COURSE TITLE: PURPOSIVE COMMUNICATION

COURSE CODE: GEED 20093

COURSE CREDIT: 3 units
PRE-REQUISITE: NONE

This course is designed to develop the students communicative competence and

enhances their cultural and intercultural awareness through multimodal tasks that
provide the opportunities for communicating effectively and appropriately to
multicultural audience in local or global contexts with focus on the effective use of
the ICT related contextual elements, It equips students with tools for critical
evaluation of variety of texts and focuses on the power of language and the impact
of images to emphasize the importance of conveying messages responsibly. The
knowledge, skills, and insights that students gain from this course maybe used in
their other academic endeavors, their chosen disciplines, and their future careers as
they compose and produce relevant oral, written, audio-visual and/or web-based
output for various purposes.
GRADING SYSTEM
The grading system will determine if the student passed or failed the course. There
will be two grading periods: Midterm and Final Period. Each period has components
of: 70% Class Standing + 30% Major Examination. Final Grade will be the average
of the two periodical grades.
MIDTERM GRADING FINAL GRADING
Class Standing 70% Class Standing 70%

• Quizzes • Quizzes
• Activities • Activities
Midterm Examination 30% Midterm Examination 30%
100% 100%

FINAL GRADE = Midterm Grade + Final Grade

2
 TOPICS
LESSON 1 Communicating Effectively in a Multicultural World
Unit 1. The Verbal and Non-verbal Communication in Various Contexts

Unit 2. Process, Principles and Ethics of Effective Communication

Unit 3. Communicating in Multicultural Settings

LESSON 2 Understanding Communication in the Digital Age

Unit 1. Cultural and Global Issues on Communication and its Impact

Unit 2. The Impact of Communication on Society and the World

Unit 3. Varieties and Registers of Spoken and Written Language

LESSON 3 Exploring Tools for Local and Global Communication

 TOPICS
LESSON 4 Communicating Strategically for Various Purposes
Unit 1. Obtaining and Disseminating Information Effectively
Unit 2. Expressing an Opinion and Taking a Stand on an Issue

LESSON 5 Developing Communication Materials for the Workplace

Unit 1. Communicating with Members of the Workplace Effectively
Unit 2. Persuading your Audience and Handling Objections Strategically

LESSON 6 Designing Tools for Academic Papers

Unit 1. Writing the Academic Paper
Unit 2. Documentation
 LESSON 1 – COMMUNICATING EFFECTIVELY IN A
MULTICULTURAL WORLD

Unit 1 – The Verbal and Non-verbal Communication in Various Contexts

Communication an Overview
Nature of communication

According to Wikipedia, Communication (from Latin "communis" which means "commons") To be

common means "to come together" or "to commune" meaning to share something in common.
Communication is the act of conveying messages from one entity or group to another through the use
of mutually understood signs, symbols and semiotic rules.

Communication is defined as the process of understanding and sharing meaning. Pearson, J., &
Nelson, P. (2000)
Purposive communication is about writing, speaking and presenting to
different audiences and for various reasons/purposes. (
https://ched.gov.ph)

Purposive communication is a systematic arrangement of symbols used

by individuals to create a meaning. It serves five major purpose: to
inform, to express feelings, to imagine, to influence, and to meet social
expectations. Each of these purposes is reflected in a form of
communication. (www.quora.com )
Ways to Improve your Everyday Communication
1. Keep it simple.
2. Eliminate technical jargon.
3. Be concise, but not too concise.
4. Avoid abbreviations and acronyms
5. Reduce the use of canned phrases
6. Be concrete
7. Be conversational
(www.weforum.org)
Unit 2 – Process, Components, Types, Models,
Principles and Ethics of Effective Communication

Process of Communication
Communication is a process of exchanging verbal and non-verbal messages. It is a
continuous process.
1. Encoding
2. Transmission
3. Receiving
4. Decoding
5. Responding
Components of Communication Process
1. Sender
2. Receiver
3. Message
4. Channel
5. Feedback
6. Environment
7. Context
8. Interference
Different Forms/Types of Communication

1. Verbal communication
2. Non-verbal communication
3. Visual Communication
4. Intrapersonal communication
5. Interpersonal communication
 Models of Communication
A model is widely used to depict any idea, thought or a concept in a simpler way
through diagrams, pictorial representations etc.

