PROFESSIONALS AND

PRACTITIONERS IN THE
DISCIPLINE OF
COMMUNICATION
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 Defining Roles,
Functions and
Competencies of
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Communicators and
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Journalists
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 ● Provide information and evidence to inform the
public
● Provide facts for the public to form judgment
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and decisions
● Facilitate accurate processing and analysis of
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such facts in a professional and ethical way

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 ● To collect and document information, facts, and opinions,
and present them for public analysis
● To communicate is to deliver truth and facts
● To gather news and information that are critical to public
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life and well-being
● To be present where the news is happening and having the
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ability to record what is happening accurately with

available technology
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 ● They need to have listening, reading writing,
and speaking skills
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 Areas of Specialization
of Communicators and
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Journalists
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 ● Speech writing and taking
minutes of a meeting
● Advertising, marketing,
and sales
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● Communication education
● Electronic media, radio-
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television, and
broadcasting
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 ● Public relations
● Journalism
● Theater, performing arts
and dramatic arts
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● Public communication and
opinion management
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● International relations
management and
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negotiations
 THE CLIENTELE
AND AUDIENCES
IN
COMMUNICATION
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 NATURE OF
COMMUNIC
ATION
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https://youtu.be/zKGwoVSc
_3A
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 • The need to communicate has been
part of human beings.

• Communication connotes
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“communion”, “community”,
“making common” or “to share”.
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 • Communication is complex.

• Formally and informally, every person

communicates; therefore, everybody
is clientele and audience of
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communication.
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 CHARACTERISTIC
S OF CLIENTELE
AND AUDIENCES
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https://youtu.be/xyH79KQET5E
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 SOCIAL POSITION

●Status that a person enjoys in a

communication context
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●One may be a president or leader, middle

manager, a colleague or co-equal, or a
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subordinate in an organization or community

 SOCIAL POSITION
●It dictates how one gets communicated
to and how that communication has to
be crafted, packaged, contained, and
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delivered
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 EDUCATIONAL LEVEL
●Suggest the reading skills and health literacy and the
ability to engage with more complex topics – new
and even unfamiliar
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●An audience that has limited literacy skills may

find it difficult to use written materials; oral
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presentations may be more effective

 AGE RANGE

●Can affect the choice of communication

format or distribution
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●Use of communication materials; relevance

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 AGE RANGE

●Social media websites and mobile texting

may be appropriate for a younger audience
while printed materials, e-mails, phone
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calls, meetings, and memos may be more

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effective for an older audience

 RACE AND ETHNICITY
●Important consideration in communication
particularly in deciding on graphics and photos
●Communication materials must reflect the
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demographics of the intended audience

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 PRIMARY LANGUAGE
●Has to be considered if the message is to be
effective

●If the language used is different from the one

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used by the target audience, there is a need to

translate the communication materials into
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the primary language

 HEALTH STATUS

●It dictates people’s disposition to listening and

responding and the ability to make meaning out
of the communicated material
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●Materials should be more personal and relevant to

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specific health conditions or issues

 JOB TYPE

●Audience can affect the format of

materials and the distribution methods to
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be used
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 INFORMATION SOURCES

●They affect the format and distribution

of the communication materials and also
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the medium they trust

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 NEEDS AND VARIOUS
TYPES OF CLIENTLES
AND AUDIENCES
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 THE INDIVIDUAL AS
CLIENT
• Barriers need to be managed
• One has to have a way to overcome
them to achieve effective
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communication
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 GROUP AND
ORGANIZATION AS CLIENT
• They have communication needs that
are specific to them
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 COMMUNITY AS CLIENT
• Message has to be responsive to the
need and the channel has to be
appropriate, and the subject to be
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communicated has to be relevant to the

community
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 ACTIVITY
• Analyze the Case of Mary Jane Veloso and assess how
communication takes place with different clientele and
audiences.
• Juvin (individual as a client); (group or community as a
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client)
• You may also read related articles about the topic.
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