APPLIED SOCIAL SCIENCES

THE PROFESSIONAL AND

PRACTITIONERS
IN THE DISCIPLINE OF
COMMUNICATION
DR. PHILLIP RAMIR L. PUNZALAN
 DEFINING THE ROLES, FUNCTION, AND
COMPETENCIES OF COMMUNICATORS AND
JOURNALIST
THE FOREMOST IMPORTANT ROLE OF COMMUNICATOR AND JOURNALIST

• TO MAKE AVAILABLE INFORMATION AND EVIDENCE TO INFORM THE PUBLIC

ABOUT ISSUE THAT MATTER TO THEM IN THE MOST NEUTRAL WAY POSSIBLE.
• THEY PROVIDE FACTS FOR THE PUBLIC TO FORM JUDGMENT AND DECISIONS.
• IN SOME CASES, THEY FACILITATE ACCURATE PROCESSING AND ANALYSIS OF
SUCH FACTS IN A PROFESSIONAL AND ETHICAL WAY.
 DEFINING THE ROLES, FUNCTION, AND
COMPETENCIES OF COMMUNICATORS AND
JOURNALIST
THEIR FUNCTIONS FOLLOW NATURALLY:

• TO COLLECT AND DOCUMENT INFORMATION, FACTS AND OPINIONS, AND PRESENT THEM
FOR PUBLIC ANALYSIS AND DEEPINING TO THE ROOT OF REALITY.
• TO DELIVER TRUTH AND FACTS, PROFESSIONALS ARE AT THE SERVICE OF TRUTH.
• TO GATHER NEWS, FACTS AND INFORMATIONS THAT CRITICAL TO PUBLIC LIFE AND WELL-
BEING.
• BEUNG PRESENT WHERE THE NEWS IS HAPPENING AND THE ABILITY TO RECORD IT
ACCURATELY WITH AVAILABLE TECHNOLOGY
 DEFINING THE ROLES, FUNCTION, AND
COMPETENCIES OF COMMUNICATORS AND
JOURNALIST
THE COMPETENCIES OF COMMUNICATORS AND JOURNALISTS

• LISTENING, READING, WRITING AND SPEAKING SKILLS.

• LISTENING AND READING ARE DATA- AND INFORMATION-GATHERING SKILLS
NECESSARY FOR ACCURATE WRITING AND SPEAKING.
• POOR WRITING AND SPEAKING SKILLS CAN DISTORT THE MESSAGE
REGARDLESS OG THE GOOD INTENTIONS OF THE COMMUNICATOR.
 AREAS OF SPECIALIZATION OF
COMMUNICATORS AND JOURNALIST

• SPEECH WRITING AND TAKING MINUTES OF A MEETING; ADVERTISING,

MARKETING AND SALES;
• COMMUNICATION EDUCATION; ELECTRONIC MEDIA,
RADIOTELEVISION, AND BROADCASTING;
• PUBLIC RELATIONS; JOURNALISM; THEATER, PERFORMING ARTS, AND
DRAMATIC ARTS;
• PUBLIC COMMUNICATION AND OPINION MANAGEMENT; AND
INTERNATIONAL RELATIONS MANAGEMENT AND NEGOTIATIONS.
 THE SPECIALIZATION CAN BE IN COPY OF…

• COPY WRITING • NEWS EDITING

• PRODUCTION DIRECTING • NEWS DIRECTING
• PROFESSIONAL BLOGGING
• NEWS WRITING
• COMMUNICATION EDUCATION
• NEWS ANCHORING
• LANGUAGE ARTS COORDINATION
• TRANSMITTER ENGINEERING
• FORENSIC AND DEBATE COACHING
• DRAMA DIRECTING • TECHNICAL DIRECTING
• FILM AND TAPE LIBRARIAN
 JOURNALISTS CAN ALSO SPECIALIZED…