1. Linear Model of Communication

2. Transactional Model of Communication
3. Constructivist Model of Communication
4. Aristotle Model of Communication

According to this model, the speaker plays a key role in communication. He is the
one who takes complete charge of the communication. The sender first prepares a
content which he does by carefully putting his thoughts in words with an objective
of influencing the listeners or the recipients, who would then respond in the sender’s
desired way. No points in guessing that the content has to be very impressive in this
model for the audience or the receivers to get convinced. The model says that the
speaker communicates in such a way that the listeners get influenced and respond
accordingly.
5. Berlo’s Model of Communication
6. Shannon and Weaver Model of Communication

Information Source (Thought / message)

↓
Transmitter (Brain to mouth) [Along with noise and
distractions-external barriers]
↓
Signal
↓
Recipient (Receives the signal)
↓
Final Destination (Finally gets the message)
7. Schramm’s Model of Communication
8. Helical Model of Communication

Child (Day 1) communication evolves

↓
Communication continues
↓↑
(Communication depends on past
activities)
↓
(Current day) communication
continues with modifications
9. Westley and MacLean’s Model of Communication

(Receives message)
Environment------------------------------Sender----then sends message
(Communication starts)
Principles of Effective Communication

1. Courtesy 6. Concreteness
2. Clarity 7. Creativity
3. Conciseness 8. Consideration
4. Completeness 9. Cultural sensitivity
5. Correctness 10. Captivating
Ethical Standards Used in Communication
Ethics (or moral philosophy) is a branch of philosophy that involves systematizing,
defending and recommending concepts of right and wrong behavior.

Ethical Rules to Consider in Communication

1. Respect the audience/receiver of information
2. Consideration in the result of communication
3. Truth of the information must be valued at all times
4. Only correct information must be obtained and disseminated.
5. No falsification or bending of the true information
Unit 3 – Communicating in Multicultural Settings

Globalization is the process of interaction and integration among people, companies

and governments worldwide. As a complex and multifaceted phenomenon, it is
primarily an economic process of interaction and integration that is associated with
social and cultural aspects. (https://en.m.wikipedia.org)

Global culture is culture which transcends national borders and exists in many
different places around the world. All of these may influence people's way of
thinking all around the world and act as socialization agents. In doing so, they
transfer values and beliefs from one culture to the other.
Global community refers to the people or nations of the world, considered as being
closely connected by modern telecommunications and as being economically,
socially, and politically interdependent.
How Communication Shapes Culture and Vice-versa
Communication is a cultural practice like any other, shaped to a large degree by
personal experience and tradition. Each culture often uses a particular language,
though there is not a one-to-one correspondence, think of how many cultures have
used a second language like English, French or any language for communication.

Advantages of Communication in a Global Setting

1. Intercultural competence in communication resulting in productivity and
proficiency at work
2. Promotes teamwork because backgrounds do not matter
3. Global edge in business and familiarization of global market
4. Understanding foreign audience benefitting effective leadership skills
Possible Cultural Barriers to Effective Communication in a Global
Environment
1. Cultural relativism
2. Lack of knowledge of other's culture
3. Discrimination and harassment
4. Language differences
Strategies to Become an Effective Global Communicator
1. Reviewing communication principles
2. Analyzing the message receiver
3. Accepting other cultures
4. Learning their cultures and applying what is learned
5. Considering language needs
 LESSON 2 – UNDERSTANDING
COMMUNICATION IN THE
DIGITAL AGE

According to Mitchell Roshong, 2019, leaders need to adapt

their communication styles to be more dynamic
in the digital age.
Unit 1- Cultural and Global Issues on Communication
and its Impact

Intercultural communication refers to interaction with people from

diverse cultures. (Jandt, 1998)

Forms of Intercultural Communication

1. Interracial communication
2. International communication
3. Intra-cultural communication
Issues on Intercultural Communication
Linguistic competence is an important part of intercultural communication. It
requires understanding and perception of different cultures. Effective intercultural
communication is a vital skill, along with the language knowledge, for the
multinational countries, companies, and people. To avoid misunderstanding people
need to acquire language competence and practical skills, to study the culture and
traditions of the country where they plan to live or work.

