PURPOSIVE COMMUNICATION

Cagayan State University: Andrews Campus (College of Allied Health Sciences)

Unit 1: Communication Processes, Principles, and Ethics
Lesson 4: Communication Principles and Ethics

OUTLINE ➢ We advocate sharing information, opinions,

I. Communication Ethics and feelings when facing significant choices
II. Principles of Communication while also respecting privacy and
confidentiality.
COMMUNICATION ETHICS ➢ We accept responsibility for the short- and
National Communication Association long-term consequences for our own
CREDO for Ethical Communication communication and expect the same of others.
approved by the National
Communication Association Legislative In addition to this Credo that must be
Council, 1999. known to the heart, Johansen (nd.) presented
“Questions of right and wrong arise whenever other considerations (which are also similar to
people communicate. Ethical communication is some of the Credos) in ethical communication
fundamental to responsible thinking, decision which are as follows:
making, and the development of relationships
and communities within and across contexts, 1.Ethical Communicators are Respectful
cultures, channels, and media. Moreover, of Their Audience.
ethical communication enhances human worth Communication is a two-way process.
and dignity by fostering truthfulness, fairness, The communicator must consider the audience
responsibility, personal integrity, and respect ideas and feelings during the interaction.
for self and others. We believe that unethical
communication threatens the quality of all 2.Ethical Communicators Consider the
communication and consequently the Consequences of their Communication.
wellbeing of individuals and the society in Every communicator must bear in mind
which we live. Therefore, we, the members of that the ultimate aim of communication is to
the National Communication Association, promote the common good. Communication
endorse and are committed to practicing the must be set in a way that conflict is reduced or
following principles of ethical communication: eliminated.

➢ We advocate truthfulness, accuracy, honesty, 3. Ethical Communicators Respect the

and reason as essential to the integrity of Truth.
communication. A great deal of the ethics of
➢ We endorse freedom of expression, diversity communication involves a respect for truth.
Indeed, as one has put it, the assumption of
of perspective, and tolerance of dissent to
truth undergirds the very concept of
achieve the informed and responsible decision
communication itself: "an inherent end of
making fundamental to a civil society.
speech is the communication of belief" (Kupfer
➢ We strive to understand and respect other 118). If we cannot trust the other party, we
communicators before evaluating and cannot accurately judge how to respond. If we
responding to their messages. cannot accurately judge how to respond, then
➢ We promote access to communication our communication becomes increasingly
resources and opportunities as necessary to ineffective.
fulfill human potential andmcontribute to the
well-being of families, communities, and 4.Ethical Communicators Use
society. Information Properly.
➢ We promote communication climates of Communicators have the responsibility
caring and mutual understanding that respect to give and acquire adequate and accurate
the unique needs and characteristics of information. As an ethical communicator, a
individual communicators. respect for truth means being informed on a
➢ We condemn communication that degrades topic before posing as any kind of authority on
individuals and humanity through distortion, the subject. We also need to consider the
intimidation, coercion, and violence, and accuracy of the information and the accuracy
through the expression of intolerance and with which we use it. When we communicate,
hatred. we expect people to react in some way to what
➢ We are committed to the courageous we say and do. When we use inaccurate
expression of personal convictions in pursuit of information to influence others, we cause
fairness and justice. difficulty for them and for ourselves.

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 PURPOSIVE COMMUNICATION
Cagayan State University: Andrews Campus (College of Allied Health Sciences)
Unit 1: Communication Processes, Principles, and Ethics
Lesson 4: Communication Principles and Ethics
5.Ethical Communicators Do Not Falsify 6. Clarity is achieved by using precise and
Information. appropriate words and constructing effective
Worse than the distortion of sentences.
information is falsifying information. Failing to
find information useful to our goals, we make it 7. Creativity is being able to craft
up. This is a form of cheating; therefore, it inspirational and inventive messages through
should by all means be avoided. word choice and sentence structures.

6. Ethical Communicators Respect the 8. Captivating messages are interesting ones

Rights of Others to information. that catch attention and demand better
A respect for truth and an ethical responses.
consideration of others also means respecting
the rights of others in regard to information and 9. Cultural Sensitivity means having
access to information. Collecting information is respect and consideration to the perspectives,
an integral part of the research process, but feelings of other people. It implies sincerity and
stealing information is theft, taking something respect.
that does not belong to us. Beyond the personal
act of theft, stealing information is unethical
because it prevents other people from securing
information and unnecessarily makes their lives
more difficult.

PRINCIPLES OF COMMUNICATION
Scott Cutlip and Allen Center (1952) of
the University of Wisconsin wrote about the 7
C’s of communication in their book Effective
Public Relations’. In 2010, the 7 was further
enriched by Michael Osborn who added three
more C’s and transformed courtesy to cultural
sensitivity. Throughout the years, these have
become guides in communication, both written
and oral.

1. Correctness refers to the proper, accurate

and acceptable use of the right level of
language. It implies that the language should
adhere to grammatical rules.

2. Completeness means that the sender

should convey all facts that the receivers need in
order for the latter to give appropriate reaction.

3. Concreteness is being specific, definite and

vivid or particular.

4. Conciseness appeal to receivers and will

help them comprehensibly respond. It is
achieved by eliminating wordy expressions and
those obvious to the receiver, and conveying
only relevant information.

5. Consideration is giving emphasis on the

‘you’ approach. It is being aware of the human
nature and practicing empathy. It is not losing
temper, being more tactful and focusing on how
message receiver will be benefitted.

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