Lesson 1
enhance the deliver of the message
Communication – process where the people
involved in the communication act produce
messages and then covey these messages
through a channel or medium.
Sender/Receiver – the person transmitting and
receiving the information. Communication
performs this dual role of sending and receiving.
Message – the information that the sender
wants to transmit to the other party.
Channel – medium used in sending forth the
message or giving feedback to the sender.
Feedback – response given by the receiver to
the sender. Successful communication occurs
when the receiver understands the meaning
intended by the sender.
Noise – interferences that keeps a message
from being understood or accurately
interpreted.
Setting – refers to the physical environment or
the communication context.
TYPES OF COMMUNICATION
Size of the Receiver:
 Interpersonal – communication with
yourself.
 Interpersonal – between two people
 Small Group – small group of people
meet to discuss certain matters
 Public communication – sender
conveying a message to a large
audience
 Mass communication – transmitted
by different media forms
Medium Used:
 Verbal communication – oral or
written modes.
 Nonverbal communication –
though gestures, facial expression,
personal appearance, eye contact,
posture, and proxemics.
MODELS OF COMMUNICATION
 Aristotle – sender, message, receiver
 Schramm’s – encoder/decoder,
message, encoder/decoder
 Berlo’s – Source, message, channel,
receiver
 Weavers – noise
Lesson 2
Intercultural communication – process of
interaction among different cultural groups.
 Interracial – different races
 Interethnic – different ethnicity
 International – different nations
 Intracultural – communication among
members of the same culture.
Cross-cultural – cultural differences are
recognized, but one culture is considered
dominant and is the basis of comparing other
cultures.
Framework in developing Intercultural
Communication Skills
1. Being aware of my cultural attitudes
2. Understanding other world views
 Individualism – individual’s own
needs, rights, and choices
 Collectivism – conform stronger
to social norms, “for the
common good”
 Clock-oriented cultures – value
observance of time and
schedule, punctuality and
organization.
  Hierarchical cultures – draws
attention to status, social
classes, titles, and degrees.
 Egalitarian cultures – pride on
equality and opportunities for
all.
 Masculine and Feminine
cultures – the former sees
ambition, decision-making, and
wage-earning. While the later
are leaders of homes and the
one that nurtures relationships.
3. Develop Appropriate Interpersonal
Skills
 Frozen – most formal among
the types, static, remains the
same overtime.
 Formal – follows specific format
and language rules.
 Consultative – described based
on its purpose which is to
consult.
 Casual – relaxed, easy, and
conventional.
 Intimate – personal or private
language is used.
Barriers to Intercultural Communication
 Ethnocentrism – the belief of one’s own
cultural ways are superior to other
cultures.
 Stereotyping – is the practice of
categorizing the generalizing about a
race or ethnic group.
 Prejudice – negative attitude toward a
cultural group based on a little
experience of that group.
 Discrimination – explicit action we take
to exclude or avoid others.
Lesson 3
ETHICS OF COMMUICATION
Communication ethics – focuses on how one’s
behavior is governed by one’s morals and how it
affects the way we communicate.
Approaches to Ethical Decision-Making
 Utilitarian Ethics – ethical action is the
one that provides the greatest good for
the greatest number of people.
 Moral Duty – compels everyone to
respect the dignity of a human person.
 Virtue Ethics – emphasizes an
individual’s character
 The common good approach – a society
comprising of individuals whose own
good is linked to the good of the
community.
HOW TO BE AN ETHICAL COMMUNICATOR
 Ethical communicators are respectful of
their audience
 Ethical communicators respect truth
 Ethical communicators use information
properly
 Ethical communicators do not falsify
information
Lesson 4
CRITICAL ANALYSIS PAPER
Critical analysis – or critique, is a systematic
analysis of an idea, situation, or text discussing
its validity and assessing its worth.
Literary Analysis – an investigation of the form
and content of literary work.
Features of Literary Analysis
 Interpretation – analyze the text to
evaluate its form and content.
 Evidence – supported by persuasive
evidence and reasoning.