Three Main Issues which are the Root of the Problem of

Intercultural Miscommunication
1. Language barrier
2. Cultural diversity
3. Ethnocentrism
Cultural Diversity in the Workplace
Diversity benefits the workplace because people from various backgrounds
have different perspectives. Their contribution to the business allows the
group to look at problems from all different angles, the results are often
innovative.

How to Improve Intercultural Communication Competence

1. Recognize the validity and differences of communication styles among
people
2. Learn to eliminate personal biases and prejudices
3. Strive to acquire communication skills necessary in a multicultural world
Unit 2- The Impact of Communication on Society and
the World

A communication portal is a service that allows individuals, businesses, schools

and government agencies to share information from diverse sources using unified
communications (UC) media. The most common modes are email, texting, voice-
over IP (VoIP) and conventional telephone services.

Features of a Communication Portal:

1. call answering and disconnect
2. call waiting and call holding
3. caller identification
4. capability for voice-enabled e-mail
5. contact whitelisting and blacklisting
6. ability to dial any number in a document or message
7. dynamic contact availability and status displays
8. automatically updated address book
9. messaging shortcuts for favored contacts
10. ability to set up and modify conference calls
11. detailed messaging and contact histories
12. compatibility with all popular Web browsers and among multiple service
providers
(https://www.techtarget.com)
Advantages of Using Social Media Platforms
1. Can reach a large audience
2. Direct connection with the audience
3. Create organic content
4. Access to paid advertising services
5. Can build brand
6. Drive traffic to your website
7. Evaluate your performance
Disadvantages of Using Social Media Platforms
1. Promote negative experiences such as inadequacy about your life or
appearance
2. Negative effects on teens like distracting them, disrupting their sleep,
exposing them to bullying
3. Rumor spreading
4. Unrealistic views of other people's lives and peer pressure
5. Link to unhealthy dispositions in life, feelings of envy, and less
satisfaction with life
6. Can lead to ADHD symptoms, depression, anxiety, and sleep deprivation
(https://www.unicef.org)
Impact of Fake News on Social Media
Fake news is quickly becoming an epidemic and has been playing a vital role in
campaign, politics, influencing votes and dominating the media to a greater extent in
our daily lives. it has an illusory effect; the fact that if a lie is repeated enough times,
you will begin to believe it is true. In addition, the effect that fake news has on
people's views of news media with so much false information, consumers are
skeptical and it erodes the trust they should have in the media.

How do we Combat Fake News?

1. Consider the journalist or media
2. Research
3. Find the source
Unit 3- Varieties and Registers of Spoken and Written
Language

Two Different Modes of Language

1. Spoken language (sometimes called oral language)
2. Written language - the written form of communication which includes both
reading and writing.

Varieties of Spoken and Written Language

1. Varies when communicating with people within (local) and outside (global) our
community.
2. Varies in speaking and writing
3. Varies in everyday and specialized discourses
Eight Different Domains in which Language Varies:
1. Local everyday written
2. Local everyday oral
3. Local specialized written
4. Local specialized oral
5. Global everyday written
6. Global everyday oral
7. Global specialized written
8. Global specialized oral
END OF
LESSON 2
 LESSON 3- EXPLORING TOOLS FOR
LOCAL AND GLOBAL COMMUNICATION

Global and local are understood basically as specific sizes and/or ranges.
Essentially global means big and local small. Globalizing the local and
localizing the global are the twin forces blurring traditional national
boundaries. Global communication has created an immense business
empire for communication tools which directly is responsible for the changing
paradigms and policies of international relationships among nations of the
world. (https://www.gmu.edu)
Unit 1- Evaluating Texts That Use Words and Images

The term text includes any form of written, spoken, or media work
conveying meaning to an audience.

Things to Consider In Evaluating "Text"

1. Message
2. Purpose of the message
3. How is the message conveyed
4. Target audience of the message
5. Effect of the message being conveyed
Media Literacy
Media literacy is the ability to identify different types of media and the
messages they are sending.

