Chapter 7

Communication for Various Purposes

Objectives:

1. Distinguish the different types of speeches

2. Discuss interview as an information-gathering
process; and
3. Create a public service announcement

Many phases of human endeavor require verbal

communication to impart thoughts, to give orders, and to
exchange ideas; thus, young people must be encouraged to
develop their own awareness of the real essence of
speaking. Accordingly, human relations have brought up
various social and public functions which may need
different types of speeches. The speaker can adapt his
approach to his subject, to his particular audience, to his
identified purposes and styles of delivery if he knows the
basic types of speeches.

Types of Speeches

Speeches are classified according to purpose,

delivery, and occasion. According to purpose, speeches are
expository, persuasive, and entertainment.

Expository or informative speech is a speech that

answers basic questions such as what, how, and why
through topics that are non-controversial and non-
debatable. Basically, the purpose of this type of speech is to
inform. It aims to help audience to understand and to
remember the information the speaker is presenting.

Here are some tips to guide you in stating your

specific purpose: (a) express the specific purpose as a
declarative sentence; (b) state the specific purpose
precisely. For example: “I want to explain the steps of
writing a research report.”; (c) make sure the specific
purpose contains only one idea (d) Include words in the
specific purpose that show your intent. Examples: explain,
show, give, illustrate, demonstrate.
******************************************************************
The Meaning of Life
By Bejoy Peter

Good morning one and all.

Life is precious. It is God’s gift to you. It is so unique that

there is no one else on earth like you. There never was; and never
will be.

Life, again, is an opportunity. It is an opportunity to do

good. Therefore it does not matter how long you live; all that
matters is how well you live. And how many lives you are able to
touch with love and encouragement.

Another thought is that life is always shadowed by

death. All people have to face it. He or she is a wise man or
woman who is prepared to meet death when it comes. It is a sense
of readiness. It is also an expectation to pass through the bridge of
death to life eternal.

Interestingly, the secret of life is best revealed to

those who are not bound by their possessions. They are
untouched by worry and the changing fortunes of life. They are
people who do not live by adding things to life but by measuring
their life by things they can do without.

Life above all is a stewardship. It is a trust entrusted to

you. Such an understanding of life makes you keenly aware that
you are answerable to God for all the time, talent, treasure, and
opportunity he as gifted you with.

This is in tune with the Biblical truth that “man is

destined to die once, and after that to face judgment.”  The
balancing truth is that wrongs faced in this world will be made
right; that God will wipe every tear from the eyes of his children,
and good done will be rewarded.

It is this hope that makes life worth living. And it is

in loving relationships nurtured within family and friendships
that make life beautiful. Life is also made purposeful  by knowing
one’s role in one’s family, or one’s place of work, or society at
large; and playing that role well.

Finally, there is an irresistible hope at the end of

life’s journey for those who have trusted the One who said, “I
am the resurrection and the life; he who believes in me will live,
even though he dies; and whoever lives and believes in me will
never die*.”
Is there a better hope in life than this?

Thank you.

Source: https://bit.ly/2wfXQCs
******************************************************************

Persuasive speech. A persuasive speech is a speech

that aims to convince the audience to do specific actions
like to vote wisely, to stop smoking, to prevent global
warming, to campaign against bullying, to fight graft and
corrupt, and others. Also, it is used to sway the audience to
change their mind on certain issues like favoring the
adoption of the information bill, the legalization of death
penalty, the implementation of martial law in the country.
Further, this speech aims at influencing values, ideas,
beliefs, and attitudes of the audience, that is, to consider
doing things they were previously unwilling to do.

Typical of this kind of speech is an opposition of

concepts because a speaker should convince the audience
to choose a relatively better complex of ideas, patterns, and
actions.

Accordingly, when speakers strive to persuade their

listeners not to do something, the speech should be
structured and oriented on establishing the impracticality
of performing the actions, and vice versa.

