11 SENIOR HIGH SCHOOL

Disciplines and Ideas in the

Applied Social Sciences
Quarter 3 – Module 8:
Professionals and Practitioners in
Communication
Disciplines and Ideas in Applied Social Sciences – Grade 11
Alternative Delivery Mode
Quarter 3 – Module 8: Professionals and Practitioners in Communication
First Edition, 2020

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Published by the Department of Education

Secretary: Leonor Magtolis- Briones
Undersecretary: Diosdado M. San Antonio

Development Team of the Module

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Reviewer: Gemma F. Depositario,Ed.D.
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Carmelita A. Alcala, Ed.D.

Printed in the Philippines by ________________________

Department of Education –Region VII Schools Division of Negros Oriental

Office Address: Kagawasan, Ave., Daro, Dumaguete City, Negros Oriental

Tele #: (035) 225 2376 / 541 1117
E-mail Address: negros.oriental@deped.gov.ph
 11

Disciplines and
Ideas in Applied
Social Sciences
Quarter 3 – Module 8:
Professionals and Practitioners
in Communication
Introductory Message
For the facilitator:
Welcome to the Disciplines and Ideas in the Applied Social Sciences 11 Alternative
Delivery Mode (ADM) Module on Professionals and Practitioners in Communication!
This module was collaboratively designed, developed and reviewed by educators
both from public and private institutions to assist you, the teacher or facilitator in
helping the learners meet the standards set by the K to 12 Curriculum while
overcoming their personal, social, and economic constraints in schooling.
This learning resource hopes to engage the learners into guided and independent
learning activities at their own pace and time. Furthermore, this also aims to help
learners acquire the needed 21st century skills while taking into consideration their
needs and circumstances.
In addition to the material in the main text, you will also see this box in the body of
the module:

Notes to the Teacher

This contains helpful tips or strategies that
will help you in guiding the learners.

As a facilitator, you are expected to orient the learners on how to use this module.
You also need to keep track of the learners' progress while allowing them to manage
their own learning. Furthermore, you are expected to encourage and assist the
learners as they do the tasks included in the module.

ii
For the learner:
Welcome to the Disciplines and Ideas in the Applied Social Sciences 11 Alternative
Delivery Mode (ADM) Module on Professionals and Practitioners in Communication!
This module was designed to provide you with fun and meaningful opportunities for
guided and independent learning at your own pace and time. You will be enabled to
process the contents of the learning resource while being an active learner.
This module has the following parts and corresponding icons:
This will give you an idea of the skills or
What I Need to Know competencies you are expected to learn in
the module.

This part includes an activity that aims to

check what you already know about the
What I Know
lesson to take. If you get all the answers
correct (100%), you may decide to skip this
module.
This is a brief drill or review to help you link
What’s In the current lesson with the previous one.

In this portion, the new lesson will be

introduced to you in various ways; a story, a
What’s New
song, a poem, a problem opener, an activity
or a situation.
This section provides a brief discussion of
What is It the lesson. This aims to help you discover
and understand new concepts and skills.
This comprises activities for independent
practice to solidify your understanding and
What’s More
skills of the topic. You may check the
answers to the exercises using the Answer
Key at the end of the module.
This includes questions or blank
What I Have Learned sentence/paragraph to be filled in to process
what you learned from the lesson.
This section provides an activity which will
What I Can Do help you transfer your new knowledge or skill
into real life situations or concerns.
This is a task which aims to evaluate your
Assessment level of mastery in achieving the learning
competency.
Additional Activities In this portion, another activity will be given to

iii
 you to enrich your knowledge or skill of the
lesson learned.
This contains answers to all activities in the
Answer Key
module.
At the end of this module you will also find:

References This is a list of all sources used in developing

this module.

The following are some reminders in using this module:

1. Use the module with care. Do not put unnecessary mark/s on any part of the
module. Use a separate sheet of paper in answering the exercises.
2. Don’t forget to answer What I Know before moving on to the other activities
included in the module.
3. Read the instruction carefully before doing each task.
4. Observe honesty and integrity in doing the tasks and checking your answers.
5. Finish the task at hand before proceeding to the next.
6. Return this module to your teacher/facilitator once you are through with it.

