GE 3

PURPOSIVE
COMMUNICATION
MR. BERNARDO BACASER
“Sir Berns”

BACHELOR OF ARTS IN
MASS COMMUNICATION
Palawan State University (PalSu),
2015

MASTER OF ARTS IN
COMMUNICATION MANAGEMENT
Polytechnic University of the
Philippines (PUP), 2025

BACHELOR OF LAWS
Palawan State University (PalSu),
(on-going)
 DO’S
1. Attend class regularly – 3 consecutive absent will automatically
fail the subject
2. Must bring excuse letter before entering the classroom once
absent
3. Respect professors and classmates.
4. Seek help when need.
5. Stay organized.
6. Take care of your health.
7. Embrace learning experience.

DONT
8. If you are caught using your phone during the exam/recitation
or any form of cheating you will automatically fail the
subject.
 THE
COMMUNICATION
PROCESS
 The Communication Process

SENDER RECEIVER THE

MESSAGE
Elements of Communication
Elements of communication themselves
cannot be spared. They, too, can become
barriers . The speaker, for instance, from his
physical appearance, his voice, sounds,
style, including his mannerisms and all other
non-verbal aspects, can affect the listener.
Message
The message itself may also suffer from delay or a
halt in communication process if it does not meet
the following 6 requirements:

1 clarity 4. completeness
2 conciseness 5. correctness
3 concreteness 6. coherence
Channel
The choice of the channel, likewise, needs
attention. How urgent is the message?
Who is to receive it and when? The
channel must considered. The channel
used must suit the message and time
requirement the message calls for.
Listener
They make a difference between effective
and ineffective communication. They may
not be in the position to listen. Worst yet,
he may not be the right person to receive
the message. They may even have the
bad habits of listening.
Feedback
Whether solicited or unsolicited, may also
be another roadblock if the sender does
not know how to send feedback or the
listener does not know how to receive
feedback either.
Communicator must be aware of
obstructions so that s/he may
know what to avoid, control,
eliminate and minimize.
It must be remembered, time and
again, that effective
communication is responsibility
not only of the sender but also of
the receiver.
◦Good communication skills are essential to effective
business communications. At its core, the aim of
communication is to transmit information from one
person to another so that
the sender and receiver understand the message in
the same way.

◦The responsibility for clear communication usually falls

on the sender. But the receiver is also responsible to
confirm a clear understanding of the message.
Communication is a dynamic and cyclical process.
The Osgood-Schramm model of communication. Sources: Kisspng, 2018; Web
Editor 4, 2017
Stages of Communication Process

1. Stimulus/Stimuli 5. Reception
2. Ideation 6. Decoding
3. Encoding 7.
Understanding
4. Transmission 8. Action
Step 1: Stimulus/Stimuli

This is the triggering event of the communication process.

- events
- conditions
- situations
- feelings or emotions
Which urge the message sender to decide to
communicate and start the ideas to be verbalized.
Step 2: Idea Formation

◦The idea will be influenced by complex factors

surrounding the sender. The sender must begin by
clarifying the idea and purpose.
◦What exactly does the sender want to achieve?
◦How is the message likely to be perceived?
◦Knowing this information provides a higher chance of
successful communication
Step 3: Message Encoding
◦The idea must be encoded into words, symbols, and
gestures that will convey meaning. Because no two
people interpret information in the exact same way, the
sender must be careful to choose words, symbols and
gestures that are commonly understood to reduce the
chances of misunderstanding.
◦Sender must be aware of the receiver’s communication
skills, attitudes, skills, experiences, and culture to ensure
clear communication.
Step 4: Message Transmission

Choosing the medium to transmit the message is the

next step in the communication process. Messages
can be transmitted in a verbal, written, or visual
manner. For clear communication to occur, the
medium and message must match.
Step 5: Reception

The message, which has been sent through a medium

selected by the sender, reaches the receiver.
Step 6: Decoding
When the message reaches the receiver, the message
must be decoded into its intended meaning. Therefore,
the receiver must translate the words, symbols, and gestures
as the sender intended.
Successful decoding is more likely when the receiver creates a
receptive environment and ignores distractions. Alert
receivers strive to understand both verbal and nonverbal
cues, avoid prejudging the message, and expect to learn from
the communication.
Step 7: Understanding
The message which has been transformed into thought or
mental images, having been interpreted now become clear to
the receiver. S/he understands the message as intended by the
sender.
If S/he does not, because of certain barriers, miscommunication
sets in.
Step 8: Action
The last stage of the communication process. The receiver
responds to the message received by sending feedback. This
completes dynamic process of communication.

But, it may not end there, however.

Understanding

◦ Completing the COMMUNICATION PROCESS

is the UNDERSTANDING that must be in the
mind of both receiver and the sender.
◦The goal of communication is, thus, reached.
 FUNCTIONS OF
COMMUNICATION
Function of Communication

Why people do not stop talking?

What will happen if we stop

communicating?

What if we continue talking?

Function of Communication
and its Vital Role of
1. It connects and brings people together.
2. It enables to understand the feelings
and emotions of another.
3. Sharing of ideas, opinions and
experiences.
4. For continue learnings.
Function of Communication
and its Vital Role of
5. It bridges and repairs gaps to foster
harmonious relationships.
6. Gives opportunity to improve self.
7. Exercise in developing mental process.
8. It eases to help find pleasure for
entertainment.
Function of Communication
and its Vital Role of
9. Provides bases for decision making.
10. Affects change and coordination
and makes group activity.
11. Important factor in the preservation
of a people’s cultural heritage.
12. Creating on future’s success.
Function of Communication
and its Vital Role of
13. Facilitates the meeting of minds.
14. Draws one closer to the Creator.

**these are explanations why people had to

invent the language to make communication
possible. And these too, are the very reason why
we cannot not communicate.**
COMMUNICATIO
N MODELS AND
PRINCIPLES
 COMMUNICATION
MODELS AND PRINCIPLES
◦Aristotle’s communication model
 COMMUNICATION
MODELS AND PRINCIPLES
◦Lasswell’s communication model
 COMMUNICATION
MODELS AND PRINCIPLES
◦The Shannon-Weaver communication model
 COMMUNICATION
MODELS AND PRINCIPLES
◦Berlo’s SMCR communication model
 COMMUNICATION
MODELS AND PRINCIPLES
◦The Osgood-Schramm communication model
 COMMUNICATION
MODELS AND PRINCIPLES
◦The Westley and Maclean communication model
 COMMUNICATION
MODELS AND PRINCIPLES
◦Barnlund’s transactional communication model
 COMMUNICATION
MODELS AND PRINCIPLES
◦Dance’s Helical communication model
 ETHICS IN
COMMUNICATIO
N
Ethics in Communication

What is Ethical Communication?

Communication ethics is defined as the moral
principles that govern ‘right and wrong aspects, or
moral and immoral dimensions’ of
communications for an individual, different
professional entities, corporations, or businesses.
Ethics in Communication

What is Ethical Communication?

Communication ethics requires being conscious of
the results of one’s actions and behaviors and
respecting and tolerating differences of opinions
or viewpoints.
Ethics in Communication

What is Ethical Communication?

Emphasizes people’s responsibility to maintain
society’s peace. With the rise of fake news in
today’s culture, the significance of communication
ethics has never been more critical.
Ethics in Communication

What is Ethical Communication?

It understand that one’s thoughts must be sent
and expressed effectively and concisely, and that
the resulting actions or consequences will
[potentially] be based solely on how the message
was communicated.
Ethics in Communication

What is Ethical Communication?

A framework or set of acceptable communication
principles that align with an enterprise’s
overarching code of conduct or code of ethics.
Ethics in Communication
Importance of Ethical Communication
◦Ethics in communication affects not only
individuals but also enterprises, corporations, and
professional organizations.
◦For doing result-driven communication, it is
essential that communication ethics are followed
by the responsible or involved entities.
Ethics in Communication
Basic Principles of Communication
Humans rely on communication to express
personal desires of what needs to be done, and
how it is to be done. In a business, this is most
important for both managers and employees to
effectively express what they want done, and how
they want it to be done.
Ethics in Communication

Basic Principles of Communication

Communication is always a two-way, mutual set of
actions that includes the communicator, and the
receiver.
Typically, communication will include two or more
communicators and receivers, and spoken
communication will often illicit a reply from the
Ethics in Communication

Basic Principles of Communication

A set of clear-cut principles exists, that every
business should follow:
To ensure all personnel, including executives and
employees, effectively and ethically communicate
in the workplace.
Ethics in Communication

Basic Principles of Communication

Ultimately creating a comfortable, efficient
environment where everyone is on the same
page, and everyone is aligned to the
principles and values of the enterprise.
Ethics in Communication

Principles of Communication
There are a myriad of core principles associated
with ethical communication, starting with the core
value of honesty that all other values are
connected to.
Ethics in Communication

Principles of Communication
However, it can be said that there is a value
underlying honesty (with regard to ethical
communication) and that is emotional
intelligence/empathy as the precursor of all soft
skills, which allows all personnel to be understood,
and to effectively communicate with others.
Ethics in Communication