 Summary – summary of the whole text
or parts of it
  Terminology – setting, imagery, symbol,
theme, etc.
Lesson 5
TECHNICAL PAPER
Technical paper – technical or scientific report.
It is written to explain a process, to describe the
progress of an on-going task, to convince the
feasibility of a project.
Purpose of technical papers
 Informational – some are primarily
written to inform the audience.
 Instructional – “do-it-yourself”, shows
the reader the steps and processes in
making something.
 Persuasive – persuade the readers.
Audience of Technical Paper
 Expert readers – have an extensive
knowledge of the topic.
 Technicians – are sometimes labeled as
specialist. Highly technical knowledge
but more practical.
 Executive - may not necessarily have
technical knowledge of the topic, has
the power to decide whether your
paper is going to be accepted or
rejected.
 Non-specialist – sometimes called
layperson readers, least knowledgeable
among your readers.
Types of Technical Papers
 Instructions and process description
– simple instruction of the process.
 Proposal – get a particular result.
Further outline the steps and the
timeline that the research is
supposed to follow.
 Progress Reports – status of an
ongoing project
o Introduction
o Works completed
o Work schedule
o Problem
 Technical Research Reports –
documented essay, 10-15 page
essay that summarizes the research
problem.
o Introduction
o Methods
o Results and Discussion
o Summary and Conclusion
Writing a technical Paper
1. Format
2. Citations and documentation
3. Visual designs
Lesson 6
SPEAKING PERSUASIVELY
Persuasion – communication that influence the
choices of others.
TYPES OF PERSUAISION
 Convince – your aim is to make your
audience agree with your way of
thinking.
 Actuate – you want your audience to go
a step beyond agreeing with you and
you want then to take a particular
action.
Argumentation – aims to get someone to
recognize that one’s side of the argument is
valid. Uses factual evidence to make claims.
Lesson 7
ACADEMIC PRESENTATION
Academic presentation – integral part in the
dissemination of knowledge and truth.
TYPES OF ACADEMIC PRESENTATION
 Oral presentation – often delivered
orally in front of a large audience.
o Conferences – where certain
members of an academic and
non-academic communities can
engage with individual whom
may or may not belong to their
community.
 Keynote presentation -
experts are often
invited to present a
keynote speech during
a conference.
 Individual presentation
– participants may also
be given opportunities
to share their
knowledge about their
specific fields.
o Seminars – lectures are often
organized when a group of
people needs substantial input
on a particular topic.
 Poster presentation – allows visuals
such as texts and graphics to present
pertinent information about the
research even without the presence of
the proponent.
Characteristics of an effective academic
presentation
 Audience – appropriate contents
and the relevant of it to the
listeners
 Content – organized, structured,
and audience friendly.
o Introduction – captivating
o Body – main idea,
supporting point
o Conclusion – memorable
 Language – consider the level of
formality.
 Speaker – speaker engages in an
interaction with the audience.
 Visual Resources – may enhance
the speech or overshadow it.
Lesson 8
BUSINESS LETTERS
Business Letters – formal, occur in an
organization and with the clients.
Principles:
1. Open with your main points in the first
lines of you letter.
2. Design and organize your letter so that
your key points are visible.
3. Make your letters personal and
convincing
4. Choose direct and simpler closing
Steps in writing a business letter:
1. Identifying the purpose
2. Select appropriate channel
3. Anticipating your audience
Structure of a Business letter:
1. Letterhead/ Return Address
2. Dateline
3. Complete inside address
4. Salutation
5. Opening
6. Body
a. Message
b. Closing
7. Complimentary Close
8. Signature, name, business title,
designation
Lesson 9
THE JOB INTERVIEW
Resume – purpose is getting an interview,
proper format.
 Chronological Resume – lists of work
history job by job.
  Functional Resume – focuses
attention on a candidate’s skills
rather than on past employment.
Highlights accomplishments.
Cover letter – introducing the resume,
highlighting the strengths, gaining an
interview.
