Purposive Communication
Why is it important to know the communication models?
- They help in understanding how a communication process works
- To make the communication process effective by knowing the flow of communication
- When it comes to delivering the best presentations, a speaker should focus his/her attention on the needs of their audience and not their own interests.
LASWELL’S MODEL OF COMMUNICATION
Who: The Source
To Whom: The Audience
To What Effect: The Desired effect
In which Channel: through what channel or medium
Says What: The message
Harold Dwight Laswell introduced 5 levels of communication, identified from his experiences in WW2.
This model of communication is used for interpersonal or group communication to be disseminated message to various groups in various situations.
The Five W’s
Who: the source
- Everyone who needs to be told about something should be told.
- Openness is the key to making everyone feel involved.
- It is advisable to relate the communication to all as soon as possible.
Says What: the message
- What should they be told? Clear messages, related to the subject or problem
- In complex situations, it is advisable to create a shared meaning and understanding, this can be done by: checking back with the recipients through an iterative process.
- Let them ask questions
- Asking for clarification of what they have understood.
When should they be told? In Which Channel
- The time to communicate with relevant people should be carefully considered.
- Discussions should be done to avoid confusion, spread of rumors or misunderstandings.
- Choose the most effective medium to get your message across.
To Whom: The audience
- Make time to communicate properly.
- In complex situations, it is advisable to create a shared meaning and understanding.
To what Effect: the desired effect
- The effect is the outcome of the communication
- It can include effects that were not intended by the sender.
Perspectives in Communication
“A woman. Without her, man is nothing.”
“A woman without her man is nothing.”
- Our individual perceptions are the ‘filter’ through which we communicate with others.
- Integrating these perspectives allow individuals to achieve greater effectiveness, adaptability, and ethical awareness in their interactions.
- We have to recognize that there is more than one way to perceive the picture.
- There is usually more than one way to see any situation we encounter.
- This understanding allows for the development of communication strategies that are well-informed, context-sensitive, and capable of achieving desired outcomes.
How Past Experience and Prejudice Affect Communication?
Types of Communication
Verbal: 35%
Non-verbal: 65%
Examples: Facial expressions, tone of voice, movement, appearance, eye contact, gestures, posture
According to mode
According to delivery
According to purpose
Types of COMMUNICATION according to MODE
Verbal: any spoken or written communication - the use of
words or speech in sending messages and transmitting ideas or feelings
Non-Verbal: the act of expressing ideas in ways that do not involve or go beyond using words.
Written: a formal means of communication, wherein message is carefully drafted and formulated in written form.
Visual: uses visuals to convey information or messages.
Difference Between Written Verbal Communication and Written Communication
Written Verbal Communication refers to communication that conveys spoken language in a written form.
Conversational Tone: Often mimics spoken language, including informal
language and abbreviations
Immediate Feedback: Generally allows for quick responses and back and forth exchanges.
Personalized: Often directed at a specific individual or group.
Dynamic: Can be more fluid and less structured
Written Communication refers to more traditional forms of conveying information through text, which are usually more formal and structured. This includes:
Formal Tone: Typically more formal and structured than written verbal communication.
Delayed Feedback: Does not usually allow for immediate responses; feedback comes later.
Broad Audience: Often
intended for a wider audience, not just an individual.
Static: Generally more permanent and structured.
Key Differences:
AUDIENCE:
Written Verbal: Usually directed at a specific person or small group.
Written: Often intended for a larger, sometimes unspecified audience.
TONE AND STYLE:
Written Verbal: Informal, conversational, and may include slang or abbreviations.
Written: Formal, structured, and adheres to grammatical conventions.
FEEDBACK TIME:
Written Verbal: Allows for quick, real-time exchanges.
Written: Feedback is typically delayed, as it is more static and less immediate.
PURPOSE:
Written Verbal: Used for quick informal communication and often mimics spoken conversation.
Written: Used for formal communication, documentation, and detailed information sharing.
NON-VERBAL
- plays a crucial role on communication.
- it represents two-thirds of all communication.
- According to surveys, verbal components of face-to-face conversation is less than 35%, while 65% of communication is done non-verbally.