Principles of Communication
Emotional intelligence, within the framework of
ethical communication, allows one to understand
the needs of others, and meet those needs in the
most efficient manner possible as if you were in
their shoes.
Ethics in Communication
Principles of Communication
1. Be Truthful And Honest
Being honest means communicating what is
known to be true (only 100 percent the facts) to a
listener, WITH NO INTENT TO DECEIVE OR
PRESENT ONLY PARTS OF THE TRUTH. It also
means being as objective as possible, that is, not
tailoring the story based on what the
speaker wants the listener to believe.
Ethics in Communication
Principles of Communication
1. Be Truthful And Honest
Letting the listener take the data that is
objectively presented and believe what they
choose to believe is a core goal of ethical
communication. Ethical communication should be
based on accurate information and facts – in a
word, do not lie.
Ethics in Communication
Principles of Communication
2. Active Listening
Hearing someone and listening to them are two
different things. In order for ethical
communication to be effective, it is necessary for
the recipient to pro-actively listen to the speaker,
and to not just hear what they want to hear, or to
hear only parts of the conversation.
Ethics in Communication
Principles of Communication
3. Speak Non-Judgmentally
Ethically and concisely communicating means
speaking in a non-judgmental manner with every
recipient, opposing unnecessary conflict, which
typically creates a breakdown in communication
and causes misunderstandings.
Ethics in Communication
Principles of Communication
3. Speak Non-Judgmentally
Unnecessary conflict is never good for any
business, and such conflicts usually result from
unethical communications, with judgmental,
accusatory, and overly-critical comments often
being the catalyst for such breakdowns in
communication.
Ethics in Communication
Principles of Communication
4. Speak From Your Own Experience
Bringing your personal experience into a dialogue
with business listeners is important, providing
backup for your arguments with something more
tangible.
Ethics in Communication
Principles of Communication
5. Consider the Receiver’s Preferred
Communication Channel
You risk losing an audience if you use a
communication channel that is not preferred by
your intended receiver. To effectively
communicate with your listeners, use the most
preferred communication channel, whether that
be face-to-face, email, conference call, phone call,
Ethics in Communication
Principles of Communication
5. Consider the Receiver’s Preferred
Communication Channel
Also, when presenting data to a business
audience, be aware of the preferred method of
presentation for that business, whether it be
graphs, slides, PowerPoint presentations, etc.
Additionally, since body language is very
important, it is often preferred to meet business
Ethics in Communication
Principles of Communication
6. Strive To Understand
While it is important to be proactive in listening, it
is important for listeners to also strive to fully
understand what is being said before responding..
Ethics in Communication
Principles of Communication
6. Strive To Understand
While asking for clarification or confirmation of a point
is fine, many times questions that listeners pose have
already been answered. Listeners should think about
what has been said before constructing a reply.
Reading “in between the lines” is also an important
skill that allows for understanding what isn’t said, but
was implicitly said or implied.
Ethics in Communication
Principles of Communication
7. Avoid A Negative Tone
Ethically communicating assumes the speaker will
avoid rudeness, be polite and professional, and
have tact. The ethical communicator knows that
it’s not only important what you say, but how you
say it. Tone is one of the most critical facets of
communication.
Ethics in Communication
Principles of Communication
7. Avoid A Negative Tone
A listener may miss the meaning altogether if the
tone is wrong, which can lead to unnecessary
confrontations that decrease business productivity.
Ethics in Communication
Principles of Communication
8. Do Not Interrupt Others
Allowing others to speak is important for the
creation of a civil, effective working environment.
Interrupting others results in misunderstandings
and unnecessary conflicts and a breakdown in
workplace communications, which only hinders
corporate progress and creates problems.
Ethics in Communication
Principles of Communication
8. Do Not Interrupt Others
Interrupting others not only shows a lack of
respect, but does not allow the listener to fully
grasp what is being said, which often results in
incorrect assumptions being made.
Ethics in Communication
Principles of Communication
9. Respect Privacy And Confidentiality
Most businesses should include a clause in their
code of ethics defining what is appropriate when it
comes to honoring client and employee
confidentiality and privacy.
Ethics in Communication
Principles of Communication
9. Respect Privacy And Confidentiality
This can have a wide range of implications,
including minimizing workplace gossip, and
mitigating toxic conversations about the private
lives of clients and/or personnel.
Ethics in Communication
Principles of Communication
10. Accept Responsibility
As noted before, a core tenant within any ethical
communication framework is taking responsibility
for the actions that result from one’s words,
whether it be good or bad.
Ethics in Communication
Principles of Communication
10. Accept Responsibility
This includes both short term and long term
consequences of one’s communications. Owning
one’s words reinforces the importance of being
conscientious about ethical communication.
Ethics in Communication
Example
• Medical industry: In the medical industry, there are
numerous medical codes of ethics that medical
professionals have to follow, with regard to their actions,
conduct, and communications. These principles ensure
that all patients and fellow medical professionals have
their rights protected. For instance, doctors are required
by law to not divulge private information about patients
to anyone whom the patient has not consented to be
privy to such private info.
Ethics in Communication
Example
• Property Consulting industry: Ethical
communications in the property consulting
industry can take several forms, including
revealing key pieces of information to would-be
home owners of a property, including “negative”
truths about the property – for example, divulging
the entire history of the property, including any
accidents or crimes that happened in the
Ethics in Communication
Communicating ethics within your
company
In a smaller company, where there aren’t as many
employees it can be easier for senior management
to know and personally interact with every staff
member to discuss ethics. When there are few
employees it’s also more likely that senior
management can see what their employees are
doing every day.
Ethics in Communication
Ways to communicate ethics include:
• Lead by example.
• Make the topic a standing item at team or
company wide meetings.
• Include information about ethics in your internal
newsletters.
Ethics in Communication
Ways to communicate ethics include:
• Ensure your code of conduct, company values,
whistleblower procedures and so on are easy to
find and linked to prominently on your internet
and intranet sites.
Ethics in Communication
Ways to communicate ethics include:
• Use corporate wallpaper, screensavers and digital
signage on screens throughout your company to
reinforce your code of conduct and values via a
system like DeskAlerts.
Ethics in Communication
Ways to communicate ethics include:
• Survey or quiz your employees to determine their
levels of knowledge around ethical behavior.
COMMUNICATIO
N AND
GLOBALIZATION
Communication and
Globalization
◦Respecting Cultural Differences

◦Communication for Social Change

Communication and
Globalization
Objectives:
1. How cultural and global issues affect
communication.
2. Identify the advantages and disadvantages of
globalization.
3. Additional information about the impact of
globalization in Philippine society and the
world.
Communication and
Globalization
Globalization
This is the growing linkage of the world’s
economies, cultures and population brought about
by cross-border trade in goods and services,
technology and flows of investment, people, and
information.
Communication and
Globalization
Globalization
People, companies and different states have
to adjust, adapt and innovate communication
processes, methods and procedures in a global
scene.
The need to have clear, effective and consistent
intercultural communication is constant.
Communication and
Globalization
Impact of Communication in Society and the
world
1. Communication breaks the racial divide
2. Communication evokes inspiration
3. Communication is a cooperative
relationship
Communication and
Globalization
Expanded Business Possibilities
- Many businesses hire personnel from foreign
nations.
- Technology also makes it simpler to connect with
suppliers and consumers all over the world.
Communication and
Globalization
Cultural Barriers are Fewer
Many individuals believe that communication
problems are caused by cultural differences.

Cultural boundaries are melting, thanks to

television and movies and social media.
Communication and
Globalization
Establishment of a Global Village

Distance and isolation no longer matter.

Global Village is the new trend.

Communication and
Globalization
Respecting Cultural
Differences

WHAT EXACTLY IS CULTURE?

With approximately 190 countries and 7 billion people on earth, it
is not hard to imagine that many diverse cultures exist. Culture is
a system of beliefs passed down through generations by a
place or group. Culture encompasses concepts such as art
and music, as well as larger concepts such as religion and
society.
Communication and
Globalization
Respecting Cultural
Differences

WHAT EXACTLY CULTURE IS?

Culture encompasses all celebrations, communications,
rituals, and customs. Culture pulls individuals together to
make them feel a part of a larger tale. It is quite
significant.
Communication and
Globalization
Respecting Cultural
Differences

WHY DOES CULTURE VARY?

Culture varies because of different human experiences.
Some groups may have different ideas about religion or
faith simply because an elder a long time ago taught a
different story to yours.
Communication and
Globalization
Respecting Cultural
Differences

WHY DOES CULTURE VARY?

Some might have cultural rituals that other areas just
don’t need – in east Ethiopia, they use ‘rain dances’ to
bring rain in dry seasons. In wetter regions, this might
not need to exist. That does not mean it is not important
for Ethiopian people.
Communication and
Globalization
Respecting Cultural
Differences

WHY DOES CULTURE VARY?

It might be difficult to comprehend the cultures of others
at times. They may hold beliefs that differ from yours.
When you've grown up immersed in the same society as
everyone else, you can be astonished to meet someone
who has a different viewpoint.
Communication and
Globalization
Respecting Cultural
Differences

WHY DOES CULTURE VARY?

