Professio n a l s a n d

practit i o n e r s in
com m u n i c a t i o n
 Journalism and its
functions
•Journalism refers to the gathering,
reporting, and dissemination of news
through the mass media.
 9 principles which journalism must
observe :

1. Journalism’s first obligation is to the truth.

2. Its first loyalty is to citizens.
3. Its essence is a discipline of verification.
4. Its practitioners must maintain an independence from those they cover.
5. It must serve as an independent monitor of power.
6. It must provide a forum for public criticism and compromise.
7. It must strive to make the significant interesting and relevant.
 FREEDOM OF EXPRESSION AND
INFORMATION
Code of conduct
• Truthfulness of information
• Clarity of information
• Defense of the public’s rights
• Responsibilities in forming public opinions
• Standards of gathering and presenting information
• Respecting the integrity of sources
• Prohibition of discrimination on the basis of race, ethnicity, religion, and other
characteristics

• Respect of privacy
• Prohibition of bribes and other benefits
• The need to respect universal values and diversity of cultures
• The need to support human rights, peace, social progress, and democracy.
 RIGHTS AND
RESPONSIBILITIES
• Article 15: The right to form, hold, receive and impart
opinions

• Article 16:Free and equal access to information inside

and outside state borders

• Article 19: The freedom to hold opinions without

interference and to seek, receive, and impart
information through any media.
 JOURNALISM
-ENCOMPASSES THE PRINT, BROADCAST– RADIO AND TELEVISION--- AND ONLINE
MEDIA.

SUBCATEGORIES OF NEWS MEDIA BASED ON FACTORS:

• TYPE OF CONTENT
• CIRCULATION AREA
• AUDIENCE
• LANGUAGE
• PERIODICITY
• EDITOR
• COLUMNIST
• COPY EDITOR
• PHOTOGRAPHER
• PROOFREADER
• LAYOUT ARTIST
 SECTIONS NEEDED TO RUN THE
ENTIRE NEWS ORGANIZATION:
• ADVERTISING
• CIRCULATION
• MARKETING
• PRODUCTION
• BUSINESS
 Advertising and its functions

Advertising
Key elements:

a) Mediated
b) Action
 Functions in business and
society
•As marketing tool
•As transmitter of information
•An economic stimulant
•A purveyor of values
 Career opportunities
Advertising agencies provide a range of services
to their clients

• Account management
• Research and account planning
• Creative
• Production
• Media planning and buying
 Careers may also be found in the media
used for advertising such as:
• Mass media
• Online media
• Non-traditional media specially outdoor advertising media
• New media forms
• Mall events and events marketing
 Professional and ethical
standards
Indeed advertising is a tool of communication whose impact on society cannot
be ignored. Recognizing their social responsibility, governments seek to
regulate its practices.

• Federal trade commission

-concerned with eliminating deception in advertising.

• U.S FOOD AND DRUG ADMINISTRATION

-MONITORS ADVERTISING CLAIMS REGARDING FOOD AND DRUGS.
IN THE PHILIPPINES, THE ‘ADVERTISING BOARD OF THE
PHILIPPINES’, THE UMBRELLA ORGANIZATION FOR THE LARGEST
ADVERTISING ASSOCIATIONS INCLUDING THE ‘Association OF
ACCREDITED ADVERTISING AGENCIES----PHILIPPINES AND CINEMA
ADVERTISING ASSOCIATION OF THE PHILIPPINES”, HAS SOUGHT
TO POLICE ITS RANKS BY CRAFTING A CODE OF ETHICS AND THE
PROCEDURES TO IMPLEMENT THESE.
 The code provides, among others, that
advertisements should not:
• UNDERMINE THE PUBLIC’S REGARD FOR GOVERNMENT, LAW, AND DULY
CONSTITUTED AUTHORITY.

• EXPLOIT OR TEND TO PROMOTE PHYSICAL, VERBAL, OR PSYCHOLOGICAL

VIOLENCE OR THE USE OF DEADLY WEAPONS.

• DISPARAGE, RIDICULE, OR ATTACK ANY NATURAL PERSON OR GROUP OF

PERSONS ESPECIALLY ON THE BASIS OF GENDER, SOCIAL OR ECONOMIC
CLASS, RELIGION, RACE, OR NATIONALITY.

• DEPICT THE ACTUAL ACT OF DRINKING ALCOHOLIC BEVERAGES OR SMOKING

TOBACCO PRODUCTS.
 PUBLIC RELATIONS AND ITS
FUNCTIONS
• “PUBLIC RELATIONS IS A STRATEGIC COMMUNICATION
PROCESS THAT BUILDS MUTUALLY BENEFICIAL
RELATIONSHIPS BETWEEN ORGANIZATIONS AND THEIR
PUBLICS.”
•COMMUNITY RELATIONS
•EMPLOYEE RELATIONS
•GOVERNMENT RELATIONS
•FINANCIAL RELATIONS
•MEDIA RELATIONS
•PUBLIC AFFAIRS
 OF ETHICS OUTLINE THE PRINCIPLESAND STANDARDS OF PROFESSIONAL
PRACTICE AND PROVIDES CONCRETE EXAMPLES TO ILLUSTRATE THIS.

“A MEMBER SHALL PRESERVE THE FREE FLOW OF UNPREJUDICED

INFORMATION WHEN GIVING OR RECEIVING GIFTSBY ENSURING THAT
GIFTSARE NOMINAL, LEGAL AND INFREQUENT.”

“A MEMBER SHALL BE HONEST AND ACCURATE IN ALL COMMUNICATIONS.

REVEAL THE SPONSORS FOR CAUSES AND INTERESTS REPRESENTED. AVOID
DECEPTIVE PRACTICES.”
 Philippines’ code of ethics:
• Conduct our professional way of life with the interests of the public as our
basic and primary guide.

• Conduct our activities in full accordance with the accepted standards of trust,
objectivity, accuracy, and good taste.

• Uphold the rule of law and the dictates of public order, public policy, morals,
and good customs.

• Protect the interest of our clients or employers by being faithful to our

commitments to them, against which we shall not represent conflicting or
competing interests, unless full consent is given by all interested parties with
full disclosure of facts.
• Safeguard the confidence of our present and former clients or employers by
keeping trade secrets of or other information of similar nature, unless a
competent government authority, by reason of national security or public
policy, orders their disclosure.

• Refuse any form of valuable consideration for a service, involving the

profession, from any one other than our clients or employers, even if it does
not involve conflicting interests, unless all interested parties give full consent.