MODULE 12:

PROFESSIONAL AND
PRACTITIONERS IN
COMMUNICATION
COMMUNICATION PRACTITIONERS
•They are found in the fields of
journalism, broadcasting, filmmaking,
public relations and advertising,
marketing, book publishing, music,
education, and many more.
AREA OF SPECIALIZATION
•Journalism (Print, Broadcast, Online)
•Communication Education
•Public Relations (PR)
•Advertising
•Media Planning
•Integrated Marketing Communication (IMC)
JOURNALISM

•Attending a communication or a
journalism school would normally
mean intent to become a news
writer, reporter or story producer.
COMMUNICATION EDUCATION

•An educator would be more

effective if he or she had
previously been or currently is an
industry practitioner.
PUBLIC RELATIONS (PR)

•“it is a strategic communication

process that builds mutually
beneficial relationships between
organizations and their publics”.
ADVERTISING

•It is “the nonpersonal communication

of information usually paid for and
usually persuasive in nature about
products, services, ideas by identified
sponsors through the various media”.
MEDIA PLANNING
•It is directly associated with advertising
because it entails outsourcing to media
agencies and finding the optimal media
platforms where a product or service
could be advertised.
INTEGRATED MARKETING
COMMUNICATION (IMC)
•“it is an approach in achieving the
objectives of a marketing campaign,
through a well-coordinated use of
different promotional methods that
are intended to reinforce each other”.
ROLES, FUNCTIONS & COMPETENCIES OF
COMMUNICATION PRACTITIONERS
•They are suppliers of knowledge as
they inform the public about relevant
ideas that matter.
•They have strong skills in writing,
reading, speaking and listening.
ROLES, FUNCTIONS & COMPETENCIES OF
COMMUNICATION PRACTITIONERS
•Must also have a genuine appreciation of those
beyond what they are used to in their field.
•They should be able to think outside the box
and be vigilant to changes in their
surroundings so that they are also able to keep
audiences abreast of these changes.
JOURNALISM: A NOBLE CAUSE TO
COMMUNICATE
•It is an influential knowledge-producing
institution.
•Says that “the pen is mightier than the
sword”.
•Make sure that people are aware of
everything that is going on.
•A truthful, comprehensive, &
intelligent account of the day’s
events in a context which gives
them meaning.
•A forum for the exchange of
comment & criticism.
•The projection of a representative
picture of the constituent groups in the
society.
•The presentation and clarification of
the goals and values of the society.
•A full access to the day’s intelligence.
•Journalism’s first obligation is to the truth.
•Its first loyalty is to citizens.
•Its essence is a discipline of verification.
•Its practitioners must maintain an
independence from those they cover.
•It must serve as an independent monitor of
power.
•It must provide a forum for public criticism
and compromise.
•It must strive to make the significant
interesting and relevant.
•It must keep the news comprehensive and
proportional.
•Its practitioners must be allowed to exercise
their personal conscience.
• Watchdog- its function of ensuring that
everyone in the society is accountable to
their actions. (like a dog barking at someone
it finds suspicious)
• Vanguard- its function of cementing and
protecting social values necessary for
organizing society. (like a trained soldier as a
protector of the nation).
• Fourth Estate- its role of providing checks
and balances in the function of the other
estates. (Government/state, church/clergy,
and citizen/civil society.)
FORM OF JOURNALISM
•Advocacy Journalism
•Broadcast Journalism
•Citizen Journalism
•Interactive Journalism
•Photojournalism
ADVOCACY JOURNALISM
•Form of journalism that consciously
frames stories and news narratives
as a subtle promotion of advocacies
that can give voice to the
marginalized.
BROADCAST JOURNALISM
•Kind of journalism that is present on radio
and television.
CITIZEN JOURNALISM
•Form of journalism that evolved to
promote the active involvement of the
public in the process of news gathering
and delivery.
INTERACTIVE JOURNALISM
•Seen online or over the Web.

PHOTOJOURNALISM
•Type of journalism that utilizes
images and photographs to tell the
story.