UNIT 5:

COMMUNICATION
FOR VARIOUS
PURPOSES
 LESSON 1: COMMUNICATION FUNDAMENTALS: BASIC
COMMUNICATION FUNDAMENTALS
Communication is the process of exchanging
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messages or information between two or more parties.
Organizations today are heavily dependent on
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information to meet organizational needs. Effective
communication plays a key role in fulfilling these
needs and contributes significantly to organizational
success.
 Introduction
The Importance of Communication
• Effective communication is crucial for the success of
individuals as well as organizations.

• Communication is a complex two-way process, involving

the encoding, translation and decoding of messages

• Creating and delivering an effective message requires a

basic understanding of the communication process.

• Communication is a skill and like any skill it requires

practice.
The Basic Forms of Communication

The basic forms of communication are of two

types such as verbal and non-verbal
communication. It can be in the form of meetings,
speeches or writing, gestures or expressions.

Speaking and Writing

Listening
 The Process of Communication
Communication goes through a process,
involving the following phases:
• Sender
• Message
• Channel
• Receiver
• Feedback
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Barriers to Communication
The process of communication is susceptible to many
barriers. These can be categorized into problems caused by
the sender, problems in message transmission, problems in
reception, and problems in receiver comprehension.
Dealing with Communication Barriers
Though most communication barriers require situation
specific handling, a few basic methods for dealing with
them are available. These methods such as know your
subject, focus on the purpose, know your audience, and
be organize.
Summary
• Communication is the process of transmitting
messages.
• Communication can be verbal, non-verbal or both.
Non-verbal communication involves the use of gestures
and facial expressions to convey a message.
• Verbal communication involves the written and
spoken forms.
• The process of communication comprises the sender,
message, channel, receiver, and feedback.
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• There are many barriers to effective
communication.
• These barriers can arise at the level of the sender,
receiver, in the channel of communication, the
medium or at the stage of message comprehension.
• The barriers to effective communication can be
overcome by a thorough knowledge of the subject,
by focusing on the purpose, by knowing or
understanding the audience (their background,
experience, what are they here for, etc) and by
organizing the content of your briefing or mission.
LESSON 2: PURPOSE OF
COMMUNICATION

Purpose of Communication: Management is

getting the things done through others. The
people working in the organisation should
Your paragraph
text

therefore be informed how to do the work

assigned to them in the best possible
manner. The communication is essential in
any organization.
The purpose of the communication can be summed up
into the following:
1. Flow of Information: The relevant information must flow
continuously from top to bottom and vice versa. The staff
at all levels must be kept informed about the
organisational objective and other developments taking
place in the organization. A care should be taken that no
one should be misinformed. The information should reach
the incumbent in the language or she can understand
better. The use of difficult words should be avoided. The
right information should reach the right person, a right
time through the right person.
2. Coordination:
ADVERTISEMENTS: It is through communication the
efforts of all the staff working in the organization can
be coordinated for the accomplishment of the
organizational goals. The coordination of all
personnel's and their efforts is the essence of
management which can be attained through
effective communication.
3. Learning Management Skills:
The communication facilitates flow of information,
ideas, beliefs, perception, advice, opinion, orders
and instructions etc. both ways which enable the
managers and other supervisory staff to learn
managerial skills through experience of others. The
experience of the sender of the message gets
reflected in it which the person at the receiving end
can learn by analyzing and understanding it.
4. Preparing People to Accept Change:
The proper and effective communication is
an important tool in the hands of
management of any organization to bring
about overall change in the organizational
policies, procedures and work style and
make the staff to accept and respond
positively.
5. Developing Good Human Relations:
Managers and workers and other staff exchange
their ideas, thoughts and perceptions with each
other through communication. This helps them to
understand each other better. They realize the
difficulties faced by their colleagues at the
workplace. This leads to promotion of good human
relations in the organisation.
6. Ideas of Subordinates Encouraged:
ADVERTISMENTS: The communication facilitates inviting
and encouraging the ideas from subordinates on certain
occasions on any task. This will develop creative thinking.
Honoring subordinates’ ideas will further motivate them for
hard work and sense of belonging to the organization will be
developed. It will provide them encouragement to share
information with their superiors without hesitation. The
managers must know the ideas, thoughts, comment,
reactions and attitudes of their subordinates and
subordinates should know the same from the lowest level
staff of their respective departments.
 LESSON 3: PUBLIC SPEECH
DELIVERY
The easiest approach to speech delivery is not always the best.
Substantial work goes into the careful preparation of an
interesting and ethical message, so it is understandable that
students may have the impulse to avoid “messing it up” by
simply reading it word for word.
Speaking in public has more formality than talking. During a
speech, you should present yourself professionally. It means
being prepared to use language correctly and appropriately for
the audience and the topic, to make eye contact with your
audience, and to look like you know your topic very well.
Four methods of public speech delivery

impromptu Speaking
Impromptu speaking is the presentation of a short message
without advance preparation. Impromptu speeches often occur
when someone is asked to “say a few words” or give a toast on
a special occasion.

Examples of impromptu speaking: “Hi, my name is Steve, and

I’m a volunteer with the Homes for the Brave program.”
Another example of impromptu speaking occurs when you
answer a question such as, “What did you think of the
Advantage
The advantage of this kind of speaking is that it’s
spontaneous and responsive in an animated group
context.