Functions of nonverbal communication:
- as an expansion of verbal conversation
- may supplement/ reinforce a message
- may contradict a message may regulate/ manage the verbal flow of interaction
- may tell people when to talk & keep quiet
- may take the place of words
9 WORST body language mistakes
- Fidgeting
- Hands behind the back
- Mismatched expressions
- Shifty eyes
- Staring
- Chopping/pointing
- Breaking eye contact
What Causes COMMUNICATION BREAKDOWN?
Ineffective and unsuccessful communication happens due to several reasons:
• lack of proficiency in the language of communication
• frequent use of idioms, jargons, or unfamiliar terms
• stage fright
•lack of sufficient knowledge on the topic/subject
• lack of opportunity for clarification or further explanation.
The greater the number of statements that are honestly true to you, the more prepared you are to welcome the opportunity of communicating and interacting with people from different cultures.
This is a very important aspect in one’s personal life or professional careers, since avoiding Intercultural
communication is virtually inevitable in any organization.
This is especially true in business organizations when products can go global and the manner by which any product is communicated to the global market can make or break the brand.
EXAMPLES:
- women have low literacy rates in Africa and the Middle East believed that there was a baby or part of one baby in the jar.
- Irish Mist is a brown whiskey produced in Dublin, Ireland. In Germany, however, "Mist" literally translates to "crap.”
- Joni (read as *Yoni) is a brand of skin product. However, Yoni means 'uterus' or ‘vagina' in Sanskrit, and is an Indian representation of female genitalia, especially pertaining to the Hindu goddess Shakti.
- McDonald's spent thousands on a new TV ad to target the Chinese consumers. This featured a Chinese man kneeling before a McDonald's vendor and begging him to accept his expired discount coupon. The ad caused uproar over the fact that begging is considered a shameful act in Chinese culture.
How do we achieve SUCCESFUL COMMUNICATION?
- All of these examples are predominantly business-related, where companies failed to regard cultural differences in packaging and communicating their product to the global market.
- However, the cost of cultural insensitivity in global communication can be felt in everyday communication, as cultural misunderstandings often lead to misinterpretation and unnecessary tension between people.
- Know your purpose, audience, and topic
- According to Osborn (2009), there are 9C’s of effective oral and written communication.
The 9 C's of communication are a set of principles designed to ensure effective and efficient communication.
These principles are crucial for clear and successful communication in various contexts, such as business, education, and personal relationships.
By adhering to these principles, communicators can enhance the effectiveness of their messages, ensure they are well-received, and achieve their intended outcomes more efficiently.
CLARITY
- avoid the use of idioms, jargons, euphemisms, and unfamiliar terms that will make your speech or writing incomprehensible.
CONCRETENESS
- messages must be supported by facts, such as research data, statistics, or figures.
CONSIDERATION
- message must be geared towards the audience; the sender of the message must consider the interests, age, ethnicity, and level of education of his/her audience
CREATIVITY
- ability to craft interesting messages in terms of sentence structure and word choice
CONCISENESS
- avoid using lengthy expressions and words that may confuse the recipient of the message; be simple and direct.
CULTURAL SENSITIVITY
- gender equality and cultural sensitivity should be important standards for effective communication.
CAPTIVATING
- strive to make messages interesting to command more attention and better responses from the audience.
COURTESY
- be polite in terms of approach and manner of addressing an individual
CORRECTNESS
- avoid glaring mistakes in grammar as these obscure the meaning of a message
ETHICS IN COMMUNICATION
Communication is ethical only when it is genuine, open, cooperative and sensitive to one's cultural and social beliefs and practices.
If there is an intent to conceal the truth, or bring damage to any organization, group or individual person, communication is considered unethical.
Even in situations when there is no intent to harm, but damage to a certain group is inevitable because of the message or the channel used to relay the message, it is still considered unethical.
PREJUDICES IN COMMUNICATION
Prejudices happen when people isolate an experience with one “type” of person or one group of people, then behave as if all encounters with people of the same “type”, or at least with the same characteristics, will lead to the same experience.
There can be prejudice as regards to age, gender orientation, religious belief, race, social-economic status, and physical conditions.
Effective communicators view people as separate from any preconceived notions others may have about them.
