NAME:__________________________________________

GRADE/SECTION:______________________________
12
DISCIPLINES AND IDEAS
IN THE APPLIED SOCIAL
SCIENCES
Quarter II - Week 8
Clientele and Audiences
of Communication

CONTEXTUALIZED LEARNING ACTIVITY SHEETS

SCHOOLS DIVISION OF PUERTO PRINCESA CITY
DISCIPLINES AND IDEAS IN THE APPLIED SOCIAL SCIENCES – Grade 12
Contextualized Learning Activity Sheets (CLAS)
Quarter II - Week 8: Clientele and Audiences in Communication
First Edition, 2020

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 Lesson 1
Clientele and Audiences
of Communication Career
Options
MELC: Describe the clientele and audience of communication
Distinguish the needs of individuals, groups, organizations and communities

Objectives: 1. Describe the characteristics of clientele and audience of communication

2. Classify the needs of individuals, groups and organizations
3. Distinguish the needs of individuals, groups and organization.

Let’s Try

Directions: Read each sentences carefully and write the best answer in the space provided.
________1. When speaker wants to convince the clientele and audience to do something or
take some action, what outcome does the speaker wants to achieve?
A. Persuade C. Inform
B. Entertain D. Communicate

________2. A leaflet of a phone’s specs is an example of what broad outcome?

A. Persuade C. Inform
B. Entertain D. Communicate

________3. The reading skills, literacy or ability to engage with more complex topic – new
and even unfamiliar – is a characteristic of a clientele and audience which is?
A. Education Level C. Social Position
B. Race and Ethnicity D. Health Status

________4. The communication landscape changes rapidly over time, but one criterion for
successful communication remains the same:
A. Interacting with families, schoolmates and teachers.
B. Listening and speaking, and receive and give information.
C. Sharing ideas, thoughts, feelings and experience with other.
D. Knowing who your clientele and audiences are and understanding their
needs.
________5. A president or leader, manager, colleague or subordinate is the given example
for which characteristic of clientele and audience of communication?
A. Information Sources C. Job Type
B. Education Level D. Social Position

________6. Which of the following characteristics of clientele and audience dictates their
disposition to listening and responding and the ability to make meaning out of
the communicated material?
A. Age Range C. Job Type
B. Health Status D. Education Level

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 ________7. What do we mean by modularization?
A. Various age, gender or ability groups
B. Making clear intelligible and appealing content
C. Formal, informal and interactive communication
D. Combining separate components interchangeably, standardized interfaces

________8. Which of the following have an upward and downward communication?

A. Individual and Group C. Organization
B. Group D. Group and Organization

________9. Who makes the community?

A. Group C. Organization
B. Individual D. Speaker

________10. The following are the basic communication needs of individual, group and
organization to establish information between responders and the communities,
except:
A. Standard Processes C. Agreed Roles
B. Responsibilities D. Personalization

Let’s Explore and Discover

Communication helps people interact with

Unlocking of Difficulties:
Clientele could be
individuals, groups, organization
or communities who engage in the
communication process.
Audience is the person or
people you want to communicate
with.
their families, schoolmates and teachers, co-
workers, and fellow members of the community.
These interactions may be in the form of oral,
written or electronic communication.
The communication landscape changes
rapidly over time, but one criterion for successful
communication remains the same: the importance
of knowing who your clientele and audiences are
and understanding their needs. They are the person
or people to communicate with. By knowing more
about them (their wants, needs, values, etc.),
crafting a message would be better and they will
receive it in the way it is intended to.

Our life with other 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 in
the world, and to position ourselves in a wider social and cultural reality. In doing so, we
listen and speak, and receive and give information. Formally and informally, every person
communicate and therefore everybody is clientele and audience of communication.

When communicating with the clientele and audiences, the speaker is normally
trying to achieve one of or a combination of the three (3) broad outcomes:
1. Persuade – convincing the audience to do something or take some action
2. Inform – raise awareness and/or understanding about a situation or issue
3. Entertain – capture their attention in order to distract and delight
2
 Characteristics of Clientele and Audience of Communication
 It is the status that a person enjoys in a communication context
(e.g. president or leader, manager, colleague or subordinate)
Social Position  Dictates how one gets communicated to and how that
communication has to be crafted, packaged, contained and
delivered.
 The reading skills, healthy literacy and the ability to engage
Education Level
with more complex topics – new and even unfamiliar.
 Can affect choice of communication format or distribution
Age Range
channels.
 Designing the graphics and photos in the communication
Race and Ethnicity
materials to reflect the demographics of the intended audience.
 Every clientele and audience has their own primary language,
Primary Language
which is to be considered if the message is to be effective.
 Dictates people’s disposition to listening and responding and
Health Status the ability to make meaning out of the communicated material.
 Affects the format and materials and distribution methods to
Job Type be used depending on the profession and work groups the
clientele and audience belong.
 Affect the format and distribution of the communication
Information Sources
materials and also the medium they trust.