Key Concepts of Media Literacy

1. All media messages are constructed.
2. Media have embedded values and points of view.
3. Each person interprets messages differently.
4. Media have commercial, ideological, or political interests.
5. Media messages are constructed using a creative language having its
own rules.
Unit 2- Communication Aids and Strategies:
Understanding and Analyzing Tools of Technology

Smoke signals

Letter writing
(telegraph)

Telephone

Cellular phone
Tools of Technology in Communication
A wide variety of communication tools are used for external and internal
communication, these tools include:
1. mail
2. email
3. telephones
4. television, cable tv
5. radio and sound recording and reproduction technology
6. cellphones
7. smartphones
8. computers
9. laptops
10. VoIP/internet telephony
11. video and multimedia equipment
12. web conferencing tools, google meet, zoom, messenger rooms
13. social networking like Facebook, Twitter, Instagram, etc.
14. messenger apps
15. chatbots
16. blogs/vlogs
17. tracking software
...as well as online collaboration and productivity platforms (
https://www.scu.edu)
Modern communication tools to help you stay connected with your
audience.
1. social media
2. direct message
3. instant message
4. SMS
5. text messaging
6. email marketing
7. direct email
8. blogging
9. voice calling (https://www.resourcetechniques/co.uk)
Communication Aids and Strategies

What is a communication aid?

A communication aid helps an individual to communicate more

effectively with people around them. Communication aids are also
referred to as AAC devices.

AAC refers to Augmentative and Alternative Communication. These are a

huge range of techniques which support or replace spoken
communication. These include gestures, signings, symbols, word boards,
communication boards, and books as well as voice-output communication
aids (VOCAs).
END OF LESSON 3
 LESSON 4- COMMUNICATING
STRATEGICALLY FOR VARIOUS
PURPOSES

Communication strategy is a holistic planning

approach in engaging an audience to ensure greater
communication effectiveness.
Unit 1- Obtaining and Disseminating Information
Effectively

Art of Inquiring and Spreading Information

How to Make an Effective Query

1. Define the communication context
2. Choose the appropriate kind of language for composing your inquiry.
3. Make your message clear and concise
4. Thank the addressee promptly when you receive a response. Be
courteous.
(Suarez, Perfecto, Canilao and Paez, Purposive Communication in English, BlueBooks an imprint of Ateneo de
Manila University Press 2018)
Letter of Inquiry
An inquiry letter is written when a person needs more
information about something like products, services,
internships, scholarships or job vacancies offered by
companies, associations or individuals. An inquiry may
also be in the form of telephone or personal interview.
Content and Organization of Inquiry Letter
1. Heading
2. Date
3. Inside address
3. Salutation
4. Body of the letter
5. Complimentary close
6. Signature
(See the examples of the Letter of Inquiry on the last slides.)
Getting Information
There are many ways to get information. The most common research
methods are:
1. literature searches
2. talking with people
3. focus groups
4. personal interviews
5. telephone surveys
6. mail surveys
7. email surveys
8. internet surveys (https://www.statpac.com)
Obtaining Information from Available Sources
1. books
2. encyclopedia
3. magazines
4. databases
5. newspaper
6. library catalog
7. internet (https://www.reuters.com)
Disseminating information - the means of delivery
is a key part of the strategy for better information.
the dissemination of information can take up as
much as half of the total cost of an information
project so it must be planned from the start.
There are lots of ways to deliver information from a slogan on a t-shirt to a
video on YouTube. The key is to adopt a method that will work for the
target audience and for the type of content you have to deliver.

1. traditional method - leaflets

2. video
3. mass media - press, radio, television
4. social media - Facebook, Twitter, Instagram, etc.
5. billboards, posters, streamers, tarpaulins
6. word of mouth (https://www.advicenow.org.uk)
Unit 2 – Expressing an Opinion and Taking
a Stand on an Issue

Opinion - is a view, a belief, or judgment that rests on grounds

insufficient to produce complete certainty or proof, or appraisal
formed in the mind about a particular matter the
prevailing/popular feeling or public view. (
https://www.thefreedictionary.com)
Importance of Voicing out
an Opinion

Standing on an Issue
Logic and Rhetoric

Logic is a science that deals with the principles and criteria of

validity of inference and demonstration, the science of the formal
principles of reasoning. It refers to the science of thinking
methodically.

Rhetoric refers to the art of speaking or writing effectively, and

communicating persuasively. Both logic and rhetoric are
important in arguing a point effectively.
Fallacy is a false or mistaken idea; the use of invalid or otherwise faulty
reasoning or "wrong moves".

