UNIT III: COMMUNICATION

LESSON 2:
PROFESSIONALS AND
PRACTITIONERS IN
COMMUNICATION
 LEARNING OUTCOMES
The learners are expected to:
Demonstrate comprehension of the professionals and practitioners in
communication;
Undertake participant observation (e.g., a day in a life of a communicator/
journalist) to adequately document and critique their roles, functions, and
competencies
Show understanding of the roles and functions of communicators and journalists;
Identify specific work areas in which communicators and journalists work;
Identify career opportunities for communicators and journalists; and
Value rights, responsibilities, and accountabilities.
 LEARNING CONTENT:

A.Roles, functions, and competencies of communicators and

journalists
B.Areas of specialization in which communicators and journalists
work
C.Career opportunities of communicators and journalists
D.Rights, Responsibilities, Accountabilities, and Code of Ethics
 ROLES OF
COMMUNICATORS
AND JOURNALISTS
 REPORTERS
 Gather information and present it in a written or
spoken form in news stories, feature articles or
documentaries.
 Reporters may work on the staff of news
organizations, but may also work freelance,
writing stories for whoever pays them.
 General reporters cover all sorts of news stories,
but some journalists specialize in certain areas PHILIPPINE
such as reporting sport, politics or agriculture. JOURNALISTS-
REPORTERS/TV HOSTS
 SUB-EDITORS
 Take the stories written by reporters and put
them into a form which suits the special needs
of their particular newspaper, magazine,
bulletin or web page.
 Sub-editors do not usually gather information
themselves. Their job is to concentrate on how
the story can best be presented to their
audience. They are often called subs.
 The person in charge of them is called the chief
sub-editor, usually shortened to chief sub. NEWS EDITORS
 PHOTOJOURNALISTS
Use photographs to tell the news. They
either cover events with a reporter,
taking photographs to illustrate the
written story, or attend news events on
their own, presenting both the pictures
and a story or caption.

PHOTOJOURNALISTS
 THE EDITOR IN CHIEF
Usually the person who makes the final
decision about what is included in the
newspaper, magazine or news bulletins.
He or she is responsible for all the
content and all the journalists.
Editors in chief may have deputies and
assistants to help them.
THE EDITORS IN
CHIEF
 THE NEWS EDITOR
He is the person in charge of the news
journalists.
In small organizations, the news editor
may make all the decisions about what
stories to cover and who will do the work.
In larger organizations, the news editor
may have a deputy, often called the chief
of staff, whose special job is to assign
reporters to the stories selected.
THE NEWS EDITOR
 FEATURE WRITERS
Work for newspapers and
magazines, writing longer stories
which usually give background to
the news.
In small organizations the reporters
themselves will write feature articles.
The person in charge of features is
usually called the features editor.
FEATURE WRITERS
 FEATURE WRITERS
Larger radio or television stations may
have specialist staff producing current
affairs programs - the broadcasting
equivalent of the feature article.
The person in charge of producing a
particular current affairs program is
usually called the producer and the person
in charge of all the programs in that series
is called the executive producer.
FEATURE WRITERS
 SPECIALIST WRITERS
They may be employed to produce
personal commentary columns or
reviews of things such as books, films,
art or performances.
They are usually selected for their
knowledge about certain subjects or
their ability to write well. Again, small
organizations may use general
reporters for some or all of these tasks. SPECIALIST WRITERS
COMPETENCIES AND
VALUES OF
JOURNALISTS AND
COMMUNICATORS
Accrediting Council on Education in Journalism and
Mass Communications (ACEJMC)
• The Accrediting Council on Education in Journalism and Mass
Communications (ACEJMC) requires that, irrespective of their
particular specialization, all graduates should be aware of certain core
values and competencies and be able to:
• •Understand and apply the principles and laws of freedom of speech and
press for the country in which the institution that invites ACEJMC is
located, as well as receive instruction in and understand the range of
systems of freedom of expression around the world, including the right to
dissent, to monitor and criticize power, and to assemble and petition for
redress of grievances;
• • Demonstrate an understanding of the history and role of professionals
Accrediting Council on Education in Journalism and
Mass Communications (ACEJMC)

• Demonstrate an understanding of the history and role of

professionals and institutions in shaping communications;
• • Demonstrate an understanding of gender, race ethnicity, sexual
orientation and, as appropriate, other forms of diversity in domestic
society in relation to mass communications;
• • Demonstrate an understanding of the diversity of peoples and
cultures and of the significance and impact of mass communications
in a global society;
Accrediting Council on Education in Journalism and
Mass Communications (ACEJMC)

• Understand concepts and apply theories in the use and presentation

of images and information;
• Demonstrate an understanding of professional ethical principles and
work ethically in pursuit of truth, accuracy, fairness and diversity;
• Think critically, creatively and independently;
• Conduct research and evaluate information by methods appropriate
to the communications professions in which they work;
Accrediting Council on Education in Journalism and
Mass Communications (ACEJMC)