******************************************************************
No Smoking

I stumbled out of the building, coughing and wheezing,

smoke filling my eyes and lungs. I tugged frantically at my tie to
loosen my collar, my head pounding as I ran out the door.

...fresh….air….gotta….have….fresh…..air…

Was it a fire?

Terrorist attack?
 No, I was simply eating my dinner when a gentleman at the
table next to us decided to light up a cigarette. The smoke went
right into my face and lungs. All of a sudden I couldn't breathe, my
chest hurt and I panicked.

Ladies and gentlemen, by the end of this year more people

will die from second hand smoke related deaths than the average
crowd at a Major League Baseball game. Secondhand, or passive
smoke, is an insidious killer that is harming adults, and more
critically, children around the country every day.

My goal in speaking to you today is to enlist your support in

a federal ban of all smoking from all public places without
hesitation.

But isn't this America? Shouldn't I have the right to smoke?

If I want to pollute my lungs and ruin my health, why should that
be any concern of yours?

The facts are that secondhand smoke is responsible for

many of the same diseases as if the sufferers had smoked the
cigarettes themselves. These diseases include cardiovascular
diseases, lung cancer, and respiratory diseases.

For example, the International Agency on Research on

Cancer found that “involuntary smoking is carcinogenic to
humans." Various studies in the United States, Australia, and the
United Kingdom point to a significant increase in risk of lung
cancer among those exposed to passive smoke.

The California Environmental Protection Agency found that

passive smoking increases the risk of breast cancer in young
women by 70%. In a separate paper, the US Surgeon General
found that there was evidence that suggested that there was a
causal relationship between smoking and breast cancer.

Secondhand smoke is even associated with the loss of

hearing in non-smoking adults.

What? What did you say?

Studies have shown that both active and passive cigarette

smoking increases the risk of their atherosclerosis. Also, exposure
to secondhand smoke increases the risk of cognitive impairment
and dementia in adults 50 and over.

And our children?

 Putting children at risk is unforgivable at best and probably
criminal. In a 2006 report, the US Surgeon General found that the
evidence is sufficient to infer a relationship between secondhand
smoke and sudden infant death syndrome.

And - horrifyingly - the risk of developing brain tumors is

higher among children exposed to passive smoking, even if the
mother does not smoke.

The California Environmental Protection Agency found that

the risk of childhood cancer (and adult lung cancer) increases after
childhood exposure to passive smoking.
Sadly I could go on, and on, and on. And on!

Secondhand smoke in the home is one problem. But to go to

a public restaurant, or concert, or any event and to experience
secondhand smoke is impacting the health of our population and
increasing healthcare costs. Without doubt, it should be banned by
federal mandate in the next session.

While you have the option of whether to smoke or not, I

DON'T have the option of not breathing.

Nor do our children.

Source: https://bit.ly/2wfcVo1
******************************************************************

Entertainment speech. This speech aims to amuse

the audience by using humor, anecdotes, jokes, and stories
relevant to the topic. It simply gives the audience an
opportunity to enjoy themselves in some way – its value lies
in the enjoyment of the audience, but it need not be funny
in order to entertain. The speech may have message, but
the message is not the major focus of the speech. The
speech may include interesting information, personal
experiences or the story of your recent trip. The purpose of
this speech is to provide an interesting diversion.

******************************************************************
Difference Makes the World
By Jean Lin 

My dear friends, do you like traveling? Why do you like to

travel? Is it the scenic beauty that takes you around? Is it because
you like to meet new people and enjoy the  new culture? You might
think it is fun to open yourself to the new experience.
But however, cultural difference could be a big trouble to a
traveler in one way or another.

One day, one of my friends talked to me on the phone in

panic. “Jean, you've got to help me. That “Bill” from America came
to visit Taiwan again. He rang my door bell and came up to my
apartment asking if he could sleep in my house. How can I let a
stranger sleep in my house? I am so shocked and don't know what
to do. You have  to do something for me.”