• REPORTING • PUBLISHING
• NEWS EDITING • NEWS SERVICE RESARCH
• NEWS CASTING • TECHNICAL WRITING
• AUTJOR • ACQUISITION EDITING
• COPYWRITING • INTERVIEWING
• SCRIPT WRITING
 CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
• THE FIELD OF COMMUNICATION IS WIDE AND ALMOST EVERY ASPECT OF
BUSINESS AND HUMAN ORGANIZATION HAS COMMUNICATION SPECIALISTS
OR ROLES.
• COMPANIES HAVE TO RELATE WITH COSTUMERS, CLIENTS AND OTHER
STAKEHOLDERS.
• THE SAME IS TRUE FOR GOVERNMENT AND PUBLIC INDIVIDUALS BECAUSE
THE NEED TO HEARD, TO BE UNDERSTOOD, TO BE FOLLOWED AND TO
CONVINCE OTHERS REQUIRE COMMUNICATION.
• PROFESSIONALS PURSUING CAREERS IN COMMUNICATION HAVE MANY
OPTIONS.
 CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
ALBERTS, NAKAYAMA, AND MARTIN
(2007) PRESENT SOME FOLLOWS:
• SPEECH WRITERS
• PRESS SECRETARY
• PUBLIC INFORMATION OFFICER
• PUBLIC AFFAIRS SPECIALISTS
• COMMUNICATION ASSISTANT
• MEETINGS SECRETARY
• COSTUMER SERVICE
REPRESENTATIVE
• MARKETING ASSISTANT OR OFFICER
• ADVERTISING
• SALES ASSISTANT
• ACCOUNT EXECUTIVE
• RESEARCH ASSOCIATE
• OPERATION MANAGER
 CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
BROADLY, OTHER OPPORTUNITIES INCLUDE…
• CAREERS IN ADVERTISING;
• CAREERS IN COMMUNICATION EDUCATION; CAREERS IN ELECTRONIC MEDIA,
RADIO-TELEVISION AND BROADCASTING.
• CAREERS IN PUBLIC RELATION; CAREERS IN JOURNALISM; CAREERS IN THEATER,
PERFORMING ARTS, AND DRAMATIC ARTS
• CAREERS IN COMMUNICATION IN GOVERNMENT AND POLITICS-RELATED
• CAREERS IN INTERNATIONAL RELATIONS AND NEGOTIATIONS.
 CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST

ADVERTISING AND MARKETING • CREATIVE DIRECTOR

SPECIALIST CAN WORK AS:
• COPYWRITER
• ACCOUNT EXECUTIVE
• SALES MANAGER
• MEDIA PLANNER
• MEDIA BUYER
• MEDIA SALES REPRESENTATIVE
• PUBLIC OPINION RESEARCHER
• POLISTERS (SUCH AS IN SOCIAL
WEATHER STATION AND PULSE ASIA.
 CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
• THEY CAN FIND THEIR NICHE IN PROFESSIONAL BLOGGING FOR FASHION AND
LIFESTYLE, PRODUCTS AND SERVICE MARKETING, AND COMMUNICATION.
• SOME BLOGGERS FOCUS ON PAID WORK OR FREELANCING NEWS AND
CURRENT AFFAIRS REPORTING.
 CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST

COMMUNICATION EDUCATORS CAN WORK AS…

• COLLEGE OR UNIVERSITY PROFESSORS
• SPEECH COMMUNICATION DEPARTMENT CHAIRPERSONS
• LANGUAGE ARTS COORDINATORS
• ELEMENTARY AND HIGHSCHOOLS SPEECH TEACHERS
• FORENSIC AND DEBATE COACHES
• DRAMA DIRECTORS
 CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST

BROADCASTING CAREERS CAN • FILM EDITOR

INCLUDE OPPORTUNITIES TO WORK • NEWS EDITOR
AS…
• NEWS DIRECTOR
• BROADCASTING STATION MANAGER
• NEWS WRITER
• DIRECTOR OF BROADCASTING
• NEWS ANCHOR
• FILM AND TAPE LIBRARIAN
• TRANSMITTER ENGINEER
• COMMUNITY RELATIONS DIRECTOR
• TECHNICAL DIRECTOR
• UNIT MANAGER
 CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST

OTHER OPPORTUNITIES INCLUDE… • COMEDY WRITER

• ADVERTISING SALES COORDINATOR • CASTING DIRECTOR
• TRAFFIC AND CONTINUITY • FLOOR MANAGER
SPECIALIST • TALK SHOW HOST
• MARKET RESEARCHERS
• ACCOUNT EXECUTIVE
• ACTOR/ACTRESS • MEDIA BUYER
• DISC JOCKEY • ETC.
• PUBLIC RELATIONS MANAGER
 CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST

