CLIENTELE AND

AUDIENCES IN
COMMUNICATION
Objective: describe the clientele and audience of
communication
 Review
• Give some code of conduct of communicators and journalists.
Arrange the jumbled letters to form the correct
word
1. Diinviualsd
2. Snoitazinorga
3. Mmucoiesnit
4. grpsou
• From the very genesis of human existence, the need to
communicate has been part of human beings. Our life with others
and in the community requires us to interact with the people
around us, to share ideas, thoughts, feelings and experience with
others, to make sense of the world, and to position ourselves in a
wider social and cultural reality.
• In so doing, we listen and speak, and receive and give information,
which is a two-way process. Communication connotes
‘communion,’ community/ ‘making common,’ or `to share.’ The
message transmitted is intentional and meant to convey meaning
from a sender to a receiver through a medium or channel that
includes struggle with interference and barriers.
• Communication is complex. We use symbols, words, pictures, facial
expressions, hand signs, voice, tone, graphics, silence, writing,
painting, dressing, dancing, and body language. Formally and
informally, every person communicates and therefore everybody is
clientele and audience of communication.
• However, to make communication effective and attainable, the
specific or intended clientele and audience in an instance of
communication need to be clearly understood so that message
packaging, forms, and medium can be properly customized.
Effective communication assumes the audience’s perspective and
ensures that the message is relevant to them. This means that the
method of communication is carefully selected as most effective for
the target audience.
 Characteristics of Clientele and
Audiences of Communication
All people are clientele and audience in communication. However,
communication can only be effective when communicators take into
consideration the characteristics of the intended clientele and
audience.