Debate is a discussion as of a public question in an assembly, involving

opposing viewpoints, like a debate on the Senate.

A debate is an organized argument or contest of ideas in which the

participants discuss a topic from two opposing sides.

The aim of a debate is to convince the opposition that you are right. When
the two sides agree on the subject or when one side's argument are more
convincing than the other side that is when the debate comes to a close. (
https://www.americandebateleague.org)
 END OF
LESSON 4
 LESSON 5 - DEVELOPING COMMUNICATION
MATERIALS FOR THE WORKPLACE

Unit 1 – Communicating with Members of the

Workplace Effectively
In an organization, communication facilitates the flow of information and
understanding between different people and departments through different
media using all the channels and networks. This flow of information is vital
for managerial effectiveness and decision making in general and for human
resource manager in particular as he has to be in contact with the managers
of various departments, employees and workers, and trade union leaders.
Communication in a Workplace

Communication is one of the major concerns in the

workplace. Creating and maintaining a positive work
environment is what means effective workplace
communication. Exchanging information and ideas within
an organization is called workplace communication.
Why is Communication so Important in the Workplace?
1. It avoids confusion resulting to lesser misunderstanding solving
conflicts early.
2. It provides purpose and clear direction increasing self-esteem among
employees.
3. It builds a positive team spirit among workmates producing healthy
company culture.
4. It creates accountability, higher employee job satisfaction and business
success.
(https://www.hrtechnologist.com)
The Resume
A resume is a document created and used by a person to present
background, skills, and accomplishments. Resumes can be used
for a variety of reasons but most often they are used to secure new
employment. A typical resume contains a "summary" of relevant
job experience and education. The resume is usually one of the
first items, along with a cover letter and sometimes an application
for employment. This could be printed or scannable one. (
https://www.en.m.wikipedia.org)
(See the sample of resume on the last slide.)
Job Application Letters
Also known as cover letter. It is a letter you send with your
resume to provide information on your skills and experiences.
This letter is your chance to "sell" yourself to an employer,
explaining why you are an ideal candidate for a position. An
application letter reflects more details about you as an individual,
while a resume outlines your professional skills and experience
more.
 How to Write a Job Application Letter

Tips for Writing a Job Application Letter

A job application letter should be sent or uploaded with
your resume when applying for jobs. While your resume offers a
history of your work experience and an outline of your skills and
accomplishments, the job application letter you send to an
employer explains why you are qualified for the position and
should be selected for an interview.
How to Get Started
Before you begin writing your job application letter, do some groundwork.
Consider what information you want to include (keeping in mind that space is
limited). Remember, this letter is making a case for your candidacy for the
position. But you can do better than just regurgitating your resume—instead,
highlight your most relevant skills, experiences, and abilities. The biggest clues
are within the job advertisement, so spend some time decoding the job ad. Next,
match your qualifications with the employer's wants and needs. Make a list of
your relevant experience and skills. For instance, if the job ad calls for a strong
leader, think of examples of when you've successfully led a team. Once you've
jotted down some notes, and have a sense of what you want to highlight in your
letter, you're ready to get started writing.
Writing Guidelines for Job Application Letters

Writing a job application letter is very different from a quick email to a friend or
a thank-you note to a relative. Hiring managers and potential interviewers have
certain expectations when it comes to the letter's presentation and appearance,
from length (no more than a page) to font size and style to letter spacing:
Length: A letter of application should be no more than one-page long.
Format and Page Margins: A letter of application should be single-spaced with
a space between each paragraph. Use about 1" margins and align your text to the
left, which is the standard alignment for most documents.
Font: Use a traditional font such as Times New Roman, Arial, or Calibri. The
font size should be between 10 and 12 points.
What to Include in Each Section of the Letter
 Heading
 Date
 Salutation
 Body of the letter:
In the first paragraph, you'll want to mention the job you are applying for and where you saw
the job listing.
The next paragraph(s) are the most important part of your letter. Remember how you gathered
all that information about what employers were seeking, and how you could meet their needs?
This is where you'll share those relevant details on your experience and accomplishments.
The third and last part of the body of the letter will be your thank you to the employer; you
can also offer follow-up information.
 Complimentary Close
 Signature
*Simple Formatting Using a Template
Tips for Writing an Effective Letter
 Always write one
 Use business letter format
 Sell yourself
 See keywords
 Keep it brief
 Edit, edit, edit
Memorandum
A memorandum (abbreviated as memo; comes from the
Latin word memorandum est meaning "it must be
remembered" is a written message that maybe used in a
business office.
Purposes of Memorandum
A person writes a memo with some purposes in mind. It is used…