IN JOURNALISM, ONE CAN WORK • PUBLISHER

AS… • NEWS SERVICE RESEARCHER
• REPORTER • TECHNICAL WRITER
• EDITOR • ACQUISITION EDITOR
• NEWSCASTER
• AND INTERVIEWER
• AUTHOR
• COPYWRITER
• SCRIPTWRITER
 CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST

IN PUBLIC RELATION, ONE CAN • ACCOUNT EXECUTIVE

WORK AS…
• PUBLICITY MANAGER
• ADVERTISING MANAGER
• MARKETING SPECIALIST
• PRESS AGENT
• LOBBYIST
• COORPERATE PUBLIC AFFAIRS
SPECIALIST
• DEVELOPMENT OFFICER
• FUND RAISER
• MEMBERSHIP RECRUITER
• SALAES MANAGER
• MEDIA ANALYST
• MEDIA PLANNER
 CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
• CREATIVE DIRECTOR
• AUDIENCE ANALYST
• NEWS WRITER
• PUBLIC OPINION RESEARCHER
 CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
IN THEATER AND PERFORMING ARTS, • COSTUME DESIGNER
GRADUATES CAN WORK AS… • THEATER CRITIC
• PERFORMING ARTISTS • MAKEUP ARTIST
• SCRIPTWRITER • STAGE MANAGER
• PRODUCER • ART AND PROP CURATOR
• DIRECTOR • MODEL
• ARTS ADMINISTRATOR • THEATER PROFESSOR
• PERFORMING ARTS EDUCATOR • CASTLING DIRECTOR
 CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST

IN COMMUNICATION IN • RESEARCH SPECIALIST

GOVERNMENT AND POLITICS- • PROGRAM COORDINATOR
RELATED, COMMUNICATION
GRADUATES CAN WORK AS… • NEGOTIATOR

• PUBLIC INFORMATION OFFICER • LOBBYIST

• SPEECH WRITER • PRESS SECRETARY

• LEGISLATIVE ASSISTANT • ELECTED OFFICER

• CAMPAIGN DIRECTOR
 CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
IN INTERNATIONAL RELATIONS AND • DIPLOMAT
NEGOTIATIONS, COMMUNICATION
• FOREIGN RELATIONS OFFICER
GRADUATES CAN SERVE AS…
• HOST/HOSTESS FOR FOREIGN
• ON-AIR INTERNATIONAL
DIGNITARIES
BROADCASTING TALENT
• FOREIGN CORRESPONDENT
• CORPORATE REPRESENTATIVE
• TRANSLATOR
• STUDENT TOUR COORDINATOR
 RIGHTS, RESPONSIBILITIES, AND
ACCOUNTABILITIES OF
COMMUNICATORS AND JOURNALISTS
• ACCOUNTABILITY IS NECESSITY FOR COMMUNICATORS AND JOURNALISTS BECAUSE IT ESTABLISHED
TO SAFEGUARD THE INTEGRITY OF MEDIA AND PROTECTION.
• TO ENSURE THAT CITIZENS ARE ABLE TO ORIGINATE CONTENT AND CONTIBUTE TO MEDIA CONTENT
• AND NOT JUST REMAIN PASSIVE CONSUMERS OF MEDIA OUTPUT.
• TO EXERCISE AND LIVE BY AND WHICH MUST PROVIDES GUARANTEES AGAINST CENSORSHIP AND
PRETECTION OF FREEDOM OF EXPRESSION
• SAFEGUARDING THE CONFIDENTIALITY OF JOURNALISTIC SOURCES
• ENSURING THAT INFORMATION HELD BY THE GOVERNMENT CAN BE TIMELY AND EASILY ACESSED BY
THE PUBLIC
 CODE OF ETHICS OF COMMUNICATORS
AND JOURNALISTS
• HAVE CODES OF ETHICS AND PROFESSIONAL STANDARD BASED SELF-
REGULATION.
• THE GENERAL RULE IS RESPECT FOR TRUTHFULNESS AND RESPECT FOR
PEOPLES’S RIGHTS.
• THE UNITED NATIONS EDUCATIONALS, SCIENTIFIC, AND CULTURAL
ORGANIZATION (UNESCO) CONSIDERS THE CODE OF ETHICS AS BEING AT
THE HEART OF GOOD COMMUNICATION AND JOURNALISM FOR IT FOSTERS
PROFESSIONAL SELF-CENSORSHIP AMONG PROFESSIONALS IN THE INDUSTRY.
 NJU CODE OF CONDUCT