However, it is acceptable to have a variety of viewpoints
about life. It may spark debate and inspire many forms of
art, ideologies, and individuals.
Communication and
Globalization
Respecting Cultural
Differences

WHY IS RESPECT FOR DIFFERENT CULTURES

IMPORTANT?
Having a diverse set of beliefs is a positive trait, not
something to be ashamed of. Many individuals benefit
from other cultures, and they should be acknowledged.
Because of the following:
Communication and
Globalization
Respecting Cultural
Differences

WHY IS RESPECT FOR DIFFERENT CULTURES

IMPORTANT?
1. It may upset the person from a different
culture. They have grown up believing in a certain
set of values and ideas, just like their friends and
family. To tell them they are wrong is unkind and
undermines their whole community.
Communication and
Globalization
Respecting Cultural
Differences

WHY IS RESPECT FOR DIFFERENT CULTURES

IMPORTANT?
2. Culture is good for bringing people together.
Learning about different cultures is fun and
interesting, and you can often find surprising
similarities! It is fascinating to know what
someone else may think about something you
Communication and
Globalization
Respecting Cultural
Differences

WHY IS RESPECT FOR DIFFERENT CULTURES

IMPORTANT?
3. New and useful ideas. Different culture means
different approaches to fundamental ideas in your
society. A different group might be able to help
your community learn something new. They could
teach you new languages or new ways to cook
Communication and
Globalization
Respecting Cultural
Differences

WHY IS RESPECT FOR DIFFERENT CULTURES

IMPORTANT?
4. Unified country, if people can celebrate their
differences, they can work together to move
forward and develop. They can recognize
alternative beliefs and accept them.
Communication and
Globalization
Respecting Cultural
Differences

By learning about people of different cultural

backgrounds, we can increase our horizons, have better
interpersonal dialogue and communicate more on a
personal level.
 DRIVERS OF
GLOBALIZATIO
N
Drivers of Globalization

Globalization drivers shape how multinational

corporations operate in today's interconnected
world. Economic factors, technological
advancements, and political changes create
opportunities and challenges for global
businesses. Understanding these forces is crucial
for developing effective strategies in international
markets.
Drivers of Globalization

Market dynamics, sociocultural influences, and

corporate strategies further impact global
business operations. Companies must navigate
consumer demand convergence, cultural
diffusion, and evolving business models to
succeed across borders. Environmental
considerations, demographic shifts, and
innovation trends also play key roles in shaping
Drivers of Globalization
Economic factors
• Multinational corporations navigate complex economic
landscapes shaped by global trends and policies
• Economic factors significantly influence corporate
strategies for international expansion and market
penetration
• Understanding these factors is crucial for developing
effective multinational business models
Drivers of Globalization
Trade Liberalization
• Reduction of trade barriers promotes increased cross-
border business activities
• Tariff reductions lower costs for multinational
corporations operating in multiple countries
• Removal of quotas and subsidies creates a more level
playing field for international competitors
Drivers of Globalization
Financial Market Integration
• Interconnected global financial systems enable easier
cross-border capital flows
• Development of international stock exchanges
• Foreign exchange markets facilitate currency
transactions for multinational operations
• Global banking networks support international trade
financing and corporate treasury management
Drivers of Globalization
Global Supply Chains
• Fragmentation of production processes across multiple countries
optimizes cost efficiencies
• Just-in-time inventory systems rely on seamless international
logistics networks
• Supply chain digitalization enhances visibility and coordination
across global networks
• Risk management becomes critical due to potential disruptions
(natural disasters, geopolitical events)
Drivers of Globalization
Technological Advancement
• Technological progress drives globalization by reducing
communication and operational barriers
• Innovations in various sectors enable multinational
corporations to expand their global reach
• Technology advancements shape new business models
and transform existing industry structures
Drivers of Globalization
Information technology revolution
• Internet connectivity facilitates real-time
communication and data exchange across
borders
• Cloud computing enables centralized data
storage and access for global operations
• Cybersecurity measures become crucial for
protecting sensitive corporate data in a global
Drivers of Globalization
Transportation improvements
• Containerization revolutionizes shipping logistics and reduces
transportation costs
• Advancements in air freight capabilities enable faster global
product distribution
• High-speed rail networks enhance regional connectivity and
supply chain efficiency
• Automated port facilities increase cargo handling capacity and
reduce turnaround times
Drivers of Globalization
Digital connectivity
• Mobile technologies enable global workforce
collaboration and remote work capabilities
• Social media platforms facilitate international
marketing and customer engagement
• Video conferencing tools reduce the need for
physical travel in international business
operations
Drivers of Globalization
Political and regulatory changes
• Government policies and international
agreements shape the global business
environment
• Political decisions influence market access,
investment regulations, and trade relationships
• Multinational corporations must navigate diverse
regulatory landscapes across countries
Drivers of Globalization
Deregulation of markets
• Privatization of state-owned enterprises opens new sectors to
foreign investment
• Liberalization of financial services allows entry of international
banks and insurance companies
• Relaxation of foreign ownership restrictions enables increased
multinational presence
• Regulatory sandboxes facilitate innovation and testing of new
business models across borders
Drivers of Globalization
Consumer demand convergence
• Globalization of media and advertising leads to similar consumer
preferences across countries
• Rising middle class in emerging markets creates new demand for
global products and services
• Cultural homogenization results in the popularity of global brands
(Coca-Cola, Apple)
• Adaptation strategies address remaining local preferences and
regulatory requirements
Drivers of Globalization
Global sourcing
• Strategic selection of suppliers from multiple
countries to optimize cost and quality
• Development of long-term partnerships with key
international suppliers
• Implementation of global procurement platforms
to streamline purchasing processes
Drivers of Globalization
Environmental considerations
• Environmental factors increasingly influence
global business strategies and operations
• Multinational corporations face pressure to
address sustainability concerns across their
value chains
• Climate change and resource scarcity present
both challenges and opportunities for global
Drivers of Globalization
Climate change impact
• Shifting weather patterns affect agricultural production and global food
supply chains
• Rising sea levels threaten coastal infrastructure and manufacturing
facilities
• Extreme weather events disrupt transportation networks and logistics
operations
• Carbon pricing mechanisms and emissions regulations influence global
production decisions
• Climate-related risks factor into long-term investment and location
Drivers of Globalization
Sustainability initiatives
• Corporate social responsibility (CSR) programs
address environmental concerns globally
• Adoption of circular economy principles reduces
waste and improves resource efficiency
• Renewable energy investments help companies
meet sustainability goals and reduce costs
Drivers of Globalization
Resource scarcity
• Competition for limited natural resources drives
innovation in material science and recycling
• Water scarcity influences manufacturing location
decisions and production processes. (coca cola)
• Energy efficiency becomes a priority to reduce
costs and environmental impact
Drivers of Globalization
Demographic shifts
• Changing population dynamics globally influence
market opportunities and labor markets
• Multinational corporations adapt their strategies
to address diverse demographic trends
• Understanding demographic shifts is crucial for
long-term planning and market positioning
Drivers of Globalization
Aging populations VS Emerging
markets
• Developed countries face challenges of shrinking workforces and
increased healthcare demands
• Product and service adaptations cater to the needs of aging
consumers in mature markets
• Pension and social security systems impact savings rates and
consumer spending patterns
• Healthcare and elderly care industries expand globally to meet
the needs of aging populations
Drivers of Globalization
Urbanization trends
• Rapid growth of cities in developing countries creates new
consumer markets
• Megacities emerge as important hubs for economic activity and
innovation
• Urban infrastructure development presents opportunities for
construction and technology firms
• Smart city initiatives drive demand for IoT and data analytics
solutions globally
Drivers of Globalization
Global labor mobility
• Skilled worker migration addresses talent shortages in specific
industries and regions
• Expatriate management becomes crucial for multinational corporations'
global operations
• Remote work technologies enable access to global talent pools without
physical relocation
• Brain drain and brain gain dynamics impact human capital
development in different countries
• Immigration policies and visa regulations influence corporate staffing
 LOCAL AND
GLOBAL
COMMUNICATION
IN MULTICULTURAL
SETTINGS
 YES OR NO
1. First name basis. *boss and teacher
2. Do you feel frustrated if people do not
answer your question?
3. Is it important to you that people know
your accomplishments?
4. In friendship, short-term or long-term?
 YES OR NO
5. Do you rely more on words than non-
verbal to express yourself?
6. Rational solutions or do not care
anymore if a problem came?
7. Group or individual approach for
learning and problem-solving?
Local communication
Being able to communicate with the
members of your local area. It can
either be in your local language
(mother tongue), or a common
language that you speak within your
town.
Global communication
To describe ways to connect, share, relate and
mobilize across geographic, political,
economic, social and cultural divides. It
redefines soft and hard power as well as
information power and diplomacy in ways not
considered by traditional theories of
international relations.
Multicultural VS.
Intercultural Communication
Multicultural
refers to a society that contains
several cultural or ethnic
groups.
Multicultural VS.
Intercultural Communication
Intercultural
describes communities in which
there is a deep understanding
and respect for all cultures
Respecting Different
Cultures
Effective Cultural Communication