 To inform.
 To inquire.
 One can use it to report.
 To give suggestions.
 To remind.
 One can use it to instruct.
 One can promote goodwill using a memo.
 To communicate the ideas.
Advantages of Memos
 Memorandum is quick.
 It is a convenient means of communication.
 It is inexpensive. Memos are used within an
organization so one can use low-quality paper.
 It helps in maintaining written records.
 Parts of Memorandum
Heading Segment
The heading segment of a memo has four basic sections.
TO: Reader’s names and job titles
FROM: sender’s name and job title
DATE: Complete date
SUBJECT: Reason for writing a memo
Opening Segment
In this segment, one can find the purpose of the memo. The opening
paragraph includes the reason or the motive of writing a memo. It gives a
brief overview of the memo.
Context
It is the event or circumstance of the problem the writer is solving. One should
clearly mention the context.

Task Segment
It is the segment one must include to mention the steps for solving the problem.
One must only include the needed information. Do proper planning before
writing a memo.

Summary Segment
If a memo is more than a page, one must include a separate summary segment. It
is not necessary for a short memo. It helps the reader to understand the main idea
of the memo. Also, it helps to take the required steps.
Discussion Segment
It is the longest part of a memo. It includes all the details supporting the ideas.
Remember to start with general information and then go for more specific one. It
includes supporting ideas, facts, and research.

Closing Segment
Always end your memo with courteous words. Make sure you make the
completion of the task in an efficient and easy way. Try to lure the reader to make
the positive action.

Necessary Attachments
One can also attach lists, graphs, tables etc. at the end of a memo. Make a
reference for your attachments and add a notation for them.
The Format of a Memo
Important Points to Remember
 Always use a clear and specific subject line.
 Do not waste the reader’s time by using lengthy memos. Be clear and
concise.
 Use the active voice.
 Use the first person.
 Be formal.
 Avoids slangs and friendly words.
 One should use a careful and logical arrangement of information.
 Keep the paragraphs short.
 One can use enumerations for the paragraphs.
 One can use solid capitals and center indentation for important
details.
 Use of bullets to make points.
 Always end the memo in courteous words.
 Use text fonts and color to attract attention.
 Avoid rude and thoughtless memos.
 It does not need a complimentary close or a signature.
 Proofread the content before sending.
Emails
Electronic mail (email or e-mail) is a method of exchanging messages
between people using electronic devices, the term electronic mail has been
in use with its current meaning since at least 1975.
Email Address Formatting
While a basic email address consists of only a username and domain
name, most email clients and webmail systems include names with email
addresses. An email address that contains a name is formatted with the
name first, followed by the email address enclosed in angle brackets, as
shown below.
Full Name <user@domain.com>
Full Name <user@domain.com>

Email can be sent to recipients with or without a name next to

the email address. However, emails sent to addresses that
include a name are less likely to be filtered as spam. Therefore, it
is a good idea to fill in your full name when setting up an email
account. Most mail clients and webmail systems will
automatically include your name in your sending email address.
Bulletin
Bulletin is a brief public notice or news item issuing
usually from an authoritative source, intended for
immediate publication or broadcast.
(https://www.merriam-webster.com)
Unit 2 – Persuading your Audience and
Handling Objections Strategically

Persuasion rests at the heart of communication. Some scholars

contend that to communicate is to persuade – that all
communication is, in some form, persuasion. Indeed, persuasion
is central to some of humankind’s most essential functions,
comprising the core of politics, religion, and health; and is
simultaneously omnipresent in everyday life, like in marketing,
dating, and even parenting (Floyd, 2017). “Persuasion,” Richard
Perloff (2016) wrote, “at once intrigues and repels us.”
Persuasion is a message designed to alter a person's beliefs or behavior. It
is also identified through appeals to personal motives and behavior.
Senders are usually motivated by the desire for power, financial reward
like political campaigns or commercials. It can attempt to influence to
change a person or group’s attitude or behavior toward some event, idea,
object, or anything.

