MODULE 2B

Principles of Effective
Learning Outcomes:
Communication
1. Identify the principles of effective
communication

2. Apply the principles of effective

communication in speaking and in
writing

3. Value those principles to help them

(students) be good speakers and
writers

Time frame: 3 hours

Activity:

Based on your self-assessment and https://www.pinterest.ph/pin/389702173983421082/?nic_v2=1a4harJjC

experiences in terms of communication,

rate yourself as a communicator from Introduction
1-10 and explain why?
There were times that humans are tangled in an awkward misunderstanding
1 - Poor from either their family members or speaking before an unfamiliar audience.
2 - Fair Sometimes, we also get poor scores in our essay tests because our teachers
3 - Slightly Good could not understand our points or our letter was just ignored and thrown in
4 - Good the bin because of some incorrectness. We just sat in a corner and may ask
5 - Just Average ourselves – what’s wrong? What’s the problem?
6 - Average
7 - Above Average We need standards so that our ways and actions will be calibrated and more
8 - Very Good productive. In all sorts and bodies of knowledge, having a principle to follow
9 - Excellent is a must in order to guide systems and processes to its full potential. This
10 - Master is remarkably true even in communication. In this lesson, we will be familiar
with the principles of effective communication both in speaking and in
writing.
Analysis:

1. Why we need to have an effective GENERAL PRINCIPLES OF EFFECTIVE COMMUNICATION

communication?

2. What it takes to be an effective

communicator? 1. Know your PURPOSE in communicating. Are you communicating basically
to inform, to entertain, or to persuade? Always have an objective when
Abstraction: you communicate.
Since communication is a two-way 2. Know your AUDIENCE. In both speaking and writing, you should know
process, it is important to note that your audience as it will dictate the speaking or writing style you are
you know the principles to be observed going to employ. Consider the age, educational background, profession,
to make it effective. For both oral and culture, and other significant features of your listeners or readers.
written communication, you should be
able to follow and apply the following 3. Know your TOPIC. You communicate essentially because you want to
principles presented by Madrunio and share something. You may utilize multiple techniques to easily catch the
Martin (2018). 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 determine
the kind of language you will use.

5. Work on the FEEDBACK given you. Once you receive comments from the
listeners/reader, work on them. Take kindly to criticisms.

GEC 102 - Purposive Communication | 14

In communicating, you should consider the purpose, the audience and Observe grammatical correctness in writing
the context of that particular interaction you like to happen and also be (fragment, run-on sentence, comma splices,
mindful with the topic plus accept feedback constructively. Though oral and dangling modifier). Always have time to
written communication share some of the general principles, still they vary revise and edit your work.
depending on the format and mode.
5. Be CONCRETE. (CONCRETENESS)

A. PRINCIPLES OF EFFECTIVE ORAL COMMUNICATION Concreteness reduces misunderstandings,

so messages/claims must be supported by
1. Be CLEAR with your purpose. (CLARITY) facts such as research data, statistics or
figures. Audience know if you are deceiving
You should know by heart your objective in communicating. The clarity of them if there is nothing to substantiate your
your message will greatly affect the success of your communication. claims.
2. Be COMPLETE with the message you deliver. (COMPLETENESS) 6. Be COHERENT. (COHERENCE)
Make sure that your claims are supported by facts and essential Convey a logical message. Ideas should be
information. connected to each other and related to the
topic. Use transitional devices so that ideas
3. Be CONCISE. (CONCISENESS)
cohere with one another.
You don’t need to be verbose or wordy with your statements. Brevity
7. Be CULTURALLY SENSITIVE. (CULTURAL
in speech is a must. In terms of answering questions, short answers
SENSITIVITY)
will show a personality and long ones can be used for explanation and
elaboration. Today, with the increasing emphasis on
empowering diverse cultures, lifestyles, and
race and the pursuit for gender equality,
4. Be NATURAL with your delivery. (NATURALNESS) cultural sensitivity becomes an important
standard for effective communication.
Punctuate important words with the appropriate gestures and
movements. Exude a certain degree of confidence even if you do not 8. Be COURTEOUS. (COURTESY/POLITENESS)
feel confident enough. Be who you are and train to have a good sense of
The tone of your writing should be friendly.
self-confidence in communicating.
Avoid undertone or overtone or insinuation
5. Be SPECIFIC and TIMELY with your feedback. (TIMELINESS) to eliminate confusion. Use polite words
in terms of approaching and manner of
Inputs are most helpful when provided on time. Not to be brutal or addressing an individual even when you are
insensitive but there are ways to comment or criticize without hurting complaining.
others. Comment timely and be specific to what to say (especially the
not so good things.) 9. Be CONSIDERATE. (CONSIDERATION/
EMPATHY)

B. GENERAL PRINCIPLES OF EFFECTIVE WRITTEN The messages must be geared towards the
audiences. The sender of a message must
COMMUNICATION (9Cs)
consider the recipient’s profession, level of
1. Be Clear. (CLARITY) education, race, ethnicity, hobbies, interests,
passions, advocacies, and age when drafting
Always be guided by your purpose in communicating. Make your or delivering a message.
speeches understandable. Fuzzy language is absolutely forbidden, as
are jargons, cliché expressions, euphemisms, and doublespeak language
(intended to deceive or confuse people); or ambiguous language (to be
politically correct, to hide negativity, to perpetuate lies)

2. Be CONCISE. (CONCISENESS)

Always stick to the point and do not beat or run around the bush. Be
brief by focusing on your main point. Avoid using lengthy expressions
and words that may confuse the recipient.

3. Be COMPLETE. (COMPLETENESS)

Include all necessary and relevant information so that audience will not
be left wanting of any info.

4. Be CORRECT. (CORRECTNESS)

GEC 102 - Purposive Communication | 15

Assessment/ Application
1. Watch in Youtube the TED Talk entitled “How to Speak so that People Want to Listen” by Julian Treasure (link: https://www.
youtube.com/watch?v=eIho2S0ZahI) and answer the following activities:

a. According to Treasure, what are the seven (7) deadly sins in speaking? Select one of those and explain how could it be
solved by using one of the Principles of the Effective Oral Communication?

b. Complete the mnemonics HAIL and align it with Principles of the Effective Oral Communication:

Word Related to what 9Cs (you can repeat your answer)

H -

A -

I -

L -

2. Select one speech among the choices and analyze it based on the 9 Principles of the Written Communication (9Cs). Across
each principle, write your 3-sentence observation and/or notes in their speeches.

a. “I Have a Dream” by Martin Luther King Jr.

Written copy and audio link: https://americanrhetoric.com/speeches/mlkihaveadream.htm

b. “A Whisper of AIDS” by Mary Fisher

Written copy and audio link:
https://americanrhetoric.com/speeches/maryfisher1992rnc.html

c. “The Declaration of Human Rights” by Anna Eleanor Roosevelt

Written copy and audio link:
https://americanrhetoric.com/speeches/eleanorrooseveltdeclarationhumanrights.htm

References:
1. Lasswell, Harold (1948). Bryson, L. (ed.). The Structure and Function of Communication in Society. The Communication of Ideas. New York: Institute
for Religious and Social Studies. p. 117.
2. Madrunio, M.R. & Martin, I. P. (2018). Purposive communication: using English in multilingual contexts. Quezon City: C & E Publishing, Inc.

Prepared by Approved by

Norman Ralph Isla Norman Ralph Isla

Faculty Chairperson
English Department | CSSH English Department

GEC 102 - Purposive Communication | 16