PROFESSIONALS

AND
PRACTITIONERS IN
COMMUNICATION

LESSON 2 FOR COMMUNICATION

JOURNALISM
AND
ITS FUNCTIONS
 What is
journalism?
• System that arose to provide for It refers to the gathering,
society’s need for news. reporting, dissemination of news
• It also arised from the citizen’s right through the mass media.
to have access to fact and opinion
about matters of public interest,
• And the importance to their welfare,
rights, and duties as citizens
• Access to free information
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The Elements of Journalism
Extensive research project results by the Committee of Concerned Journalists

9 elements

• First obligation is truth.
• Its first loyalty belongs to the
citizens.
• Its essence is a discipline of
verification.
• Practitioners must maintain
an independence from those
they cover.
• It must serve as an
independent monitor of
power.
• Provide a forum for public Various functions attributed to
criticism and compromise. Journalism: (press)
• Strive to make the significant - Informer
interesting and relevant.
- Interpreter
• It must keep the news
- Instrument of the gov’t
comprehensive and
proportional.
• Practitioners must be
allowed to exercise their
personal conscience.
 Rights and
Responsibilities
In order for journalists to
perform their tasks, they enjoy
certain rights on a legal basis.
These rights include: “Freedom of the press”
- Free access to all sources of information
- Right to investigate stories
- Protect the identity & confidentiality of one’s sources
- Right to publish stories without the fear of punishment 5
 The journalist’s
Article 15: The right to form, hold, receive, and impart opinions
Article 16: Free and equal access to information inside and outside
rights are
state borders
protected
Via an international legal
framework based on the
UNDHR

Article 17: Freedom to hold opinions without

interference and to seek, receive, and impart
information through any media 6
 PRINCIPLES IN
JOURNALISM
1. Truthfulness of information.
2. Clarity of information.
3. Defense of the public’s rights.
4. Responsibilities in forming public
opinion.
5. Standards of gathering and
presenting information.
6. Respecting the integrity of
sources.
7. Prohibition of discrimination on
the basis of race, ethnicity,
religion, and other
characteristics.
8. Respect for privacy
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 PRINCIPLES IN
JOURNALISM

9. Prohibition of bribes and other

benefits
10. The need to respect universal values
abd the diversity of cultures.
11. The need to promote human rights,
peace, social progress, and democracy.

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CODE OF ETHICS

• SEEK TRUTH AND REPORT IT

• MINIMIZE HARM
• ACT INDEPENDENTLY
• BE ACCOUNTABLE

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 EDITORIAL SECTION:
HEART OF A NEWS
ORGANIZATION
CAREER
OPPORTUNITIES IN - REPORTER
JOURNALISM - EDITOR
- COPY EDITOR
- COLUMNIST
- PHOTOGRAPHER
- PROOFREADER
- LAYOUT ARTIST
Advertising
What is advertising? Why is it important in a society?

It is a paid mediated form of communication

from an identifiable source designed to
persuade the reader, listener, and viewer to
take some action, now or in the future.
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Career Opportunities

$1B $2B
• Advertising agencies provide • Careers may also be found in the
an array of services for their media used for advsertising
clients such as: agencies such as:

• Account management • Mass media: tv, print, radio

• Research and account • Online media
planning
• Non-traditional media: specially
• Creative
outdoor advertising media such as:
• Production billboards, neon signs, electronic
• Media planning and buying boards, transit ads, ad balloons
• New media: websites, emails, games
• Mall events and events marketing 12
Public Relations and its functions
It is a strategic communication process that builds mutually beneficial relationships between organizations and their
publics.

Simple and
Strategic
This emphasizes “mutual
beneficial relationships”
process Relationships
Helping to bring together
Publics “Management function” for
top-down one-way
organizations and
individuals with their
communications stakeholders.
Refers to “stakeholders” has
connotations of publicly-traded
companies

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Public Relations as a Management Function
• Anticipating, analyzing, and
interpreting public opinion, attitudes
and issues that might impact, for
good or ill, the operations and plans
of the organization.
• Counseling management at all levels
in the organization with regard to
policy decisions.
• Researching, conducting, and evaluating,
on a continuing basis, programs of action
and communication to achieve the
informed public understanding necessary to
the success of an organization’s aims.
• Planning and implementing the
organization’s efforts to influence or change
public policy. Setting objectives, planning,
budgeting, training staff etc.
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Activities and Tools
Employ a wide range of the tools and activities

Activity Explanation Examples

Internal Communications
Corporate PR
Media Relations
Community relations/corporate
community, elected representatives, meetings, sports activities, and
social responsibility etc.
Crisis management
Events management,
exhibitions
In-house newsletter, suggestion
Communicating with employees
boxes
Communication on behalf of whole Annual reports, conferences, ethical
organization, not goods/services. statements, visual identity, images
Press releases, photo calls, video
Communicating with journalists,
news releases, off-the-record
specialists
briefings, press events
Communicating with local Exhibitions, presentations, letters,
other sponsorships
Communicating clear messages in Dealing with media after major rail
fast-changing situation or crash on behalf of police, hospital,
emergency or local authority
Organization of complex events, Annual conference, press launch,
exhibitions trade shows 15
 Standards and
• A member shall preserve the free flow of
Responsibilities
unprejudiced information when giving or
receiving gifts by ensuring that gifts are nominal, Summary tagline or
legal, and infrequent. sub-headline
• A member entertains a gov’t official beyond legal
limits and/or in violation of gov’t reporting
requirements.
• A member shall be honest and accurate in all
communications. Reveal the sponsors for causes
and interests represented. Avoid deceptive
practices. 16
 AUDIENCE AND
COMMUNICATION
NEEDS
 Who is the
audience?

Audiences are formed from either or

both of two factors:

SOCIAL CONTEXT: people from the

same background leads to a shared
cultural interests, understanding, and
information needs.

RESPONSE TO MEDIA CONTENT:

news, varierty shows, soap operas, tv
series, etc)

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AUDIENCE CAN BE
DEFINED IN
DIFFERENT WAYS:
By place: audience of case of a
community newspaper for example
By people: when media content
appeals to a certain age group,
gender, political belief, or income
category

By a particular type of
medium/channel: for example, the
audience of radio isn’t the same from
the audience of television or
newsprint
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AUDIENCE CAN BE
DEFINED IN
DIFFERENT WAYS:

By the content of the message

of a medium: talk shows and
soap operas etc

By times: daytime, primetime

or weekend audiences

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 INDIVIDUALS AS
AUDIENCE

• TYPOLOGY OF MEDIA-PERSON
INTERACTIONS

• GRATIFICATIONS FROM USING

MEDIA

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Typology of Media-Person Interactions

“People communicate to inform and be informed.”

• Diversion: escape from routines

• Personal relationships: companionship and social utility
• Personal identity: self-reference, reality exploration, value
reinforcement
• Surveillance: information seeking

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Gratifications

“Media use can be explained by the gratifications which

an individual derives from it.”
• Information and education
• Guidance and advice
• Diversion and relaxation
• Social contact
• Value reinforcement
• Cultural satisfaction
• Emotional release
• Identity formation and confirmation
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THANK YOU!