14.4. The Group-And Organization As Client of Communication

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14.4. The Group- and Organization as Client of Communication
Groups and organizations tend to have communication needs that are specific to them.
In the Veloso case, groups and organizations may be identified as family and friends, migrant
organization, the legal team, media, and the Philippine government. Their communication
needs had to do with wanting to convince the Indonesian government to stop the pending
execution of Mary Jane Veloso.
They were all bent to hear from the Indonesian government news of consideration and
the longer they heard nothing, the more desperate they became and even resigned to accept
the fate. But the focus of these groups was to make a point for their organizations, to be
considered an achievement. For the family probably their worry was about losing a family
member and having Veloso’s children to grow without their mother and losing her in such a
traumatic way. This was a paramount concern for the family.
14.5. The Community as a Client of Communication
When a community is the client of communication, the message has to be responsive to

the need and the channel has to be appropriate, and the subject to be communicated has to be
relevant to the community. The most evident community to recognize in the case of Veloso
would be the Filipino community and the OFW community in particular. For this community, the
fate and reality of Veloso represented the suffering of OFW‘s and questioned the Philippine
government’s ability to care of and protect its own citizens. This is critical because the OFW
community has been regarded as modern day heroes due to the large amounts of remittances
it pumps into the Philippine economy. In 2009, over 10 million Filipinos were estimated to be
migrants which made the Philippines rank among top recipients of remittances.
The Setting, Processes, Methods, and Tools in Communicating
Page 143.
The setting of communication may be defined as the physical surrounding of a

communication event which may be made up of the location where the communication occurs,
environmental conditions, time of the day, or day of the week, as well as _______ of the
communication Alberts, Nakayama, & Martin 2007).
What is critical regarding the setting is to know the audience and understand what they
need to hear and how they need to receive information. The process of communication
accounts for what happen between the source of the message and the recipient, the skills
employed in giving and receiving information, and conveying our ideas and opinions with those
around us. The methods of communication involve the non-verbal. Tools in communication
include all that we use in both communicating with others and interpreting the information
received from others. They range from language in all its forms, from tone of voice, to
performing, reacting, television, storytelling, telephone, cellphones, movie, radio, photographs,
cartoon, cyberspace, digital and social platforms, and the internet.
15.1. Government Setting
The government deals with citizens and particularly deliver social and public services
that ensure peaceful and orderly living. This being the essence of government, the purpose of
communication becomes more of public to government and government to public. The
government communicates to inform the public about national plans, public services, security
situation, opportunities, and to give general direction to people as a nation. In this sense, the
government setting draws on a variety of communication methods and tools depending on the
subject and intent. They have highly confidential information and the information that is meant
to be accessible to all members of the public. Traditionally, the government relied on mass
media to disseminate public information and propaganda. With the emergence of the new
media, the government has also incorporated much of new technological tools. It is more
common than less to find even local government units maintaining a website and
communicating with their communities and general public using social media. For example,
class and work suspensions during typhoons and storms in the Philippines are posted through
social networking sites and informed through text, in addition to traditional radio and TV
announcement
15.2. Private Sectors Setting
The private sector refers to business community, the people who are involved in the
delivery of public services that include job creation and employment provision but are not
government. Essentially, this sector exists for profit. For this broad description of their existence
communication for them are largely advertisement to inform the public, individuals, groups, and
communities about available goods and services for sale. On the other hand, they need
information from the public to understand they have to supply. As the private sector engages
with the public, they want to remain relevant, profitable, and accepted. Therefore, the concept
of corporate of social responsibility is important to foster the goal of maintaining a positive
public perception.

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Page 136:

14.4. The Group- and Organization as Client of Communication

14.5. The Community as a Client of Communication

When a community is the client of communication, the message has to be responsive to

The Setting, Processes, Methods, and Tools in Communicating

The setting of communication may be defined as the physical surrounding of a

15.1. Government Setting

15.2. Private Sectors Setting

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