Communication challenges might become even

more complicated in today's diverse workplace,
school or even face-to-face.
Respecting Different
Cultures
1. Maintain etiquette
Many cultures have specific etiquette around the
way they communicate. Before you meet,
research the target culture, or if time allows, do
some cross cultural training.
Respecting Different
Cultures
2. Avoid slang
Not even the most educated non-native English
speaker will have a comprehensive understanding
of English slang, idioms and sayings. They may
understand the individual words you have said,
but not the context or the meaning. As a result
you could end up confusing them or at worst,
offending them.
Respecting Different
Cultures
3. Speak slowly
Even if English is the common language in a cross
cultural situation it’s not a good idea to speak at your
normal conversational speed. Modulating your pace will
help, as will speaking clearly and pronouncing your words
properly. Break your sentences into short, definable
sections and give your listener time to translate and
digest your words as you go.
Respecting Different
Cultures
3. Speak slowly
But don’t slow down too much as it might seem
patronizing. If the person you’re speaking to is talking too
quickly or their accent is making it difficult for you to
understand them, don’t be afraid to politely ask them to
slow down too. Slow down when you speak. Allow those
who don't have the same native language as you the
time to interpret what you are saying.
Respecting Different
Cultures
4. Keep it simple
In a cross cultural conversation there’s no need to
make it harder for both of you by using big words.
Just keep it simple. Two syllable words are much
easier to understand than three syllable words,
and one syllable words are better than two
syllable words.
Respecting Different
Cultures
5. Speak clearly and concisely.
Make eye contact and enunciate plainly. Avoid
using ambiguous or dual-meaning words. One of
the problems non-native-English-speaking
cultures have with the English language is
misunderstanding the many meanings one word
can have.
Respecting Different
Cultures
6. Maintain respect and courtesy
When you respect the people you communicate
with, this helps reduce the stress they feel when
trying to understand what you are saying. Doing
basic research on specific ways to interact with
the cultures you will be coming into contact with
is a great way to show your multi-cultural group
that you respect them.
Respecting Different
Cultures
7. Smile and be open.
Your body language communicates your
acceptance -- or non-acceptance -- and respect,
as it helps put listeners at ease. Your body
language conveys unspoken communication.
Avoid large gestures with your hands, as this can
be intimidating to people who might
misunderstand your meaning.
Respecting Different
Cultures
8. Avoid humor.
What is funny in one culture might not be in another.
Humor might be misunderstood and interpreted in a
bad light. While humor is a good icebreaker, it can
backfire when the cross-cultural group misses
humor's meaning. When in doubt, avoid using humor
when communicating with people from many
cultures.
Respecting Different
Cultures
9. Adopt a formal communication approach
Until you develop a rapport with your group. A
casual, informal approach can be upsetting to people
from different cultures, especially when you have just
met them. Use a respectful and formal mode of
speech until you have developed a relationship with
your cross-cultural group.
Respecting Different
Cultures
10. Stay away from using negative
questions or answers.
Double negatives are confusing enough to those
with English as their native language. In a cross-
cultural situation, double negatives are easily
misunderstood. Keep questions and answers
simple so everyone understands.
Respecting Different
Cultures
11. Ask for feedback.
Request members of the cross-cultural group to
speak up and provide interaction or ask
questions. When you permit two-way
communication, this helps prevent
misunderstandings and clears up questions
people might have.
Respecting Different
Cultures
12. Summarize what you have said.
Don't assume that just because you said it
everyone understands. Repeat what you have
said in a different way, summarize it and allow
people the time to grasp what you have said. By
summarizing what you have said, you can verify
that everyone is on the same page.
Respecting Different
Cultures
Importance of Cross-cultural Communication
Good communication has always been a
cornerstone of successful in any endeavor.
Respecting Different
Cultures
Understanding a Global Culture
The challenges and benefits of working in this
global culture and the effects of a business’
worldview all prove the importance of cross-
cultural communication.
Respecting Different
Cultures
Aspects that prove the importance of cross
cultural communication
For businesses or any to thrive in the global
economy, it’s becoming increasingly vital to be
aware of the importance of cross-cultural
communication.
Respecting Different
Cultures
Effective Cultural Communication
Intercultural communication is the communication
between people with several cultural contexts.
Because we are all different, it is important to
recognize each other's communication manners, and
then learn to handle. Conditions for effective,
intercultural communication are the following:
Respecting Different
Cultures
Effective Cultural Communication
• Respect for other cultures
• Awareness of other cultures and own culture
• Knowledge of different cultural codes
• Social skills to bridge differences
• Make contact between persons; met people, not a
culture
Respecting Different
Cultures
Effective Cultural Communication
For intercultural competence or effective
(intercultural) communication there are,
according to Pinto (1990), four conditions linked
to:
1. Technical Condition 3. Interpretative
Condition
Respecting Different
Cultures
Effective Cultural Communication
Technical condition: there must be reciprocal
understanding of the language in which is
communicated. This means that:
• You understand each other's (sign) language
• You can see each other and/or hear
• A possible interpreter does work well
• Technical equipment (phone, radio, television etc..)
Respecting Different
Cultures
Effective Cultural Communication
Cognitive condition: both parties must speak at
an intellectual level acceptable for each other;
This means that:
• You can understand each on intellectual manners
• The subject of conversation is familiar enough
Respecting Different
Cultures
Effective Cultural Communication
Interpretative condition: the same interpretation
must be granted to the used words; This means that:
• You give the same meaning to the used words,
gestures and mimicry (interprets in the same way)
• Interpreting is more difficult, as the language in
which you do speak is not your native language is
Respecting Different
Cultures
Effective Cultural Communication
Affective condition: both parties must know what
the emotional meaning is of used words, gestures or
operations. This means that:
• You must have the same feeling about certain
(language) actions (for example politeness codes or
look to each other directly.)
• You are prepared to communicate
Respecting Different
Cultures
What are cultural differences in
communication?

Culture drives the way you behave. Each

social group in the world has developed unique
beliefs, habits, and norms of behavior over a long
period of time.
Respecting Different
Cultures
What are cultural differences in
communication?

Culture informs your communication. Your

communication is informed by the beliefs, habits,
and behavioral norms with which you identify. In
other words, it’s informed by your culture.
Respecting Different
Cultures
What are cultural differences in
communication?

Each culture is different. Each homogenous

social group with shared beliefs, habits, and
behavioral norms has a unique culture.
Respecting Different
Cultures
What are cultural differences in
communication?

Culture’s influence on communication is not

always obvious. While some cultural differences
that impact communication are obvious, others
are difficult to identify.
Respecting Different
Cultures
What are cultural differences in
communication?

Culture is a part of the personality. As culture

affects a person’s beliefs, values, and behaviors,
it’s a part of their personality.
Respecting Different
Cultures
What are cultural differences in
communication?

It’s difficult to change a culture. It’s hard to

change the culture of a social group because it
has a hereditary component.
Respecting Different
Cultures
What are cultural differences in
communication?

Your culture impacts your soft skills. Culture

is a part of a professional’s unique personality.
Respecting Different
Cultures
What are cultural differences in
communication?

A strong culture can make you a competent

communicator. Communication skills involve
capabilities in active listening, empathy, discipline,
collaboration, teamwork, verbal communication,
nonverbal communication, and written
communication.
Respecting Different
Cultures
What are cultural differences in
communication?

Cultural differences can be difficult to

bridge. It’s easier to ignore the existence of
cultural differences when communicating to
achieve corporate goals.
Barriers of Communication
Commonly referred to as “barriers”,
these obstacles concerning language use,
the people involved, the environment and
those of the immediate situation can
obstruct the flow of meaning and cause
communication breakdown.
 BARRIERS TO
INTERCULTURAL
COMMUNICATIO
N
Barriers of Communication
1. PHYSICAL AND PHYSIOLOGICAL
BARRIERS
These include distance, background
noise, poor or malfunctioning equipment,
bad hearing, poor eyesight, speech
impediments.
Barriers of Communication
2. EMOTIONAL AND CULTURAL NOISE
Emotions (anger, fear, sadness) and attitudes
(having to be right all the time, believing
oneself to be superior or inferior to others)
affect objectivity, as do the stereotypical
assumptions that people make about each
other based on cultural background.
Barriers of Communication
3. LANGUAGE
Speaking different languages, having
strong accents, using slang or jargon
can frustrate communication and
negotiation efforts
Barriers of Communication
4. NOTHING OR LITTLE IN COMMON
Examples, stories and anecdotes can help
get a point across, except when the
audience cannot relate to any of these
because they don’t share a common
experience with the speaker.
Barriers of Communication
5. LACK OF EYE CONTACT
Not making eye contact is a sure way of
raising doubt in listeners and losing their
attention and making them feel
suspicious of you, not to mention
invisible.
Barriers of Communication
6. INFORMATION OVERLOAD AND LACK OF
FOCUS
Too much information can confuse your
audience and even make them wonder if you’re
overwhelming them with details to avoid telling
them something else they would rather know.
Barriers of Communication
7. NOT BEING PREPARED, LACK OF CREDIBILITY
If you’re not prepared, if you lack the facts, if
you rely on your Power Point presentation too
much, your listeners will notice and feel let
down, even disrespected–and they won’t
believe you.
Barriers of Communication

8. TALKING TOO MUCH

When you talk, you’re not
listening, and you need to listen
to the people you’re attempting to
persuade.
Barriers of Communication
9. TRYING TOO HARD, SEEMING DESPERATE
When you try too hard to persuade
someone, you may seem desperate, and
desperation smells like manipulation and
turns people off before you can utter your
next desperate word.
Barriers of Communication

10. LACK OF ENTHUSIASM

If you don’t believe in your
position, product, service, or
whatever you’re trying to sell,
they won’t believe in it either.
Ways that can help
improved Communication
1 Plan your Communication. Consult with
others where appropriate.