Persuasive means making you want to do or believe a particular thing;

someone or something that is persuasive is likely to persuade a person to
believe or do a particular thing.
(https://www.studocu.com)
Persuasive communication is any message that is intended to shape,
reinforce, or change the responses of another or others. Such responses
are modified by symbolic transactions (messages) which are sometimes,
but not always, linked with coercive force (indirectly coercive) and which
appeal to the reason and emotions of the target. (
https://www.definitions.net)

The History of Persuasion in Communication Studies

Plato the Sophists

Aristotle
 Foundational Theories in
Persuasion Studies
 Cognitive Dissonance Theory
 Theory of Reasoned Action
 Social Judgement Theory
 Elaboration Likelihood Model
 Inoculation Theory
 Narrative Paradigm
Convincing an Audience that your Point is Valid

1. Tell the audience clearly why the issue matters

2. Paints a bright picture of the rewards of embracing the cause
3. Paints a bleak picture of the results of disregarding the cause
4. Clearly outlines the action that must be taken.
5. Wraps up with a memorable rallying cry. (
https://www.sketchbubble.com)
How to Handle Objections

1. Listen fully to the objection

2. Understand the objection completely
3. Respond properly
4. Confirm you have satisfied with the objection (
https://www.rainsalestraining.com)
END OF LESSON 5
 LESSON 6 - DESIGNING TOOLS FOR
ACADEMIC PAPERS
Unit 1 – Writing the Academic Paper

What is an Academic Paper?

An academic paper (also called scholarly paper) is not a social
commentary, an opinion, or a blog. Most classes require at least one
written assignment, and teachers expect a high level of writing skills. A
good paper generally includes a thesis, paragraphs that support it and a
strong conclusion.
The Main Types of Academic Writing

1. Descriptive
The simplest type of academic writing is descriptive. Its purpose is to provide facts or
information. An example would be a summary of an article or a report of the results of an
experiment.

2. Persuasive
To help reach your own point of view on the facts or ideas:
 read some other researchers' points of view on the topic. Who do you feel is the most
convincing?
 look for patterns in the data or references. Where is the evidence strongest?
 list several different interpretations. What are the real-life implications of each one? Which
ones are likely to be most useful or beneficial? Which ones have some problems?
 discuss the facts and ideas with someone else. Do you agree with their point of view?
To develop your argument:
 list the different reasons for your point of view
 think about the different types and sources of evidence which
you can use to support your point of view
 consider different ways that your point of view is similar to,
and different from, the points of view of other researchers
 look for various ways to break your point of view into parts.
For example, cost-effectiveness, environmental sustainability,
scope of real-world application.
To present your argument, make sure:
 your text develops a coherent argument where all the
individual claims work together to support your overall point
of view
 your reasoning for each claim is clear to the reader
 your assumptions are valid
 you have evidence for every claim you make
 you use evidence that is convincing and directly relevant.
3. Critical
You need to:
 accurately summarize all or part of the work.
 have an opinion about the work.
 provide evidence for your point of view.
4. Analytical
To make your writing more analytical:
 spend plenty of time planning.
 create a name for the relationships and categories you find.
 build each section and paragraph around one of the analytical categories.
 make the structure of your paper clear to your reader, by using topic sentences and
a clear introduction.
Academic Text Structure
The academic text structure is an important feature of academic writing. A
well-structured text enables the reader to follow the argument and
navigate the text. In academic writing, a clear structure and a logical flow
are imperative to a cohesive text. In many university assignments, the
correct use of structure is part of the final assessment.

The Academic Writing Process

Academic writing is a process that can be divided into three stages:
Prewriting, drafting, and the final revising stage which includes editing
and proofreading.
How to Start Writing an Academic Paper?

