[HUMSS_DIASS / Disciplines and Ideas in the Applied Social Sciences]

1
[Clientele and Audiences in Communication]

The Clientele and Audiences in Communication

At the end of the topic the students should be able to:
1. Describe the characteristics of clientele and audiences of
communication;
2. Define the needs of various types of clientele and audiences of
communication;
3. Describe the individual as client of communication;
4. Describe the group and organization as client of communication; and
5. Describe the community as client of communication.
“Take a few minutes to reflect on one thing that you are feeling right now.
Write down on a piece of paper that one statement that you very much want
to express. Now, think of how you will say it to the different people in your
life. How would it sound if you were to say it to your parents and friends?
Will your way of expressing the same sentiment differ when said to different
people? Why do you think so?
To make communication effective and attainable, the specific or intended
clientele and audience in an instance of communication need to be clearly
understood so that message packaging, forms, and medium can be properly
customized. Effective communication assumes that audience’s perspective
and ensures that the message is relevant to them. This means that the
method of communication is carefully selected as most effective for the
target audience.

Characteristics of Clientele and Audiences of Communication

Social Position
This is a person enjoys in a communication context.
Education Level
This may suggest the reading skills and healthy literacy and the ability to
engage with more complex topics – new and even unfamiliar.
Age Range
This can affect choice of communication format or distribution.
Race and Ethnicity
This is an important consideration in communication particularly in deciding
on graphics and photos.
Primary Language
This has to be considered if the message is to be effective.

Course Module
 Health Status
This is matters a lot as it dictates people’s disposition to listening and
responding and the ability to make meaning out of the communicated
material.
Job Type
This has to be linked to the audience that can affect the format of materials
and the distribution methods to be used.
Health Status
This is matters for they affect the format and distribution of the
communication materials and also the medium they trust.

Needs of Various Types of Clientele and Audiences of Communication

The Individual as Client of Communication
As an individual, you want to be the first to know about all matters that
pertain to you. Your company may be about retrench you or to promote you
and the anxiety that comes with not having direct communication may be
high.
The Group and Organization as Client of Communication
Groups and organizations tend to have communication needs that are
specific to them.
The Community as Client of Communication
When a community is the client of communication, the message has to be
responsive to the need and the channel has to be appropriate, and the subject
to be communicated has to be relevant to the community.

Glossary
Audiences – these are the person who are the patron of the communication.
Clientele – this is the customer of communication.

References
Dela Cruz, A. et al. (2017), Disciplines and ideas in Social Sciences (Padayon)
Series) Rex Book Store, Inc.
Mendoza, D.J. et al., (2016), Discipline and Ideas in Applied Social Sciences,
Phoenix Publishing House.
Sampa, E.M. (2017) Discipline and Ideas in Applied Social Science, Rex
Bookstore, Inc. First Edtion.
Tatel, C.P. (2017) Discipline and Ideas in Applied Social Sciences, Rex Book
Store, Inc. First Edition.