Professionals and

Practitioners in
Communication
 Professions under Communications

• Journalism
• Advertising
• Public Relations
• Broadcasting

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 Public Relations
“Public relations is a strategic communication process that builds
mutually beneficial relationships between organizations and their
publics.”

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 Advertising
Advertising is a means of communication with the users of a
product or service. Advertisements are messages paid for by those
who send them and are intended to inform or influence people
who receive them.

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 Journalism

 Refers to gathering, reporting and dissemination of news

through mass media.

 Provide for society’s need for news

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 Citizens right to have access to fact and opinion about public
interest

 Importance to people’s welfare, rights and duties as citizens

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 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

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 It is referred to the PRESS.

 Informer, interpreter, instrument of the government

 Traditional fourth estate, representative of them public, critic of

the government and advocate of public policy and general
watchdog.

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Nine Principles of
Journalism
1. First obligation is the truth.

2. First loyalty is to citizens.

3. Essence is a discipline of verification.

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4. Maintain independence from those who they cover.

5. Independent monitor of power

6. Forum for public criticism and compromise

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7. Make the significant interesting and relevant

8. News comprehensive and proportional

9. Allowed to exercise personal conscience

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 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

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 Right to protect the identity and confidentiality of sources

 Right to publish stories without fear of punishment

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Principles and Standards
of
Journalism
 Seek truth and report it

 Minimize harm

 Act independently

 Be accountable

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Career Opportunities in
Journalism
 Print

 Broadcast (Radio and Television)

 Online media

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Career Opportunities in
Journalism
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 ACTIVITY

Examine the news content of a newspaper or online

news site. List down the headlines of their top stories
and indicate why the story is newsworthy.

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 Performance Task

1. Define and give specific examples of Mass media, Social media

and Telecommunications as communication media channels

2. Distinguish the appropriate communication media channel(s) to

use in different settings and situations

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