Job interview – showcase your capacity and
ability to the employer.
 The Screening interview – the
resource person will notify if you
have met the minimum
qualifications before proceeding to
the next step. Reduce the number of
the candidates.
 The Selection Interview – To know if
your personality fit in the job.
Supervisor or manager are the
primary interviewer.
 The Group Interview – several job
candidates are interviewed at once.
Tries to separate the leaders from
the followers.
 The Panel Interview – the candidate
is interviewed by several people at
once,
 The Stress Interview – weed out
those who cannot handle adversity.
Preparations for the interview
 Dressing for an Interview –
appearance is important.
 Establishing Rapport – personality is
important
 Body Language – Eye contact is very
important.
 Answering Questions – speak slowly
and clearly.
 Asking Questions – the interviewee
must have questions for the
interviewer.
After the interview
Evaluate Interview and Position –
determine how well the interview went.
Follow up – Inquire about their decision and
to express your continued interest I the
position.
Lesson 10
Business report – informs the management and
the members on the status of their
organization.
CHARACTERISTIC OF A BUSINESS REPORT
 Empathetic – refers your ability to think
and feel the way the other party does.
 Accurate – needs to set his or her facts
straight.
 Complete – incomplete report can
sometimes result to inaccuracy.
 Concise – Direct to the point. Avoid
cliché and trite expressions.
 Clear – coveys messages clearly.
CLASSIFICATION OF BUSINESS REPORTS
 Routine Report – are done periodically
in business organizations
o Form Reports – designed to
expedite the reporting process.
o Trip Reports – short and factual,
highlights events and the
transactions.
o Production Reports – about the
performance of a unit or the
whole organization.
o Meeting Reports – stakeholders
discuss matters that are vital to
the company. Meeting agenda
is important because this will
 prepare the participants on the
discussion points.
 Nonroutine Reports – recorded events
or incidents.
o Interview reports
o Feasibility Reports
o Business Proposal
o Executive Summary
Lesson 11
SOCIAL MEDIA COMMUNICATION
Social Media – mobile and Internet based
services. Allows users to participate in online
exchange or create their own media content.
Social Networking Sites (SNS) – web-based
online platforms that people use to build social
relations.
 Relational Maintenance – maintaining
the relationship with others and
keeping the relationship in a
satisfactory and desired condition.
 Social Capital – resources available from
one’s social network, consisting of
friends, family, relatives, etc.
 Identity Construction – symbolic
presentation of the self
o Photographs
o Friends
o Media preference and Text
Roles in social media construction
 Customer Service provider – Market
products online
 Mobilizer – advocacy sites and network.
Influence others on a particular issue.
 Information Disseminator – inform
public about events, people, place, etc.
 Researcher – requires people who will
investigate a phenomenon and publish
it in social media.
 Community Builder – Virtual community
that connects people from different
geographical locations but with similar
interest.
Lesson 12
MEDIA REPORTS
News- something that is recently happened is
mostly rightly but with technological
advancements and worldwide events.
Criteria
 Timeliness – immediacy or recency of
the event
 Proximity – nearness of the event to the
readers
 Significance – importance of the event
to the group of people
 Prominence – subject of news, notable
persons
 Human interest – unique, interesting
elements that appeal to a number of
readers
Types of News Report
 Hard – presented concisely and directly.
Who, what, where, when, why, how of
an event. Begins with summary lead.
 Soft – when the reporter interprets an
event by examining the people, places,
and things involved.
Lesson 13
COMMUNICATION CAMPAIGNS
Public communication campaigns – purposive
attempts to inform or influence behaviors in
large audiences within a specified period of
time.
Theoretical Foundations of Campaign
  Social Marketing Campaign – offers a
macro perspective, combining,
numerous components.
 Communication-Persuasion Matrix –
Input-output model. Input includes
source, message, channel, and
audience. Output includes exposure,
processing, learning yielding.

Components of an effective communication

campaign

 Campaign objective
 Target Audience
 Message/Idea
 Media to be used
 Budget