PROGRAM: CERTIFICATE IN JOURNALISM AND MEDIA STUDIES

PAPER NAME: COMMUNICATION SKILLS

TIME: 2 HOURS

INSTRUCTIONS: Answer question one and any other two questions.

QUESTION ONE (30 MARKS)

a) Explain the meaning of the following terms in communication.

(i) Decoding (2 Marks)
Decoding is the process of interpreting or understanding the message sent by the
sender in communication
(ii) Feedback (2 Marks)
Feedback is an essential component of the communication process and refers to the
response or reaction given by the receiver to the sender's message.
b) “Communication is a process”. Discuss (6 Marks)

communication is a dynamic and interactive process that involves the exchange of

information, ideas, thoughts, and feelings between individuals or groups. It is an integral
part of human interaction and plays a crucial role in establishing connections, sharing
knowledge, expressing emotions, and influencing behavior. The communication process
consists of several key elements that work together to facilitate effective transmission and
understanding of messages these include;

1. Sender: The process begins with a sender who initiates the communication by
encoding a message. The sender is the individual or entity that wishes to convey
information or an idea to others. Encoding involves converting thoughts, ideas, or
emotions into a form that can be communicated, such as words, gestures, symbols,
or visual cues.
2. Message: The message is the information or content that the sender intends to
communicate. It can be verbal, written, nonverbal, or a combination of these forms.
The clarity and effectiveness of the message depend on how well it is structured and
tailored to suit the needs and understanding of the intended audience.
3. Channel: The channel is the medium through which the message is transmitted
from the sender to the receiver. It can be face-to-face conversations, written
documents, phone calls, emails, video calls, social media platforms, or any other
means of communication.
 4. Receiver: The receiver is the person or group of people for whom the message is
intended. They play a critical role in the communication process as they decode and
interpret the message to understand its meaning. The receiver's background,
knowledge, cultural context, and communication skills influence how they perceive
and interpret the message.

c) Discuss strategies that you can use as a learner to ensure effective study. (10 Marks)
Set clear goals: Clearly define what you want to achieve through your study sessions.
Create a study schedule: Establish a regular study routine that fits your daily life.
Consistency is key to effective learning.
Use active learning techniques: Engage actively with the material rather than passively
reading or listening.
Take breaks and manage time wisely: Avoid long study marathons. Instead, take short,
frequent breaks during your study sessions to maintain focus and prevent burnout.
create a conducive study environment: Find a quiet and comfortable place to study, free
from distractions. Ensure good lighting and have all the necessary study materials and
resources readily available.
Utilize different learning resources: Combine various learning materials, such as
textbooks, online articles, videos, and interactive tutorials.
d) Explain five factors one would consider when selecting a medium of communication.

Purpose of Communication: The first factor to consider is the purpose of the

communication. Are you trying to convey complex information, deliver a quick update,
collaborate on a project, or evoke emotions? Different mediums are more suitable for specific
purposes.

Audience: Understanding your target audience is crucial in choosing the right

communication medium. Consider factors such as the recipients' age, technological
proficiency, preferences, and cultural background.

Urgency and Timeliness: The urgency of the message and the desired response time should
influence your choice of communication medium. If the information is time-sensitive or
requires an immediate response, using real-time communication tools like phone calls or
instant messaging would be more appropriate.

Complexity of the Message: Consider the complexity of the message you need to convey.
Some information may be best communicated visually, such as through graphs, charts, or
infographics.

Confidentiality and Security: Evaluate the sensitivity of the information you're sharing. If
the communication contains confidential or sensitive data, ensure that you choose a medium
that provides adequate security measures to protect the information.

(10 Marks)
QUESTION TWO (20 MARKS)

a) Explain the concept of SQ3R as used in the reading skill. (10 Marks)

Survey: Before diving into the actual reading, take a few moments to survey the material.
Skim through the chapter, section, or article to get an overview of its structure and main
ideas. Pay attention to headings, subheadings, bolded text, and any summary or conclusion
sections. This step helps create a mental framework for what you are about to read.

Question: Formulate questions based on the headings and subheadings you encountered
during the survey. Ask yourself what you expect to learn from the text. By posing questions,
you set a purpose for your reading and become more actively engaged in seeking answers as
you proceed.

Read: Now that you have a sense of the material's structure and have generated questions,
begin reading the text carefully and actively. Take your time to understand the content, and
try to answer the questions you posed during the previous step. Highlight or underline key
points, definitions, and essential information as you go.