After picking up the phone, I took turns talking with

Ellen and Bill. It took me a while to get things straight. It is
“cultural blindness” that invites the trouble. Ellen and Bill met last
year in City Swimming Pool. During Bill's short stay in Pingtung,
they saw each other in the pool every morning and they
became friends in spite of the language barrier. In other words,
they enjoyed the pleasant encounter. The day before John's
departure, Ellen bought a farewell dinner for Bill.

In order to show her hospitality, Ellen said to Bill, “Bill,

welcome back to Taiwan  again. My house is your house….. ”. In
less than three months, Bill came back again and came to Ellen
asking for the permission to stay with Ellen in her apartment.
He was very, very confused with Ellen's negative reply. He kept
asking me,”….but she  said,” ‘My house is your house, and then
WHY????”

Speaking of cultural difference, the tensions about time are

another point. That is, time-consciousness is different from culture
to culture and even from person to person. Let me ask you a
question. When you wait for a friend, how long of his or her delay
will cause your anxiety or even a feeling of hostile? Five minutes?
Ten minutes? Half an hour? One hour? As I know, Americans and
Germans are more time-oriented. This means they have a very
short time-fuse and experience anxiety when there is a delay of
five or more minutes. You'd better know this when you are ready
to meet your foreign friends. In Taiwan, how long will you wait in
a wedding feast for the first dish served. How long are you
supposed to wait? Half an hour? One hour? even longer? If you
invite your western friend to attend a wedding feast, you'd
better let him know “Taiwanese Time” before they are starved.

You might read the news about the cultural difference in

the newspaper from time to time. A group of legislators from
Taiwan were tongue-lashed badly when they came back home
after paying a visit to Europe. One evening, they were invited to
a dinner. By the way, when is your dinner time? But generally
speaking, European people have late supper. It could be 8 o'clock,
9 o'clock, or even later. Those Taiwanese lawmakers arrived at
the restaurant early in the evening. They waited and waited till
they found they couldn't stand any more for their hunger. They
ordered their meals and started to dig in. This behavior
embarrassed the host. Unfortunately, they were criticized as a
group of the rude guests because of their cultural blindness.
I had the same experience when I was once in England. I
was invited to my friend's parents' for dinner. During my long
wait, I had to inhale and exhale the air to stop my stomach from
growling. Out of my expectation, the dinner lasted so long that I
almost felt asleep at table. How embarrassing it was!

Besides, tensions regarding space are also varied from

place to place. Taiwanese  people like to cluster together while
westerners like to have their own privacy. For example, western
people need more space when they are standing in a line, so stay
a little bit away from the one ahead of you when you are standing
in a queue though little space does not bother us too much in
Taiwan.

However, it is the difference that makes the world. It is the

cultural difference that makes traveling ever-learning and
interesting. The better you know this, the more  enjoyable your trip
is.

(Adapted from https://bit.ly/2PkwK5P)

******************************************************************

According to delivery, speeches may be read speech,

memorized speech, impromptu speech, and extemporaneous
speech.

Read speech. In this kind of speech, the material is

written out word for word; the speaker reads every word
from the prepared text. In using this method, the speaker
shall maintain a conversational tone of voice. The delivery
must be closely choreographed with the message to lift the
speech from the page and into the hearts and minds of the
listeners.

Some speeches that must be delivered word for word

are: critical updates to the media, reports at a professional
meeting, or a political address. These are highly formal
situations where accuracy is extremely important because
every word will be analyzed by the press, the public, and
the audience; thus, the preference of this method of
delivery.
 Memorized speech. This speech is prepared for
quite some time and committed to memory. Then, it is
delivered from memory. No notes or papers are used. It is
the most difficult and least effective type of speech based on
delivery because a portion of the speech may be forgotten
and, thus, will affect the speaker’s satisfactory
performance. However, this method can be used for short
speeches, like introductions of other speakers, wedding
toasts, ‘thank you’ comments or congratulatory remarks.