If you encounter any difficulty in answering the tasks in this module, do not
hesitate to consult your teacher or facilitator. Always bear in mind that you are not
alone.
We hope that through this material, you will experience meaningful learning and
gain deep understanding of the relevant competencies. You can do it!

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 What I Need to Know

MOST ESSENTIAL LEARNING COMPETENCY

• Explain the roles and function of communicators and journalist

(HUMSS_DIASS12-Ij-32)
• Identify specific work areas in which communicators and journalist work
(HUMSS_DIASS 12-Ij-33)
• Explain the rights, responsibilities, and accountabilities (HUMSS_DIASS 12-
Ij-35)
• Distinguish between ethical and unethical behaviors among practitioners
(HUMSS_DIASS 12-Ij-36)

At the end of the module, you should be able to:

1. Identify the roles, function, rights, responsibilities, and accountabilities of
communicators and journalist;
2. Learn the specific work areas of a communicator and a journalist; and
3. Distinguish ethical and unethical behaviors among practitioners.

Journalism is a form of writing that tells people about things that really
happened, but that they might not have known about already. People who
write journalism are called "journalists." They might work at newspapers, magazines,
web sites or for TV or radio stations.

Figuring out what makes a good story and how to tell it helps young
aspiring reports boost their critical thinking skills and that’s especially true
at this historic moment.

Journalism gives students a tool to engage constructively and

productively with what’s going on in their lives.

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 What I Know

Multiple Choice. Read each item carefully and answer directly in your notebook.
1. It also known as “Public Relations Specialists.
A. Communication specialist B. Medicine Specialist
C. IT Specialist D. English Specialist

2. Which of the following is not a role of communicators and journalists?

A. to make available information and evidence to inform the public about issues that
matter to them in the most neutral way possible;
B. to provide facts for the public to form judgement and decisions; and
C. to facilitate accurate processing and analysis of such facts in a professional and
ethical way
D. to deliver truths and facts

3. The following are functions of communicators and journalists EXCEPT

A. to provide facts for the public to form judgement and decisions
B. to collect and document information, facts and opinions, and present them for
public analysis and deepening to the root of reality;
C. to deliver truths and facts; and
D. to present where the news is happening and having the ability to record what is
happening accurately with the new technology.

4. Which of the following is a right of communicators and journalists?

A. Respect rights of others B. Safeguarding the confidentiality
C. Freedom of speech D. Observe ethical codes

5. One of the responsibilities of a communicator and journalist is to

A. Access to information B. Serve a watchdog role
C. ensuring information D. Freedom of the press

6. Which of the following is considered as the accountability of a communicator and

journalist?
A. Provide information for the public
B. Provide guarantees against censorship and protection of freedom of expression
C. Journalism ethics
D. Respect rights of others

7. A way of finding, reporting, and presenting news which other people try to hide.
A. Photojournalism B. Sports journalism
C. Investigative journalism D. Broadcast journalism

8. Telling stories with photographs.

A. Investigative journalism B. Broadcast journalism
B. Sports journalism D. Photojournalism

9. Based on the Code of Ethics of Communicators and Journalists, is it okay for them to
strive to ensure that information disseminated is honestly conveyed, accurate, and
fair?
A. Yes B. No C. Maybe D. Not sure

2
 10. Which of the following is an ethical behavior for communicators and journalists?
A. Protect the identity of sources who supply information in confidence and
material gathered in the course of his/her work
B. Produces no material likely to lead to hatred or discrimination in the grounds
of a person’s age, gender, race, color, creed, legal status, disability, marital
status, or sexual orientation
C. Shall normally seek the consent of an appropriate adult when interviewing or
photographing a child for a story about his/her welfare
D. All the above.

What’s In

Communication is the process of sending and receiving messages through

verbal and/or nonverbal means—speech (oral communication), writing (written
communication), signs, signals, and behavior. The term communication
process refers to the exchange of information (a message) between two or more
people. For communication to succeed, both parties must be able to exchange
information and understand each other. If the flow of information is blocked for some
reason or the parties cannot make themselves understood, then communication
fails.

What’s New

Note: Answers may vary depending on the views of a student/teacher.

Write your answer in your notebook.