2 Seek to clarify ideas before

communicating.
Ways that can help
improved Communication
3 Examine the true purpose of each
communication. Language, tone, and total
approach must be adapted to serve the
specific objectives
Ways that can help
improved Communication
4 Consider the total physical and human
setting when communicating. Observe
proper timing, circumstances and social
climate that pervades the communication
process.
Ways that can help
improved Communication
5 Be mindful of overtones as well as the
basic content of the message

6 Consider the receiver’s frame of

reference
Ways that can help
improved Communication
7 Make your message simple, clear,
concise, concrete, complete, correct
and consistent

8 Show interest in your listener

Ways that can help
improved Communication
9 Do not do most of the talking

10 Be polite; do not interrupt the speaker

11 Be a good listener. Give the speaker your

undivided attention
Ways that can help
improved Communication
12 Ask questions when necessary. Use
repetition to reinforce the key ideas

13 Take the opportunity, when it arises, to

convey something of help or value to
the receiver
Ways that can help
improved Communication
14 Follow up communication by soliciting
feedback. Encourage and induce
feedback.

15 Communicate for tomorrow as well as

for today.
Ways that can help
improved Communication
16 Be sure actions support
communications.

17 Seek not only to be understood but to

understand properly.
COMMUNICATIO
N AIDS AND
STRATEGIES
USING TOOLS OF
TECHNOLOGY
Communication Aids and Strategies
Using Tools of Technology
• identify when and how visual aids will enhance a
presentation
• identify the different types of visual aids
• identify effective and ineffective use of visual aids
• apply basic design principles to slide design
• identify best practices to incorporating visual aids in a
presentation
Communication Aids and Strategies
Using Tools of Technology
• Visual aids may dramatically increase the impact of
your presentations. Words and visuals presented in
various formats can immediately appeal to your
audience's imagination, giving your spoken words more
power.

• Learning how to create effective visuals that resonate

with your audience is important for a quality
presentation.
Communication Aids and Strategies
Using Tools of Technology
• Understanding basic principles of how visual information is
processed alone and in combination with audio information
can make or break your visuals’ effectiveness and impact.

• Incorporating visuals into your speech that complement

your words rather than stand in place of them or distract
from them, will set you apart from other presenters,
increase your credibility, and make a bigger and more
memorable impact on your audience.
Communication Aids and Strategies
Using Tools of Technology
Types of Visual Aid
When selecting a visual aid, it is important to choose one appropriate to the
information being presented. Information generally falls into one of two
categories:

• Statistical: to help the audience visualize relationships

between numbers, use pie charts, line charts, and bar charts.
• Illustrative: to visually describe an idea or concept, use
pictures or symbols.
Communication Aids and Strategies
Using Tools of Technology
Statistical
Communication Aids and Strategies
Using Tools of Technology
Illustrative
Communication Aids and Strategies
Using Tools of Technology
Keep in mind:
The size of your audience
The type of room in which you will be presenting
How best to support your presentation when selecting a visual
aid.
Communication Aids and Strategies
Using Tools of Technology
Think about using a variety of visual aids in your
presentation:
PowerPoint, projectors, white/blackboard, flipcharts, handouts,
or video sequences.
Be creative and deliberate in your choice of visual aid to
achieve the most impact.
Communication Aids and Strategies
Using Tools of Technology
Think about using a variety of visual aids in your
presentation:
Presentation Aids comes in different shapes and sizes.
The best presentation aid will depends on the variety of factors
such as the size of your audience, the technology
available, and how much time you have prepared.
Communication Aids and Strategies
Using Tools of Technology
One of the most obvious kind of presentation aid is
stuff ;
If you are talking about an object, and you can bring that object
in the area, if you cant bring that object in because it is too big,
too small, too dangerous, or simply you do not have access to
it, then you might find an alternative way to work it in.
Communication Aids and Strategies
Using Tools of Technology
PowerPoint Presentation
Microsoft PowerPoint is probably now the most commonly used form of visual
aid. PowerPoint is a computer program that allows you to create and show
slides to support a presentation. You can combine text, graphics and
multimedia content to create professional presentations. As a presentation
tool PowerPoint can be used to:
• organize and structure your presentation;
• create a professional and consistent format;
• provide an illustrative backdrop for the content of your presentation;
• animate your slides to give them greater visual impact.
Communication Aids and Strategies
Using Tools of Technology
PowerPoint has become enormously popular and you are
likely to have seen it used by your lecturers and fellow
students. Learning to present with PowerPoint will increase your
employability.
Used well, PowerPoint can improve the clarity of your
presentations and help you to illustrate your message and
engage your audience. However, it can have the opposite
effect.
Communication Aids and Strategies
Using Tools of Technology
Do Don’t
use a big enough font (minimum
make it so small you can’t read it
20pt)
keep the background simple use a fussy background image
but don’t over-do the animation – it
use animations when appropriate
gets distracting
use endless slides of bulleted lists
make things visual
that all look the same
direct your audience’s attention to
just read out the text on the slides
slides containing key information

give your audience time to read the

information on your slides
Communication Aids and Strategies
Using Tools of Technology
Overhead projector slides/transparencies
Overhead projector slides/transparencies are displayed on the overhead projector
(OHP) – a very useful tool found in most lecture and seminar rooms. The OHP projects
and enlarges your slides onto a screen or wall without requiring the lights to be
dimmed. You can produce your slides in three ways:
• pre-prepared slides: these can be words or images either handwritten/drawn or
produced on a computer;
• spontaneously produced slides: these can be written as you speak to illustrate
your points or to record comments from the audience;
• a mixture of each: try adding to pre-prepared slides when making your
presentation to show movement, highlight change or signal detailed
interrelationships.
Communication Aids and Strategies
Using Tools of Technology
Make sure that the text on your slides is large enough to be
read from the back of the room. A useful rule of thumb is to use
18 point text if you are producing slides with text on a
computer.
This should also help reduce the amount of information on each
slide. Avoid giving your audience too much text or overly
complicated diagrams to read as this limits their ability to
listen.
Try to avoid lists of abstract words as these can be misleading
or uninformative.
Communication Aids and Strategies
Using Tools of Technology
White or blackboard
Rather than expecting the audience to follow your spoken description of an
experiment or process, write each stage on the board, including any complex
terminology or precise references to help your audience take accurate notes.
However, once you have written something on the board you will either have to leave
it there or rub it off – both can be distracting to your audience.
Check to make sure your audience has taken down a reference before rubbing it off –
there is nothing more frustrating than not being given enough time!
Avoid leaving out-of-date material from an earlier point of your presentation on the
board as this might confuse your audience. If you do need to write ‘live’, check that
your audience can read your writing.
Communication Aids and Strategies
Using Tools of Technology
White or blackboard
White or blackboards can be very useful to help explain the
sequence of ideas or routines, particularly in the sciences. Use
them to clarify your title or to record your key points as you
introduce your presentation (this will give you a fixed list to help
you recap as you go along).
Communication Aids and Strategies
Using Tools of Technology
Paper handouts
Handouts are incredibly useful. Use a handout if your information is too
detailed to fit on a slide or if you want your audience to have a full record of
your findings. Consider the merits of passing around your handouts at the
beginning, middle, and end of a presentation.
Given too early and they may prove a distraction. Given too late and your
audience may have taken too many unnecessary notes. Given out in the
middle and your audience will inevitably read rather than listen. One
powerful way of avoiding these pitfalls is to give out incomplete handouts at
key stages during your presentation. You can then highlight the missing
details vocally, encouraging your audience to fill in the gaps.
Communication Aids and Strategies
Using Tools of Technology
Flip chart
A flip chart is a large pad of paper on a stand. It is a very useful and flexible
way of recording information during your presentation – you can even use
pre-prepared sheets for key points. Record information as you go along,
keeping one main idea to each sheet. Flip back through the pad to help you
recap your main points. Use the turning of a page to show progression from
point to point. Remember to make your writing clear and readable and your
diagrams as simple as possible.
Communication Aids and Strategies
Using Tools of Technology
Video
Video gives you a chance to show stimulating visual
information. Use video to bring movement, pictures and sound
into your presentation. Always make sure that the clip is directly
relevant to your content. Tell your audience what to look for.
Avoid showing any more films than you need.
Communication Aids and Strategies
Using Tools of Technology
Artifacts or props
Sometimes it can be very useful to use artifacts or props when making a
presentation. If you bring an artifact with you, make sure that the object can
be seen and be prepared to pass it around a small group or move to different
areas of a large room to help your audience view it in detail.
Remember that this will take time and that when an audience is immersed in
looking at an object, they will find it hard to listen to your talk. Conceal large
props until you need them; they might distract your audience’s attention.
Communication Aids and Strategies
Using Tools of Technology
Communication Aids and Strategies
Using Tools of Technology
Communication Aids and Strategies
Using Tools of Technology
When to use Visual Aids
Words and images can be used throughout your presentation
from the introduction to the conclusion. However, remember to
restrict their use to key moments in your presentation; an
overuse of visual aids can be hard to follow.
Communication Aids and Strategies
Using Tools of Technology
When to use Visual Aids
Think about using visual aids at the following times:
Introduction
• display the title of your presentation;
• define particular technical terms or units;
• indicate a structure to your presentation by listing your main points;
• display an image that encapsulates your theme(s);
• highlight a question you intend to answer during the course of your
presentation;
Communication Aids and Strategies
Using Tools of Technology
When to use Visual Aids
Think about using visual aids at the following times:
Main points
• highlight new points with an appropriate image or phrase;
• support technical information with clearly displayed data;
• indicate sequence by linking points together;
• offer evidence from your research to support your argument;
Communication Aids and Strategies
Using Tools of Technology
Designing Visual Aids
There are many different rules for designing visual aids, some
of which will apply directly to different kinds of equipment. In
general, sticking to the following guidelines will produce high-
quality visual images.
 Communication Aids and Strategies
Using Tools of Technology
1.Help the audience
quickly understand the
visual.
use one simple idea for
each visual;
•make the text and
diagrams clear and
readable;
•avoid cluttering the
image;
•keep your images
consistent (use the same
font, titles, layout, etc. for
each image);
•make sure your images
Communication Aids and Strategies
Using Tools of Technology
Use the 3 T’s
When using visual aids in your presentation, follow the three T’s: touch turn,
and talk.
• TOUCH (or at least gesture toward) and look at the chart or screen; read it
silently to yourself to give the audience time to read it.
• TURN towards the audience.
• TALK to the audience, not to your visual.
Communication Aids and Strategies
Using Tools of Technology
Be aware of your position.
Stand to the left of the screen or display to avoid blocking anyone’s view.
Avoid stepping in front of the visuals unless you are adding something to a
flip chart; it’s very difficult to write well from the side.
When gesturing towards the visuals, keep your hands open and do not
point.
Avoid staring at the visual aids as well; you need to maintain a connection to
the audience through eye contact. At all times, remember that you are still
the presenter! So, don’t hide behind your visuals.
You are not there to read a PowerPoint to the audience; add value to each
point as you cover it.
Communication Aids and Strategies
Using Tools of Technology
Know how to use the visual aid.
◦ There is nothing worse than a presenter struggling with their visual aids. Be
familiar enough with your tools to ensure that you won’t be thrown if
something goes wrong. Confident use of visual aids will help marry them to
your spoken presentation helping them become part of an impressive
performance.
◦ If properly prepared and implemented, visual aids can be an invaluable tool
for getting your point across clearly and professionally. Follow these
guidelines for maximum impact and improved audience retention!
Communication Aids and Strategies
Using Tools of Technology

