Clientele and Audiences in

Communication
Communication
in Asserting
Oneself
 Communication has always been
closely intertwined with a person’s
nature of being. People back then
aspired to become respected
rhetoricians; that is why educational
institutions had high regard for good
communication skills.

Communication in Asserting Oneself

 Trivium
(introductory curriculum)

Grammar Logic Rhetoric

(mastery of reasoning and
(mastery of language use) (mastery of public speaking)
argumentation)

Eloquence & Clear Thinking

personal development and citizenship
Communication in Asserting Oneself
Public Speaking

Traits of Rhetoric

ethos logos
(character) (appeal to reason)
pathos
(emotional connection)

Communication in Asserting Oneself

The Public
and the
Audience
 Dayan (2001) explained that each
public defines itself by affirming its loyalty
to a certain group of publics. They exist
because of the differences and diversity of
their positions or perceptions toward an
issue. In the strict sense, the public and the
audience actually differ. Anyone can become
an audience, but not everyone turns into a
public.

The Public and the Audience

 AUDIENCE
- reactive PUBLIC
- responsive
- not intentionally - inclusive
and consciously an
active stakeholder - Value ritualism
and habit-
- passive formation
- not critical

The Public and the Audience

 As a public in communication, you
become more involved and influential
in the shaping of communication
messages that benefit you and other
publics.

The Public and the Audience

Clienteles of
Communication
Individual
• One might find a career wherein communication
skills are highly regarded.
• A person who is able to communicate more
effectively could also be seen by his/her
peers/colleagues as highly amiable, thus
increasing his/her chances for career
advancement.

Clienteles of Communication
Groups and Organizations
• Communication is a key in building
relationships – may it be in the romantic or in
the professional level.
• Group and organizational communication
involves trust and cooperation.
• Communication allows one to ask questions,
provide answers, agree on a consensus, or pose a
disagreement.

Clienteles of Communication
Types of Communication in Groups
(According to Wood, 2015)

1. Task Communication: group members come

together and communicate various ways of
dealing with a problem, issue, or information
that is of importance to the whole group.
• Activating ideas for brainstorming
• Soliciting for possible information that can solve an issue
• Providing additional information that can solve an issue
• Making critique of solutions at hand to further improve
such solutions

Clienteles of Communication
Types of Communication in Groups
(According to Wood, 2015)

1. Climate Communication: group members are

concerned about fostering a constructive and
participative climate for each other so that the
goals of the group would be achieved.
• Establishing a climate of discussion that motivates
everyone to speak up
• Motivating each member to feel fulfilled when they are able
to contribute to the group
• Harmonizing ideas especially those that diverge but can be
reconciled.

Clienteles of Communication
Types of Communication in Groups
(According to Wood, 2015)

1. Procedural Communication: group members

communicate with each other to come to a
consensus on a decision.
• Establishing a clear agenda and its details
• Orienting each member of the roles they should fulfill
during the discussion of the agenda
• Limiting the possibilities of digression or introduction of
irrelevant ideas
• Coordinating ideas according to how they relate to each
other
• Summarizing all the ideas presented
• Recording the progress of the group communication
Clienteles of Communication
Types of Communication in Groups
(According to Wood, 2015)

1. Egocentric/Dysfunctional Communication: a
type of communication which is autocratic and
monopolistic.
• Becoming antagonistic/aggressive towards ideas that
contradict one’s ideas
• Blocking ideas that do not seem to favor the majority
• Dominating the interaction
• Sharing irrelevant and unnecessary ideas
• Disrupting tasks that members are working on
• Devaluing and trivializing the ideas of other group
members
Clienteles of Communication
Communities
• The root word of both communication and
community is commune, which is understood as
follows:
Source Definition
http://dictionary.reference to convey or talk together, usually
.com/browse/commune with profound intensity, intimacy,
etc.; interchange thoughts or
feelings; to be in intimate
communication or rapport.

Clienteles of Communication
Communities
• The root word of both communication and
community is commune, which is understood as
follows:
Source Definition
http://www.merriam- to communicate with someone or
webster.com/dictionary/ something in a very personal or
commune spiritual way

Clienteles of Communication
Communities
• The root word of both communication and
community is commune, which is understood as
follows:
Source Definition
http://www.thefreedictionary To be in a state of intimate,
.com/commune heightened sensitivity and
receptivity, as with one’s
surroundings

Clienteles of Communication
Communities
• The definitions given suggest that communities
cannot be organized in the absence of
communication.
• Communication empowers stakeholders and
decision-makers to make wise and smart
decisions for the community and for the country.

Clienteles of Communication
The Need for
Communication
Individuals
People communicate to:
• express their needs & desires
• share their ideas & information
• socialize & interact for belongingness
• inquire and clarify
• share opinions & experiences
• mobilize each other
Clienteles of Communication
Groups
Usually, communication in groups aims to:

• Exchange or share ideas & information on a

particular subject so that members gain more
knowledge and understanding of each other.

• Arrive at a decision or course of action on a

problem or difficulty.

Clienteles of Communication
Groups

Group dynamics is necessary so as to achieve

a definite and agreeable plan of procedure,
openness on opinions through reasonable
compromises and constructive criticism, and
monitoring and evaluation of accomplishments
through constant updates and coordination.

Clienteles of Communication
Organizations
• Communication is crucial among organizations
because they deal with informing, persuading,
and promoting goodwill both internally and
externally.
• Organizational communication is utilized by
leaders and managers so they could better relate
with those in the lower ranks of communication.

Clienteles of Communication
Organizations
• Likewise, it is important in building
camaraderie and team-spirit so that goals are
achieved in unison.
• Communication networks become more effective
when organizations put in place a
communication system that every members
understands and adhere to.

Clienteles of Communication
Organizations
• Communication can also foster an
organizational culture that will motivate the
achievement of common goals, and not to
alienate or marginalize organization members.

Clienteles of Communication
Communities
• Communities must gain access to
communication infrastructure and technologies
to keep them abreast with the rest of the
country and the world.
• It also enables communities to transmit to
future generations their collective sense and
values of the world they live in.

Clienteles of Communication
Communities
“The State shall provide the policy
environment for the full development of Filipino
capability and the emergence of communication
structures suitable to the needs and aspirations
of the nation and the balanced flow of information
into, out of, and across the country, in accordance
with a policy that respects the freedom of speech
and of the press.”
- Art. XIV (General Provisions), Sec. 10 of the 1987 Philippine Constitution

Clienteles of Communication