PROFESSIONALS AND MODUL

PRACTITIONERS E 12
IN COMMUNICATION
COMMUNICATION
W HO A RE
THEY ?
W HAT D O
PRACTITIONERS THEY D O ?
 COMMUNICATION PRACTITIONERS :
WHO ARE THEY? WHAT THEY DO?

They are found in the fields of journalism,

broadcasting, filmmaking, public relations
and advertising, marketing, book publishing
music, education, and many more.
They are involved in written, oral, visual,
and digital, communication, as required by
their specific fields.
 AREAS OF SPECIALIZATION
Journalism (Print, Broadcast, Online)
-news writer, reporter, or story producer
-doesn’t have licensure examinations
-a legitimate profession by the virtue of its impact on all facets
of society.

Communication Education
-is a quarterly academic journal covering speech and
communication on college campuses.  
Public Relations
-”a strategic communication process that builds mutually beneficial
relationships between organizations and their publics.” –Public Relations of
America
-involves communicating the good works of an individual to various
audiences to build a certain image.
Advertising
-”nonpersonal communication of information usually paid for and usually
persuasive in nature about products, services or ideas by identified sponsors
through the various media .” (Bovee,1992)
-communicators as advertisers think of ways to convince people to change
their attitudes and behaviours on ideas, products, and services
-propaganda schemes and techniques are utilized by
communication practitioners to convey messages and make audiences
adhere to the intent of these messages.
Media Planning
-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
-”an approach to achieving the objectives of a marketing
campaign, through a well-coordinated use of different promotional
methods that are intended to reinforce each other.”
(Businessdictionary.com)
-promotional methods such as advertising, public relations,
personal selling and sales promotion create an impact to the
audiences. Thus, practitioners in this area find this as challenging
and rewarding at the same time.
COMMUNICATION Roles,
Functions,
PRACTITIONERS’ Competencies
 ROLES, FUNCTIONS, AND COMPETENCIES OF
COMMUNICATION PRACTITIONERS
Practitioners are required to gain the necessary training and
previous knowledge they are required to create, manage, and
distribute the information to their audiences and clientele.
They are the suppliers of knowledge as they inform the
public about relevant ideas that matter.
They have strong skills in writing, reading, speaking, and
listening.
They have strong skills in writing, reading, speaking, and
listening.
They are also expected to be highly knowledgeable of the
communication technologies that are used in their practice
They have a good mix of knowledge of various disciplines so
that they may sound credible to the audiences.
Also have a genuine appreciation of those beyond what they
are used to in their field
Should be able to think outside the box and be vigilant to
changes in their surroundings to keep audiences updated.
JOURNALISM:
A Noble
Cause to
Communicate
 JOURNALISM: A NOBLE CAUSE TO
COMMUNICATE
Journalism, as a form of communication, is an
influential knowledge-producing institution. (Ekstrom,
2002)
Once you read, listen, or watch news, you will be able
to have a better grasp on how to deal with the things
happening around you.
News is a source of knowledge; news is history in the
making.
This values the right and the responsibility toward
freedom of speech and of expression.
“the pen is mightier than sword.” –This power, vested upon
communication practitioners, must be tempered; otherwise, it
will be abused.
The main role of journalists is to become effective
chroniclers of the day’s events because “the news of today is
the history of tomorrow.”
Journalism is not merely transmitting information; it is
telling a story of a particular aspect of reality.
 According to the Commission of Freedom of the Press (Hutchins Commission)
THE MEDIA SHOULD DO THE FOLLOWING :

1. A truthful, comprehensive, and intelligent account of the day’s

events in a context which gives them meaning.
2. A forum for the exchange of comment and criticism
3. The projection of a representative picture of the constituent
groups in the society
4. The presentation and clarification of the goals and values of
the society
5. A full access to the day’s intelligence
The ultimate purpose of providing the people

“WITH THE INFORMATION THEY Kovach

NEED TO BE FREE AND SELF- and
GOVERNING.” Rosenstiel
(2001)
 TENETS OF RESPONSIBLE PRACTICE OF
JOURNALISM
[Kovach and Rosenstiel (2001)]
1. Journalism’s first obligation is 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
8. It must keep the news comprehensive and proportional.
9. Its practitioners must be allowed to exercise their personal
conscience

This is the reason that journalism has been revered and labelled as
watchdog, because it ensures everyone in the society is accountable
of their actions (like a dog, barking at someone it finds suspicious);
vanguard, cementing and protecting social values necessary for
organizing society (like a trained soldier as a protector of the nation);
and fourth estate, providing checks and balances in the function of
the other estates (government/state, church/clergy, and citizen/civil
society).
 FORMS OF
JOURNALISM
 FORMS OF JOURNALISM

1. Advocacy Journalism –consciously frames stories and

news narratives as a subtle promotion of advocacies that can
give voice to the marginalized.
2. Broadcast Journalism -present on radio and television.
3. Citizen Journalism –evolved to promote the active
involvement of the public in the process of news gathering and
delivery.
4. Interactive Journalism –seen online or over the Web; puts
together the traditional elements of print journalism and the
innovative means of the Internet.
5. Photojournalism –utilizes images and photographs
to tell the story
THE INFLUENCE OF
JOURNALISM TO
SOCIETY
 THE INFLUENCE OF JOURNALISM TO
SOCIETY
 Paying attention to journalistic contents affects our daily living
 Reliance on media as a source of information is one way of
connecting to the world
 Journalism is influential in fleshing out issues that others
consider as banal and fleeting