The document discusses communication across various sectors, including government, private businesses, civil society organizations, and communities. It highlights the essential communication functions such as information dissemination, persuasion, and mobilization, and underscores the importance of communication professionals in effectively carrying out these tasks. Good governance and corporate communication strategies are also emphasized as pivotal for fostering relationships and achieving organizational goals.

1. Communication in Various
Settings
Lesson 4

2. 4.1 Communication in Government
The government refers to the institutions, the group of people, the
processes. And the authority that runs our society according to a set
of rules.
A country’s constitution defines a government’s functions.
Usually these include the promotion of the general welfare,
establishing a just, fair, and peaceful society, defending the nation
and ensuring democracy.

3. The processes of governing is summed up in the term “governance”
or the exercise of power to guarantee the effective participation of
citizens in political decision- making and in economic policy-making
, manage, and allocate resources, and ensure a workable,
acceptable and participle resolution of public disputes.
Among the attributes of good governance are transparency,
accountability, participatory leadership, efficiency, and a capacity for
consensus- building and conflict management.
It is easy to see that communication is essential to good
governance.

4. Essentially the functions of the government’s communication efforts
are information, education, socialization, persuasion, and
mobilization.
To carry out these functions, the government performs
communication tasks along the local, regional, national, and
international levels and in the different branches of government,
namely, the executive, administrative and legislative branches.
The communication function may be centralized in the national
level in ministry, such as a Ministry of Public Information.
The function of this ministry may be replicated in officers in the local
governments such as in provinces, cities and localities.

5. The whole range of tools of communication is used by government
to perform its communication functions.
Moreover, the government engages communication professionals
such as writers and broadcasters, and communication agencies
such as public relations and advertising agencies.
Through officials who may be called press speakers, press liaison
officers, the government is also in constant touch with journalists
who carry its message to the citizens.

6. 4.2 Communication in the Private Sectors
The private sector refers to businesses and industries run by individuals and
companies rather than by the government.
Schools are part of the economy’s private sector and these are usually non-
profit institutions.
Among the essential communication needs of the private sector are
information, persuasion, and mobilization.
A company’s or corporation’s target audiences may include internal publics
such as owner’s or stakeholders and employees, and external publics such as
customers, government regulatory agencies, and communities.

7. The special field called “corporate communication” refers to the
strategy which a company adapts to create, communicate, and
maintain its business image among its customers stakeholders, and
target audiences, and attain its business goals.
Through corporate communication strategies, a business firm:
- Builds relationships with stakeholders, employees, customers,
and special publics such as environmental advocacy groups.
- Advertise products and services.
Among the leading multinational advertising and public relations
companies are McCann Ericson, BBDO, Ogivity, Saatchi, and
Publicis.

8. 4.3 Civil Society
Global Organizations such as MSF( Doctors without Borders),
Greenpeace Fund, Save the Children, Oxfam, Reporters without
Borders, and World Vision are referred to as “civil society”.
This are organizations that advocate causes such as environmental
protection, animal rights, peace and health.
They are also referred to as non- government organizations
(NGOs).

9. A comprehensive definition of civil society is that
adopted by the World Bank, thus:
“the wide array of nongovernmental and not-for-profit organizations
that have a presence in public life, expressing the interests and
values of their members or others, based on ethical, cultural, political,
scientific, religious, or philanthropic considerations. Civil society
Organizations (CSOs) therefore refer to a wide array of organizations:
community groups, nongovernmental organizations(NGOs), labor
unions, indigenous groups, charitable organizations, faith-based
organizations, professional associations, and foundations.”

10. Like the private sector, NGOs need to communicate to their various
audiences and stakeholders.
A handbook produced by the European Journalism Centre that
seeks to help NGOs build their communication strategy explains
(EJC, 2015):
“It is not enough to care deeply, passion can only get you so far.
You need a cool head and the skills to present your cause and your
organization effectively.”

11. To bring its message to its audiences, the
handbook recommends:
“A successful CSO( Civil Society organization) needs a well
thought- out media strategy, trained communications staff , and the
time and money to back them up. To get your “ messages” heard. It is
not enough to be right; you have to be skilled as well. It is not enough
to rely on winning over a few influential journalists or public figures,
you have to compete on traditional and social media together, the old
world and the new. Experience and training are essential.”
Large NGOs that are engaged in global causes employ
communication professionals such as writers, public relations
experts, information campaign strategies, and social media
communications.

12. 4.4 Other Communication Settings: Communities
and Schools
Communities are made up of people in constant communication
with each other.
To strengthen this identity and attain the common good,
communities communicate for the following purposes: information,
mobilization, persuasion, socialization, as well as entertainment.
Some communication tools and strategies are unique to
communities, for instance, the community celebrations such as a
town fiesta.

13. The most commonly used strategies and tools of interpersonal (for
instance, door-to-door campaigns) and group (for instance ,
barangay meetings) communication.
Communications are organized in varying degrees of structure and
using different systems.
In all cases leadership and management functions are found in
community systems.
Communication activities are needed to carry out these functions.

14. In schools, communication has the essential functions of instruction
and socialization.
Additionally, communication in school setting take place to inform,
persuade, and mobilize various stakeholders such as parents,
faculty, and students.
For these purposes, large schools such as universities usually have
their own communication and information units which are
responsible for preparing and carrying out communication
strategies.

15. Thank you for Listening
Reporters:
Meca Ann C. Llena
Joyce Ann Regana