one of the lesson on discipline on applied social science. the professional and practitioners in the discipline of communication

1. APPLIED SOCIAL SCIENCES
THE PROFESSIONAL AND
PRACTITIONERS
IN THE DISCIPLINE OF
COMMUNICATION
DR. PHILLIP RAMIR L. PUNZALAN

3. DEFINING THE ROLES, FUNCTION, AND
COMPETENCIES OF COMMUNICATORS AND
JOURNALIST
THE FOREMOST IMPORTANT ROLE OF COMMUNICATOR AND JOURNALIST
• TO MAKE AVAILABLE INFORMATION AND EVIDENCE TO INFORM THE PUBLIC
ABOUT ISSUE 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.

4. DEFINING THE ROLES, FUNCTION, AND
COMPETENCIES OF COMMUNICATORS AND
JOURNALIST
THEIR FUNCTIONS FOLLOW NATURALLY:
• TO COLLECT AND DOCUMENT INFORMATION, FACTS AND OPINIONS, AND
PRESENT THEM FOR PUBLIC ANALYSIS AND DEEPINING TO THE ROOT OF
REALITY.
• TO DELIVER TRUTH AND FACTS, PROFESSIONALS ARE AT THE SERVICE OF
TRUTH.
• TO GATHER NEWS, FACTS AND INFORMATIONS THAT CRITICAL TO PUBLIC LIFE
AND WELL-BEING.
• BEUNG PRESENT WHERE THE NEWS IS HAPPENING AND THE ABILITY TO RECORD
IT ACCURATELY WITH AVAILABLE TECHNOLOGY

5. DEFINING THE ROLES, FUNCTION, AND
COMPETENCIES OF COMMUNICATORS AND
JOURNALIST
THE COMPETENCIES OF COMMUNICATORS AND JOURNALISTS
• LISTENING, READING, WRITING AND SPEAKING SKILLS.
• LISTENING AND READING ARE DATA- AND INFORMATION-GATHERING SKILLS
NECESSARY FOR ACCURATE WRITING AND SPEAKING.
• POOR WRITING AND SPEAKING SKILLS CAN DISTORT THE MESSAGE REGARDLESS
OG THE GOOD INTENTIONS OF THE COMMUNICATOR.

6. AREAS OF SPECIALIZATION OF
COMMUNICATORS AND JOURNALIST
• SPEECH WRITING AND TAKING MINUTES OF A MEETING; ADVERTISING,
MARKETING AND SALES;
• COMMUNICATION EDUCATION; ELECTRONIC MEDIA, RADIOTELEVISION,
AND BROADCASTING;
• PUBLIC RELATIONS; JOURNALISM; THEATER, PERFORMING ARTS, AND
DRAMATIC ARTS;
• PUBLIC COMMUNICATION AND OPINION MANAGEMENT; AND
INTERNATIONAL RELATIONS MANAGEMENT AND NEGOTIATIONS.

7. THE SPECIALIZATION CAN BE IN COPY OF…
• COPY WRITING
• PRODUCTION DIRECTING
• PROFESSIONAL BLOGGING
• COMMUNICATION EDUCATION
• LANGUAGE ARTS COORDINATION
• FORENSIC AND DEBATE COACHING
• DRAMA DIRECTING
• FILM AND TAPE LIBRARIAN
• NEWS EDITING
• NEWS DIRECTING
• NEWS WRITING
• NEWS ANCHORING
• TRANSMITTER ENGINEERING
• TECHNICAL DIRECTING

8. JOURNALISTS CAN ALSO SPECIALIZED…
• REPORTING
• NEWS EDITING
• NEWS CASTING
• AUTJOR
• COPYWRITING
• SCRIPT WRITING
• PUBLISHING
• NEWS SERVICE RESARCH
• TECHNICAL WRITING
• ACQUISITION EDITING
• INTERVIEWING

9. CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
• THE FIELD OF COMMUNICATION IS WIDE AND ALMOST EVERY ASPECT OF
BUSINESS AND HUMAN ORGANIZATION HAS COMMUNICATION SPECIALISTS OR
ROLES.
• COMPANIES HAVE TO RELATE WITH COSTUMERS, CLIENTS AND OTHER
STAKEHOLDERS.
• THE SAME IS TRUE FOR GOVERNMENT AND PUBLIC INDIVIDUALS BECAUSE THE
NEED TO HEARD, TO BE UNDERSTOOD, TO BE FOLLOWED AND TO CONVINCE
OTHERS REQUIRE COMMUNICATION.
• PROFESSIONALS PURSUING CAREERS IN COMMUNICATION HAVE MANY OPTIONS.

10. CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
ALBERTS, NAKAYAMA, AND
MARTIN (2007) PRESENT SOME
FOLLOWS:
• SPEECH WRITERS
• PRESS SECRETARY
• PUBLIC INFORMATION OFFICER
• PUBLIC AFFAIRS SPECIALISTS
• COMMUNICATION ASSISTANT
• MEETINGS SECRETARY
• COSTUMER SERVICE REPRESENTATIVE
• MARKETING ASSISTANT OR OFFICER
• ADVERTISING
• SALES ASSISTANT
• ACCOUNT EXECUTIVE
• RESEARCH ASSOCIATE
• OPERATION MANAGER

11. CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
BROADLY, OTHER OPPORTUNITIES INCLUDE…
• CAREERS IN ADVERTISING;
• CAREERS IN COMMUNICATION EDUCATION; CAREERS IN ELECTRONIC MEDIA,
RADIO-TELEVISION AND BROADCASTING.
• CAREERS IN PUBLIC RELATION; CAREERS IN JOURNALISM; CAREERS IN THEATER,
PERFORMING ARTS, AND DRAMATIC ARTS
• CAREERS IN COMMUNICATION IN GOVERNMENT AND POLITICS-RELATED
• CAREERS IN INTERNATIONAL RELATIONS AND NEGOTIATIONS.

12. CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
ADVERTISING AND MARKETING
SPECIALIST CAN WORK AS:
• COPYWRITER
• ACCOUNT EXECUTIVE
• SALES MANAGER
• MEDIA PLANNER
• MEDIA BUYER
• CREATIVE DIRECTOR
• MEDIA SALES REPRESENTATIVE
• PUBLIC OPINION RESEARCHER
• POLISTERS (SUCH AS IN SOCIAL
WEATHER STATION AND PULSE ASIA.

13. CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
• THEY CAN FIND THEIR NICHE IN PROFESSIONAL BLOGGING FOR FASHION AND
LIFESTYLE, PRODUCTS AND SERVICE MARKETING, AND COMMUNICATION.
• SOME BLOGGERS FOCUS ON PAID WORK OR FREELANCING NEWS AND CURRENT
AFFAIRS REPORTING.

14. CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
COMMUNICATION EDUCATORS CAN WORK AS…
• COLLEGE OR UNIVERSITY PROFESSORS
• SPEECH COMMUNICATION DEPARTMENT CHAIRPERSONS
• LANGUAGE ARTS COORDINATORS
• ELEMENTARY AND HIGHSCHOOLS SPEECH TEACHERS
• FORENSIC AND DEBATE COACHES
• DRAMA DIRECTORS

15. CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
BROADCASTING CAREERS CAN
INCLUDE OPPORTUNITIES TO WORK
AS…
• BROADCASTING STATION MANAGER
• DIRECTOR OF BROADCASTING
• FILM AND TAPE LIBRARIAN
• COMMUNITY RELATIONS DIRECTOR
• UNIT MANAGER
• FILM EDITOR
• NEWS EDITOR
• NEWS DIRECTOR
• NEWS WRITER
• NEWS ANCHOR
• TRANSMITTER ENGINEER
• TECHNICAL DIRECTOR

16. CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
OTHER OPPORTUNITIES INCLUDE…
• ADVERTISING SALES COORDINATOR
• TRAFFIC AND CONTINUITY
SPECIALIST
• MARKET RESEARCHERS
• ACTOR/ACTRESS
• DISC JOCKEY
• PUBLIC RELATIONS MANAGER
• COMEDY WRITER
• CASTING DIRECTOR
• FLOOR MANAGER
• TALK SHOW HOST
• ACCOUNT EXECUTIVE
• MEDIA BUYER
• ETC.

17. CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
IN JOURNALISM, ONE CAN WORK AS…
• REPORTER
• EDITOR
• NEWSCASTER
• AUTHOR
• COPYWRITER
• SCRIPTWRITER
• PUBLISHER
• NEWS SERVICE RESEARCHER
• TECHNICAL WRITER
• ACQUISITION EDITOR
• AND INTERVIEWER

18. CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
IN PUBLIC RELATION, ONE CAN WORK
AS…
• PUBLICITY MANAGER
• ADVERTISING MANAGER
• MARKETING SPECIALIST
• PRESS AGENT
• LOBBYIST
• COORPERATE PUBLIC AFFAIRS
SPECIALIST
• ACCOUNT EXECUTIVE
• DEVELOPMENT OFFICER
• FUND RAISER
• MEMBERSHIP RECRUITER
• SALAES MANAGER
• MEDIA ANALYST
• MEDIA PLANNER

19. CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
• CREATIVE DIRECTOR
• AUDIENCE ANALYST
• NEWS WRITER
• PUBLIC OPINION RESEARCHER

20. CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
IN THEATER AND PERFORMING ARTS,
GRADUATES CAN WORK AS…
• PERFORMING ARTISTS
• SCRIPTWRITER
• PRODUCER
• DIRECTOR
• ARTS ADMINISTRATOR
• PERFORMING ARTS EDUCATOR
• COSTUME DESIGNER
• THEATER CRITIC
• MAKEUP ARTIST
• STAGE MANAGER
• ART AND PROP CURATOR
• MODEL
• THEATER PROFESSOR
• CASTLING DIRECTOR

21. CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
IN COMMUNICATION IN
GOVERNMENT AND POLITICS-RELATED,
COMMUNICATION GRADUATES CAN
WORK AS…
• PUBLIC INFORMATION OFFICER
• SPEECH WRITER
• LEGISLATIVE ASSISTANT
• CAMPAIGN DIRECTOR
• RESEARCH SPECIALIST
• PROGRAM COORDINATOR
• NEGOTIATOR
• LOBBYIST
• PRESS SECRETARY
• ELECTED OFFICER

22. CAREER OPPORTUNITIES FOR
COMMUNICATORS AND JOURNALIST
IN INTERNATIONAL RELATIONS AND
NEGOTIATIONS, COMMUNICATION
GRADUATES CAN SERVE AS…
• ON-AIR INTERNATIONAL
BROADCASTING TALENT
• CORPORATE REPRESENTATIVE
• TRANSLATOR
• STUDENT TOUR COORDINATOR
• DIPLOMAT
• FOREIGN RELATIONS OFFICER
• HOST/HOSTESS FOR FOREIGN
DIGNITARIES
• FOREIGN CORRESPONDENT

23. RIGHTS, RESPONSIBILITIES, AND
ACCOUNTABILITIES OF COMMUNICATORS
AND JOURNALISTS
• ACCOUNTABILITY IS NECESSITY FOR COMMUNICATORS AND JOURNALISTS BECAUSE
IT ESTABLISHED TO SAFEGUARD THE INTEGRITY OF MEDIA AND PROTECTION.
• TO ENSURE THAT CITIZENS ARE ABLE TO ORIGINATE CONTENT AND CONTIBUTE TO
MEDIA CONTENT
• AND NOT JUST REMAIN PASSIVE CONSUMERS OF MEDIA OUTPUT.
• TO EXERCISE AND LIVE BY AND WHICH MUST PROVIDES GUARANTEES AGAINST
CENSORSHIP AND PRETECTION OF FREEDOM OF EXPRESSION
• SAFEGUARDING THE CONFIDENTIALITY OF JOURNALISTIC SOURCES
• ENSURING THAT INFORMATION HELD BY THE GOVERNMENT CAN BE TIMELY AND
EASILY ACESSED BY THE PUBLIC

24. CODE OF ETHICS OF COMMUNICATORS AND
JOURNALISTS
• HAVE CODES OF ETHICS AND PROFESSIONAL STANDARD BASED SELF-
REGULATION.
• THE GENERAL RULE IS RESPECT FOR TRUTHFULNESS AND RESPECT FOR
PEOPLES’S RIGHTS.
• THE UNITED NATIONS EDUCATIONALS, SCIENTIFIC, AND CULTURAL
ORGANIZATION (UNESCO) CONSIDERS THE CODE OF ETHICS AS BEING AT THE
HEART OF GOOD COMMUNICATION AND JOURNALISM FOR IT FOSTERS
PROFESSIONAL SELF-CENSORSHIP AMONG PROFESSIONALS IN THE INDUSTRY.

