PURPOSIVE COMMUNICATION MODULE 2

LESSONS:

A. Public Speaking
B. Communication for Tourism: Tour Guiding
C. Communication for Business and Trade

LEARNING OBJECTIVES:

 Compare and contrast the different modes of delivering a speech

 Deliver a speech effectively
 Differentiate the communication styles in Tour Guiding and Business and Trade
 Construct personal SWOT analysis
 Identify one’s communication strengths and needed skills for improvement
 Manifest confidence in communicating with a purpose

DURATION: May 21- June 5, 2020

LESSON ONE

Public Speaking

Public Speaking
 a process of speaking in a structured, deliberate manner to inform, influence or entertain an audience

Speech
 the term used to refer to the body spoken expressions of information and ideas. A speech may be
delivered extemporaneous or impromptu. The choice of mode of speech delivery is determined by
factors such as length of preparation, complexity of message, purpose, and occasion

TYPES OF SPEECH ACCORDING TO DELIVERY

1. IMPROMPTU SPEECH
 Delivered at the spur of the moment with little preparation
 The speaker relies entirely on previous knowledge and skill
 You organize your ideas and choose your words while you speak
 One of the advantages is the fact that it sounds natural and spontaneous
 However, because of spontaneity of delivery, a speaker may have a limited chance of filtering words or
ideas
 A spontaneous speaker finds this method best fitting because he feels more comfortable in expressing
himself
 Inexperienced speakers tend to ramble without ever saying anything

2. MANUSCRIPT SPEECH
 This calls for you to write out the speech and read it aloud to the audience
 It works well when you have very detailed information that you have to state exactly

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 The main advantage is that the speech can be delivered without the possibility of errors in important
information
 Reading a speech while retaining a conversational style is very difficult than it sounds. No matter how
experienced you are, you’ll inevitably sacrifice some of the freshness and spontaneity necessary for
effective speaking
 There is lack of eye contact and minimal interaction with the audience
 You tend to be more confined

3. EXTEMPORANEOUS SPEECH
 It means speaking from an outline of ideas without memorizing an exact pattern of words
 It represents a middle course between the memorized and the impromptu speech which requires
careful planning and a good outline
 It is most common, and generally, most effective
 You usually put the outline in a note card using key words or phrases. You should try out various
wordings to develop accuracy, conciseness, and flexibility of expression
 If used carelessly, the result will resemble a bad impromptu speech
 If used well, it will produce a speech that is nearly polished as a memorized one but more relaxed,
flexible, and spontaneous

4. MEMORIZED SPEECH
 This method calls for a word-for-word memorized delivery
 The main advantage is that it leaves the speaker free to move about and have a direct eye contact with
the audience
 The greatest disadvantage is the possibility of forgetting the speech
 The mind goes blank and silence falls over the entire audience
 Instead of sounding conversational, the speech often results in silted presentation; speakers tend to
pause too often while trying to remember the words, or rush part ideas so as not to forget the words
 Lacks spontaneity

GESTURES AND BODY LANGUAGE

Speakers generate a great amount of emotion and interest through the use of non-verbal communication, often
called gestures or body language. A speaker's body can be an effective tool for emphasizing and clarifying the
words they use, while reinforcing their sincerity and enthusiasm. Here are a few tips on how to use gestures
effectively:

 Eye contact establishes an immediate bond with an audience, especially when a speaker focuses in
on individual listeners rather than just gazing over the audience as a whole.
 Control mannerisms. Mannerisms are the nervous expressions a speaker might not be aware of such
as putting their hands in their pockets, nodding their head excessively, or using filler words
like um and ah too often.
 Put verbs in to action when speaking to an audience by physically acting them out with the hands,
face or entire body.
 Avoid insincere gestures by involving the entire body as much as possible in the movement and
matching facial expressions to it.
 Move around the stage as topics change and move toward the audience when asking questions,
making critical connections, or offering a revelation.

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SPEAKING TO DIVERSE AUDIENCES

Giving a speech or presentation to an audience of people who speak various languages or have differing
cultural backgrounds requires special tact on the part of the speaker. Here are some tips and techniques on
how to effectively engage a diverse audience:
 Enunciate clearly. If possible, try to speak with a neutral accent to better include all audience
members.
 Don't speak too fast. Remember that the normal pace of speech in one language might become
incomprehensible for people relatively new to that language.
 Be careful with metaphors. Some metaphors that are appropriate in one culture can be offensive to
another. A good example is references to sports not popular or practiced in a certain country, or
phrases that are comical in one culture yet offensive in another.
 Know the meanings of words outside your native language. Unless you are absolutely sure of the
meaning and pronunciation of a word you are using in a given language, do not use it. In some
languages, slight variations of a vowel will completely alter the meaning of a word.
 Avoid slang, jargon and idiomatic expressions. Diverse audiences may not understand slang from a
given country. English phrases such as "that dog don't hunt" or "cool as a cucumber" might be colorful,
but the meaning could be lost on a large part of the audience.
 Be mindful of body language, eye contact and personal space. Posture, mannerisms and eye
contact speak volumes and what is taken for granted in one culture might be considered offensive in
another.

