Lesson11:

Professionals
and
Practitioners in
Communication
 Maslog (2014) defines communication as the
fabric that holds society together. It is through
communication that in consensus among member
of society is formed. Without communication,
people cannot agree on norms, behaviors, and
rules nor can they communicate their desires,
needs, attitudes, and ideas all which lay the
foundation of a society.
 POLITICAL ROLE -information is
provided to the people. This information
serves as the basis for the political
decisions of leaders and the public.
Under the political role, communication
serves the following functions:
A.Disseminating Information
Gaining information about what happens in our
country and in the world.
B. Creating and Reflecting Public Opinion
Mass media’s power to influence public opinion
for or against government role
C. Watchdog of the Government
the mass media checks and balances the
government to keep it from abusing its power.
ECONOMIC ROLE – through advertising, people
are informed of their needs and wants as well as
the products available in the market it helps in
promoting positive economic attitudes such as
saving in banks and investing through
advertising, people are informed of the needs
and wants as well as the products available in
the market. It helps in promoting positive
economic attitudes such as saving banks and
investing.
SOCIAL ROLE helps shape national culture. An
aspect that falls under the actual role of media is the
following:
A. Popular Culture referred to as mass culture or
communion culture, associated with a commercial
culture which includes trends, memes, images and
fashion.
B. Entertaining and Educating the Public offers
a means of respite from life’s daily life challenges
and an instrument to educate the public, soap
operas and comics, internet and computer games
etc.
 C. Building A Nation
Mass communication provides the vehicle
for promoting national values and for
building national conscience. It unifies
Filipinos with different social, economic,
religious, and political backgrounds under
one national identity.
D. Developing a country and mobilizing
people
by raising awareness and by connecting all
sectors of society, communication empowers
people to participate in the country’s
developmental efforts
 Competencies of a Communicator
Communication competence is the ability to
interact effectively with others. It involves
setting goals and achieving them through
communication, considering factors like
self-awareness, understanding the context,
and applying communication theory.
Spitzberg and Cupach (1984) identified
three interdependent dimensions for
understanding communication competence:
motivation, knowledge, and skills.
KNOWLEDGE – is not simply the accumulation of information
found in books or as discussed in a classroom. Knowledge in
this case means having a plan of action and the disposition to
execute the plan toward the achievement of a goal. To
illustrate, a lot of research and preparation goes into
persuading a company to buy a product. Knowledge that will
be helpful in this case includes the company’s background, the
composition of their top management and employees, and
most of all, their needs. Having known all these beforehand
means tailoring your presentation to their needs and the
culture of their organization.
 Skills – is the behavior or action actually performed. It is the
product of motivation and knowledge. This is what you gained
after engaging in a successful communicative event.

Competent communicators, therefore, are motivated, know

what and how to put a message across and elicit feedback,
and optimize the effective use of verbal and nonverbal
communication to transmit their message. Jones (2013)
identified some guidelines for achieving communication
competence.
 These are the following:

•Communicate •Recognize
•State
Ethically when it is
ideas appropriate to
clearly. communicate
•Identify • Select the most •Demonstrate
Communication appropriate and Credibility
Goals effective medium
for
communicating.
These are the following:

•Identify and • Be Open Minded

manage about other’s point
misunderstandings. of view.

• Manage Conflict • Listen Attentively

 If you want to make a career in communication, the competencies required
according to the commission on higher Education (CHED) in its memorandum
that is released last 2017. Outlined the following:

•Define and access information needs

•Assess and organize information and knowledge
•Produce, share and utilize information and knowledge
•Communicate in different formats and platforms (print, broadcast, and online)
•Prepare communication/media plan
•Conduct communication and media research and evaluation
•Develop and produce communication materials in different formats and
platforms
•Demonstrate communication management and leadership skills
•Develop entrepreneurial capabilities
•Adhere to ethical standards and practices
•Know and practice rights and responsibilities and accountabilities in the
communication profession
•Demonstrate a development orientation in communication work
•Apply communication theories/models, principles, practices, and tools in
development work
AREAS OF SPECIALIZATION AND
CAREERS IN COMMUNICATION:
FIELDS OF COMMUNICATION
•Advertising.
•Public Relations
•Corporate Communications
•Journal
•Broadcasting
•Film Industry
•Digital Communication And Multimedia
•Research
ADVERTISING

