Prefessional and Practitioners

in community

Discused by: Marilous Botero

Journalism and its
Function
Journalism refers to gathering,reporting, and
dissemination of news through the mass
media

Its system arose to provide for society's

need for news to arises from the citiziens
right to have access to fact opinion about
matters of publiC interest , and hence are
importance to their welfare, and rights
duties as citizens.
 The reSults of an extensive
research project that examined
journalism and its responsibilities which
was conducted by Committe of
Concerned Journalist's
a group of American journalists and
scholars, have defined the roles and
functions of journalism in democratic
society. According to project is "to
provide citizens with the information
they need ti be free and govering".
The committee's report, published in the book "The
Elements of Journalism" (Kovach and Rosenstiel, 2001)

Outlined nine principles which journalism must

observe to fulfill this task namely:

1. Journalism's first obligation is to the truth

2. It's loyalty is to citizens.
3.It's essence is a disCipline of verification
4 Its practitioners mus maintain an independence
from those they cover.
5. It must serve as an independent monitor of
power.
6. It must provide a forum for public criticism and
cimprise.
7. It must strive to make the significant interesing
and relevant.
8. It must keep the news comprehensive and
proportional.
9. Its practitioners must be allowed to exercise their
personal conscience.
 Rights and Responsibilities

To ensure that journalists are able to perform

their functions, they enjoy certains right that flow
from a constitutional guarantee of freedom of press
and speech. These rights include free access to all
sources of information,the right to investigate stories
that are of interest to the public , the right to publish
stories without fear of pushnisment
 Moreover, the journalist's rights are protected by
an international legal framework that is based on
the UN Universal Declaration of Human Rights .
This framework that upholds freedom of
expression and information which is defined in
declaration through the following clauses:
 Article 15: The right to form, hold, recieve and.
Impart opinions
Article 16: Free and equal access to information
inside and outside state borders
Article 19: The freedom to hold opinions without
interface and to seek, recieve, and impart
information through any media.
 The first canons of journalism was published by
the American Society of Newspaper Editors in 1923.
Journalists in any countries, including the Philippines,
have adopted a code of conduct.

The most frequently found principles in these

codes are:
* Truthfulness of information
* Clarity of information
* Defense of the public's right's
*Responsibilities in forming public opinion
*Respecting the integrity of resources
*Prohibition of discriminination on the basis of race,
ethnicity, religion, and other characteristics.
*Respect for Privacy
*Prohibition of bribes and other benefits
*The need to respect universal values and the diversity
of cultures
*The need to promote humans rights peace , societal,
progress democracy
The codes of Ethics drawn up by the society of
Proffesional Journalists define the principles
and standards of journalism practice as follows:

* Seek to report it
* Minimize harm
* Act independently
* Be accountable
Career Opportunities in Journalism
Journalism encompasses the print, broadcast
radio and television and online media. Within these
broad categories are subcategories of news media
based on factors such as type of content (general
news, potical newspaper, business, religious
newpaper) language (national languag, vernacular),
and periodicity (daily, weekly).
 The editorial section are other sections needed
to run the entiren news organization, and this
includes;

*Advertising. *Production
*Circulation. *Business
*Marketing
 Advertising and Its Functions
Advirtising is "a paid, mediated form of
communication form an identifiable source, designed to
persuade the reader (listener, or viewer)
To take some action, now or in the future " (Jef Curran).
The key elements in this definition are:
"Mediated" refers to the presence of a medium
like television, radio or bilboad, to convey the messege
from sender to reciever.
"Action" refers to the behavior that desired by the
advertiser such as buying product or service .
Advertising servers the ff. functions in business and
society:
* As marketing tool
* As transmitter
* An economic stimulant
* A purveyor of values
 Career Opportunities

Advertising agencies provide a range of services to

their clients, as follow:
* Account management
* Research and account planning
* Creative
* Production.
* Media planning and buying
 Careers may also be found in the media used for
advervitising media such as;
* Mass media such as TV, radio, print
* Online media
* Nontraditional media specially outdoor
advertising media such as billboards, neon signs,
electrinic boards, transit ads, ad balloons
* New media forms such as websites, emails,
games
* Mall events and events marketing
 Professional and Ethical Standard

Indeed advertising is a tool of communication

whose impact on society cannot be ignored.
Recognizing their social responsibility, governments
seek to regulate its practices.
Accredited Advertising agencies ---- Philippines
and Cinema Advertising Association of the
Philippines , has sought to police its ranks by crafting a
codes of ethics and procedures to implement these.
The code provides, among others, that advertisment
should not:
* Undermine the public's regard for government,
law, and duly constituted authority
* Exploit or tend to promote physical , verbal, or
psychological violence or use of deadly weapons
* Disparage, riducule, or attack any natural person
or groups of persons especially on the basis of gender,
social or econoMic class, religion, race, or nationallity
* Depict the actual act of drinking alcoholic
beverages or smoking tabacco products.
Public Relations and Its Functions
Research has shown that public relations is
thought of as a corrupter of the channels of
communicationb, as a corruptor of democratic
process, as sleight of hand. (jo, 2003)
Ff. Definition and concept of Public:
*Simple and straightforward
*Process
*Relationship
*Publics refers to stakeholder
 As a management function, public relations also
encompasses the ff.:
* Anticipating, analysis, 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 level in
organization regard to policy decisions.
* Researching conducting , and evaluating, on a
continuing basis, programs of action and
communication to achieve the informed public
underatanding necessary to success of an organition
aims .
* Planning and implementing the organization's
effort to influence or change public policy.
 Standards and Responsibilities

The Public Relations Society of American's Code

of Ethics outlined the principles and standards of
professional practice and provides concrete examples
to illustrate this for instance:
A member shall preserve the free flow of
unprjudiced information when giving or recieving gifts
ensuring that that gifts are nominal, legal, and
infrequent.
Examples of improper conduct under this provision:
* A member represingting a ski manifucturer gives
fair of expensive racing skis to a sports magazines
columnist.
* A meber of entertains a government official beyond
legal limit and/or in violation of govermentvreporting
requirements.
 The Public Relations Society of the Philippines also
has its own code of ethics, among others are the
following:
* Conduct our professional way of life with interest.
* conduct activities in full accordance with accepted
standards ot trust, objectivity, accurancy, and good taste.
* Uphold the rule of law and dictates of public order,
Public policy, moralds, and good customs
 * Safeguard the confidence of our present and former
clients or employers by keeping trade secrets of or other
information.
* Refuse any form of valuable service.