasizes
body language and voice nuances as
means of expressing feelings.
J. Beach’s Different Context in
Communication
Physical Context - It involves the actual
location, the time of day, the lighting,
noise level and related factors.
Historical Context - This context
involves the expectation of the speaker
and the audience in situations that
happen regularly or have happened in
the past. The speaker should be aware
of both their own historical expectations
and that of the audience.
Psychological Context - This refers to
the mood and emotions of the
audience, as well as the speaker to a
lesser extent.
Cultural Context - This context is one
of the most obvious factors of
communication, but it is also one of the
most important.
Social Context -
It involves the relationship of the
speaker and the audience and the
expectations involved in that
relationship.
LESSON 5: COMMUNICATION MEDIA
CHANNELS
TYPES OF COMMUNICATION
MEDIUM
Physical Media
• This refers to channels where the
person who is talking can be
seen and heard by the
audience. Large meetings and
town hall meetings are examples.
Mechanical Media
• This refers to written or
electronic channels.
Push Channels
• Are channels where the sender
is pushing the message to the
receiver. It is the sender who
controls the communication.
Pull Channels
• It happens when the receiver is
pulling the message from the
sender. It includes the content
that is available when someone
goes looking for it (or, pulls)
TELECOMMUNICATION
• It is the exchange of
information over significant
distances by electronic means.
• The transmitter and receiver at
any station may be combined into
a single device called transceiver.
The medium of signal
transmission can be electrical
wires or cables (also known as
“copper’), optical fiber, or
electromagnetic fields.