Recite: After reading a section or a chunk of the material, pause and try to recite the
information in your own words. Verbalize the answers to the questions you formed earlier.
This step reinforces your understanding and helps commit the material to memory.

Review: Once you've finished reading the entire text, go back and review the material. Check
if you can answer the questions you generated at the beginning of the process. Reviewing the
material shortly after reading it enhances retention and ensures a deeper understanding of the
content.

b) Assuming you are training an audience on company finance. Explain the visual aids you
would use in training. (10 Marks)

 Financial Charts and Graphs: Use charts and graphs to visually represent financial data.
Common types include line charts, bar graphs, pie charts, and scatter plots. These visuals can
help illustrate trends, comparisons, and relationships between different financial metrics, making
it easier for the audience to grasp key insights.

 Financial Statements: Display actual financial statements, such as the balance sheet, income
statement, and cash flow statement. These documents provide a comprehensive view of a
company's financial health, and presenting them visually can aid in understanding the
relationship between various financial elements.

 Interactive Spreadsheets: Utilize interactive spreadsheets to demonstrate financial modeling

or perform what-if analyses. By allowing participants to manipulate the numbers and observe the
effects on financial outcomes, they can gain a deeper understanding of financial scenarios.

 Infographics: Create infographics that convey complex financial concepts in a visually

engaging and straightforward manner. Infographics can summarize financial information,
explain financial ratios, or visualize financial processes step-by-step.
 Comparative Financial Performance: Use side-by-side visual comparisons of different
companies or financial periods to help the audience understand variations in financial
performance. These visuals can highlight strengths, weaknesses, and areas for improvement.

QUESTION THREE (20 MARKS)

a) State and explain five forms of non-verbal communication. (10 Marks)

Facial Expressions: Facial expressions are one of the most powerful and recognizable forms
of non-verbal communication. The human face can display a wide range of emotions such as
happiness, sadness, anger, surprise, fear, and more.

Gestures: Gestures involve using body movements and hand motions to express ideas or
feelings. Common gestures include waving, pointing, nodding, shaking one's head, and
thumbs-up signs.

Posture and Body Language: Posture and body language refer to the way a person carries
themselves and positions their body during communication. For example, standing up
straight with shoulders back can convey confidence, while slouching may indicate disinterest
or lack of engagement. Crossed arms might signal defensiveness or closed-mindedness.

Eye Contact: Eye contact is a crucial form of non-verbal communication. It can convey
emotions, interest, sincerity, and respect. In many cultures, direct eye contact during
communication is seen as a sign of attentiveness and honesty. However, the appropriate level
of eye contact can vary based on cultural norms and the nature of the interaction.

Paralanguage: Paralanguage refers to the non-verbal elements of speech, such as tone of

voice, pitch, volume, and speech rate. These vocal cues can significantly impact the
message's meaning and emotional context. For example, a soft and gentle tone can convey
kindness and sympathy, while a loud and forceful tone might indicate anger or frustration.

b) Distinguish between hearing and listening. (4 Marks)

Hearing is a physiological process that involves the perception of sound through the
ears. It is a passive ability that most people possess naturally, and it occurs when
sound waves enter the ear canal and are processed by the auditory system.
Listening is an active and intentional process. It involves paying attention,
interpreting, and making sense of the information received.
c) State and explain any three barriers of effective listening. (6 Marks)

External Distractions: External distractions refer to the environmental factors that

divert attention away from the speaker and the message. Examples of external
distractions include loud noises, background conversations, ringing phones, or any
other disruptive sounds in the surroundings.

Internal Distractions: Internal distractions are thoughts, emotions, or preoccupations

that interfere with the listener's ability to concentrate on the speaker's message.
 Personal concerns, worries, or day-to-day stressors can occupy the listener's mind and
divert their attention away from what the speaker is saying.

Lack of Interest or Relevance: When the topic being discussed is perceived as

uninteresting, irrelevant, or unrelated to the listener's needs or goals, they may
mentally tune out or become disengaged. A lack of interest in the subject matter can
lead to a lack of motivation to actively listen and understand the information.

QUESTION FOUR (20 MARKS)

a) State five types of reading. (5 Marks)

b) Explain five principle characteristics of communication. (10 Marks)
c) Explain five characteristics of a good listener. (5 Marks)

QUESTION FIVE (20 MARKS)

a) State five characteristics of an effective public speaker. (5 Marks)

b) Discuss five poor reading habits that hinder effective reading and provide a remedy for
each. (10 Marks)
c) Write down the advantages of taking notes to a college student. (5 Marks)