Learning Outcomes:

• Explain the various communication models and how they

help in understanding the communication process.
• Identify the variables involved in the communication
process.
• Discuss the value of communication in enhancing one’s
personal and professional relationships.
• Determine the principles for effective oral and written
communication.
Learning Outcomes:
• Evaluate the differences between oral and written
communication.
• Point out the ethical issues involved in communication; and
• Recognize the importance of a code of ethics in
communication.
Why is it important for us to know the communication
models?
• Because they will help us understand how a
communication process works.

What is a model?
• It is a representation of a real world phenomenon
applied to different forms.
 ’

Aristotle emphasized that there are three

variables in the communication process:
1.Speaker
2.Speech
3.Audience
 ’

• According to this model, the speaker plays a key role in

communication.
• Without him, there will be no speech to be produced.
• The speaker also adjusts his/her speech according to some
considerations for the audience’s demographics like age, sex,
background, culture, race, religion, gender, social and economic
status and political inclination.
• Beliefs and views also play important role in audience
consideration.
 ’
• 1948, Harold Dwight Laswell described communication as
being focused on the following Ws:
WHO says WHAT in WHICH channel to WHOM and with WHAT
effect as seen below:
 ’
• The whole process begins with the communicator sending
out a message using a medium for a receiver
experiencing an effect afterwards.
• His model is the same with Aristotle in the sense that both
are linear and have the same components, however, there
is an addition of two variables with Laswell’s model
which are:
o Medium; and
o Effect
 ’
• Proposed by Claude Elwood Shannon and Warren
Weaver and was introduced in 1949, for Bell
laboratories.
• In this model, other components such as noise, reception,
destination, and feedback have been identified.
• Terms such as information source for the sender,
transmitter for the encoder, decoder (reception), and
receiver (destination) were introduced.
’
 ’
• David Berlo’s model was conceptualized un 1960 and is probably the most well-known
among the communication models.
• It was initially called SMCR which stands for sender of the message, sent through a
channel or a medium to a receiver.
• It was also modified later on to include noise, hence the acronym SMCRN.
• The major variables involved in this communication process are:
- source
- message
- channel
- receiver
’
1. SOURCE
- Originator of the message acts as the encoder
- Should practice communication skills such as listening, speaking, reading
and writing.
- His/ her attitude towards the audience or the subject as well as his/her
knowledge about the topic along with the social system, values, beliefs
and practices, and culture should also be observed.
2. MESSAGE includes:
- Content
- Elements such as language used and gestures employed
- Treatment or the manner by which the message is transmitted
- Structure – refers to the arrangement of parts or flow of the
message
3. CHANNEL
- refers to the different senses – seeing, hearing,
smelling, tasting, and touching.
4. RECEIVER
- one who decodes the message
1.Know your purpose in communicating.
2.Know your audience.
- consider the age, educational background, profession,
culture, and other salient features of your listeners or readers.
3. Know your topic.
- 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.

5. Work on the feedback given you.

- Constructive criticisms will prove beneficial to you as you
learn to address them.
1. Be clear with your purpose.
2. Be complete with the message you deliver.
3. Be concise.
4. Be natural with your delivery.
5. Be specific and timely with your feedback.
1. Be clear.
2. Be concise.
3. Be concrete.
- support claims with enough facts.
4. Be correct.
- observe grammatical correctness in your writing
5. Be coherent.
- ideas should be connected to each other and
related to the topic
6. Be complete.
- include all necessary and relevant information
7. Be courteous.
- tone of the writing should be friendly.
• Communication ethics emphasizes that morals influence
the behavior of an individual, group, or organization
thereby affecting their communication.
• It is important to note that one’s behavior should be
regulated by honesty, decency, truthfulness, sincerity,
and moral uprightness.
1. Establish an effective value system that will wave the
way for the development of your integrity as a
person.
2. Provide complete and accurate information.
3. Disclose vital information adequately and
appropriately.
• Observing a code of ethics is essential as it determines the
kind of behavior that is proper and desirable over one that
is displeasing and offensive.
• Code of ethics – sets the standards to be observed by a
person or a company that will create a good reputation or
a positive image not only for an individual but also for the
organization.
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