Professionals and

Practitioners in
Communication Studies
In Partial fulfilment of Discipline and Ideas in Applied
Social Sciences

Alivio, Danica C.
Dubalan, Jade

October 2019
 Professions under
Communications
Journalism

Advertising

Public Relations

Broadcasting
 Journalism
Refers to gathering, reporting
and dissemination of news
through mass media.
Provide for society’s need for
news
Citizens right to have access to
fact and opinion about public
interest
Importance to people’s
welfare, rights and duties as
citizens
 Journalism
Access to free information
is important to create a
system of checks and
balances in the functions of
the government.
Government is accountable
its citizens in order for
them to participate in the
political process
 Journalism
It is referred to the PRESS.
Informer, interpreter,
instrument of the
government
Traditional fourth estate,
representative of the
public, critic of the
government and advocate
of public policy and general
watchdog.
 Nine Principles of
Journalism
1. First obligation is the
truth.
2. First loyalty is to citizens.
3. Essence is a discipline of
verification.
4. Maintain independence
from those who they
cover.
5. Independent monitor of
power
 Nine Principles of
Journalism
6. Forum for public criticism
and compromise.
7. Make the significant
interesting and relevant
8. News comprehensive and
proportional
9. Allowed to exercise
personal conscience
Rights and Responsibilities
of Journalists
Constitutional guarantee of
freedom of the press and
speech.
Free access to all sources of
information
Right to investigate stories
that are of interest
Right to protect the identity
and confidentiality of sources
Right to publish stories
without fear of punishment
 Principles and Standards of
Journalism
Society of Professional Journalist
Seek truth and report it
Minimize harm
Act independently
Be accountable
 Career Opportunities in
Journalism

Broadcast
Print (Radio and Online media
Television)
 Career Opportunities in
Journalism
News Media

Type of Circulation
Content Area Audience Language Periodicity
General National, Community, National, Daily,
Local, Religious Vernacular Weekly
news,
Political Metropolitan
newspaper,
Business
newspaper,
Sports
newspaper

“That in all things, God may be glorified.”

 Career Opportunities in
Journalism
Reporter Editor Columnist

Copy editor Photographer Proofreader

Layout artist
 Advertising

Advertisements are communicated

through various mass media, such as
newspapers, magazines, television,
radio, and the internet. The actual
presentation of a particular message
in some medium is called
advertisement.
 8 Principlesof
Advertising
1 – Advertising, public relations, marketing communications, news, and
editorial all share a common objective of truth and high ethical standards
in serving the public.
2 – Advertising, public relations, and all marketing communications
professionals have an obligation to exercise the highest personal ethics in
the creation and dissemination of commercial information to consumers.
3 – Advertisers should clearly distinguish advertising, public relations and
corporate communications from news and editorial content and
entertainment, both online and offline.
4-Advertisers should clearly disclose all material conditions, such as
payment or receipt of a free product, affecting endorsements in social and
traditional channels, as well as the identity of endorsers, all in the interest
of full disclosure and transparency.
 8 Principlesof
Advertising
5 – Advertisers should treat consumers fairly based on the nature of the
audience to whom the ads are directed and the nature of the product or
service advertised.
6 – Advertisers should never compromise consumers’ personal privacy in
marketing communications, and their choices as to whether to participate
in providing their information should be transparent and easily made.
7 – Advertisers should follow federal, state and local advertising laws, and
cooperate with industry self-regulatory programs for the resolution of
advertising practices.
8 – Advertisers and their agencies, and online and offline media, should
discuss privately potential ethical concerns, and members of the team
creating ads should be given permission to express internally their ethical
concerns.
 Right and
Responsibilities of
Advertiser
Advertising Rights means the advertising and
promotional rights sold or licensed with respect
to Content Pages. Advertising Rights means
any advertising sponsorship, linking and similar
promotional rights sold or licensed in
connection with (x) the Mirror Site, or (y)
Related Print Publications.
 Right and
Responsibilities of
Advertiser
Advertising Responsibilities is consists of a
series of marketing, promotions and public
relations activities geared to reach a company's
target market and communicate the features
and benefits of the company's products or
services. Advertising and promotional strategies
aim to attract potential customers and retain
current customers.
 Public Relations

The professional maintenance of a

favorable public image by a company
or other organization or a famous
person. Deliberately managing the
spread of information between an
individual or an organization and the
public.
 10 Principles
Public Relations
Deceit-Never deceive the public with any information you release. A
lie will be uncovered and the resulting fallout from deceit can be
worse than the issue you were trying to cover up.

Contact Information-Every piece of public relations material that

comes from your company should have contact information that
includes a contact name, phone number, email address and mailing
address.

Target Information-Using a press release distribution service can cost

money and make the process of getting information out to the public
an expensive proposition.
 10 Principles
Public Relations
Photographs-A well-written press release can help the
public understand the point you are trying to make.

Media Relations-A public relations professional's best allies

are journalists. Good media relations will not only get your
press releases printed in spots where the public will see
them.
 10 Principles
Public Relations
Tools-Understand all of the public relations tools at your disposal and
know how to use them. Press releases, speeches, personal interviews,
seminars, web broadcasts and direct mail pieces are just some of the
tools a public relations professional can use to reach the target
audience.

Timing-Some public relations pieces can be scheduled for release well

in advance. For example, the announcement of a new product is
something a public relations professional can coordinate with the
marketing group to get the timing right.
 10 Principles
Public Relations
Availability-Reporters cannot confirm information in time to make
print deadlines if you are not available at all times. Availability is
critical for a public relations professional,

Stay Active-Your company should not wait for moments to present

public relations materials. You should remain active in finding new
ways to get information to the consumer or media

Fact Checking-Never release information until it has been thoroughly

checked for accuracy. Develop a fact-checking system for press
releases and all public relations materials that will get the information
to all pertinent parties to sign off on before it is made public.
 Right and
Responsibilities of
Public Relations
Public relations (PR) is about managing
reputation. A career in PR involves gaining
understanding and support for your clients, as
well as trying to influence opinion and
behaviour. You'll use all forms of media and
communication to build, maintain and manage
the reputation of your clients.
 Right and
Responsibilities of
Public Relations
Public relations account executives are
responsible for handling all aspects of planned
publicity campaigns and PR activities. ...
planning publicity strategies and campaigns.
writing and producing presentations and press
releases. dealing with enquiries from thepublic,
the press, and related organisations.
 Broadcasting

Broadcasting is the distribution of

audio or video content to a dispersed
audience via any electronic mass
communications medium, but
typically one using the
electromagnetic spectrum (radio
waves), in a one-to-many model.
 8 Principles
Broadcasting
• Trust.
• Independence.
• Accuracy and Truthfulness.
• Impartiality, Pluralism, Fairness.
• Compliance with Social Values.
• Right to privacy and protecting privacy.
• Transparency and accountability.
• Corporate dignity.
 Right and
Responsibilities of
Public Relations
Broadcasting rights are rights which
a broadcastingorganization negotiates with a
commercial concern - such as a sports
governing body or film distributor - in order to
show that company's products on television or
radio, either live, delayed or highlights.
 Right and
Responsibilities of
Public Relations
Broadcasting’s responsibility is to provide a
public voice or face to a range of shows
broadcast on TV, radio and the internet.
Presenters are generally self-employed on fixed-
term contracts to deliver a set number of shows
with a specified salary per show.