1. Is a communicator different from journalists? Why?

2. Based on your own experience, how do you gather information?

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 What is It

PROFESSIONALS AND PRACTITIONERS IN COMMUNICATION

COMMUNICATION SPECIALIST
Also known as “Public Relations Specialists”- they establish positive
associations with the public and mass media in behalf of their client. Employed by
businesses of all sizes, they are typically jack of all trades who is particularly good at
communicating in the written form. Communication Specialists send draft and send
press releases that contain important updates about their clients. They organize
events at which their clients can meet with the public to increase product awareness
or knowledge of their services or recent developments. Journalism, writing and
marketing degrees can potentially be helpful to people who want to go into this field.
The specialist may be contracted on a part-time or full-time basis as well as hired to
work from home or in the office.
Journalist is a person who collects, writes, or distributes news or other current
information to the public.
Communicators are persons who are able to convey or exchange information, news
or ideas, especially one who is eloquent or skilled.

Roles of Communicators and Journalists

1. To make available information and evidence to inform the public about issues that
matter to them in the most neutral way possible;
2. To provide facts for the public to form judgement and decisions; and
3. To facilitate accurate processing and analysis of such facts in a professional and
ethical way

Functions of Communicators and Journalists

1. To collect and document information, facts and opinions, and present them for
public analysis and deepening to the root of reality;
2. To deliver truths and facts; and
3. To present where the news is happening and having the ability to record what is
happening accurately with the new technology.

Competencies of Communicators and Journalists

Listening - it is the ability to receive and interpret messages in the communication
process.
Speaking - the action of conveying information or expressing one’s thoughts and
feelings in spoken language.
Writing - the activity or skill of making coherent words on paper and composing text
.
Reading - the act or skill of reading written or printed matter silently or aloud.

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Rights, Responsibilities, and Accountabilities of Communicators and
Journalists

Rights of Communicators and Journalists

1. Freedom of the Press
2. Freedom of speech
3. Access to information, people, spaces
4. Access to gateways and distribution
5. Journalism “privilege”

Responsibilities of Communicators and Journalists

1. Observe ethical codes
2. Respect rights of others
3. Serve a watchdog role
4. Provide information for the public
5. Journalism ethics
Accountabilities of communicators and journalists
1. Provide guarantees against censorship and protection of freedom of expression
2. Safeguarding the confidentiality of journalistic sources
3. Ensuring that information held by the government can be timely and easily
accessed by the public.

Code of Ethics of Communicators and Journalists

1. At all times upholds and defends the principle of media freedom, the right of
freedom of expression and the right of the public to be informed.
2. Strives to ensure that information disseminated is honestly conveyed, accurate,
and fair
3. Does his/her utmost to correct harmful inaccuracies
4. Differentiates between fact and opinion
5. Does nothing to intrude into anybody’s private life, grief, or distress unless justified
by overriding consideration of the public interest
6. Protect the identity of sources who supply information in confidence and material
gathered in the course of his/her work
7. Produces no material likely to lead to hatred or discrimination in the grounds of a
person’s age, gender, race, color, creed, legal status, disability, marital status , or
sexual orientation
8. Shall normally seek the consent of an appropriate adult when interviewing or
photographing a child for a story about his/her welfare
9. Avoids plagiarism

Areas of specialization in which communicators and journalists work

The field of mass communications includes:

• Advertising
Corporate and instructional media (producing visual, audio, media, written,
and multimedia materials for training and instruction, internal and external
communications, sales, and public relations)
• Electronic media
Journalism (magazines, newspapers, print, electronic, television, radio,

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 broadcast)

• Production Management
• Public relations
• Telecommunications (news or production)
• Visual communications (graphic design, production design, photography,
video)

JOURNALISM

The core purpose of journalist is to research, document, write, and present the news
in an honest, ethical, and unbiased way. Although the method for reporting the news
may be changing, the need for talented, qualified and educated journalists isn’t.

A journalist job description still calls for hard work, ethics, quality writing, and, at its
heart, the desire to tell the truth.

JOB OPPORTUNITIES
BROADCAST JOURNALISM

https://tinyurl.com/y4vgx9m6
When you think of broadcast journalism, you may think of the famous TV news
anchors, Broadcast Journalism however, has many different facets, both in front and
behind the camera. There are local news anchor jobs, traffic and weather reporters,
and production crew.