According to Crisostomo (1993), advertising is paid

communication about goods, services, ideas, and institutions
through the mass media designed to inform and/or influence
one or more people in accordance with the intent of the
advertiser. While definitions may vary, advertising is a
communication process whose end goal is aligned with the
objectives of the advertiser or the payee of the service.
Corporations use advertising to sell their products, goods, and
services to the consumers. Advertising in itself is still a broad
field. Most people associate it only with the production of
commercials whether in print or broadcast media. However,
commercial are just part of the bigger advertising world that
may also include marketing, public relations, sales promotion,
events management and interactive media. Careers in the
advertising industry can range from being copywriters to
account executives to graphic artists to brand managers, art
directors, sales and marketing officers, and advertising sales
Public Relations
Panol (as cited in Maslog 2014, 224) defines public relations
(PR) as the “management of persuasive, advocacy
communication to establish, maintain, or strengthen an
organization’s relationship with its various constituencies.” It is
concerned with generating and maintaining a positive image
of an individual, organization, or company by building and
nurturing relationships with the public. PR utilizes different
forms of media tools to reach wide and varied audiences;
among those tools are press releases, newsletters, brochures,
TV ads, and corporate events. Some activities undertaken by
PR practitioners include community relations,
fundraising events, issues management, and media relations.
Communication practitioners in this field include press release
writers, event coordinators, publicists, media trainers, crisis
communication specialists, press secretaries, campaign
Corporate Communications
Corporate communications deal with communication in
corporate or business settings. It may be internal (within an
organization) or external (between corporate entities). Internal
corporate communication is used for making announcements
and for sharing information and views within an organization.
It includes business meetings, interviews, presentations,
memos, and business letters. External corporate
communication, on the other hand, involves creating a brand
or building a reputation for a corporate entity. It includes
communicating with current and potential investors, other
business entities, and the public. External corporate
communications uses media tools such as television and
newspaper ads, radio jingles, promotional events, and
business or partnership proposals. Communication
practitioners in this field include copywriters, corporate
communications specialist/manager, and brand managers.
Journalism
As one of the oldest forms of mass media in the country,
journalism as a field is traditionally associated with the print
media, especially newspapers. Newspapers are publications
which contain information of current and general interest to
the public. Its main function is to give information and create
and reflect public opinion. Communication practitioners
working in this field aim to provide accurate, timely, and
reliable information to the public. It covers a range of
specialized sections, including politics, business,
entertainment, sports, health, and career. Practitioners working
in this field include journalists, news anchors, reporters,
proofreaders, editors, photojournalists, columnists, and layout
artists.
Broadcasting
According to Peters (2012), broadcasting is the distribution of
audio (radio) or video (television) content using the airspace to
a dispersed audience. For Robles and Tuazon (as cited in
Maslog 2014, 124) defines broadcasting as a field in
communication that utilizes the technology of radio and
television to transmit messages and programs using the
airspace-an invisible but vital resource in the public domain
and natural wealth of a nation.” Radio and television are
effective vehicles for sending information and news, for
creating and propagating popular culture, and for entertaining
mass audiences.Broadcast media practitioners include actors,
production assistants, broadcast journalists, camera operators,
station managers, technical directors, and videographers.
Film Industry
The film industry is the communication field involved with the
creation and distribution of films. It is closely related with
television as they share some characteristics in terms of the
way they are run (studio system) and the importance it places
on celebrities (star system). Communication practitioners in
this field include scriptwriters, directors, film editors,
production assistants, cinematographers, visual effects
specialists, and film musical directors.
Digital Communications and Multimedia

Since the introduction of the Internet for public and

commercial use, great strides have been made in the way
people produce and retrieve information. Using digital
technology, more people transmit and receive information
electronically, such as online journalism, podcasts, streaming
video and music, or through social media (which includes
blogs, social networking sites, and virtual reality games). As
more companies recognize the importance of tapping online
media for their needs, more jobs are being created for
communication graduates. This burgeoning industry needs
web designers, animators, online journalists, social media
managers, online editors and writers, and multimedia
developers/managers, among other communication
professionals.
department. In the case
of media companies, for
example, research is
important in acquiring
insights about audience
perception and behavior.
In the case of
government and
Rights of Communicators
As with counseling and social
work, professionals and
practitioners of communication
are also provided rights and
privileges in the practice of
their profession.
Constitutional Guarantee
The 1987 Constitution guarantees press freedom. In Article III, Section
4, it states that “No law shall be passed abridging the freedom of
speech, of expression, or of the press or the right of the people to
peaceably assemble and petition the government for redress of
grievances.” Article III, Section 7, on the other hand, grants the public
access to information- including government research data and official
records subject to the limitations prescribed by the law. This provision
is supported by Article II, Section 28, which states that “subject to
reasonable conditions prescribed by law, the State adopts and
implements a policy of full public disclosure of all its transactions
involving public interest.” The importance of communication to Filipinos
is highlighted in the same article in Section 24, which states that “the
State recognizes the vital role of commu- nication and information in
nation building.” All these provisions highlight the State’s commitment
in safeguarding not just the communication professionals and
journalists’ right to free expression, but the Filipinos’ as a whole.
Code of Ethics
As one of the most powerful institutions in the country, the field of
communication wields a strong influence in the cultural and political
life in the country. This necessitates that communication practitioners
and professionals be ethical in dealing with information, particularly for
those working in mass media. The importance of ethics in the practice
of journalism is underscored by this quote from Luis Teodoro (2013):
“Ethical compliance and professionalism are still the best protection for
those who conduct themselves as journalists and true professionals
should, rather than as instruments of political interests or as politicians
themselves. Journalists can’t be politicians, and neither can politicians
be journalists at the same time without compromising either calling,
and, as the Philippine experience demonstrates, inviting deadly force.”
Accountabilities of Communication
Practitioners
The freedom to communicate, as protected by the law, is not without
its limitations. There are six main limitations to press freedom. These
are libel, anti-obscenity law, invasion on privacy laws, law on national
security, contempt of court, and copyright law (Malinao 2003). Libel.
Article 353 of the Revised Penal Code (RPC) defines libel as a “public
and malicious imputation of a crime, or of a vice or defect, real or
imaginary, or any act, omission, condition, status, or circumstance
tending to cause the dishonor, discredit, or contempt of a natural or
juridical person, or to blacken the memory of one who is dead.”
According to Article 355 of the RPC, libel is “committed by means of
writing, printing, lithography, engraving, radio, phonograph, painting,
theatrical exhibition, cinematographic exhibition, or any similar
means.” A practitioner who defames verbally, on the other hand, may
be charged with slander subject to Article 358 of the RPC.
Than
ks!
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