List 3 ways to improve this visual aid.

Communication Aids and Strategies
Using Tools of Technology
◦1. Each bullet should only
have a maximum of 6 words
◦2. Do not use all caps
◦3. Use a simple to read text
◦4. Use attractive color contrast
◦5. Ensure slide background
isn't distracting
◦5. Ensure bullets are parallel
Communication Aids and Strategies
Using Tools of Technology

◦List at least 3
characteristics of the
above slide that makes it
effective?
Communication Aids and Strategies
Using Tools of Technology
◦ 1. Attractive color combination
◦ 2. Use of upper and lower case
letters
◦ 3. Use of short and easy to
understand bullet points
◦ 4. Use of parallel structure
◦ 5. Use of SmartArt to add animation
◦ 6. Use of easy to understand font
Communication Aids and Strategies
Using Tools of Technology
Communication Aids and Strategies
Using Tools of Technology
Communication Aids and Strategies
Using Tools of Technology
Communication Aids and Strategies
Using Tools of Technology
Communication Aids and Strategies
Using Tools of Technology
Communication Aids and Strategies
Using Tools of Technology
Communication Aids and Strategies
Using Tools of Technology
Communication Aids and Strategies
Using Tools of Technology
Communication Aids and Strategies
Using Tools of Technology
 Communication Aids and Strategies
Using Tools of Technology
Key Takeaways

•Be sure that any visual aid you use adds to what you are saying.
Slides should be brief, easy to understand and complement your
message.
• When designing slides make sure they are clear and visible to
the entire audience.
• Practice your presentation with your visual aids and remember
to speak to your audience, not to your visual aid or the screen
• Use a variety of visual aids in your presentation to engage your
audience
 GUIDELINES
FOR VISUAL
PRESENTATIO
N
 Guidelines for Visual Presentation
Well constructed visuals can make your presentation more
exciting, effective and memorable.

However, in order for the visuals to accomplish this, it is critical

that they be properly planned and prepared or they can become
a liability rather than an asset.

The guidelines on these pages are designed to help you make the
most of your visual presentation.
 Guidelines for Visual Presentation
Presentation Overview

Your visual presentation should

emphasize the most important
points and ideas of your oral
presentation.

Use the visuals to reinforce,

clarify, illustrate or highlight
individual points.

Visuals are illustrating, not

repeating, your presentation.
Their purpose is to add interest
and emphasis, not to compete
 Guidelines for Visual Presentation
Some key points to remember
when preparing your visuals:

• Simplicity is a key to gaining your

audience’s attention and retaining
their interest.

• Focus on one idea at a time. To

include three or four ideas in a
single visual usually detracts from
your presentation and is apt to
confuse your audience.

• Do not repeat the text of your

presentation word-for-word on the
 Guidelines for Visual Presentation
Some key points to remember when
preparing your visuals:

• Keep statements simple and to the point,

using key words and phrases.

• Use only essential information which

supports your statements; for example, do
not project all the statistics you are using.
Pick only the key ones.

• Experiment with a variety of layouts to

determine the most effective ones.
Remember that people retain information
best through a picture or a chart rather than
 Guidelines for Visual Presentation
Some key points to remember
when preparing your visuals:

• Consider audience size.

Visuals must be prepared
properly so that they are
clear to even those at the
back of a large room.

• Consider handing out copies

of your visual presentation.
Be sure to have sufficient
quantity available for your
audience.
 Guidelines for Visual Presentation
General Guidelines

•Keep it simple. It is
easier for the audience if
you use three simple
visuals than a single
complex one.

•Keep your audience in

mind when designing your
visual aids. What
terminology will they
understand? What
examples have meaning
 Guidelines for Visual Presentation
General Guidelines

• Proofread very carefully. Try to have someone

else proof in addition to yourself. It is hard to
overlook errors when they are magnified in front of
an audience. Remember, even a small error in such
a focal part of your program can undermine the
credibility of your entire presentation.

• Fonts should be clear and easy to read. Use

Helvetica or similar sans serif fonts. Decorative
fonts are not recommended. Use only one typeface
per visual. Add variety by using different sizes and
bolding title lines.
 Guidelines for Visual Presentation
General Guidelines

•Colored fonts should have a dark background (dark

blue is best) with primary titles in either yellow or white and
secondary titles in the remaining color. Details should be
shown in clear bright, light contrasting colors. Use no more
than three colors per visual.

•Avoid using shades of the background color for titles

or details.

•Test your presentation ahead of time. Make sure it is

easy to read from an appropriate distance, and that
everything is in the proper order.
 Guidelines for Visual Presentation
General Guidelines

•Avoid commercial endorsements. A photograph of apparatus

which incidentally includes a trade name is allowed, but a table
comparing attributes of identified vendor’s products will not be
allowed. There is much gray area in between these two
examples; discuss any concerns you may have with your session
chair. The display of the logo of the company with which you are
associated is restricted for use to the first and last PowerPoint
slides or visuals (usually the title slide). This restriction applies to
logos of educational institutions as well.
 Guidelines for Visual Presentation
Text Pointers

The text (or word) portion of presentations is used to state facts

or objectives. When lines of text alone do not illustrate your point,
a chart, graph or graphic might be more appropriate.
 Guidelines for Visual Presentation
Text Pointers

• Avoid using more than six or seven words (30–40 characters)

per line, six or seven lines per visual. Make sure type is well
spaced and not crowded.

• Eliminate words that do not add meaning, for example: the, an,
etc.

• Avoid complete sentences. Use bulleted phrases.

 Guidelines for Visual Presentation
Text Pointers

• Be consistent in grammatical construction of lists; for example,

use all verbs or use all noun phrases

• Use 36 point type for all titles, and for the text of visual aids to
be used in very large rooms.

• Use at least 18 point type for the main text in other than the
largest rooms.
 Guidelines for Visual Presentation
Text Pointers

• Use bullets at beginning of lines to separate ideas.

