CHAPTER 9

PROFESSIONALS AND PRACTITIONER IN COMMUNICATION

OBJECTIVES

1. Understanding of the roles and functions of communications and

journalists
2. Identify specific work areas in which communicators and journalists
work

ROLES, FUNCTIONS, AND COMPETENCIES OF COMMUNICATORS AND JOURNALISTS

The discipline of communication is populated by a wide variety of professionals who are

in communication practice. They are creative artists, writers, editors,
journalists, bloggers, educators, social advocates, businessmen and businesswomen,
preachers, scientists, politicians, and news announcers and anchors. These
professionals are bind together by a desire and dive to send and receive messages and
make an impact on their audience. Because communication is the most natural thing for
humans, these professionals specialize to serve the general public and the public of their
choices. They operate with a wide variety of mediums and media.
The foremost important role of communicators and journalists is to make
available information and evidence to inform the public about issues that matter to them
in the most neutral way possible. They provide facts for the public to form judgment and
decisions. In some cases, they facilitate accurate processing and analysis of such facts
in a professional and ethical way.

In this way, their functions follow naturally: to collect and document information, facts and
opinions, and present them for public analysis and deepening to the root of reality. To
communicate is to deliver truth and facts. Professional communicators and journalists are
at the service of truth. They gather news, facts, and information that are critical to public
life and well-being. The functions include being present where the news is happening and
having the ability to record what is happening accurately with available technology.
 MODULE DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCES

The competencies of communicators and journalists are along their delivery of roles and
functions. They need to have listening, reading, writing, and speaking skills. Listening and
reading are data- and information-gathering skills necessary for accurate writing and
speaking. But writing and speaking skills are necessary for communication as tools. Poor
writing and speaking skills can distort the message regardless of the good intentions of
the communicator.

AREAS OF SPECIALIZATION IN WHICH COMMUNICATORS AND JOURNALISTS

WORK
Earning a communication degree involves studying how humans create information and
share it both on interpersonal and organizational levels. Students who major in this
subject will graduate with the ability to present and exchange information—whether it is
written, visual, or oral—in an appropriate manner for the audience and context.

1
 MODULE DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCES

Areas of Specialization
The communication major encompasses several areas of specialization including:

 Journalism
 Interpersonal communication
 Mass communication: Subspecialties are television, radio, and film
 Strategic communication: Subspecialties are health, public relations, and
advertising
 Games and interactive media design
 Visual communication
 Sports communication

While communication majors at some school study all of these topics, some allow or even
require, their students to have a concentration in one. Communication is a versatile major
in that graduates can take one of a variety of career paths.
Students can earn associate, bachelor's, master's, or doctoral degrees in
communications. Most associate degree programs are designed for students who plan to
transfer to bachelor-level programs, but there are some that offer a terminal degree in
communications.
Master's degree programs focus on teaching communication theory, research
methodology and practice, therefore preparing students for academia or the workplace.
Doctoral programs emphasize original research and students are expected to develop an
area of specialization. Earning a Ph.D. prepares students for academic careers or for
managerial or consulting positions that draw upon an individual's area of expertise.
Sample of Courses You Can Expect to Take
Bachelor's or Associate's Degree Courses

 Introduction to Communication Studies

 History of Television
 Principles of Persuasion and Influence
 Rhetorical Criticism
 Mass Media and Society
 Techniques of Speaking
 Principles of Public Relations
 Public Relations Campaigns
 Media Writing
 Audio Production
 Storytelling for Communications
 Interpersonal Communication
 Digital Design in Communication
 History of Journalism
 Communication Law and Ethics

2
 MODULE DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCES

Master's Degree Courses

 Rhetorical Theory
 Intercultural Communication
 Research and Writing Methods
 Communication in Practice
 Media Policy and Regulation
 Race and Media
 Organizational Strategy and
Leadership
 Strategic Writing
 The Role of Communication in
Conflict Negotiation
 Media Relations
 Digital Media Production
 Public Relations Management
 Designing and Evaluating
Effective Communications for the
Web
 Writing for Multimedia
 New Communication Technologist