Impromptu speech. This is a speech delivered

without any preparation at all. The speaker is asked to talk
on the spur of the moment. It has no advance planning or
practice. However, if you are asked to speak before a crowd
without advanced notice, here are a few tips you can use:
(1) Think for a second about what you are going to say; (2)
Keep your points brief and to the point; and (3) Take a few
seconds between thoughts to compose yourself.

Extemporaneous speech. This is a speech with

minimal preparation. It is not written out, nor is it
committed to memory. Extemporaneous speakers use brief
notes or outline as they build up the language during the
delivery. An outline is used to keep carefully prepared ideas
in order, but speakers are free to choose on the spot the
words that may be used to voice those ideas.

According to occasion, speeches are welcome speech,

thanksgiving speech, introduction speech, closing speech,
acceptance speech, commencement speech, and tribute
speech. A welcome speech expresses pleasure and warm,
cordial accommodation of the audience. A thanksgiving
speech is addressed to specific individuals for important
reasons, like having donated school building, providing
scholarships, supporting community projects, and the like.
An introduction speech tells about a guest speaker’s
qualifications, skills, and outstanding achievements in
relation to the nature of the occasion. A closing speech, or
closing remarks, wraps up all the activities towards the
realization of the day’s objective or the theme of the
celebration. An acceptance speech is delivered sincerely
and modestly after receiving an award, a promotion, or any
kind of recognition. A tribute speech is delivered on the
occasion of one’s birthday, assumption to office, retirement,
or death. Also, this is a speech of gratitude to praise a
group, an organization, or an event for the realization of
objectives. A commencement speech is delivered by a
speaker on graduation day to express gratitude to the
individuals who have contributed to the success of the
graduates. It motivates, encourages, and inspires the
graduates to do their best in the pursuit of greater heights
in their chosen career.

The Interview

The interview is the most purposive of dyad forms. It

is a one-on-one and face-to-face quick, flexible conversation
between two persons. It is an effective mechanism of
knowing one’s opinion, attitude, idea, intelligence, ability
and depth of knowledge. The interviewer asks questions to
obtain information and the interviewee answers questions.
Interviews are usually useful when seeking for employment,
applying for scholarship, requesting for barangay or police
clearance, and others.

Sometimes, when personal face-to-face interview is

not possible due to geographical distance, modern
communications technologies are used. These include
the Internet, the cell phone, the telephone, Skype, Viber,
and the like. Usually, the interviewer records the
information given by the interviewee through pen and
paper, a tape recorder, a video, among others. Moreover,
interviews have a duration in time, in the sense that the
interview has a beginning and an ending.

Generally, two of the most commonly used type of

interview are the fact-finding and the job selection. The
former focuses on receiving information or data for decision
making, problem solving and creating good will (see the
illustration on page ____ for the process). It is used to get
facts known only by an individual or a group of individuals.
The latter, on the other hand, is used to know and evaluate
the qualifications of an applicant (see the illustration on
page ____for the process).

When conducting an interview, it is necessary to

understand the types of interview questions. These are
open-ended, direct, mirror type, probing, loaded and
problem-solving question.

Open-ended question. This is a question that allows

the interviewee to explain, narrate, classify, define, compare
and contrast. Examples are: (1) Can you explain one of your
childhood experiences?; (2) Can you compare your
elementary and high school education?; and (3) To you, what
is love?

Direct question. This question requires a very absolute

answer. It leads the interviewee to give a very specific idea.
Examples are: (1) Where do you live?; (2) Did you enjoy your
high school days?; and (3) Do you like Math?

Mirror type question. This is a form of a follow-up

question. It usually restates or rephrases the response to
the preceding question. It aims to check the interviewer’s
understanding on the interviewee’s answer. Thus, if the
interviewee answered, “I did enjoy my high school days,” a
mirror question such as “Did I get it right when you
mentioned that you enjoyed your high school days?” maybe
asked. The statement “It is my understanding that you love
reading” or “You say that wearing of uniforms should be
banned?” mirrors a previous reply.