(Source: “Characteristics of Clientele and Audiences of Communication,” hums.net,

accessed December 21, 2020, https://tinyurl.com/y8asqnfa.)

The acronym AUDIENCE provides an idea of what questions to ask and what
information can be useful in better connecting with the clientele and audience.

A Analyze Who is/are the recipient/s of your message?

U Understand What is their knowledge about your intended message?
D Demographics What is their age, education level, position?
What is their level of interest/investment in your
I Interest
message? (What’s in it for them?)
What setting/reality is your audience immersed in, and
what is your relationship to it? What is their likely
E Environment
attitude to you message? Have you taken cultural
differences into consideration?
N Need What information does your audience need?
C Customize How do you adjust your message to you audience?
E Expectations What are the audience’s expectation/s?

(Source: “Getting to Know Your Audience,” Pressbooks, accessed December 14, 2020,
https://ecampusontario.pressbooks.pub/profcommsontario/chapter/getting-
to-know-your-audience.)

3
 Organization

Groups

Individual

Figure 1. The individual, groups and organization

As figure 1 indicates, the individual makes the community. Individuals create groups
according to their similarities. The community creates organizations to offer better lives to
individual members. On other words, the community provides a system of support for the
individual. Groups and organization enhances this system of support.

Individual, groups and organizations tend to have communication needs that are
specific to them. However, listed needs of the individual, group and organization are not
limited to these, it may vary or overlap because of various reasons. There should be
standard processes, agreed roles and responsibilities, and mapped referrals to establish
information between responders and the communities.
 Personalization and flexibility
 Differentiation and customization
Individual’s
 Divergent needs (various age, gender or ability groups)
Needs:
 Use of different channels to choose from
 Modularization – combining separate components interchangeably,
standardized interfaces
 Modularization – combining separate components interchangeably,
standardized
 Interfaces
Group’s
 May be upward (bottom to top) or downward (top to bottom)
Needs:
communication
 Needs formal (management meetings, sales review etc.), informal
(unstructured) and interactive (meetings, conferences etc.)
communication
 Making clear intelligible and appealing communication content
 Exchange ideas, gain more knowledge and understanding
 Arrive at a decision or course of action
Organization  May be upward (bottom to top) or downward (top to bottom)
’s Needs: communication
 Needs formal (management meetings, sales review etc.), informal
(unstructured) and interactive (meetings, conferences etc.)
communication

(Source: “Communicating with Communities, or Individuals?” unhcr.org, accessed

December 21, 2020, https://www.unhcr.org/innovation/communicating-communities-
individuals/.)

(Source: “Types of Communication in Organization,” Management Study HQ, accessed

December 21, 2020, https://www.managementstudyhq.com/typres-of-
communication.html.)

(Source: “Individual and Community,” ebrary.net, accessed December 20, 2020,

https://ebrary.net/8643/business_finance/individual_community.)
4
 Let’s Practice
Activity 1

Directions: Read each statement carefully. Identify which purpose of communication is

being described.
A. Persuade B. Inform C. Entertain

_______1. Researching and writing about a certain topic and offering it as an additional
reference for the group report.
_______2. A commercial about the latest promo deals of a mall.
_______3. An appliance assembly booklet.
_______4. A friend delivering a sarcastic speech at you 18th birthday.
_______5. Your friend sending the trending video for the week.

Activity 2

Directions: Identify the characteristics of clientele and audience described in the third
column by arranging the jumbled letters in the first column. Write your answer
in the space provided in the second column.

Jumbled
Characteristics Description
Words
 The reading skills and healthy literacy and
oneauctid velel the ability to engage with more complex
topics – new and even unfamiliar.
 Every clientele and audience has their own
priymar primary language, which is to be considered
elanguga if the message is to be effective.
 Can affect choice of communication format or
ega renag distribution channels.
 Designing the graphics and photos in the
erac dan communication materials to reflect the
hyincitet demographics of the intended audience.
 It is the status that a person enjoys in a
lisoca poonsiit communication context.
 Affect the format and distribution of the
ninfarmtioo communication materials and also the
usorcse medium they trust.
 Dictates people’s disposition to listening and
heltah tatsus responding and the ability to make meaning
out of the communicated material.
 Affects the format and materials and
distribution methods to be used depending
bjo teyp
on the profession and work groups the
clientele and audience belong.

Why is there a need to know the characteristics of your clientele and audience in
undertaking communication process?

5
 Let’s Do More

Activity 1

Directions: Distinguish the needs of individuals, groups and organization using the
diagram below. Refer to the guide beside the diagram.
Individual

Organization Groups

Activity 2
Directions: Find and circle the words listed in the box in the crossword puzzle below.
Words can be found horizontally, vertically and in an upward position.