They see the value of the individual as a person of worth, and thus will respect that individuality.
Prejudice in communication is the preconceived opinion about others not based on reason or experience.
This barrier is constructed from biases and stereotypes that obstruct the flow of open dialogue between individuals of various backgrounds.
These biases can lead to discrimination, stereotypes, and a breakdown in understanding during interpersonal interactions.
“TYPES” of People
Low expressiveness + low assertiveness = SYSTEMATIC
Low expressiveness + high assertiveness = DIRECT
High expressiveness + high assertiveness = SPIRITED
High expressiveness + low assertiveness = CONSIDERATE
4 Basic Communication Styles:
SYSTEMATIC:
Passive communicators (Analytical), typically quiet and don't seek attention.
They don't usually share their needs or express their feelings, so it may be difficult to know when they are uncomfortable or need help with an important project.
They are detail-oriented, focused, organized, and appreciate facts and figures over Ideas and opinions
They focus on facts, have well organized workplace, follow processes and have an eye for details.
Tips for communicating with SYSTEMATIC STYLES:
- recognize that not everyone follows linear thought process and decision making
- learn to ask qualifying questions
- focus on facts rather than opinions
- speak with careful judgment rather than generalization
- give logical reason for every request
- Take a direct approach
- Use broad language
- Ask for their opinions
- Stay patient with long silences
- They believe in accuracy, so they may take their time before making decisions.
4 Basic Communication Styles
DIRECT:
They are go getters
Works hard and fast
They may seem impatient and overbearing at times.
They take lead, believing it’s the best way to get things done
Focused on results rather than emotions
Reacts before thinking
Highly assertive but less expressive
Tips for Communicating with DIRECT style:
Get to the point-cut right to the chase
Don’t sugar coat things, speak plainly
Provide or suggest solutions
Make an effort to listen fully: avoid interrupting
Do not waste time by repeating or over-clarifying yourself
Be specific in your conversation
Communicate your expectations before the meeting occurs.
Do not speak in abstract, choose specific words and make itemized requests
Recognize that others need to express their opinions as well.
Take time to show appreciation for others contributions
4 Basic Communication Styles:
SPIRITED:
Interested in the big picture (energy-driven)
They are dreamers, inventors, and innovators.
Full of grand ideas and hyperbole; tend to be very persuasive to others at first.
They may not always be good at discussing details/exact steps
They tend to go off topic, inject anecdotes to drive a point
Written/verbal communication tend towards being dramatic
They are entertaining but struggle to keep topic on track
Readily take on challenges but know how to say “no” when it’s required.
They can easily facilitate a productive discussion
Has the ability to make others feel comfortable
Tips for Communicating with SPIRITED Style:
They value interacting and sharing stories with others
Allow them time for socializing and create a friendly environment
Provide them time to express their feeling and opinions
Use agenda with time limits for each topic
Praise them in front of people
Learn to gently redirect the convo back to the topic.
Understand that their exaggeration is to make others enthusiastic, persuaded, motivated, and inspired.
Challenge them to break down their ‘big ideas’ into specific steps/phases
Use checklists and consider if the big ideas are feasible.
Respect agenda and schedule meetings for other topics
Try to limit opinion sharing or anecdotes that are off topic.
4 Basic Communication Styles:
CONSIDERATE:
They are concerned about the feelings of others
They are people-pleasers to belong to a group
They like to work with others, connect on a personal level
They tend to mediate during conflicts, facilitate turn-taking
Natural trainers and counselors, helping others succeed
Reluctant to share an opposing opinion
They can manipulate a situation into one that benefits them
They undermine your efforts even after giving you verbal assurances
They are inclined to take direct communication as personal matter
Tips for Communicating with CONSIDERATE Style:
Recognize that other people’s opinions about a topic are separate from their opinions about you.
Realize that not everyone is comfortable sharing personal topics
Recognize that you don’t have to be friends with everyone
Reassure them that your opinions are not personal
Earn their trust by providing them with plenty of hope
Encourage them to express their concerns and allow them time to make decisions
Express sincere interest in their thoughts, feelings, and personal life
Let them know you appreciate their help.
“The Single Biggest Problem in Communication is the Illusion that it has taken place”
- George Bernard Shaw