Probing question. This question is asked when an

interviewer wants to dig deeper into the answer of the
interviewee as in the question “What do you mean when you
said that there is no forever?” Remarks such as “Could you
explain this further?” and “May I know the reasons behind
your stand on the policy?” are probe questions that
encourage the interviewee to talk more on his/her previous
answer.

Loaded question. This type of question is highly

emotional and causes prejudice and stress on the part of
the interviewee making it difficult to answer. If the
interviewee’s answer is “I should be hired because I finished
college with honors,” a loaded question such as “We have a
summa cum laude graduate who is applying for the same
position. Why should we choose you over that applicant?”
maybe asked.
 Problem-solving question. This is hypothetical in
nature. The interviewer details a problem which the
interviewee needs to solve. This aims to size up the
interviewee’s ability to make decisions in a spur of a
moment. Questions like “If you were to be sent to an island
alone, what would you bring with you” or a problem that
will most likely to be experienced once hired (“What will you
do if you caught one member of your team stealing office
supplies?”) are common in this type of question.

Fact–finding Interview Process

(Adapted from Flores, C.S. & Lopez, E. B. (2008). Effective
communication.
th
5 edition. Mandaluyong City, Philippines: Echanis Press,
Inc.)
 Selection Interview Process

(Adapted from Flores, C.S. & Lopez, E. B. (2008). Effective

communication.
5th edition. Mandaluyong City, Philippines: Echanis Press,
Inc.)

Lastly, below are the do’s and don’ts in conducting an

interview.

Do’s in an interview

• Dress smartly but simply and be well-groomed.

• Bring paper, pen and a copy of data sheet.
• Be on time.
• Remain standing until asked to sit.
• Maintain eye contact with the
interviewer/interviewee.
• Greet the interviewer by name pronouncing it
correctly.
• Anticipate questions that may be asked.
• Be honest and straightforward.
• Answer all questions briefly but completely.
• Show interest and listen carefully.
• Be yourself.
• Ask questions about the position and company.
• Express appreciation for the interviewers’ time and
consideration.
• Memorize the content of the resume.
• Do your homework.
• Think before you speak.
• Watch your grammar and your manners.
• Exit carefully.

Don’ts in an interview

• Volunteer information
• Give prepared answers
• Carry packages with you
• Chew gum
• Smoke
• Wear sunglasses
• Talk against your former employers and teachers
• Talk too much
 • Put personal items in the interviewers desk
• Slouch in your chair
• Make excuses

Public Service Announcement

A Public Service Announcement (PSA) is a short

message usually in a form of a video or audio file given to
radio and television stations. Usually considered as a
commercial for a non-profit organization which helps
promote its ideas and agendas, the PSA also aims to
educate the public, change public opinion, and raise
awareness for a problem rather than to sell a product or a
service. Topics like drinking and driving, texting and
driving, drug addiction, obesity, smoking, fitness,
education, gambling, alcoholism, and safe sex are common
in PSAs. These are aired voluntarily (or with minimal fee) by
individual radio and/or TV stations. Below are examples of
PSAs (Suggett, 2018).

I Learned It From Watching You: A dad comes into

his teen son's bedroom and starts interrogating him about
the drugs that he's found. At first, the teen is reluctant to
tell him where he got the idea from. It seems like he's
covering for his friends. Then, the bombshell comes out - "I
learned it from watching you." A harsh reminder that adults
that use drugs will influence their kids' behavior (see
https://www.youtube.com/watch?v=PEojLBUPzLY). 

Don't Die of Ignorance. Another from the 1980s,

this time for an epidemic that had gripped the word with
fear. It was called A.I.D.S., and as kids and adults alike
were educated on TV, the PSAs got more scary and
shocking. Perhaps the greatest of these was from the UK.
Entitled, "Don't Die of Ignorance," the enormous gravestone
sent shivers down every spine. John Hurt did the VO.