Characteristics like social position, education level, age range, race

and ethnicity, primary language, health status, job type, and
information sources are worth considering.
 Social position
• is the status that a person enjoys in a communication context. One
may be a president or leader, middle manager, a colleague or co-
equal, or a subordinate in an organization of community. These
social positions dictate how one gets communicated to and how that
communication has to be crafted, packaged, contained, and
delivered.
 Education level
• may suggest the reading skills and healthy literacy and the ability to
engage with more complex topics—new and even unfamiliar. An
audience that has limited literacy skills may find it difficult to use
written materials; with such audience, oral presentations may be
more effective.
 Age range
• can affect choice of communication format or distribution. The
communication materials may be relevant to people of all ages but
the age of the audience may affect the communication format or
distribution channels.
• Social media websites and mobile texting for example may be more
appropriate for providing information to younger audience while
printed materials, emails, phone calls, meetings, and memos may
be more effective for older audience.
 Race and ethnicity
• is an important consideration in communication particularly in
deciding on graphics and photos. It is important to design the
graphics and photos in the communication materials to reflect the
demographics of the intended audience.
 Primary language
• has to be considered if the message is to be effective. If the language
used is different from the one used by the target audience, there is a
need to translate the communication materials into the primary
language.
 Health status
• matters a lot as it dictates people’s disposition to listening and
responding and the ability to’ make meaning out of the
communicated material. Although people with certain health
conditions tend to be more informed health-care consumers with a
greater awareness of issues within the health-care system, it is
important that the materials are more personal and relevant to
specific health conditions or issues.
 Job type
• of the audience can affect the format of materials and the
distribution methods to be used. For an audience without access to
their own computers, disseminating the materials through an
Internet site or email messages may not be effective.
 Information Sources
• sources matter for they affect the format and distribution of the
communication materials and also the medium they trust.
 Refences:
• https://prezi.com/p/j1seci2rctxl/the-clientele-settings-and-media-channels-
of-communication/#:~:text=Clientele%20and%20Audiences-
,TYPES%20OF%20CLIENTELE%20AND%20AUDIENCES,these%20cli
entele%20achieve%20certain%20goals.
 Reference:
• https://www.elcomblus.com/characteristics-of-clientele-and-audiences-of-
communication/
 ACTIVITY 1!
1. How will you apply effective communication to different clientele and
audiences based on their
characteristics?__________________________________________________
_____________________________________________________________
_____________________________________________________________
_____________________________________________________________
________________________________
ACTIVITY 2
 The Clientele, Settings, and
Media Channels of
Communication
Types of Clientele and Audiences
• Groups and Organizations
• The family, which is the matrix or the “womb” that gives birth to
power relations in society, is the basic unit that is helped by
communication. Communication provides families with tools that
they need to maintain their strength. One such tool is clear and
direct communication, where a family member directly tells
another about his or her concern and how it can be addressed.
• Individuals
• Communication provides individuals with ways to send and
receive messages, a need that must be satisfied for survival.
Communication helps people interact with their families,
schoolmates and teachers, co-workers, and fellow members of
the community
• Communication provides schools with various means to facilitate
learning and accomplish other objectives.
• One of these is lectures which are given to classes to impart
knowledge.
• Oral, written, and electronic communication, such as formal letters,
meetings, and online groups, also enable students to communicate
with their teachers, classmates, and school administrators.
• Communication among groups also helps people develop their other
skills and talents, explore their interests, and contribute to social
change.
• When school organizations convene to facilitate quiz bees and tutorial
sessions, present performances, or join competitions, they help their
members further excel in their chosen field of interest
• Communities
• Communities are made up of individuals as well as groups
• Communities
• Communicators bring news about current events, public service
programs, and projects from the government to communities.
Communicators aim to make people informed and active members
of their respective communities
• Communication and other forms of media also provide
entertainment to communities and their members.
Communicators, especially those from the entertainment
industry, provide communities an "escape" from the harsh realities
of life. Communicators entertain audiences through variety
shows, dramas, and game shows, all aired on television or on the
radio. Films are also shown in various venues in communities
 Settings, Methods, and
Tools in Communication
Practice
Week 4
Objectives: Illustrate the different processes and methods involved in
undertaking communication
distinguish the appropriate communication media channel(s) to use in
 Settings, Methods, and Tools in
Communication Practice
• Government
• The government is one of the primary settings of communication.
Communicators disseminate news about the government and its
activities which are of significance to the people. In the Philippines, the
State of the Nation Address (SONA) allows the public to know the policy
directions of the current government. Lawmakers in the government
also present their programs of action to the public. The opposition
party, which is one of the important forces in government,
communicates with government officials by fiscalizing or examining and
correcting discrepancies in policies and programs and presenting
alternatives
• Department of Public Information headed by a cabinet secretary
who oftentimes acted as the spokesperson of the president.
• Currently, the delivery and dissemination of information
regarding the policies, programs, and official activities of the
president and the executive branch of the government are the
responsibility of the Presidential Communications Operations
Office (PCOO)
• The government also uses other means to communicate with
the public. The People's Television Network (PTV) reports on
government programs and the activities of the president.
Occasional press briefings are given by the presidential
spokesperson or the press secretary to clarify issues related to
specific government agencies.
• Government agencies and local governments maintain and
regularly update official websites, which contain their mandate
and the programs they carry out. The website also allow the
public to ask about and comment on the existing and
prospective programs of the agency or local government unit.
• Hotlines
• Hotlines are also maintained by different government agencies,
including the Office of the President. Through hotlines, people
may relay their complaints against government officials and other
concerns, e.g., follow-ups on loan applications or retirement
insurance. An additional recourse for complaints is letters to
editors of newspapers or the alternative media.
• Private Sector
• The Private sector can be considered the setting for
organizational communication. Organizations, whether public or
private, cannot exist without communication. Communication
helps organizations accomplish their management functions to
achieve their goals and address challenges

• Downward Communication
• Is the flow of communication from higher to lower levels of authority.
• Upward Communication
• is communication from the lower to the higher levels. Upward
Communication is often initiated by the empowered members of
the organization. They communicate with higher authorities to
voice out their sentiments, opinions, and sometimes creative
suggestions for policies and programs.
• Lateral or Horizontal Communication
• Involves people from different departments at the same level of
hierarchy. Lateral communication enables these departments to
coordinate and work together effectively.
• Electronic Communication
• Which involves the use of email, is prevalent in most
organizations nowadays.
• Electronic mail or email
• allows us to send messages to a single person or multiple people almost
instantaneously. Email is beneficial because of its speed and convenience.