• Write correctly and clearly in forms and styles appropriate for the
communications professions, audiences and purposes they serve;
• Critically evaluate their own work and that of others for accuracy
and fairness, clarity, appropriate style and grammatical correctness;
• Apply basic numerical and statistical concepts;
• Apply tools and technologies appropriate for the communications
professions in which they work.
 AREAS OF
SPECIALIZATION OF
JOURNALISTS AND
COMMUNICATION
 1. ADVERTISING
Learn the principles behind
advertising campaigns and the
theories behind marketing and
branding products.
 2. BROADCAST &
ELECTRONIC JOURNALISM
Prepares for careers in TV and radio
broadcast news, and other fields that
require clear, succinct communication
across media platforms.
3. BUSINESS JOURNALISM

Learn the concepts, skills and

techniques to report about on
Wall Street, corporate America
and global.
 4. EDITING & GRAPHIC
DESIGN
Develop skills in story editing,
headline writing, caption
writing, page design and
alternative story forms.
 5. INTERACTIVE
MULTIMEDIA
Learn to create informative and
engaging interactive experiences
through new technologies.
 6. PHOTO AND VIDEO
JOURNALISM
Develop skills in multi-
platform documentary
storytelling, including
photojournalism and video.
 7. PUBLIC RELATIONS

Learn about the foundations

and practices to build
relationships and communicate
effectively.
 8. REPORTING

The reporting specialization

prepares students to think
critically and write clearly for
both print and digital media.
 9. STRATEGIC
COMMUNICATION
Learn about the foundations in
ethical advertising and public
relations practices.
CAREER OPPORTUNITIES
FOR JOURNALISM
GRADUATES
 1. BOOK EDITOR
As a book editor, you could be
involved in everything from evaluating
manuscripts and selecting books for
publication to editing text and
shepherding the design process.
 2. CONTENT PRODUCER
When the Web was in its infancy, this job didn't exist.
But today's information-heavy Web sites -- such as
Monster -- need writers and editors for their ever-
changing content. Content producers combine their
communication backgrounds with strong technical
skills and a knack for working well under pressure.
 3. COPYWRITER
Whenever you watch an advertisement on television,
hear one on the radio or read one in the newspaper, a
copywriter developed the message being delivered. If
you're naturally persuasive and creative and can cram
a lot of convincing information into a few words, this
job should grab your attention.
 4. GRANT WRITER
Non-profit organizations depend on grants for
much or sometimes all their funding. They rely
on grant writers who use their persuasive
writing talents to demonstrate the importance of
their organization's causes to win the money
necessary to promote them.
5. NEWS SERVICE WRITER
Many colleges and universities, particularly
larger ones, have news services staffed by
writers and editors who tell the institution's
many stories to the media and general public
via news releases, institutional publications and
Web sites.
 6. NEWSLETTER
WRITER/EDITOR
The Newsletter & Electronic Publishers Association estimates
that the US publishes some 8,000 subscription-based
newsletters. That equates to a lot of journalism major jobs.
Each newsletter needs at least one writer/editor, and larger
ones typically need more. If you can't shake the reporting bug
and have an interest or expertise in a particular topical area,
you might find your niche writing about a niche.
 8. PUBLICATIONS SPECIALIST