Keep America Beautiful: An ad so famous, it was

parodied in the smash hit film Wayne's World 2. You know
it, even if you weren't actually around for the original airing.
In this TV and print campaign, the focus is on a Native
American in the wilderness, and the damage he sees being
done to nature from littering and pollution. The iconic
"crying Indian" was born from this campaign. 

Brain on Drugs: Heroin is nothing to mess around

with, and this ad proved that in the most shocking way. An
egg is pounded by a cast iron skillet, followed by the rest of
the kitchen. The girl holding the skillet was Rachel Leigh
Cook, who recently helped revive the campaign for an
update on the current drug policy in America. It's just as
memorable. 

Friends Don't Let Friends Drive Drunk: A truly

innovative approach to the drinking and driving problem,
this strategy was clear, and it worked. People who have
been drinking don't make smart choices. But their friends,
if they're clear-headed, are culpable if they let their drunk
friends get behind the wheel. This prevented thousands of
deaths. 

Tips in Preparing a PSA

There are several ways of putting a message across.

For instance, a PSA can be presented in a poster type,
audio (through radio) or video (for TV). The factors that are
to be considered in choosing the format are the following:
audience, resources, objectives, and the nature of the PSA.

The following are some general guidelines and tips in

creating a PSA as recommended by the Kansas Association
of Broadcasters (2015). Whether in the form of an audio file,
video file or poster, the considerations below may be of
help.

Set a goal. The goal of a PSA is to make someone do

a specific move on something: to quit smoking, to stop
going to fast food chains, to exercise daily; to not to drink
and drive, to stop abusing drugs, etc. PSAs may be
sponsored by an organization. However, its ultimate goal
should not to talk about the sponsoring agency.

Use a real language. Never use an artificial language

in a PSA. Instead use the everyday language.
 Appeal to emotion. People act based on emotional
reasons. People might “rationalize” their actions with logic.
But they’re motivated by emotions. For instance: Tonight,
many street children will go to bed hungry. Unless you help!

Make it personal to the audience. The target

audience must be identified early on as what they care
about must be given prime importance in the selection of
topic. A PSA is a conversation with the audience. In doing
this, make your story or concept relatable to them.

Deliver exactly one core message. The “core

message” is the one thing you want the audience to hear, to
understand, and to remember. Many PSAs (and many
commercials) make the mistake of trying to get the
audience to do more than one thing. A PSA can ask the
audience to keep silent, to love their pets, or to have small
talks at home. However, these should not be asked from the
audience in one PSA.

Be clear. Don’t assume that your message is clear in

the PSA. It might be clear to you because you are the one
who made it. But the listeners are not you. They don’t know
the context and your motivation in doing the PSA. Since
you created the PSA, it is your job to communicate and
make the listeners understand the message the first time it
airs. Don’t let your audience figure out what you want them
to understand in your material. Moreover, it is important
that all the claims in the PSA are supported by statistics or
research.

Know when to use music and background. Music

and background are inviting yet dangerous. Thus, use
music only when needed.

Keep it short. PSAs usually run for 30 to 60

seconds.

References:

Kansan Association of Broadcasters. (n.d) How to write a

public service announcement. Retrieved
www.kab.net/kabadditionalinformation/seminars/d74242.
aspx

SAMSHA. (2015). Tips for Creating Your Own Video PSA.

Retrieved from
https://www.samhsa.gov/sites/default/files/tips-for-
creating-own-psa.pdf

Suggett, P. (2018). What exactly is a PSA (Public Service

Announcement)?. Retrieved from
https://www.thebalancecareers.com/what-exactly-is-
public-service-advertising-38455

www.menifee.k12.ky.us/userfiles/24/Classes/322/PSA
%20Rubric.doc
www.menifee.k12.ky.us/userfiles/24/Classes/322/PSA
%20Rubric.doc