• Emoticons
• are expressions of various psychological states using keyboard shortcuts
• Brainstorming
• is another group communication technique used by organizations.
It aims to generate as many ideas as possible from organization
members before arriving at a particular decision. Brainstorming
encourages organization members to be creative and imaginative.
• Focus Group Discussions (FGDs)
• Organizations also use this to obtain feedback regarding proposed
programs and projects. FGDs are facilitated by a member of the
organization who is knowledgeable on the issue being discussed.
• Teambuilding
• is another tool used by organizations to promote greater
camaraderie and coordination among members. Teambuilding is
sometimes equated with excursions. However, teambuilding
achieves an even greater purpose. Its goal is to make everyone an
effective member of the organization.
• Organization development (OD)
• is used to bring about structural and behavioral change in the
organization and its members. It aims to help organization
members cope with work problems and become more productive
and efficient. While it can be carried out by both public and
private organizations with more resource to spend.
• Lectures
• are mostly delivered by teachers to provide students with
knowledge. However, there are times when resource persons are
invited as guest lectures in class. These resource persons are
usually experts in their fields
 Civil Society

• Civil Society includes non-governmental organizations and private

foundations. Civil society makes use of interviews, surveys, as
well as policy advocacies.
• Interviews
• are used to assess the needs of individuals or groups served by
civil society. Civil society workers must therefore be adept at
creating interview guides and questionnaires.
• Surveys
• are another tool used by civil society for identifying the needs of
society. Using surveys requires familiarity with different statistical
tools, both qualitative and quantitative.
• Policy Advocacy
• Involves lobbying, in which communicators interact with
legislators to make recommendations regarding certain policies
and programs. Civil society workers also write to policy makers to
put forward their recommendations and discuss other issues that
need to be addressed.
 Schools
• Schools provide another setting for communication. They enable
individuals to broaden their perspectives in life. This is true or not only
for students, but also for teachers, administrators, and the non-
teaching staff. Communication tools and techniues used in schools
include lectures, recitations case studies, PowerPoint presentations, and
memoranda.
• Recitations
• are done to determine of the students understood the lectures.
Students, who are the receivers of the lectures, should be able to
develop their analytical and critical thinking skills through these
recitations
• Case Studies
• may also be used by teachers to better illustrate concepts or
issues being discussed. Case studies may be complemented by
role plays, where students perform presentations about topics
and issues. Role plays can help students better understand the
case studies in class.
• PowerPoint Presentation
• are often used as lecture and report aids. However, one must
know how to prepare slides to make the presentation effective.
One must also know how to use PowerPoint in a way that the
audience does not end up simply reading the presentation
• Memoranda
• are meant to inform, disseminate information, or enforce
disciplinary action. Memoranda can be printed or sent through
email.
 Community
• This is considered the largest setting of communication. A community
can be as small as a barangay or a large as an entire nation. In a small
community, the barangay chair or another official can convene an
assembly to discuss issues confronting the community.
• Survey
• are also conducted to assess the needs of the community and help the
relevant government agencies formulate and eventually implement a
program or service to respond to such needs. Communities are also good
venues for campaign rallies, where small group of people are mobilized
to advocate for a certain cause.
 Communication Media Channels

