5.2.2. The implementation of the objectives of communication - a prerequisite of its efficiency.

The effectiveness of communication is considered as speakers’ achievement of goals through communication. However, the goals may be different:

informational - to bring the information to the interlocutor, to get confirmation about its receiving;

objective – to get anything, to learn something, to change something in the behavior of the interlocutor;

communicative - to form certain relationships with society.

Furthermore, experts suggest a list of communicative purposes (to establish contact, to support it, to restore, to finish, to perform communicative ritual, to entertain the interlocutor). These goals are achieved through the use of special speech formulas (congratulations, greetings, farewell, compliment, expression of sympathy, keeping the rules of secular society, methods of entertaining, gaming and humorous communication).

The effectiveness of communication is determined not only by the achievement of the goal, but the preservation of the communicative equilibrium.

Analysis of communicative situations

Signs «+», «-» mean achievement or non achievement of the definite goal of communication.

1.	– Will you pass, an extract from the minutes of the meeting held last month, please? –Here it is.	Informational + Objective + Communicative +
2.	– Will you pass a microphone, please? I'm ready to make speech! – Sorry, the light went off.	Informational + Objective – Communicative +
3.	– Pass the phone! –Why don’t you use polite word?	Informational + Objective – Communicative –
4.	– Will you pass an agenda of the meeting, please! –What?	Informational + Objective – Communicative –
5.	– Will you pass the list of the meeting participants, please! – Here it is!	Informational + Objective + Communicative –
6.	– Pass copy of the document being discussed! – Why in a mandative form?	Informational + Objective – Communicative –

These examples show achievement or failure the objectives of communication by the participants of communicative act; it influences the level of its efficiency. Communication is effective if all three goals of verbal influence (sit. 1) are achieved, but it does not always happen. If the informational goal is not achieved (they do not understand us), the efficiency of speech influence is zero. So it is necessary to speak clearly and understandable. If the communicative goal is not achieved (relationships are not saved, destroyed, the interlocutor take offense), this influence is ineffective either, because the preservation of communicative equilibrium is a prerequisite of effective communication. In case the objective goal is not achieved, communication can be effective, because the goal is not achieved due to objective reasons (microphone does not work due to the absence of light) and communicative equilibrium is saved. If objective and informational goals are achieved, but communicative goal is not implemented we can only talk about the certain result of communication. The subject has been received, but normal relations with the interlocutor have not been established. Such verbal influence is called successful, but ineffective.

So, effective communication is a kind of communication when the result is achieved and the equilibrium of relations between the interlocutors is saved. The famous American gangster Al Capone said: "By means of a kind word and a revolver you can achieve much more than only by means of a kind word." The purpose of a civilized man is to succeed by means of a kind word without revolver.