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INVESTIGATIVE JOURNALISM

https://tinyurl.com/y6a4d2ba

Investigative journalism is finding, reporting, and presenting news which other people
try to hide. It is very similar to standard news reporting, except that the people at the
center of the story will usually not help you and may even try to stop you from doing
their job.

PHOTOJOURNALISM

https://tinyurl.com/y3sq5ahv

7
 Photojournalism is telling stories with photographs. But on top of that, the stories
created must follow the rules of journalism. They must be true stories and the
journalist must try to tell the story in the most fair, balanced and unbiased way
possible.
SPORTS JOURNALISM

https://tinyurl.com/y6n4epnp

Sports journalist jobs vary across media, roles and content. Some sports journalists
stick with one employer, and does one form of media, while others freelance
covering various sports and writing and reporting for print, broadcast and/or online
milieus.

What’s More

Using the web diagram below, state at least two of the roles, functions, rights,
responsibilities and accountabilities of communicators and journalists.

COMMUNICATORS AND JORNALISTS

Responsibiliti Accountabiliti
Roles Functions Rights
es es

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 What I Have Learned

I have learned that__________________________________________

_________________________________________________________

_________________________________________________________

I have realized that _________________________________________

_________________________________________________________

_________________________________________________________

I will apply ________________________________________________

_________________________________________________________

_________________________________________________________

What I Can Do

Task 1. Directions: Find the specific works areas of communicators and journalist in the
puzzle. Words may be written horizontally, vertically, or diagonally. They also may be written
in reverse order, so you may have to read them from right to left. Write your answer in your
notebook.

Advertising Public relations

Electronic media Production
Visual

9
 E I D E M J C U S R A D I O S

C L E W S B R H R M A R T N L

U H E R A A R R H E S F O C O

J U S C U S B H H D H I M A B

G K B O T C J J C I T C B A O

T B L A N R N N J A W A O S E

B R O A D C O O L S J O U S A

A D V E R T I S I N G L O V E

B A E M A A T Q I C L E S E S

R D S E T C C W N C S L A M V

O V E R I D U C S A M P R Q I

A I S L E S D Z I B A E E N S

D S B O A T O O S I S O D M U

S U B M A Q R O T N K P A I A

P O W E R A P M S E T E L E L

Task 2.
The following are situations that show either ethical or unethical behaviors of the
journalists and communicators (practitioners). You are to group and write them to
where it belongs. Write your answer in your notebook.

• Publishing misleading and false information

• Differentiates between fact and opinion
• Upholds and defends the principle of media freedom, the right of freedom of
expression and the right of the public to be informed
• Strives to ensure that information disseminated is honestly conveyed,
accurate, and fair

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 Ethical Behavior Unethical Behavior

________________________ ________________________
________________________ ________________________
________________________ ________________________

Assessment

Multiple Choice. Read each item carefully and answer directly in your notebook.
1. It also known as “Public Relations Specialists.
A. Communication specialist B. Medicine Specialist
C. IT Specialist D. English Specialist

2. Which of the following is not a role of communicators and journalists?

A. to make available information and evidence to inform the public about
issues that matter to them in the most neutral way possible;
B. to provide facts for the public to form judgement and decisions; and
C. to facilitate accurate processing and analysis of such facts in a professional
and ethical way
D. to deliver truths and facts

3. The following are functions of communicators and journalists EXCEPT

A. to provide facts for the public to form judgement and decisions
B. to collect and document information, facts and opinions, and present them
for public analysis and deepening to the root of reality;
C. to deliver truths and facts; and
D. to present where the news is happening and having the ability to record
what is happening accurately with the new technology.

4. Which of the following is a right of communicators and journalists?

A. Respect rights of others B. Safeguarding the confidentiality
C. Freedom of speech D. Observe ethical codes

5. One of the responsibilities of a communicator and journalist is to

A. Access to information B. Serve a watchdog role
C. ensuring information D. Freedom of the press

6. Which of the following is considered as the accountability of a communicator and

journalist?
A. Provide information for the public
B. Provide guarantees against censorship and protection of freedom of
expression
C. Journalism ethics
D. Respect rights of others

11
7. A way of finding, reporting, and presenting news which other people try to hide.
A. Photojournalism B. Sports journalism
C. Investigative journalism D. Broadcast journalism

