Strategic Communication: Influence of Media and Pressure Groups

Running head: STRATEGIC COMMUNICATION
STRATEGIC COMMUNICATION
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Table of Contents
INTRODUCTION...........................................................................................................................3
DISCUSSION..................................................................................................................................4
1.1 Identify relevant domestic, national and international media................................................4
1.2 Evaluate the importance of the media in influencing partners, opinion formers,
stakeholders, customers and the public at large...........................................................................5
1.3 Evaluate the influence of pressure and political groups, and media owners, on the media’s
perception of inter-organisational policy and strategy................................................................6
2.1 Research and review the challenges and pressures faced by the media in reporting the
activities which deliver inter-organizational policy and strategy................................................7
2.2 Describe how to exploit the media’s constraints and time-critical requirements to promote
a positive outcome.......................................................................................................................8
2.3 Assess and evaluate the inter-reaction between news, public and stakeholder opinion and
interorganisational policy and strategy........................................................................................9
2.4 Evaluate the impact of global news media, and propose innovative methods of utilising
this to the benefit of the inter-organisational policy and strategy.............................................10
CONCLUSION..............................................................................................................................12
REFERENCES......................................................................................................................13

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INTRODUCTION
Strategy is a significant perspective for any organization; it is the establishment of each
arrangement-accommodated association and it underpins the innovative course. Procedure can be
characterized as an activity plan intended to help with accomplishing long haul objectives of an
organization or business. A methodology is worked from experiences that are assembled through
broad research. Strategic communication is a rising zone to concentrate in the communication
and the executives sociologies (Allen, 2016). Strategic communication sits at the crossing point
of the executives system and communication. The idea of the term strategic is inspected, and key
parts of communication are recognized. Strategic communication, which is characterized as the
intentional utilization of communication by an organization to satisfy its main goal. For without
a sound methodology, there is no establishment whereupon to execute pertinent and full
imaginative work (Thomas and Stephens, 2015). Furthermore, without motivating and timeous
innovative execution, there is no unmistakable or discernable sign of the system past the meeting
room and into the psyches and hearts of buyers." Therefore, organizations are compelled to
actualize strategic communication, which can be characterized as the intentional utilization of
communication by an organization to satisfy its main goal (James, 2014). Deliberate
communication is possibly accomplished when brands can accumulate bits of knowledge about
the customer and their needs since purchasers can identify with brands that response to those
requirements, which returns us to brands having the option to assemble supportable
methodologies. Strategic communications plays a vital role in influencing business and social
agenda of the organization (Coombs, 2015).

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The role of communication in the modernist approach is to guarantee data move from the
administrator to the subordinate so as to pick up consistence and to build up systems to guarantee
the association's capacity in relations with general society. This report provides a comprehensive
review of which pressure groups, media and political groups are most emphasizing in the
business world (Boykoff and Yulsman, 2013) followed by the recommendations concerning how
the organization can better handle its relations with those organizations in the future by
developing the innovative ways of using the media.
DISCUSSION
Radio set, papers, TV, Internet, social media, and other sources of getting information; all
of these are the type of mass media. All of these sources have the ability of sharing information
to number of individuals. However even so these sources are beneficial to many countries as they
have the advantage, some countries cannot avail these sources due to certain laws and
regulations. This report will help in understanding the media’s perception of adopted inter-
organizational strategy of communications.
1.1 Identify relevant domestic, national and international media
The distinction between domestic/local, national and transnational/international media is
mainly geographical as well as content- and context-related. Publications and media plays a key
role in identifying the domestic, national and international media (Tang, Chang, and Liu, 2014).
For example: Public and professional journals helps in spreading awareness about the different
topics of interest, Local, national and international broadcasting plays an important role in
transferring the important news, Documentary makers like BBC helps in imparting knowledge
about the different aspects and incidents of the world. Another example, In house magazines

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from competitors and suppliers helps in keeping individuals up to date with the progression of
the outside world. Domestic media tries to achieve the coverage of entire events that fall within
a local context, are relevant to a small, locally defined and constrained audience, and are
determined by specific geographical locations.
National media operate within the geographical locations of a specific nation-state and
take full coverage of the news that are of interest to local public, but are also bound to the
organization’s terms and conditions. New media has become capable to transcend all national
boundaries including the differences between different societies and cultures. They have become
detached from the symbolism of the culture practiced nationally and are able to be defined by the
‘universal’ principles of culture of the consumers practiced internationally (Elasmar, 2014). The
impact of the internet including social media results in delivering the necessary messages to
every individual in every corner of the world (Pentina and Tarafdar, 2014). Through the
empowering use of social media and networks, citizens can create demand for particular kinds of
content or even produce and distribute their personal contents travelling the geographical
boundaries of the nation and getting popularized and differentiated in front of a large audiences
(Dimitrakopoulou 2015).
1.2 Evaluate the importance of the media in influencing partners, opinion formers,
stakeholders, customers and the public at large
The emergence of social media has changed the ways consumers communicate and bond
with one another and with brands. The real-time and interactive nature enables customer-brand
relations to enhance, marked by intimate connections, direct exchanges, and para-social
relations. The media can embrace and enhance organizations through its different ways of
reporting. The media’s governance role can be understood by understanding how the media can

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potentially influence organizations (Nulman and Özkula, 2016). First, the Public and
professional journals can potentially influence organizations by reporting on selected events in
the landscape of corporate world. The major strengths of journals is imparting explicit
information but the major weakness is its availability to a certain sector of individuals in the
society. This increased scrutiny can increase the visibility of the effects of firm actions that might
otherwise go unnoticed. A second way is the use of Publications and media, which influences
firms, by sharing a platform for external parties in order to have their voices heard. The results of
this phenomenon were minutely observed in the protests of organizations with subsequent
coverage of media.
The Local, national and international broadcasting – play a central role in
communicating to the public what happens in the world (Flew, Iosifidis and Steemers 2016). In
such cases direct knowledge or relevant information is not possessed by the audiences, they are
relied upon the media for the information. The influence of media on customer behavior is
profound. The huge amount of money equivalent to billions of dollars used in advertising each
year signifies the impact of media on customer’s preferences of buying and purchasing. Media’s
capability to shape and structure trends and tastes of consumer, via social media such as online
websites, music and television shows is all-pervasive. Media such as internet including social
media enhances consumer receptivity to products by the comments which are made on websites
and blogs, although the benefits of social media for enhanced brand popularity, social
interactions and sharing information, the major drawback is the misuse of the platform. To elicit
the change of consumer’s action, belief and perception, the media used in advertising are
designed accordingly. Everett Rogers’ diffusion of innovation curve can be used by the
organization, as the curve helps in answering the curios questions (Shakantu and Froise, 2014)