Disadvantage
The disadvantage is that the speaker is given little or no
time to contemplate the central theme of his or her
message. As a result, the message may be disorganized
and difficult for listeners to follow.
Extemporaneous Speaking
Extemporaneous speaking is the presentation of a
carefully planned and rehearsed speech, spoken in
a conversational manner using brief notes. By
using notes rather than a full manuscript, the
extemporaneous speaker can establish and
maintain eye contact with the audience and assess
how well they are understanding the speech as it
progresses.
Advantage
Speaking extemporaneously has some advantages. It
promotes the likelihood that you, the speaker, will be
perceived as knowledgeable and credible. In addition, your
audience is likely to pay better attention to the message
because it is engaging both verbally and nonverbally.
Disadvantage
The disadvantage of extemporaneous speaking is that it
requires a great deal of preparation for both the verbal and
the nonverbal components of the speech. Adequate
preparation cannot be achieved the day before you’re
scheduled to speak
Speaking from a Manuscript

Manuscript speaking is the word-for-word

iteration of a written message. In a manuscript
speech, the speaker maintains his or her
attention on the printed page except when
using visual aids.
Advantage
The advantage to reading from a manuscript is the exact repetition of
original words. As we mentioned at the beginning of this chapter, in some
circumstances this can be extremely important. For example, reading a
statement about your organization’s legal responsibilities to customers
may require that the original words be exact. In reading one word at a
time, in order, the only errors would typically be mispronunciation of a
word or stumbling over complex sentence structure.
Disadvantage
there are costs involved in manuscript speaking. First, it’s typically an
uninteresting way to present. Unless the speaker has rehearsed the
reading as a complete performance animated with vocal expression and
gestures (as poets do in a poetry slam and actors do in a reader’s
theater), the presentation tends to be dull. Keeping one’s eyes glued to
the script precludes eye contact with the audience.
Speaking from Memory Memorized

speaking is the rote recitation of a written

message that the speaker has committed to
memory. Actors, of course, recite from memory
whenever they perform from a script in a stage
play, television program, or movie scene. When it
comes to speeches, memorization can be useful
when the message needs to be exact and the
speaker doesn’t want to be confined by notes.
Advantage
The advantage to memorization is that it enables the
speaker to maintain eye contact with the audience
throughout the speech. Being free of notes means that you
can move freely around the stage and use your hands to
make gestures.
Disadvantage
There are some real and potential costs. First, unless you
also plan and memorize every vocal cue (the subtle but
meaningful variations in speech delivery, which can include
the use of pitch, tone, volume, and pace), gesture, and
facial expression, your presentation will be flat and
uninteresting, and even the most fascinating topic will
LESSON 4:
VISUAL COMMUNICATION( SEMIOTICS AND
LIGUISTICS LANDSCAPE)
Visual communication, particularly in the realm of semiotics and linguistic
landscapes, involves the study of signs and symbols within visual contexts
to convey meaning. Semiotics examines how signs and symbols function
to communicate messages, while linguistic landscapes focus on the use of
language in public spaces. Together, they explore how visual elements
such as typography, imagery, and design contribute to the construction of
meaning in various cultural and social contexts. This field encompasses
the analysis of advertisements, street signs, graffiti, logos, and other
visual artifacts to understand how they shape and reflect cultural identity,
ideology, and communication practices.
VISUAL COMMUNICATION

Visual communication is the use of graphics to represent information

for the purpose of communication. Visual communication is mainly
used to add more meaning to the information communicated.
Individuals use visual communications to help them depict emotions
in the audience, thus makingeexam
the communication more relatable.
Also, visual communication makes the audience understand the idea
presented and can be used on a wide range of people.
visual communication example: Videos, pie charts, screen shots,
video recordings and screen recordings are some of the common
examples of visual communication used today.
1. Semiotics: This is the study of signs and symbols and how they
convey meaning. It examines the relationship between signs
(anything that represents something else) and the objects or
concepts they represent. Semiotics analyzes various elements of
signs, including their signifiers (the physical form of the sign) and
their signifieds (the concept or meaning conveyed by the sign).

2. Linguistic Landscapes: Linguistic landscapes refer to the use of

language in public spaces, including signs, billboards, advertisements,
graffiti, and other textual elements. This field examines how language
is used and represented in urban environments, cultural contexts, and
social interactions. Linguistic landscape analysis considers the
language choice, placement, and visual design of these textual
elements to understand their communicative functions and cultural
implications.
There are various forms of visual communication. They
include:
Videos - this form of visual communication is popular and
assists in relaying information about a new idea. For
instance, if a company launches a new product, a video can
tell the company's stakeholders about it.

Slide Presentations- Slide presentations add a graphical

element to text in meetings and help make people focused
on the subject matter. Graphs and charts are mainly used in
slide presentations to make the information more
understandable.
Memos-this form of visual communication assists in
back-and-forth communication between groups.
Paper Handouts - Handouts are used to present more
comprehensive information if slide presentations are
not sufficient. Handouts are given at the required
time since giving them out early can create a
distraction. Print - this form of visual communication
has items like flyers, brochures, and posters. They
serve on different occasions, and they are purposely
not for education but to inform.
Uses for Visual Communication Different areas use visual
communication. They include:
Internet/Social Media
Visual communication is used on the internet/social media to help in
faster communication and easier comprehension of information
shared
Politics
In politics, visual communication engages the audience and simply
.informs voters during campaign times. The images used to depict a
political party assists the audience in knowing leaders and their
associated parties.

Science
In science, visual communication is vital in depicting the influence of
presented data, especially in pie charts and graphs. The audience can
easily interpret the information they see and arrive at a conclusion