• Use functions in PowerPoint that allow you to build information,

bullet by bullet, on a slide, to keep the audience from reading
ahead..
 Guidelines for Visual Presentation
Title Pages

Use title pages to introduce new topics or add special emphasis

to a very important point. The best titles are a few simple lines in
large type.
 Guidelines for Visual Presentation
Graphs, Charts and
Diagrams

Tabular Charts
Tabular charts are
used to show raw
data and numerical
relationships. Use
only a few key
examples on the
visual to illustrate
your point.
 Guidelines for Visual Presentation
Graphs, Charts
and Diagrams

Bar Graphs
Bar graphs are
used to show
absolute data or
relationships and
comparisons. Be
sure to include
scales and values.
Be sure the type is
legible.
 Guidelines for Visual Presentation
Graphs, Charts and
Diagrams

Pie Charts
Pie charts are good for
illustrating percentage
relationships or parts
of a whole. No more
than eight segments
are recommended.
 Guidelines for Visual Presentation
Line Graphs
Line graphs are ideal for
illustrating trends or
performance over time. Your
scale should include significant
dates and milestones. Graphs
should include no more than
three lines. In black and white
visuals, the lines should be
distinctly different, e.g., dashed,
solid, dots, etc. In color visuals,
the lines should be easily
differentiated colors which
Guidelines for Visual Presentation
Block or Process Diagrams
Block or process diagrams are
good for illustrating structural
relationships and designs.
Graphics of this type show how
each piece contributes to the
whole. Avoid overcrowding.
Limit your chart to no more than
10 simple geometric shapes and
titles connected by lines and
arrows.
Guidelines for Visual Presentation
Photographs
Good quality photographic visuals can make a major contribution
to your presentation. Be extra careful with photographs: they
must be very crisp and clear, with high contrast between light
and dark areas. Do not superimpose text over the image. If text
is needed on the visual, it should be placed in areas that have
been cleared of the image. Be sure to test your photos,
projecting them to the size they will be when used to ensure that
they are clear and easily recognizable.
Guidelines for Visual Presentation
Using Visual Aids in Effective Presentations

While preparation and delivery are important, the visual aids

that you use throughout your speech are equally as important. In
fact, there are instances when good visual aids are vital to a
speech's success.
Guidelines for Visual Presentation
Using Visual Aids in Effective Presentations

When you are giving a speech, you ideally want the audience to
pay complete attention to your voice and message. A visual aid
is an invitation for them to pay attention to something else, if
even for a moment. Therefore, this visual aid must reinforce your
message.

The following guidelines will help you decide when visual aids
are helpful.
Guidelines for Visual Presentation
Using Visual Aids in Effective Presentations

Relevancy. Ensure that the visual aids you use are relevant to
your speech. This sounds obvious, but many speakers make the
mistake of providing "additional information" handouts during a
speech. This is one of the worst mistakes a speaker can make.
Such handouts would be great to give out after a speech, but
certainly not during it.
 Guidelines for Visual Presentation
Using Visual Aids in Effective Presentations

•Appropriateness. Likewise, your visual aids should be

appropriate to the occasion. You would not typically, for
example, use charts and graphs to give an entertaining speech.
If the aids are not appropriate, they will distract an audience.
 Guidelines for Visual Presentation
Using Visual Aids in Effective Presentations

•Attractiveness. If you are not skilled at using the popular

software products typically used to create charts and graphs,
and other visual aids, it is best to hire someone who is. An
unattractive visual aid will "speak" poorly of you and it will
lessen the impact of your message delivery.
 Guidelines for Visual Presentation
Using Visual Aids in Effective Presentations

•Visibility. Not everyone in the audience will have 20/20 vision,

and not everyone in the back of the room will be able to see
small text regardless of their visual ability. Your visual aids must
be appropriately sized and legible.
Guidelines for Visual Presentation
Using Visual Aids in Effective Presentations

Variation. If you are going to use a great many visual aids (and
this is only recommended if you feel that it is vital to your
message), you should try to incorporate different types of visual
aids. Do not use graphs exclusively, for example. This will bore
the audience, and it will surely distract them.
Guidelines for Visual Presentation
Some Rules to Follow when Using Visual Aids

The following are some practices to use and some to avoid when
using visual aids.
 Guidelines for Visual Presentation
Some Rules to Follow when Using Visual Aids

Good Practices
• Do use color. Black and whites slides will look boring. Use color even
if it is just for a heading for the slide.
• Make sure the visual aid you are using is visible from at least 8 feet
away. If it is legible from approximately that distance, it will be legible
to an entire room when it is projected using visual equipment.
• Consider using clip art. Virtually all computers have some free clip art
available. Consider using some on your visual aids, especially if you
pick a theme for the art and use a different image on each
presentation.
 Guidelines for Visual Presentation
Some Rules to Follow when Using Visual Aids

Bad Practices
• Do not keep an image displayed for more than 10 minutes. All visual
aids distract some attention from the speaker but this is acceptable
since your aids help communicate your message. However, after 10
minutes, the audience will be bored looking at a stale image.
• Do not use cartoons or other "cute" additions to your presentation
unless it is appropriate for your audience.
•Want to learn more? Take an
online course in Motivational and Public Speaking.
 Guidelines for Visual Presentation
Some Rules to Follow when Using Visual Aids

Bad Practices
• Do not experiment with different fonts throughout your
presentation. Use a single font, but you may use it in different
sizes to set off information that is more important. In addition,
the use of bold lettering is effective.
• Do not overuse colors, and make sure that the color is relevant
to your message. You would not use a bright blue color, for
example, for a slide that is delivering bad news to a company.
Similarly, you should not use a wide variety of colors, as this will
be distracting to an audience.
 Guidelines for Visual Presentation
Some Rules to Follow when Using Visual Aids

Using Charts
Since charts are the most popular type of visual aids used in most
speeches, here are some guidelines for their effective use:

•Do not use all capital letters, ever. Even when you want to emphasize
a particular statistic or fact, use color or boldness to accomplish this
goal.
 Guidelines for Visual Presentation
Some Rules to Follow when Using Visual Aids

Using Charts
•Is the chart properly labeled? Do not assume that the audience will
know little details that you take for granted.

•Avoid emphasizing certain material with anything other than text; do

not use any flashing elements in your aid, boxes, arrows, or any other
distracting element.
 Guidelines for Visual Presentation
Some Rules to Follow when Using Visual Aids

Controlling Your Voice

No course on public speaking would be complete without training

on how to control your voice. In this section, we will discuss your
voice's quality, articulation, rate, pitch, rhythm, clarity, and
inflection. All of these elements are controllable by a public
speaker and do determine the overall success of your speech.
 Guidelines for Visual Presentation
Some Rules to Follow when Using Visual Aids

Controlling Your Voice

Nearly all of us have heard a recording of our own voice at some point in our
lives, and we are most often discouraged by what we hear. We think we sound
differently, but, in fact, we are hearing our voices as others hear it. Just as
practicing the delivery of a speech repeatedly will increase your ability to
deliver an excellent speech; you can also practice voice techniques that will
improve the overall quality of your voice. However, you should be cautioned
that practicing in the wrong way could do more harm than good.
 Guidelines for Visual Presentation
Some Rules to Follow when Using Visual Aids

Voice Quality
The first thing an audience will notice about your voice is its
quality. Does it sound nasal? Is it harsh or mellow? Does it
resonate? The quality of one's voice depends on two
criteria. 1. Is your voice easy to understand?
2. Is your voice flexible in pitch, force, and rate?
 Guidelines for Visual Presentation
Some Rules to Follow when Using Visual Aids

Clarity and Articulation

How well you articulate words will determine the clarity of your
speech. During the rehearsal portion of the speech process, it is
a good idea to record your speech and play it back at least once
so that you can hear how it will sound to an audience. Some
things to notice regarding clarity and articulation are the
following:
Guidelines for Visual Presentation
Some Rules to Follow when Using Visual Aids

Clarity and Articulation

•Contractions. Some people tend to slur contractions. Take note
whether you are clearly pronouncing each element of the
contraction. If, for example, you were slurring the contraction
"wouldn't," use the two words instead, would not.
 Guidelines for Visual Presentation
Some Rules to Follow when Using Visual Aids

Clarity and Articulation

•Reversed words. Some people mispronounce common words
that sound alike by reversing the order of some letters. For
example, prescription versus perscription. Only the first spelling,
and thus, the first pronunciation, is correct.
Guidelines for Visual Presentation
Some Rules to Follow when Using Visual Aids

Clarity and Articulation

•Omitted letters. Good articulation means pronouncing all
letters in a word clearly. Do not omit letters. For example,
pronounce the "t" in "mists" rather than speaking a word than
sounds more like "miss."
 Guidelines for Visual Presentation
Some Rules to Follow when Using Visual Aids

Rate of Speech
Your rate of speech is a vital component of the overall quality of
your voice. People who are nervous tend to speak more quickly
than they normally would, so it is especially important to monitor
your rate. When you listen to your rehearsal tape, count the
number of words you speak in one minute. You should be
speaking at the rate of approximately 150 words per minute.
Guidelines for Visual Presentation
Some Rules to Follow when Using Visual Aids

Rate of Speech
This is not a universal speed. There are times when a speaker
may alter this rate slightly, depending on the circumstances.
However, a rate of 150 words per minute is a comfortable speed
for most informational and motivational speaking.
 Guidelines for Visual Presentation
Some Rules to Follow when Using Visual Aids

Pace and Rhythm

Just as it is important to alter the inflection of your voice when
you wish to emphasize a thought, it is also important to pause
appropriately between thoughts. You should never speak two
sentences together back-to-back without a pause if the two
sentences each convey an important point or thought. The pace
and rhythm of your speech is determined by how fast you are
moving from one thought to the next. You want to maintain a
comfortable pace, which means always using pauses when
appropriate.
Guidelines for Visual Presentation
Some Rules to Follow when Using Visual Aids

Avoid Fillers
Fillers are unnecessary words that we utter in everyday speech,
most times unwittingly. Some examples are "like" and "yeah"
and expressions like "um" and "er." Expressions such as "um"
and "er" are usually uttered when a speaker is nervous or unsure
about that they are saying. Proper rehearsal and full
preparedness for a speech can dramatically cut down on the
number of times you use such expressions.
Guidelines for Visual Presentation
Some Rules to Follow when Using Visual Aids

Volume
Naturally, the volume of your voice is important, and it differs
from its pitch. While pitch is used to describe how deep or high
your voice is, volume describes how loud your voice is. Volume
can easily be controlled and it is one of the most important
elements of your voice that you need to control during a speech.
If you wish to emphasize something, always remember to use a
higher inflection rather than a higher volume. A high volume
speaker will be interpreted as screaming to an audience, and
that should be avoided whenever possible.
LISTENING IN
COMMUNICATION
At the end of the communication line, is an
indispensable element – the listener, the active
participation of whom either makes or unmakes
communication.