Ph.D. Courses

 Media Theory
 Philosophical Foundations of
Communication
 Technical Writing
 Ethics for Science and Technical
Communication
 Methods of Communication
Research
 Information Needs, Seeking and
Use
 Communication Research Design
 Special Topics in Cultural and
Visual Studies
 New Media Research Studio

3
 MODULE DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCES

Career Options with Your Bachelor's Degree

A degree in communication at the Bachelor's level can open the door to several entry-
level occupations. These entry jobs will help to give you the experience you need to
advance in the field after a couple of years. Internships taken during your college years
will help provide the experience you need as well.
This list was compiled by searching job sites for openings that require a degree in
communications. It includes options for those who graduate with a degree in
communications only. It does not include any jobs that require earning an additional
degree in another discipline.

 Public Relations Specialist

 Media Communications Manager
 Marketing Assistant
 Marketing Communications Specialist
 Technical Writer
 Event Marketing Specialist
 Customer Communications Specialist
 Content Marketing Campaign Manager
 Marketing Specialist
 Media Specialist (Traditional and Emerging Media)
 Social Media and Communications Coordinator
 Public Affairs Specialist
 Communications Coordinator

Master's and Doctoral Degree Opportunities

Your advanced Master's or Doctoral degrees will open other avenues for employment in
the field of communication.

 Senior Communications Specialist

 Public Relations Manager
 Senior Manager of Communications
 Community College Communications Instructor
 Professor
 Consultant

Typical Work Settings

Strong communication skills are invaluable in many occupations which gives those who
major in this subject a wide range of choices. In addition to the more obvious choices
listed above, including jobs in media, marketing, and public relations, communications
majors can take some alternative routes. They typically work in offices but may find
themselves in jobs that involve interacting with people in a variety of settings.
How High School Students Can Prepare for This Major
If you are a high school student who is thinking about studying communications in college,
take classes in writing, speech, journalism, and theater.

1
 MODULE DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCES

 This major may also be called communication studies, mass communications,

strategic communications or communication, and media studies.
 Some undergraduate programs are accredited by the Accrediting Council on
Education in Journalism & Mass Communications (ACEJMC).
 A bachelor's degree in communications isn't necessarily a requirement for
acceptance into a master's degree program. Undergraduate students may major
in other subjects.
 Some doctoral programs require a master's degree in communications or a related
field for admission, while others require only a bachelor's degree.
 Doctoral candidates must write a dissertation.
 It can take from four and six years to earn a Ph.D.
 Some master's degree programs require students to write a thesis.
 Universities require, or at least encourage, students to get practical experience by
doing internships.

Professional Organizations and Other Resources

It is important to be involved in professional organizations that focus on communications.
Being a member of one—or several—of these groups will help you keep current on new
technologies and methods in the field.

 Accrediting Council on Education in Journalism and Mass Communications

(ACEJMC)
 The American Communication Association (ACA)
 Association for Education in Journalism and Mass Communication (AEJMC)
 International Association of Business Communicators (IABC)
 National Communication Association (NCA)
 NCA Doctoral Program Guide

CLIENTELE AND AUDIENCES IN 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

2
 MODULE DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCES

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 matter for they affect the format and distribution of the
communication materials and also the medium they trust.

SETTING, PROCESSES, METHODS AND TOOLS IN COMMUNICATION

Settings of Communication
-the settings of communication may be defined as the physical surroundings of a
communication event which may be made up of the location where the communication
occurs, environment conditions, time of the day, or day of the week, as well as proximately
of the communicators (Alberts, Nalkayama & Martin 2007).

-What is critical regarding the setting is to know the audience and understand what they
need to hear and how they need to receive information.
3
 MODULE DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCES

Process of Communication
IQ
-The process of communication accounts for what happens between the source of
message and the recipient, the skills employed in giving and receiving information, and
conveying our ideas and opinions with those around us.

Methods of Communication
WHAT
-The methods of communication involve the verbal (sounds, language, and tone of voice)
the aural (listening and hearing; non-verbal (facial expression, body language, and
posture; the written (letters, memos, journals, emails blogs, and text messages; and the
visual (signs, symbols, illustration, and pictures).