• Mass Media
• Our society is heavily influenced by mass media. The moment we wake
up in the morning, we may find ourselves looking for the daily
newspaper or turning on the television to watch the early morning
news. We may also check the Internet for updates on world affairs. On
our way to school or work, we listen to the radio in our car or in public
transportations. Before we go to sleep, we may watch or listen to the
late evening news. We use mass communication daily to keep ourselves
informed and entertained, and to interact with others
 MASS MEDIA
• Radio
• Radio has always been popular, especially in the remote areas of
the country where power is still not available. During times of
power interruption due to storms, floods, and earthquakes, the
radio becomes a practical means to be updated about what goes
on around us. It is also convenient to carry a radio in our bags or
pockets and bring it anywhere we go. In business, small
organizations that cannot afford the fees for TV commercials can
get inexpensive publicity through radio advertisement.
• Television
• Television provides the public not only the latest news, but also
other programs that cater to different groups of people. These
include variety shows, dramas, game shows, travel shows, and
public affairs programs. The government television station usually
gives updates on the activities of the president and projects of
the administration. Television is also utilized in presentations for
schools and by non-governmental organizations.
• Sound Recordings
• We all use music and sound recordings for various purposes. We
need music to relax and manage our stress. Music is also
important in creating certain moods for school plays and
presentations. Aside from invoking a mood, music can also be
used for signaling important parts of a program, such as the
singing of the National Anthem and the Invocation.
• Motion Pictures
• This is a major form of recreation and entertainment. Motion
pictures or movies are regarded by some as the most creative and
artistic of all media. Movies show us the universal emotions of
love, hate, jealousy, fear, and happiness. Some watch movies to
"escape" from the problems of life.
• The Internet
• The Internet had made life more exciting to those who have
access to it. It has made things faster. We do not have to go to
the post office to send mail. We can use email to send messages
to friends, family members, and work associates in seconds. We
can contact companies and perform business transactions with
them.
• The Internet
• The Internet had made life more exciting to those who have
access to it. It has made things faster. We do not have to go to
the post office to send mail. We can use email to send messages
to friends, family members, and work associates in seconds. We
can contact companies and perform business transactions with
them.
• Wi-Fi
• Wi-Fi utilizes radio waves to deliver fast, wireless, and optimal
Internet and network connections. In many developed countries
like Japan, Wi-Fi is everywhere, even in public places. In our
country, many establishments including hotels and malls offer
free W-fi services.
• New Media
• New media is said to have sprung from dissatisfaction with
traditional forms of media, including television, newspapers, and
the radio. Two forms of new media are blogs and social media
sites.
• Weblogs or Blogs
• serves as online diaries or journals created and updated to express one's
thoughts, musings, and/or commentaries on issues or topics of interest.
• Blogs can provide entertainment and disseminate information. Some
organizations use blogs to introduce their services and provide updates
to customers and even employees. However, problems may arise when
blogs are used to share a company's private information. Doing this can
harm the image of the company.
• Social media websites
• Social media websites such as Facebook and Twitter are also used
for disseminating information and making announcements about
events, programs, or activities. For
• Social media websites
• blogs and social media sites are now used for learning about
current events, Unfortunately, however, news relayed through
blogs and social media are sometimes considered credible. There
are also times when social media users and bloggers are said to be
partisan (Tubbs, 2013)
• Telecommunication
• is defined as the long-distance exchange of information through
technological devices such as telephones, mobile phones, and
computers
• Telecommuting or the electronic cottage
• Telecommuters accomplish all or part of their work at home, or at
a satellite location, through computer links to their offices.
• Telecommuting
• Some companies have created virtual offices in which physical
office space and individual desks are being replaced with portable
communication tools including e-mail, cellular phones, Thinkpads,
voice mail systems, laptop computers, fax machines, modems,
and videoconferencing systems. This means people can work
anywhere, provided they have their electronic gadgets with them.
At the same time, however, employees may have less interaction
with their co-workers
• Research suggests that telecommuting has several advantages,
including freedom from distractions in workplace; reduced
expenses and time spent for commuting, office clothing, and
other work needs; and more time for bonding with family
members. However, There are also disadvantages, including lower
chances for promotion due to less visibility; greater risk of
burnout from the temptation to work for more hours; feeling of
isolation from other employees (Newstrom, 2007)
 REFERENCE
• https://prezi.com/p/j1seci2rctxl/the-clientele-settings-and-media-channels-
of-communication/#:~:text=Clientele%20and%20Audiences-
,TYPES%20OF%20CLIENTELE%20AND%20AUDIENCES,these%20cli
entele%20achieve%20certain%20goals.
 Activity!
• Discuss in your own words the tools and methods used in different
communication settings,
1. Government________________________________________________
_
2. Private
Sectors_____________________________________________________
3. Civil Society_________________________________________
4. School____________________________________________
5. Community__________________________________________