25. NJU CODE OF CONDUCT
• THE NJU’S CODE OF CONDUCT HAS SET OUT THE MAIN PRINCIPLES OF BRITISH
AND IRISH JOURNALISM SINCE 1936. THE CODE IS PART OF THE RULES AND ALL
JOURNALISTS JOINING THE UNION MUST SIGN THAT THEY WILL STRIVE TO
ADHERE IT.
A JOURNALIST:
1. AT ALL TIMES UPHOLDS AND DEFENDS THE PRINCIPLE OF MEDIA FREEDOM,
THE RIGHT OF FREEDOM OF EXPRESSION AND THE RIGHT OF THE PUBLIC TO
BE INFORMED.
2. STRIVES TO ENSURE THAT INFORMATION DISSEMINATED IS HONESTLY
CONVEYED, ACCURATE, AND FAIR.

26. 3. DOES HIS/HER UTMOST TO CORREST HARMFUL INACCURACIES.
4. DIFFERENTIATES BETWEEN RQCT AND OPINION.
5. OBTAINS MATERIAL BY HONEST, STRAIGHTFORWARD, AND OPEN MEANS WITH
THE EXCEPTION OF INVESTIGATIONS THAT ARE BOTH OVERWHELMINGLY IN THE
PUBLIC INTEREST AND WHICH INVOLVE EVIDENCE THAT CANNOT BE OBTAINED BY
STRAIGHTFIRWARD MEANS.
6. DOES NOTHING TO INTRUDE INTO ANYBODYS’S PRIVATE LIFE , GRIEF, OR
DISTRESS UNLESS JUSTIFIED BY OVERRIDING CONSIDERATION OF THE PUBLIC
INTEREST.
7. PROTECTS THE IDENTIFY OF SOURCES WHOSUPPLY INFORMATION IN
CONFIDENCE AND MATERIAL GATHERED IN THE COURSE OF HIS/HER WORK.
8. RESIST THREATS OR ANY OTHER INDUCEMENTS TO INFLUENCE, DISTORT, OR
SUPRESS INFORMATION AND TAKES NO UNFAIR PERSONAL ADVANTAGE OF
INFORMATION GAINED IN THE COURSE OF HIS/HER DUTIES BEFORE THE

27. 9. PRODUCES NO MATERIAL LIKELY TO LEAD TO HATRED OR DISCRIMINATION ON
THE GROUNDS OF A PERSON’S AGE, GENDER, RACE, COLOR, CREED, LEGAL
STATUS, DISABILITY, MARITAL STATUS, OR SEXUAL ORIENTATION.
10. DOES NOT BY WAY OF STATEMENT, VOICE, OR APPEARANCE ENDORSE BY
ADVERTISEMENT ANY COMMERCIAL PRODUCT OR SERVICE SAVE FOR THE
PROMOTION OF HIS/HER OWN WORK OR 9F THE MEDIUM BY WHICH SHE/HE IS
EMPLOYED.
11. SHALL NORMALLY SEEK THE CONSENT OF AN APPROPRIATE ADULT WHEN
INTERVIEWING OR PHOTOGRAPHING A CHILD FOR A STORY ABOUT HIS/HER
WELFARE.
12. AVOIDS PLAGIARISM

28. CONCLUSION
• WE CONCLUDE THAT THERE ARE CAREER
OPPURTUNITIES FOR COMMUNICATORS AND
JOURNALIST. ALSO RESPONSIBILITIES, AND
ACCOUNTABILITIES OF COMMUNICATORS
AND JOURNALISTS. THIS LESSON TACKLES
ABOUT THE CODE OF ETHICS OF
COMMUNICATORS AND JOURNALISTS.