8. Telling stories with photographs.

A. Investigative journalism B. Broadcast journalism
B. Sports journalism D. Photojournalism

9. Based on the Code of Ethics of Communicators and Journalists, is it okay for them
to strive to ensure that information disseminated is honestly conveyed, accurate, and
fair?
A. Yes B. No C. Maybe D. Not sure

10. Which of the following is an ethical behavior for communicators and journalists?
A. Protect the identity of sources who supply information in confidence and
material gathered in the course of his/her work
B. Produces no material likely to lead to hatred or discrimination in the
grounds of a person’s age, gender, race, color, creed, legal status,
disability, marital status, or sexual orientation
C. Shall normally seek the consent of an appropriate adult when interviewing
or photographing a child for a story about his/her welfare
D. All the above.

Additional Activities

If you were a journalists or communicator, how can you maintain ethical behavior in
your field of work? Write at least one paragraph with 3-5 sentences.

12
Glossary
The following terms used in this module are defined as follows:

Broadcast Journalism - There are local news anchor jobs, traffic and weather reporters,
and production crew.

Business - the practice of making one's living by engaging in commerce.

Community Relations - refers to the various methods companies use to establish and
maintain a mutually beneficial relationship with the communities in which they
operate.

Communication Specialist - Also known as “Public Relations Specialists”- they establish

positive associations with the public and mass media in behalf of their client.

International Relation - In all cases, international relation is concerned with the

relationships between political entities

Investigative Journalism - is finding, reporting and presenting news which other people try
to hide.

Journalism - The core purpose of journalist is to research, document, write, and present the
news in an honest, ethical, and unbiased way.

Journalism/Publishing - Publishers are key to the journalism environment, controlling the

process of actual development and printing of a publication.

Media/Broadcasting - is the airing of audio and video to the public.

Photojournalism - is telling stories with photographs.

Politics/Government - politics is the process by which people decide how to live together –
whether it is a family, a school, or a nation. Government is the system used to
make the decisions.

Sports Journalism - Sports journalist jobs vary across media, roles and content.

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 14
WHAT I KNOW AND ASSESSMENT WHAT’S NEW
1. A 6. B Answer may vary
2. D 7. C
3. A 8. D ADDITIONAL ACTIVITIES
4. C 9. A Answer may vary
5. B 10. D
WHAT’S MORE
Roles
1. To provide facts for the public to form judgement and decisions; and
2. To facilitate accurate processing and analysis of such facts in a professional
and ethical way
Functions
1. To collect and document information, facts and opinions, and present them
for public analysis and deepening to the root of reality.
2. To deliver truths and facts.
Rights
1. Freedom of the Press
2. Freedom of speech
Responsibilities
1. Observe ethical codes
2. Respect rights of others
Accountabilities
1. Provide guarantees against censorship and protection of freedom of
expression
2. Safeguarding the confidentiality of journalistic sources
Answer Key
 15
Task 2.
Ethical Behavior
• Differentiates between fact and opinion
• Upholds and defends the principle of media
freedom, the right of freedom of expression and
the right of the public to be informed
• Strives to ensure that information disseminated is
honestly conveyed, accurate, and fair
Unethical Behavior
• Publishing misleading and false information
References
Book
Disciplines and Ideas in the Applied Social Sciences, Ritchel B. Bernardo and
Christian R. Ranche 1st ed., JFS Publishing Services, ISBN:978-621415-005-2, p. 95

HUMSS Instructional Plans and Workbook for Disciplines and Ideas in the Applied
Social Sciences by Mervina B. Tagbar, Sharon S. Picante, Jessie M. Dohillo, BB Boy
Vincent Leaonard Jayme, Cheerie Ondap, Rudy A. Tagud Jr., and Airiz Mae Y.
Geonzon.

Internet
https://www.slideshare.net/GwenDavid2/discipline-of-communication

https://www.living-democracy.com/key-concepts/government-and-politics/

https://en.wikipedia.org/wiki/International_relations#:~:text=In%20all%20cases%2C%20inter
national%20relations,multinational%20corporations%20(MNCs)%2C%20and

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For inquiries or feedback, please write or call:

Department of Education – Schools Division of Negros Oriental

Kagawasan, Avenue, Daro, Dumaguete City, Negros Oriental

Tel #: (035) 225 2376 / 541 1117

Email Address: negros.oriental@deped.gov.ph
Website: lrmds.depednodis.net