Importance of Media in Influencing Partners, Stakeholders, Customers

STRATEGIC
COMMUNICATION
1

TABLE OF CONTENTS
1.1 Domestic, National and International Media.........................................................................3
1.2 Importance of Media in Influencing Partners, Stakeholders, Customers..............................5
1.3 Pressure of political group and media owners on inter-organizational policies and
strategies......................................................................................................................................7
2.1 Challenges and pressures faced by media while reporting activities....................................9
2.2 Media con ain and ime c i ical e i emen................................................................11
2.3 Inter-organizational reaction between news, public and stakeholder opinion and inter-
organizational policy and strategy.............................................................................................13
2.4 Evaluation of the influence of global news media..............................................................14
REFERENCES..............................................................................................................................17
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1.1 Domestic, National and International Media
Media is the communication medium which helps business firms to provide information
to its customer base and increase sales effectively. There are different types of media which can
be adopted according to situation in the business environment to achieve its objectives
effectively. Internet is one of the major information platforms which is also used as media to
communicate with target customers. Business firms need to understand all the news which are
provided by different media forms like, television, radio, newspaper and social media. This helps
to develop effective business strategies to compete in the market and increase profitability
effectively. It is very essential for organisation to assimilate collective communication in large
customer base using traditional media, digital media, transit media, and print media, electronic
media which helps to analyse all the external factors like, political, economic, social,
technological, legal and environmental to formulate effective strategy to compete in the market.
It helps business to identify opportunities to grow and expand in international market effectively.
Currently the media is very popular and productive tool in different countries for
transforming news to people. In the Ghana, there are lots of media houses or media companies
exists which works for informing local people about different incidence of daily life. Nowadays,
this country is affected through the international media as well, because currently many
international media houses has created different reports by taking various topics and concerns of
Ghana. In this situation, when these international media houses telecasts report of Ghana, then
this factor affect trade and political relations of this country at the global level. Reason is, these
media houses are the only source to Ghana and other countries for knowing about each other.
There are some main productive range of media options mentioned below that includes
implications of domestic, national and international media.
Traditional Media
Traditional media was used by businesses and other authorities to increase the marketing
strategies and develop effective single communication channel which helps to influence
audience. However, there were many negative effects of traditional media which has reduced the
efficiency of business organization to attract them and increase their sales effectively. Traditional
media is more effective in business to business marketing strategies as it requires providing more
information to selected target audience. For example, folk songs, theatres and drama which helps
to communicate information to audience and influence them effectively.
Print Media
Print media is part of traditional media which helps to provide all the types of
information to its customers in printed form. Newspaper, magazines help to increase the
potential to cover more audience in less time (Leitner, 2017). After establishment of printing
press the printing of newspapers and magazines were started this saved more time and also

reduced the cost of print per paper. Print media has innovated and with the help of hoardings,
and banners businesses increased their brand values rapidly to improve profitability effectively.
Electronic Media
After innovation of electronic machines and gadgets which helped to communicate with
mass audience effectively. Television, radio which helps to increase the coverage of marketing
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campaigns of businesses to attract more customers. Mobile phones improve media channels to
target customers according to segments and increase their satisfaction effectively (Razmerita,
Kirchner and Nielsen, 2016). Electronic media is more efficient in providing information at very
low cost which also helps to increase profit margins of business organization effectively.
Traditional telephone, television and radio are some electronic broadcasting media which
increases the efficiency of business to reach its customer base.
Outdoor Media
This is the type of promotion media which helps to promote some particular products or
services of business organization in the market to increase its sales. Outdoor media helps to focus
on different locations to grow business in the market. This media helps small businesses to
expand in domestic markets and compete to gain higher profitability effectively. Hoardings,
banners, posters are the types of outdoor media which can communicate information to large
mass effectively.
Transit Media
This is similar to outdoor media which uses transportation as the mode of mass
communication to the audience. Advertisements which are put on the buses or trains help to
increase knowledge of public and also improve opportunity of small businesses to grow
effectively.
Digital Media
This is the latest form of media which is used by multinational businesses to expand in
different market effectively. Digital media provides information through internet platform to
increase the market coverage of the services and products effectively (Cheng, Fu and de Vreede,
2017). Digital media is two way channels which also help to communicate with the audience and
solve their issues effectively. Adopting e-commerce, websites, social media selling, digital
videos, webinars are some of the methods used for increasing knowledge of target audience
effectively. It also helps to determine needs and wants of customer to produce more effective
products and services to satisfy effectively.
Mass communication is the fundamental base of data for public in many nations which
also helps to increase productivity to grow economy effectively. Media in large scale increases
the influencing power of government policies which improve the efficiency of society to grow.
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Media helps to inspire and facilitate type of cultural values in the region to ensure the best
interest of public welfare effectively (Schivinski and Dabrowski, 2016). It has been analyzed that
media in different countries helps society to increase awareness and education level which
improves their decision making process and provides better opportunities for businesses to grow
in the market effectively. Media provides platform for political parties to reform opinions which
can be impacted by traditional values and ethics of population. It helps to develop effective
framework in the society and also support policies and regulations of government in effective
way to increase environmental growth. Media also helped effectively to increase awareness at
the time of Covid19 which has spread globally. By proving all the information to public media is
providing them safety and security to protect themselves and support government norms and
policies to fight this disease effectively.
1.2 Importance of Media in Influencing Partners, Stakeholders, Customers
It is very essential to develop effective media channels as it helps to increase the
information of global market effectively. After implementation of electronic and digital media it
increases the opportunity for the businesses to analyze all the factors which can improve their
market share effectively. Many co n ie economy is dependent of media to connect with the world
and improve the communication effectively. Globalisation and liberalisation promoted mass
communication system to gain better profit margins by establishing in new market effectively
(Hansen, 2018). Company has to analyze the effective method to improve its marketing strategy
in Africa, UK and India to improve sales and survive in all the three markets effectively. With
the help of media, political and social communication increase which also enhance productivity
of the nation to grow.
In this dynamic and modern world, the media companies and media houses has very large
scope in market place. That’s why millions of people has highly affected through media
companies in across the world. Currently in Ghana, there are lots of media houses exists which
day or night work for delivering different news to customers, partners and stakeholders. So that,
when these people see any news on the channels of these media companies, then this factor
affects their decision-making aspects of stakeholders, customers, partners etc. For example;
Global media house has informed people about any company that, rate of market share of this
company is decreasing, then this news affects to key stakeholders of that company, like suppliers
and shareholders to buy shares of company on low rates for selling them on high rates in the
future. This is how these media houses impacts partners stakeholders. The media can impact to