• THE NJU’S CODE OF CONDUCT HAS SET OUT THE MAIN PRINCIPLES OF
BRITISH AND IRISH JOURNALISM SINCE 1936. THE CODE IS PART OF THE
RULES AND ALL JOURNALISTS JOINING THE UNION MUST SIGN THAT THEY
WILL STRIVE TO ADHERE IT.
A JOURNALIST:
1. AT ALL TIMES UPHOLDS AND DEFENDS THE PRINCIPLE OF MEDIA FREEDOM,
THE RIGHT OF FREEDOM OF EXPRESSION AND THE RIGHT OF THE PUBLIC
TO BE INFORMED.
2. STRIVES TO ENSURE THAT INFORMATION DISSEMINATED IS HONESTLY
CONVEYED, ACCURATE, AND FAIR.
3. DOES HIS/HER UTMOST TO CORREST HARMFUL INACCURACIES.
4. DIFFERENTIATES BETWEEN RQCT AND OPINION.
5. OBTAINS MATERIAL BY HONEST, STRAIGHTFORWARD, AND OPEN MEANS
WITH THE EXCEPTION OF INVESTIGATIONS THAT ARE BOTH OVERWHELMINGLY
IN THE PUBLIC INTEREST AND WHICH INVOLVE EVIDENCE THAT CANNOT BE
OBTAINED BY STRAIGHTFIRWARD MEANS.
6. DOES NOTHING TO INTRUDE INTO ANYBODYS’S PRIVATE LIFE , GRIEF, OR
DISTRESS UNLESS JUSTIFIED BY OVERRIDING CONSIDERATION OF THE PUBLIC
INTEREST.
7. PROTECTS THE IDENTIFY OF SOURCES WHOSUPPLY INFORMATION IN
CONFIDENCE AND MATERIAL GATHERED IN THE COURSE OF HIS/HER WORK.
8. RESIST THREATS OR ANY OTHER INDUCEMENTS TO INFLUENCE, DISTORT, OR
SUPRESS INFORMATION AND TAKES NO UNFAIR PERSONAL ADVANTAGE OF
INFORMATION GAINED IN THE COURSE OF HIS/HER DUTIES BEFORE THE
9. PRODUCES NO MATERIAL LIKELY TO LEAD TO HATRED OR DISCRIMINATION
ON THE GROUNDS OF A PERSON’S AGE, GENDER, RACE, COLOR, CREED, LEGAL
STATUS, DISABILITY, MARITAL STATUS, OR SEXUAL ORIENTATION.
10. DOES NOT BY WAY OF STATEMENT, VOICE, OR APPEARANCE ENDORSE BY
ADVERTISEMENT ANY COMMERCIAL PRODUCT OR SERVICE SAVE FOR THE
PROMOTION OF HIS/HER OWN WORK OR 9F THE MEDIUM BY WHICH SHE/HE IS
EMPLOYED.
11. SHALL NORMALLY SEEK THE CONSENT OF AN APPROPRIATE ADULT WHEN
INTERVIEWING OR PHOTOGRAPHING A CHILD FOR A STORY ABOUT HIS/HER
WELFARE.
12. AVOIDS PLAGIARISM
 CONCLUSION

• WE CONCLUDE THAT THERE ARE CAREER

OPPURTUNITIES FOR COMMUNICATORS AND
JOURNALIST. ALSO RESPONSIBILITIES, AND
ACCOUNTABILITIES OF COMMUNICATORS
AND JOURNALISTS. THIS LESSON TACKLES
ABOUT THE CODE OF ETHICS OF
COMMUNICATORS AND JOURNALISTS.