“Clientele and Audiences in

Communication”
Reported by:

● Timothy John P. Galpo

● John Gabriel Roda
● Rose Ann Requiola
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 What is clientele and
audiences in
communication?
Consists of individuals and groups of people
who receive service from various counseling
professions. These individuals and groups
vary in their needs where they seek help from
counseling services.

Clientele Communication
Clientele Communication defines as potential client. And
if you want to retain them, you shall have a good
business relationship with him/her.

Audiences in Communication
It is one or more people who come together to listen to the
speaker. Mostly, they are there only to listen. It may be
small or large groups in public or private places.
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 Keys to have effective client communication:
Pay attention to your tone of voice.
Be friendly.
Must be active listening.
Be clear and concise.
Speak their language.

Types of Audiences:
The seekers
The joiners
The visitors
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 Why is it that clientele and audiences are important in communication?

●Because communication is a two-way process. Otherwise, it is a monologue or talking with

oneself. You want people to listen to you and hear you, understand you and what you are
trying to say.

Communication involves two main skills:

● Listening and tuning in to your partner or audience.

Good communicators use 3D listening which means they are paying attention to how
people perceive their messages; they understand who they are speaking to and
establish a rapport.
● Communicating clearly and in an interesting engaging way to keep your audience’s
attention.
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 Individuals As Audience
● The inventory of tasks of communication and media in society can
similarly be used to identify an individual's need to engage in
communication.
Typology of Media-Person Interaction McQuail (1972)

● Diversion: escape from routine or problems, emotional release.

● Personal Relationship: companionship, social utility.
● Personal Identity: self reference, reality exploration, value reinforcement.
● Surveillance: information seeking.
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 ● Research Findings show that among the gratifications which audiences have
derived from using the media are:
• Information and Education
• Guidance and Advice
• Diversion and Relaxation
• Social Contact
• Value Reinforcement
• Cultural Satisfaction
• Emotional Release
• Identity Formation and Confirmation
• Lifestyle Expression
• Security
• Sexual Arousal
• Filling Time
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 Mass Media

Mass Media are increasingly guided by audience

research in making decision about what content, what
program at a particular hour whether to cover a story
live or not. Similarly, advertisers make decisions on the
basis of information about the audience of a particular
medium or program at a particular time.
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 GROUPS AND ORGANIZATION AS
AUDIENCE
Like individuals
organization communicate
with others for a variety of
reasons. Expert on
communication planning
-TO INFORM
have identified the
communication needs of -TO BUILD UNDERSTANDING OR CHANGE BEHAVIOR
organization as follows
(Inett and shewchuk 2003); -TO RESOLVE CONFLICT OR PREVENT
MISUNDERSTANDING
-TO PRESENT POINT OF VIEW OR PROJECT AN IMAGE
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-TO LOWER BARRIERS BETWEEN GROUPS AND

INDIVIDUALS
 GROUPS AND ORGANIZATION AS
AUDIENCE
Among the wide variety
of communication media > Paid Advertising
which organizations can
> print--newspapers, magazines; good for conveying details
use to fulfill
communication needs > radio-effective if carefully targeted
are:
> television-effective in reaching broad target audiences: expensive

> outdoor-good for mobile audiences

> transit ads-good for urban audiences mall displays-good for consumer
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targeting
 Print Materials
> brochures/pamphlets/publications- > posters-highly visible for a > newsletters a good
good communications tools if they long time; can suggest a communications tool when
are targeted to those who need the special occasion targeted carefully
information and are open to the
message

> annual report-

important corporate
information
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 Media relations (an indirect communication)
- regular contact with journalists
- mailing lists-must be well maintained
- one-on-one interviews with the media
- meeting with editorial boards
- news releases-print
- electronic releases-video, audio -news conferences
- talk shows
- information kits-background information
- letters to the editor -issue spokesperson-having someone available to speak about an issue or
announcement
- feature articles
- website postings
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 Public Service Announcement
(PSAs)

>cable television and radio often accept

community PSAs
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 Community Relations
-direct mail direct, expensive
-public speaking-very effective personal contact; needs time commitment
-AV presentations provide a dramatic massage
-personal contacts-effective; time consuming -public meetings-bring people together;
can provide competition or opposition with a platform.
-site tours-provide in-depth information; can eliminate suspicions
-educational opportunities-visit classrooms; meet with teachers
-sponsorship opportunities
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 Government Relations
-regular contact with key officials
-add government officials/offices to your mailing list
-briefings/briefing documents
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 Organization/Corporate Communications
-spokesperson
-speeches
-special events
-displays
-trade shows or special client-group
meetings
-annual and other reports -annual
meetings
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 Internal Communications
-meetings
-newsletters
-employee annual report
-information in pay envelopes
-letters sent to employees' homes
-bulletin board messages -electronic mail messages
-employee special events
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 That’s all
Thank you!!!
STAY SAFE
ALWAYS
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