How good at listening spells a big difference in the

communication process.
What is Listening?
An active intellectual process of decoding,
interpreting, understanding and evaluating
messages.

A mode of communication just as important as the

other modes like speaking, reading and writing.
What is Listening?
This mode has been observed to be the most
neglected area in teaching English towards
communication competence.

Considering that we (teachers) spent hours of

talking, students do listening but did not
understand most of the topics.
What is Listening?
How good listener are you?

In today’s world, which is fast turning into a

global village and communication is highly
developed, the demand to sharpen your
listening skills is high.
Best kind of listening
1. Voluntary
Good listening begins with a willingness to
participate completely in a communication situation.

2 Purposeful
You chose to listen because of some very good
reasons.
Best kind of listening
3. Motivated
When you have good reasons for listening, you are all
keyed up for the activity and nothing can stop you.

4. Cooperative
You keep quiet and give your wholehearted cooperation
when you listen because you hope for nothing but only the
best from the speaker.
Best kind of listening
5. Critical
You follow the speaker’s ideas carefully
and get things clear so that in the end you
may be able to make intellectual judgments
when you evaluate his/her ideas before
responding.
Why listen?
The following are the things that good listening
does for you in a speaking situation:

1. It stimulates better communication between the

parties involved. An attentive listener encourages
the speaker to say more. It builds respect and
loyalty and makes people feel important.
Why listen?
2. It contributes to and promotes better responses
among the members of the group. It invites active
participation and involvement.

3. It makes you appreciate and enjoy what you hear.

It increases and expands the range of one’s
enjoyment of life. It gives pleasure and even comfort.
Why listen?
4. It assists you in understanding what is being
said. With a listener’s full attention, understanding
can be achieved in no time. Hence, it saves you
time as well as effort.

5. It helps you make better decision. It provides

inputs as bases for decision-making.
Why listen?
6. It enables you to react to what is said. You are
able to agree or to disagree, and to add
something, if not questions about what is being
said.

7. It enlarges one’s experience. Listening

broadens and enriches your mind.
Why listen?
8. It enables you to correct your own problems of
vocalization. Listening to your voice gives you
the opportunity to realize your faults and defects
which in time offers you chances to improve.

9. It decreases the tensions of life.

Purpose of listening
1. To obtain information and gain knowledge.
You listen to learn and benefit from the
experience of others.

2. To appreciate and enjoy what is said. You

are pleased with what you hear.
Purpose of listening
3. To be clarified and make intellectual
judgments, fair criticisms and to evaluate ideas.

4. To draw inspiration.

5. To improve oneself.
The Listening Process
1. The Physical or Attention Stage
Listening begins with the ability to hear or
to catch sounds with the use of the auditory
system. A person must, therefore be in the
position or right mood to listen. He must be
ready to listen. Must be free from distractions
The Listening Process
2. The Logical or Auditory Discrimination Stage
Sounds caught by hearing mechanism are
transmitted to the brain to be sorted out,
interpreted and given meaning. This involves the
listener’s ability to recognize, categorize and
discriminate sounds analyzing them on the basis
of voice quality, pitch, volume and rate.
The Listening Process
3. The Semantic or Comprehension Stage
The process of translating and interrelating
sounds into thoughts symbols. This involves the
listener’s ability to understand and give meaning to
what s/he hears. The listener’s feelings and emotions
will affect his/her reaction and interaction with others.
The Listening Process
4. The Retention Stage
This refers to the listener’s ability to
retain/remember the ideas conveyed and later
to use these ideas in reacting with others in a
definite speech setting.
Levels of Listening
1. Passive listening
This is the lowest level of listening. Here the
person being spoken to is aware that the
speaker is speaking but actually understands
little of what is said. At this level, the listener
pays little attention and catches only a few
words here and there.
Levels of Listening
2. Responsive listening
At this level of listening, we give the speaker
verbal or nonverbal indicators that we are
listening, a head nod or an occasional “uh-huh,”
for instance, but we actually aren’t paying much
attention, and our comprehension level is still
low.
Levels of Listening
3.Selective listening
A number of us listen selectively, and when we do,
we are not paying attention to the entire message.
What we do is merely paying attention to certain
words or phrases that appeals our interest. We
aren’t interested in the speaker’s entire message,
only the part of it that concerns us.
Levels of Listening
4.Attentive listening
In attentive listening, listeners provide
feedback to the speaker by asking for
more information or by paraphrasing the
speaker’s message to gain further
clarification from the speaker.
Levels of Listening
5. Active listening
Active listening techniques require listeners to engage
not only their intellect in listening, but their emotions
as well. Although active listening usually involves
verbal feedback, the feedback can be nonverbal; for
example, a smile or a nod of comprehension, or a
frown that shows a lack of understanding.
Levels of Listening
6. Empathic listening
Empathic listening requires listening
nonjudgmentally. We cannot empathize with
others if we are judging them. In making efforts to
improve their listening skills, people mostly tend
to jump to the conclusion that they should listen
at the deepest level (empathically) all the time.
How to be a good listener
Hearing what is said demands short-term
memory; nevertheless, this just implies that you
took in their words on a shallow level but did not
communicate emotionally with the person
speaking to you. Being attentive to your own
inner wisdom while emotionally attuned to the
other person is what listening entails.
How to be a good listener
Men tend to be better listeners than women because
generally they can tolerate silence better.
Women are better listeners than men in that they are
more comfortable sharing emotions.
Men need to learn how to be more emotionally available
and responsive.
Women need to learn how to be supportive through their
presence rather than talking too much.
How to be a good listener
1. Be interested. Many people think listening
means keeping quiet until it is their turn to talk.
But true listening is a selfless act. Listening
means giving your thoughtful attention to
another person. This attention is non-
judgmental, open-minded, respectful and
curious.
How to be a good listener
2. Listening is receiving. We are receiving the
trust and vulnerability of another person. To be
a receiver, let yourself be a blank canvas for the
other person. Allow your friend to toss out
ideas, feelings, contradictory thoughts, and
whatever else is coming up. Let her be upset or
illogical.
How to be a good listener
3. Indicate you’re listening with
subtle cues. Let the person know that
you’re interested by nodding your head,
murmuring “mmm hmmm,” and softly
echoing a word or short phrase here and
there.
How to be a good listener
4. Attuning and matching. A good listener
usually makes eye contact, but might also sit
companionably side by side and gaze straight
ahead, allowing the talker privacy and intimacy at
the same time. Attune yourself to the person
talking to you by noticing the degree of eye
contact they are making with you and match them.
How to be a good listener
5. Wait for an organic pause. Try not to interrupt — it’s an
amazing gift to provide enough space for someone to let it all
out. When there is a lull, and the person seems to have
unburdened themselves, that will be the time to speak. When
I was a student in Gestalt psychotherapy training, I would
eagerly jump in while clients were still talking and a fellow
student told me that I wasn’t waiting for the “organic pause”
— that natural breath between spoken thoughts that opens
the door to another voice chiming in.
How to be a good listener
6. Acknowledge and empathize. Good listening is not complete
silence. When the time comes to speak, briefly reiterate to the
person what you heard them say. For example, if your friend tells
you in a loud, excitable voice, “My boyfriend had lunch with his ex
yesterday! He won’t tell me what they talked about. He’s shutting
me out. Does he still love her? Should I break up with him before he
breaks up with me?” As a good listener, let her vent. Do not say,
“Calm down. Relax. Everything will be okay.” That will only escalate
her feelings because she will feel, rightfully so, that you cannot
tolerate her being upset.
How to be a good listener
7. Don’t give unasked for advice. Most of us have not
been listened to in the way I’m describing, so we’re not used
to listening to someone else this way. We may consider
ourselves very nice people and have all kinds of good ideas
for the person speaking to us about their problem. What we
don’t realize is that offering solutions before a person has
expressed their upset feelings doesn’t work. Do you want to
be told what to do while you’re venting?