SUCCESSFUL SPEECHES

Whether you're talking to a small group of people or speaking to a large audience, you want to be sure your
speech is memorable and enjoyable. Follow these five easy tips to help ensure your speech delivers:

 Be prepared. Your audience is giving you their time and consideration, so rehearse enough to be
confident you'll leave a good impression.
 Start strong. Begin your speech with a powerful opening that will grab your audience's attention, such
as a startling fact or statistic, an interesting story or a funny joke.
 Be conversational. Avoid reading your speech word for word. Instead, refer to notes or points from an
outline to help your speech have a more free-flowing, conversational tone.

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 Speak with passion. If you're truly invested in what you're saying, you'll be better able to keep your
audience's attention.
 Be patient. It's easy to get frustrated if you make a mistake. But remember that public speaking is not
easy and it takes time to hone your skills. Keep practicing and you will reach your goals.

ACTIVITY # 5
Manuscript Speech (On video)
Instructions: Take a video of yourself delivering with animation the inspirational story below.

a. Delivery 10
b. Verbal and Non-verbal Cues 10
c. Voice Projection/Volume and Fluency/Control 10
d. Delivery: General Appearance, Poise, Posture 10
e. Video Quality 10
Total 50

Reminders:

 You are delivering a speech so you must establish eye contact.

 Please make sure that your script or any material won’t obstruct your face.
 Take the video in a quiet and well-lit area.
 Be confident, be mindful of your pronunciation, and remember to communicate with a purpose!

INSPIRATIONAL STORY
The Hospital Window
UNKNOWN

Two men, both seriously ill, occupied the same hospital room. One man was allowed to sit up in his bed for an
hour each afternoon to help drain the fluid from his lungs. His bed was next to the room’s only window. The
other man had to spend all his time flat on his back.

The men talked for hours on end. They spoke of their wives and families, their homes, their jobs, their
involvement in the military service, where they had been on vacation..

Every afternoon, when the man in the bed by the window could sit up, he would pass the time by describing to
his roommate all the things he could see outside the window. The man in the other bed began to live for those
one hour periods where his world would be broadened and enlivened by all the activity and color of the world
outside.

The window overlooked a park with a lovely lake. Ducks and swans played on the water while children sailed
their model boats. Young lovers walked arm in arm amidst flowers of every color and a fine view of the city
skyline could be seen in the distance. As the man by the window described all this in exquisite details, the man
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on the other side of the room would close his eyes and imagine this picturesque scene.

One warm afternoon, the man by the window described a parade passing by. Although the other man could not
hear the band — he could see it in his mind’s eye as the gentleman by the window portrayed it with descriptive
words.

Days, weeks and months passed.

One morning, the day nurse arrived to bring water for their baths only to find the lifeless body of the man by the
window, who had died peacefully in his sleep. She was saddened and called the hospital attendants to take the
body away.

As soon as it seemed appropriate, the other man asked if he could be moved next to the window. The nurse
was happy to make the switch, and after making sure he was comfortable, she left him alone.
Slowly, painfully, he propped himself up on one elbow to take his first look at the real world outside. He
strained to slowly turn to look out the window besides the bed.

It faced a blank wall.

The man asked the nurse what could have compelled his deceased roommate who had described such
wonderful things outside this window. The nurse responded that the man was blind and could not even see the
wall.

She said, “Perhaps he just wanted to encourage you.”

Source: https://theunboundedspirit.com/the-hospital-window-a-short-story/

LESSON 2

Communication for Tourism: Tour Guiding

Tourism is travel for recreational, leisure or business purposes. Like other businesses, tourism is highly
perishable. Hotel with no booking, buses and airlines with no passengers lose their value. Promotion of tourism
therefore is necessary to sustain the industry. This is where tour guides contribute best. Tour guides, to be
effective, must possess good communication skills. In fact, communication is their main tool.

Communicative Goals in Tour Guiding

1. Inform, remind, advise
 Includes giving directions and commentaries, explaining itineraries, reminding tourists of safety tips and
security, describing weather conditions and situations, challenges in the place, etc

2. Promote and persuade

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 The power to persuade people to visit a certain place depends on several factors which include the
promoter’s choice of information to give, the connection he has with clients and his attitude toward the
place.