Both for-profit and non-profit organizations

produce publications for employees, customers,
clients, donors and volunteers.
Someone has to write and edit the copy, put it
into an appealing design and get it printed (and
often mailed as well).
 9. SPORTS INFORMATION
DIRECTOR
If you're a sports junkie, how about getting paid to oversee a
college athletics program's on-going communications needs?
As a sports information director, you'll help local, regional
and national sports journalists get the stories they need from
your school's coaches and athletes. You'll also coordinate
media coverage for various athletic events.
 10. TECHNICAL WRITER
Do you remember the last time you bought computer
software? Did you ever crack open the user manual? Many
of them are so poorly written that it's a wonder anyone
bothers anymore.
You could be part of the solution as a technical writer. Any
time clear instructions must be written, particularly for
technical product or service, a technical writer goes to work.
RIGHTS AND DUTIES
OF JOURNALISTS
(According to the Ethic Net of Switzerland, as
decided by the Swiss Press Council Foundation on
December 21, 1999)
DECLARATION OF
THE DUTIES AND
RIGHTS OF
JOURNALISTS
 DECLARATION OF
DUTIES
The journalist who gathers, selects, edits, interprets
and comments on information is ruled by general
principles of fairness in his or her honest treatment of
sources (the people with whom he or she is talking)
and the public.
 The journalist's duties are:
1.To seek out the truth, in the interests of the public's right to
know, whatever the consequences to him/ her self
2.To defend freedom of information, freedom of commentary
and criticism, and the independence and dignity of the
journalistic profession.
 The journalist's duties are:
3. Not to publish information, documents, images or sound
recordings of which the origin is unknown to the journalist.
Not to suppress information or any essential elements of a
story. Not to misrepresent any text, document, image or
sound recording, nor people's expressed opinions. If
information is unconfirmed to clearly say so. To indicate
when photographic and/or sound material has been combined
to make a montage.
 The journalist's duties are:
4. Not to use dishonest methods to obtain information,
recordings, images or documents. Not to manipulate
them, or have them manipulated by a third party with a
view to falsification. To prohibit plagiarism in not passing
off the work or ideas of others as one's own.
5. To rectify any published information that is revealed to be
factually incorrect.
 The journalist's duties are:
6. To respect professional secrecy and not reveal the source
of any information obtained in confidence.
7. To respect peoples' privacy insofar as the public interest
does not demand otherwise. To disregard anonymous or
unfounded accusations.
 The journalist's duties are:
8. In respecting human dignity, the journalist must avoid any
allusion by text, image or sound to a person's ethnic or
national origin, religion, gender, sexual orientation as well as
to any illness or physical or mental handicap that could be
discriminatory in character. The reporting of war, acts of
terrorism, accidents and catastrophes by means of text, image
and sound should respect the victims' suffering and the
feelings of their loved ones.
 The journalist's duties are:
9. Do not accept any advantage or any promise that could
limit his or her professional independence or expression
of opinion.
10. To avoid as journalists any form of commercial
advertising; and never to accept conditions laid down by
advertisers directly or indirectly.
 The journalist's duties are:
11. To take journalistic directives only from
designated editorial superiors; and to respect
those directives only when they are not
contrary to this Declaration.
 The journalist's duties are:
Journalists who are worthy of this title accept as their duty a
strict adherence to the principles of this declaration.
While recognizing the laws of each country, they only
accept in professional questions the judgement of their
colleagues, the Press Council or similar, legitimate
organizations determining professional ethics. Thereby, they
reject any interference by the state or any other authority.
 DECLARATION OF
RIGHTS
Full respect by journalists of the
duties articulated above requires that
they enjoy, at the minimum, the
following rights:
 DECLARATION OF
RIGHTS
1.Free access to all sources of information and the
right to investigate without impediment anything that
is in the public interest. Public or private
confidentiality can only be invoked against the
journalist in exceptional circumstances and with the
provision of clearly-defined reasons.
 DECLARATION OF
RIGHTS
2. The right not to act in any way nor express
any opinion that is contrary to professional
rules or personal conscience. As a result,
journalists should not suffer any prejudice.
 DECLARATION OF
RIGHTS
3. The right to refuse any directive or interference that is
contrary to the general policy of the organization with
which he or she is collaborating. This policy must be
communicated in writing before the journalist's
employment. It cannot be modified or revoked
unilaterally under pain of breach of contract.
 DECLARATION OF
RIGHTS
4. The right to transparency as to the
ownership of the company for which the
journalist works.
5. The right to adequate and continuous
professional training.
 DECLARATION OF
RIGHTS
6. The right to benefit from work conditions
guaranteed by a collective agreement, including
the right to be active in professional
organizations without suffering discrimination.
 DECLARATION OF
RIGHTS
7. The right to benefit from an individual employment
contract guaranteeing material and moral security. In
particular, an appropriate remuneration -
corresponding to the journalist's function,
responsibilities and social role - should ensure his or
her economic independence.
 PROFESSIONAL
CODE OF ETHICS
FOR JOURNALISTS
(Approved by the Philippines Press Institute, National Press
Club and National Union of Journalists of the Philippines in
1988)
 I shall scrupulously report and interpret the
news, taking care not to suppress essential facts
or to distort the truth by omission or improper
emphasis. I recognize the duty to air the other
side and the duty to correct substantive errors
promptly. (ACCURACY)
 I shall not violate confidential
information on material given me
in the exercise of my calling.
(CONFIDENTIALITY)
I shall resort only to fair and honest methods in my
effort to obtain news, photographs and/or
documents, and shall properly identify myself as a
representative of the press when obtaining any
personal interview intended for publication.
(FAIRNESS)
 I shall refrain from writing reports which will
adversely affect a private reputation unless the
public interest justifies it. At the same time, I
shall write vigorously for public access to
information, as provided for in the constitution.
(PRIVACY)
 I shall not let personal motives or interests
influence me in the performance of my duties;
nor shall I accept or offer any present, gift or
other consideration of any nature which may
cast doubt on my professional integrity.
(MORAL HONESTY)
 I shall not commit any act of
plagiarism. (INTELLECTUAL
HONESTY)
 I shall not in any manner ridicule, cast
aspersions on or degrade any person by
reason of sex, creed, religious beliefs, and
political conviction, cultural and ethnic
origin. (TOLERANCE)
 I shall presume persons accused of crime of
being innocent until proven otherwise. I shall
exercise caution in publishing names of minors,
and women involved in criminal cases so that
they may not unjustly lose their standing in
society. (JUSTICE)
 I shall not take unfair
advantage of a fellow
journalist. (COURTESY)
 I shall accept only such tasks as are
compatible with the integrity and dignity of
my profession, invoking the “conscience
clause” when duties imposed on me conflict
with the voice of my conscience.
(DIGNITY)
 I shall comport myself in public or while
performing my duties as journalist in such
manner as to maintain the dignity of my
profession. When in doubt, decency should
be my watchword. (DECENCY)