AUDIENCE AND

THEIR
COMMUNICATION
NEEDS /
COMMUNICATION IN
VARIOUS SETTINGS
 WHO IS THE AUDIENCE?
INDIVIDUALS AS AUDIENCE - You and I as individuals engage in
communication along the different levels of intrapersonal, interpersonal, and
mass communication.

GROUPS AND ORGANIZATIONS AS AUDIENCE

• To inform. You may need to let interested parties know who you are, what
you can do for them, what they can do to help you, or even just how to get in
touch.
• To build understanding or change behavior. This can involve appealing to
feelings, self-interest, or a person's imagination.
• To resolve conflict or prevent misunderstandings. Even a small
misunderstanding can create large problems for your organization.
• To present a point of view or project an image: Often, this is all you
need to do to accomplish your goal.
• To lower barriers between groups and individuals. These barriers may
range from information overload to suspicion and prejudice

Among the wide variety of communication media which organizations

can use to fulfill these communication needs are:
• Paid Advertising
• Print Materials
• Media relations (an indirect communication) regular contact with
journalists
• Public Service Announcement (PSAS)
• Community Relations
• Government Relations
• Organization Corporate Communications
• Internal Communications
 COMMUNICATION IN VARIOUS SETTINGS
COMMUNICATION IN GOVERNMENT

The government refers to the institutions, the group of people, the processes, and the
authority that runs our society according to a set of rules. A country's
constitution defines a government's functions.

COMMUNICATION IN THE PRIVATE SECTOR

The private sector refers to businesses and industries run by individuals and companies
rather than by the government. Most of them aim to make profit from the services and
goods they offer, but some are run for nonprofit purposes.
OTHER COMMUNICATION SETTINGS: COMMUNITIES AND SCHOOLS

Communities are made up of people in constant communication with each other. Through
constant communication, communities are able to share and foster not only a cultural
identity-which includes a common language and common cultural traditions--but also a
vision of what is good for the community.