Tools in Communication
IDEAS
-include all the that we use in both communicating with others and interpreting the
information received from others.

-They range from language in all its forms, from tone of voice, to performing, re-enacting,
television, storytelling, telephone, cellphones, movie, radio, photographs, cartoon,
cyberspace, digital and social platforms, and the internet.

Government Setting
-The government deals with citizens and particularly deliver social and public services
that ensure peaceful and orderly living. This government communicates to inform the
public about national plans, public services, security situation, opportunities, and to give
general direction to people as a nation, in this sense, the government setting draws on a
variety of communication methods and tools depending on the subject and intent.

-They have highly confidential information and the information that is meant to be
accessible to all members of the public. The government relied on mass media to
disseminate public information and propaganda.

4
 MODULE DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCES

Private Sectors Setting

-The private sectors refer to business community, the people who are involved in the
delivery of public services that include job creation and employment provision but are not
government. Communication for them is largely advertisement, to inform the public
individuals, groups, and communication about available goods and services for sale. On
the other hand, they need information from the public to understand the demand they
have to supply. The private sector engages with the public, they want to remain relevant,
profitable, and accepted.

WHEN
Civil Society Setting
-This sector of society sees itself as the “third force”. It comes to complement government
and business action. It includes various groups of non-government organization, charities,
foundation, people’s organization, and other pressure groups that exist to advocate the
causes of social justice on behalf of the marginalized sectors, disenfranchised, minorities,
and even on behalf of biodiversity.

-They do not exist to make profit or to serve as government but they perform a number of
function that belong to the government. In many cases, they also engage in business to
raise funds needed to responds to problems affecting the represented sector or issue.
Communication in this sense is defined by the mission and actions chosen in civil society.

School Setting
-Schools are educational and social institutions. Their participation in communication is
to deliver educational goods to the public and engage communities in agenda setting
regarding educational goals and means. Communication in school setting tends to be
very formal and academic. The emergence of new media has transformed communication
in schools to include new forms of communities cutting across school to create
communities of learners that come together to pursuits of learning beyond physical
schools they belong to. There is more exchange of information and documents among
students, and traditional group work has become virtual teamwork, where the students
learn together and accomplish given task without physical coming together.

5
 MODULE DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCES

School Setting
-Schools are educational and social institutions. Their participation in communication is
to deliver educational goods to the public and engage communities in agenda setting
regarding educational goals and means. Communication in school setting tends to be
very formal and academic. The emergence of new media has transformed communication
in schools to include new forms of communities cutting across school to create
communities of learners that come together to pursuit of learning beyond physical schools
they belong to. There is more exchange of information and documents among students,
and traditional group work has become virtual teamwork, where the students learn
together and accomplish given task without physical coming together.

-Schools can announce enrolment dates and students can enroll in their
chosen schools without even physically going to the campus. This has led
to the shrinking of physical campus and into global campus in education and
school management.
Community Setting
-The community is where all sectors interact: government, business, civil society, and all
individual and groups. In general, communication with communities has tended to favor
one directional pattern and mass media.

-Sectors of a community announce their offering to the wider community, and government
agencies would also inform communities in this fashion regarding what they want the
community to know. But there is also within community, individual-to-individual, group-to-
group, and group to general environment communication. Various tools methods are
appropriately drawn to achieve community setting communication goals.

6
 MODULE DISCIPLINE AND IDEAS IN THE APPLIED SOCIAL SCIENCES

REFERENCES

Online/s & Further readings:

https://en.wikipedia.org/wiki/Professional_communication
https://medium.com/@konnks666/what-is-professional-communication-c2bd5874c60f
https://climb.pcc.edu/blog/the-7-benefits-of-effective-communication-in-personal-and-
professional-settings

RELATED VIDEOS
https://www.youtube.com/watch?v=TrlbDKi__hw
https://hrdevelopmentinfo.com/top-professional-communication/
https://study.com/academy/lesson/public-relations-practitioners-roles-expectations.html