Audience
Clientele
Persuade
Inform
Entertain
Language
Ethnicity
Job Type
Age Range
Organization

Are there many differences in the needs of individuals, groups and organization?
Why is that so?

6
 Let’s Sum It Up
Directions: Pretend you are having a speech, knowing your audience is a must. Using the
acronym AUDIENCE, incorporate your learnings by encircling and writing your
answer to the questions in the third column.

What is your OBJECTIVE? Persuade Inform Entertain

Children Teenagers
A Analyze Who will receive your message?
Elderly Other:
What is their knowledge about
U Understand
your intended message?
What is their education level/ Students College
D Demographics position?
Teachers Others:
What is their level of interest in Low Moderate
I Interest your message? (What’s in it for
them?) High Very High
What setting/reality is your
audience immersed in?
E Environment
Have you taken cultural
Yes No
differences into consideration?
What information does your
N Need audience need?
How do you adjust your message
C Customize to you audience?
What do you think are the
E Expectations audience’s expectation/s from
you or your message?

Let’s Assess
Directions: Read each sentences carefully and write the best answer in the space provided.
________1. The communication landscape changes rapidly over time, but one criterion for
successful communication remains the same:
A. Interacting with families, schoolmates and teachers.
B. Listening and speaking, and receive and give information.
C. Sharing ideas, thoughts, feelings and experience with other.
D. Knowing who your clientele and audiences are and understanding their
needs.
________2. When speaker wants to convince the clientele and audience to do something or
take some action, what outcome does the speaker wants to achieve?
A. Persuade C. Inform
B. Entertain D. Communicate

7
________3. A leaflet of a phone’s specs is an example what broad outcome?
A. Persuade C. Inform
B. Entertain D. Communicate
________4. Which of the following characteristics of clientele and audience dictates their
disposition to listening and responding and the ability to make meaning out of
the communicated material?
A. Age Range C. Job Type
B. Health Status D. Education Level
________5. The reading skills, literacy or ability to engage with more complex topics – new
and even unfamiliar – is a characteristic of a clientele and audience which is?
A. Education Level C. Social Position
B. Race and Ethnicity D. Health Status
________6. A president or leader, manager, colleague or subordinate is the given example
for which characteristic of clientele and audience of communication?
A. Information Sources C. Job Type
B. Education Level D. Social Position
________7. The following are the basic communication needs of individual, group and
organization to establish information between responders and the communities,
except:
A. Standard Processes C. Agreed Roles
B. Responsibilities D. Personalization
________8. Who makes the community according to figure 1?
A. Group C. Organization
B. Individual D. Speaker
________9. Which of the following have an upward and downward communication?
A. Individual and Group C. Organization
B. Group D. Group and Organization
________10. What do we mean by modulization?
A. Various age, gender or ability groups
B. Making clear intelligible and appealing content
C. Formal, informal and interactive communication
D. Combining separate components interchangeably, standardized interfaces

8
 Answer Key

LET’S TRY LET’S DO MORE

1. A Activity 1
2. C *answers may vary
3. A
4. D Activity 2
5. D
6. B
7. D
8. D
9. B
10. D

LET’S PRACTICE
Activity 1
1. A
2. A
3. B
4. C
5. C
LET’S SUM IT UP
Activity 2 *answers may vary
1. Education Level
2. Primary Language LET’S ASSESS
3. Age Range 1. D
4. Race and Ethnicity 2. A
5. Social Position 3. C
6. Information Sources 4. B
7. Health Status 5. A
8. Job Type 6. D
7. D
8. B
9. D
10. D

9
 References

Websites

ebrary.net. “Individual and Community.” Accessed December 20, 2020.

https://ebrary.net/8643/business_finance/individual_community.

hums.net. “Characteristics of Clientele and Audiences of Communication.” Accessed

December 21, 2020. https://tinyurl.com/y8asqnfa.

Management Study HQ. “Types of Communication in Organization.” Accessed December

21, 2020. https://www.managementstudyhq.com/typres-of-communication.html.

Pressbooks. “Audience: Getting to Know your Audience.” Accessed December 16, 2020.
https://ecampusontario.pressbooks.pub/profcommsontario/chapter/getting-to-
know-your-audience/.

Scribd.com. “Clienteles of Communication.” Accessed December 21, 2020.

https://www.scribd.com/presentation/362675225/Clienteles-of-Communication.

unhcr.org. “Communicating with Communities, or Individuals?” Accessed December 21,

2020. https://www.unhcr.org/innovvtion/communicating-communities-
individuals/.

10
A. FOR THE LEARNER
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If yes, please specify what it was and why.

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Yes (Please indicate what this is/these are.)

None

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11