3. Clarify
 Problems may arise during travel due to circumstances beyond the tour guide’s control. These
problems may force the tour guide to alter original plans. Such changes must be communicated clearly
to the tourists to avoid confusion.

4. Build rapport and relationships

 Good conversations with tourists lead to good rapport. Good rapport reinforces more business
transactions and business network

5. Gather feedback for improvement

 Open communication is an avenue of evaluating the services provided. Constructive feedback is used
as basis for changes to improve services while positive feedback inspires tour guides to sustain the
quality of their work

Communication Tasks for Tour Guides

1. Receiving telephone calls
 The way one handles a telephone may be the first impression that a company makes on a prospective
client.
Tips:
 Always have a notepad and a pen near the telephone.
 Pick up the phone after two to three rings
 Greet the caller and identify your name and enterprise.
 Example: “Hello. Good morning. This is (your name) of Leisure Travel and Tours”
 Ask what you can do for the caller\example: How may I help you?
 Listen attentively
 Write down the message for completeness and reference
 Express your joy of having answered the caller’s query.
 Example: “It’s my pleasure to have answered your questions.”
 You are welcome”
 “Do call us if you have questions.”

2. Preparing an itinerary
 Itineraries are prepared to estimate the time to be spent in each site and to systemize the whole tour
experience. This will avoid unnecessary delay.

3. Giving tour commentary

 The commentary provides descriptions, history, trivia, anecdotes, and any relevant and interesting
information about the place being visited. Commentary enhances appreciation of the site.
 A tour guide needs to master all information that will make a tour commentary very informative and
effective one.

Suggestions for effective tour commentaries:

 Deliver tour commentaries at the right time

 Keep your commentaries light as tours are primarily for leisure.
 Adjust your pace according to the speed of the vehicle
 Extend the commentary if possible
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 Add personal and positive comments about the place

 Do not read or write what you will say. It will make you an unprofessional tour guide.

Communication techniques in Dealing with Complaints

Although unpleasant complaints signal to the service provider that they have a chance to clarify, explain,
apologize, and/or make up to the tourists what might have gone wrong in the service,

The following suggestions may be important when the need arises:

 Acknowledge the tourists, right to complain
 Express your empathy. Listen attentively and understand where they are coming from.
 Act on their complaints as soon as possible
 Offer an alternative plan, solution for problem
 Follow through on the solutions

ACTIVITY # 6

Read and answer the following comprehensively. (10 pts. each)

A. How will you address the tourist’s complain below?

Customer: Miss/Mr Tour Guide, why do we have to wait for so long to be served in this restaurant? Don’t you
have a better option for your tourists? Is there only one restaurant around here? My gosh it’s taking us too
long!

B. Read the case below and propose your solution. Communicate the problem and the solution to the tourists.
(Write a detailed answer)

You have been informed by the secretary of your travel agency that thirteen tourists were scheduled to arrive
at the airport. You were assigned as the tour guide of the group. You prepared the itinerary and made the
necessary arrangements for transportation, meals, and accommodation according to the tourists’ preferences.
You went out to meet the group at the airport. When they arrived, you found out that there were thirty of them.
The transport was good for only thirteen and so is the accommodation.

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LESSON THREE

Communication for Business and Trade

In order to prepare you in global workforce, you must prepare yourselves to the demand of the industry, and
one way of achieving this is through enhancing your English communication skills. As college students, you
need to develop your expertise on how to sell an idea in a presentation, project proposal, and other
opportunities of making networks and connections in business. Enhancing your craft in oral presentations will
make you succeed in your future internships and future career.

A. Definition and Relevance

 A SWOT Analysis or a SWOT Matrix is a diagram that shows an organization’s or person’s key
strength, weaknesses, opportunities, and threats. Doing this type of analysis, any organization,
corporation, or company can innovate or adapt new ways or strategies to put itself better in the
corporate world.

 A SWOT analysis identifies strengths and weaknesses within a company, and outside opportunities
and threats. The most important parts of a SWOT analysis specify the actions that correspond to the
elements you identify. By using the results of the analysis to improve the situation of your company,
you can reduce the likelihood of developments that negatively affect the business while improving
performance.

 A SWOT analysis helps managers identify key issues that organizations face and provides the
framework for developing strategies that address those issues (Fleisher & Bensoussan, 2003). Issues
take shape in the intersection between an organization’s internal and external factors. A communication
problem pertaining to communication execution, stakeholders’ relationship quality, organizational
identity, or reputation dimensions becomes an issue when it collides with broad environmental
conditions

B. Internal factors VS External factors

1. Internal factors are things that we can control,
Example: Workers in a company spend time and effort on fixing computer crashes
Solution: The employees could be trained or better software can be purchased.

