Journalism and its

functions
Journalism refers to the
gathering, reporting, and
dissemination of news through the
mass media.
 9 principles which journalism must
observe :

1. Journalisms first obligation is to the truth.

2. Its first loyalty is to citizens.
3. Its essence is a discipline of verification.
4. Its practitioners must 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 compromise.
7. It must strive to make the significant interesting and relevant.
 FREEDOM OF EXPRESSION
AND INFORMATION
Code of conduct
Truthfulness of information
Clarity of information
Defense of the publics rights
Responsibilities in forming public opinions
Standards of gathering and presenting information
Respecting the integrity of sources
 Prohibition of discrimination on the basis of race, ethnicity, religion,
and other characteristics

Respect of privacy
Prohibition of bribes and other benefits
The need to respect universal values and diversity of cultures
The need to support human rights, peace, social progress, and
democracy.
 RIGHTS AND
RESPONSIBILITIES
Article 15: The right to form, hold, receive and
impart opinions

Article 16:Free and equal access to information

inside and outside state borders

Article 19: The freedom to hold opinions without

interference and to seek, receive, and impart
information through any media.
-ENCOMPASSES THE PRINT, BROADCAST RADIO AND TELEVISION--- AND ONLINE
MEDIA. JOURNALISM
SUBCATEGORIES OF NEWS MEDIA BASED ON FACTORS:

TYPE OF CONTENT
CIRCULATION AREA
AUDIENCE
LANGUAGE
PERIODICITY
 EDITOR
COLUMNIST
COPY EDITOR
PHOTOGRAPHER
PROOFREADER
LAYOUT ARTIST
 SECTIONS NEEDED TO RUN THE
ENTIRE NEWS ORGANIZATION:
ADVERTISING
CIRCULATION
MARKETING
PRODUCTION
BUSINESS
 Advertising and its
functions
Advertising
Key elements:

a) Mediated
b) Action
 Functions in business and
society
As marketing tool
As transmitter of information
An economic stimulant
A purveyor of values
 Career opportunities
Advertising agencies provide a range of services to
their clients
Account management
Research and account planning
Creative
Production
Media planning and buying
 Careers may also be found in the media used
for advertising such as:
Mass media
Online media
Non-traditional media specially outdoor advertising media
New media forms
Mall events and events marketing
 Professional and ethical
standards
Indeed advertising is a tool of communication whose impact on society
cannot be ignored. Recognizing their social responsibility,
governments seek to regulate its practices.

Federal trade commission

-concerned with eliminating deception in advertising.

U.S FOOD AND DRUG ADMINISTRATION

-MONITORS ADVERTISING CLAIMS REGARDING FOOD AND DRUGS.
IN THE PHILIPPINES, THE ADVERTISING BOARD OF THE
PHILIPPINES, THE UMBRELLA ORGANIZATION FOR THE
LARGEST ADVERTISING ASSOCIATIONS INCLUDING THE
Association OF ACCREDITED ADVERTISING AGENCIES----
PHILIPPINES AND CINEMA ADVERTISING ASSOCIATION OF
THE PHILIPPINES, HAS SOUGHT TO POLICE ITS RANKS BY
CRAFTING A CODE OF ETHICS AND THE PROCEDURES TO
IMPLEMENT THESE.
 The code provides, among others, that
advertisements should not:
UNDERMINE THE PUBLICS REGARD FOR GOVERNMENT, LAW, AND DULY
CONSTITUTED AUTHORITY.

EXPLOIT OR TEND TO PROMOTE PHYSICAL, VERBAL, OR

PSYCHOLOGICAL VIOLENCE OR THE USE OF DEADLY WEAPONS.

DISPARAGE, RIDICULE, OR ATTACK ANY NATURAL PERSON OR GROUP

OF PERSONS ESPECIALLY ON THE BASIS OF GENDER, SOCIAL OR
ECONOMIC CLASS, RELIGION, RACE, OR NATIONALITY.

DEPICT THE ACTUAL ACT OF DRINKING ALCOHOLIC BEVERAGES OR

SMOKING TOBACCO PRODUCTS.
 PUBLIC RELATIONS AND
ITS FUNCTIONS
PUBLIC RELATIONS IS A STRATEGIC
COMMUNICATION PROCESS THAT BUILDS
MUTUALLY BENEFICIAL RELATIONSHIPS BETWEEN
ORGANIZATIONS AND THEIR PUBLICS.
COMMUNITY RELATIONS
EMPLOYEE RELATIONS
GOVERNMENT RELATIONS
FINANCIAL RELATIONS
MEDIA RELATIONS
PUBLIC AFFAIRS
 AMERICAS CODE OF ETHICS OUTLINE THE PRINCIPLESAND
STANDARDS OF PROFESSIONAL PRACTICE AND PROVIDES CONCRETE
EXAMPLES TO ILLUSTRATE THIS.

A MEMBER SHALL PRESERVE THE FREE FLOW OF UNPREJUDICED

INFORMATION WHEN GIVING OR RECEIVING GIFTSBY ENSURING THAT
GIFTSARE NOMINAL, LEGAL AND INFREQUENT.

A MEMBER SHALL BE HONEST AND ACCURATE IN ALL

COMMUNICATIONS. REVEAL THE SPONSORS FOR CAUSES AND
INTERESTS REPRESENTED. AVOID DECEPTIVE PRACTICES.
 Philippines code of ethics:
Conduct our professional way of life with the interests of the public
as our basic and primary guide.

Conduct our activities in full accordance with the accepted standards

of trust, objectivity, accuracy, and good taste.

Uphold the rule of law and the dictates of public order, public policy,
morals, and good customs.

Protect the interest of our clients or employers by being faithful to

our commitments to them, against which we shall not represent
conflicting or competing interests, unless full consent is given by all
interested parties with full disclosure of facts.
 Safeguard the confidence of our present and former clients or
employers by keeping trade secrets of or other information of similar
nature, unless a competent government authority, by reason of
national security or public policy, orders their disclosure.

Refuse any form of valuable consideration for a service, involving the

profession, from any one other than our clients or employers, even if it
does not involve conflicting interests, unless all interested parties
give full consent.