1. Draw your reader in and convince them they should

care about your topic.
2. State your argument clearly.
3. Render evident your contribution to scholarship.
4. Establish your expertise.
5. Define your terms.
Kinds of Academic Paper
1. Essay
2. Research paper
3. Thesis
4. Dissertation
5. Case study

Basic academic papers have three main parts: an

introduction, a body, and a conclusion.
Popular Academic Paper Format
1. APA or American Psychological Association format
a. All the margin should measure 1 inch
b. The font for the entire paper is Times New Roman in 12 pt.
c. Adopt double spacing for the entire paper
d. Space twice after a punctuation at the end of a sentence
e. Alignment should be to the left.
f. The use of the active voice
g. The pages should follow each other in the following order.
Title page> Abstract> Body> References> Appendices> Footnotes>Tables> Figures
h. The page number should be one inch from the right corner of the paper
2. MLA or Modern Language Association Format
Some of the general guidelines you should observe under this format are:
a. The paper print out should measure 8.5 by 11 inches.
b. Maintain double spacing in your texts. MLA provides a choice of font, as long as it is
legible and be 12 pt.
c. Only one space should be left after periods of any punctuation.
d. The margin should measure 1 inch on all sides
e. Indent the first line of each paragraph, one half inch from the left
f. Use italics when using longer titles in the work
g. Do not include a title page for the paper unless specifically requested to do so.
h. In the upper left corner of your paper, list your name, the instructor, date, while
maintaining double-spacing.
i. The title should be centered, not underlined or italicized, but use standard capitalization.
3. CMS or Chicago Manual Style format

Technology tools needed when writing an academic

paper
a. evernote f. online
proofreader
b. grammarly g. plagiarism checker
c. ref-n-write h. encyclopedia
d. Hemingway editor i. google docs
e. FocusWriter j. word counter
(https://www.quora.com)
Unit 2 – Documentation

An essential part of the writing process involves

documenting your research and acknowledging the ideas
of others. A documentation style is a standard approach to
the citation of sources that the author of a paper has
consulted, abstracted, or quoted from different academic
disciplines.
Plagiarism
Plagiarism is the representation of another author's language,
thoughts, ideas, or expressions as one's own original work. It is
considered academic dishonesty and a breach of journalistic
ethics. It is subject to sanctions such as penalties, suspension,
expulsion from school or work, substantial fines and even
incarceration.
Plagiarism in Academic Writing
Plagiarism is presenting someone else's work or ideas as your
own, with or without their consent, by incorporating it into your
work without full acknowledgment. All published and
unpublished material, whether in manuscript, printed or
electronic form, is covered under this definition. (
https://www.ox.ac.uk)
Steps on How can you Avoid Plagiarism
Step 1 - While preparing to write by reviewing the literature,
keep careful records of your sources, Citation software, such as
Zotero and EndNote can be helpful at this stage.
Step 2 - While writing, try not to directly refer to your sources to
avoid inadvertent copying, use multiple sources to ensure a
diversity of content, and avoid err on the side of citation.
Step 3 - After writing, review your manuscript and reference list
to ensure that all of the appropriate source citations were
included.
When to Cite your Sources
It is crucial that you cite your sources and acknowledge the ideas of others who
have influenced your thinking about your topic. You should be aware of the ethical and
legal issues involved in using someone else's work without proper attribution. If you
are not cautious, you may unwittingly plagiarize someone else's idea.
You should cite all sources (both printed and online) correctly and fully so that
those who read your work can find and refer to your citations. When you are gathering
sources for your topic, make sure that you note the following information for your
citations:
1. author 5. volume
9. page numbers of article
2. title, subtitle 6. place of publication (city or state
name)
3. editor (if any) 7. publisher
For Online resources, also add…
1. URL
2. date of access
3. webmaster (if given)
4. database name (if given)
(https://www.ccnmtl.columbia.edu)
When Not to Cite your Sources
1. Historical overviews
2. Your own ideas or findings
3. Conclusions
4. Common knowledge
 END OF
LESSON 6
S A M P L E O F L E T T E R O F I N Q U I R Y
SA MPL E O F R E S U M E
S A M P L E O F A P P L I C AT I O N L E T T E R
• Upward communication-is the transmission of information from lower levels to
higher ones.
• Downward communication-is when leaders and managers share information
with lower-level employees.
• Horizontal communication- also called lateral comm., involves the flow of
messages between individuals and groups from the same level of org.
• Diagonal communication-is the sharing of information among different
structural levels within a business.