2. External factors are things that we cannot control

Example: Inflation rate of good due to government regulations.

C. Benefits of SWOT Analysis

1. SWOT analyses identify any company or organization’s capabilities and resources. They also provide a
look into the organization’s environment.

2. Based on the result of SWOT analysis, the company can create a better marketing strategy.
3. A SWOT analysis can create a new venture or new opportunities for the company especially the ones that
are not yet explored
4. This can be an aid for the managers and directors reduce threats by understanding their company’s current
weakness.
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5. This can be used by the people in the company as a planning technique.

6. Individuals who like to develop their careers can do SWOT analysis for identifying their skills, opportunities,
and abilities.

D. How to make SWOT Analysis

1. Make sure that the analysis heads to the right path or direction by defining your objective. If your study
focuses on what matters, this will eventually provide you a right strategy.
2. Focus on the external factors

a. Strengths. Identify the things that do better in your company rather than the competition. Are the people
familiar to your products or brand? What is your competitive advantage? Which one from your internal
resources is doing best or the one that excels in all aspects of intellectual property or human resources?
b. Weaknesses. In what areas are your competitors outclassing your company? What holds your business
Does your business lack something? For example may not have enough suitably-skilled workers. This is an
area that you can control.
c. Opportunities. Opportunities can help your company grow. Can you turn any changes in technology, laws,
or society, for example, into an opportunity? Consumers today are more aware of and interested in the quality
of life.
d. Threats. Are there obstacles stopping your company from growing? What are these rules, regulations, or
technology that impede your business? Some aspects of society may also represent obstacles.

E. Matrix

SWOT Analysis of a Coffee shop

Strengths Weaknesses
Close to universities and public transport No experience in operating a business
Cheaper products offered other than Lack of funds for the start-up of business
popular brands Less popularity compared to well-known
Ambiance is good for study and leisure brands
Growing demand by different markets for Staff to be trained or operations
coffee shops

Opportunities Threats
New products and services are offered for There are lots of popular coffee shops
expansion of the market There are also competitions with other
Brand franchising is also an opportunity to coffee shops also starting-up
expand business Market tastes are changing
Co-branding or strategic alliance with Price for coffee beans and other supplies
other firms may increase
Diverse target market

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Check other readings to understand the topic further.

Suggested readings:

http://www.yourarticlelibrary.com/management/swot-analysis-meaning-and-importance-of-swot-analysis-
management/25826
https://www.liveplan.com/blog/what-is-a-swot-analysis-and-how-to-do-it-right-with-examples/
https://www.clearpointstrategy.com/swot-analysis-examples/

Activity # 7
Create your Personal SWOT Analysis
Directions: Imagine you are going to apply as a marketing director, accountant, general manager,
financial analyst, or any position you want in a corporate world.
 Assess yourself by listing your potentials, capabilities, talents, skills or skills to improve in a draft.
 Edit and proofread your work
 Present a SWOT Analysis using a format of your choice.
 Answer in complete sentences.

STRENGTHS WEAKNESSES

THREATS OPPORTUNITIES

Activity # 8
Speech Writing and Delivery (On Video)
(This will be considered as your EXAM)
Instructions:
 Write an original speech and deliver it on video.
 The speech must be both informative and persuasive.
 The content should focus on your respective courses.
 Talk about what your course is all about.
o What skills are developed/enhanced/nurtured in this course?
o What makes it different from other courses?
 Persuade your audience to take the same course.
 You may have your props.
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Points for Scoring:

Content (20)
(meaningful, relevant, credible, interesting information)

Organization (20)
(purpose, word choice, development of intro, body, and conclusion
support/explanation of ideas

Delivery (20)
verbal and nonverbal cues
vocal dynamics (rate, pitch, pave, volume)
vocal quality (articulation, pronunciation
preparedness, composure

Video Quality (15)

References:

Wakat, G., Caroy, A., Paulino, F., Jose, M., Ordonio, M., Palangyos, A… Sao-an, M. (2018).
Purposive Communication (pp 30-33).Quezon City, Metro Manila: LoriMar Publishing, Inc
https://smallbusiness.chron.com/two-important-parts-swot-analysis-61546.html
https://comandco.ch/wp-content/uploads/2019/10/LuratiZamparini-2018.pdf
https://www.toastmasters.org/resources/public-speaking-tips/gestures-and-body-language

Prepared by: Liberty S. Catalino

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