Influence of Media on Inter-Organisational Policy and Strategy

This report evaluates the influence of media on inter-organisational policy and strategy, including the importance of media in influencing partners, opinion formers, stakeholders, customers, and the public. It also discusses the impact of pressure and political groups and media owners on the media's perception of inter-organisational policy and strategy.

Strategic
Communication

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Identify relevant domestic, national and international media.................................................1
2. Evaluate the importance of the media in influencing partners, opinion formers, stakeholders,
customers and public at large......................................................................................................3
3. Evaluate the influence of pressure and political groups and media owners, on the Medias
perception of inter-organisational policy and strategy................................................................5
TASK 2............................................................................................................................................6
1. Research and review the challenges and pressures faced by the media in reporting the
activities which deliver inter-organisational policy and strategy................................................6
2. Describe how to exploit the media’s constraints and time-critical requirements to promote a
positive outcome..........................................................................................................................8
3. Assess and evaluate the inter-reaction between news, public and stakeholder opinion and
inter-organisational policy and strategy.......................................................................................9
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

INTRODUCTION
Media is a platform or tool which is significant in storing or transforming information form
one person to others. This is very powerful tool for delivering information and data in more
creative and innovative manner (Van Ruler, 2018). There are different types of media which
will assist company in enhancing communication as well as influencing customers towards
business. Chosen company for this report is Marks and Spencer. This organisation is dealing in
retail sector and offering its products and services to large number of customer base. This
company was developed in year 1884 and founder of this organisation is Michael Marks and
Thomas Spencer. This report will includes domestic, national and international media along with
the important for media in influence different stakeholder. In this challenges and pressure faced
by media for delivery inter organisation policies are determined. Exploit media’s constraints and
time critical requirements has been analysed. In this inter- reaction between news, public and
stakeholder opinions has been evaluated. Apart from this impact of global news media and
proposed innovation method for inter group policies and strategies have been evaluated.
MAIN BODY
1. Identify relevant domestic, national and international media.
Media play a very important role in communicating ideas and thoughts to others. It is
essential for company to choose correct and accurate media for effective communication. Media
refers to the tool of outlet which is considered to communicate as well as deliver information to
required audience. Strategy communication process consider the element of choosing accurate
media form so that information can be transferred to correct people so that they can gain better
and correct understanding (Winkler and Etter, 2018). Organisation needs to select media on the
basis of requirement of audience as well as availability of resources. There are different types of
media which is significant in providing information to large and correct number of people at the
same time. Media is basically classified into domestic, national and international media. This is
the classification of media on the basis of geographical boundaries as well as context related to
it. Domestic media refer to the area of content cover by organisation media related to local
context. In this type of media smaller or local area has been covered as well as effective in
determining the specific localities or domestics boundaries. National media is significant for
operating practices related to one nation only. In this type of media information and data is
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limited to specific nation and provide data which is according to the interest of customers
included in national boundaries. Where as international media includes the information and data
which is relevant to all over the world. This types of media is not limited to a particular area or
customer interest of nation. This is the largest form of media and it is useful for providing
different types of news or information that is in context of various culture or societies. There are
number of relevant domestic, national as well as inter- national media forms which is significant
to respective company (Frandsen and Johansen, 2017). This is effective for providing correct
and accurate information to required audience as well as increase the level of communication
with desired group of people.
 Public and professional journals – This can be describe as the scholarly journal which is
significant to address particular professional audience which includes doctors, engineers,
lawyers, accountant and so on. Public and professional journals are the form of media
which is useful in communicating information through in-depth study and understanding.
This majorly includes research articles, reports as well as practical articles applicable
which can be consider as the sources of communication for providing information to
requires set of individuals.
 Trade journals – This refers to the media which is useful for providing information and
news related to particular trade. Marks and Spencer company is dealing in retail sector so
trade journals will be useful for providing information and importance communication
regarding to retail sector trough trade journals. This can be describe as the periodical
which is effective for targeting specific industry or particular trade group.
 Newspapers – It is a periodical publication which contains information in written from.
This is useful communication strategy and media that is significant for providing data or
understanding about the correct events and practices on a piece of paper (Van Ruler,
2017). There are different types of newspaper publication that is creating new paper on
the basic of local customer, national customer as well as international customer interest.
 Broadcasting – Broadcasting can be describe as the communication strategy which is
useful for distributing audio as well as video content with the support of any electronic
media. Marks and Spencer company is using broadcasting media in order to
communicate with large number of people as well as providing information about the
offerings of company.
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 Document maker – This refer to the form of media which is useful for communicating
information in a well written documents. Document maker is responsible for creating
formal and professional letter which is significant in better decision making process. This
type of document can be used for better decision making or developing effective
strategies.
 In house magazines – This can be describe as the magazines which is developed and
published by the company for the purpose of communicating with employees. In house
magazines are developed for the staff member that is working for Marks and Spencer
company. This will majorly includes information related to company and its practices.
2. Evaluate the importance of the media in influencing partners, opinion formers, stakeholders,
customers and public at large.
Media has become very important part of day to day life as it is useful for providing verity
of information and understanding about the different aspects (Berger, 2020). This is essential for
getting messages across the world and help in communication information at local, national as
well as international level. There are various types of media such as television, newspaper,
books, radio and many more which is used to spread idea and disseminate information form one
person to others. Media is important for gaining information for personal interest as well as
important information regarding external world. Marks and Spencer company needs to use
various type of media which will have significant impact on overall performance of company as
well as help in enhancing awareness about the offering of organisation to potential customers.
There are number of advantages that are gained by respective company through different media
as well as its effective use for increase performance of organisation. Media is important for
providing free publicity of the products and services of organisation as well as help support in
gaining exposure of news, events or important announcements. Different types of media play
crucial role in influencing other people as well as effective communication. Media in business
has been evolved in current time and has been significant for influence opinion formers, different
stakeholders as well as customers. Marks and Spencer company is operating business practices at
different part of the world so it is crucial for use correct media as well as use in accurate manner
in order to gain more advantage form media. Marks and Spencer company is consider media in
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order to influence stakeholders, opinion formers along with the consumer. Importance of social
media in for influence different individual and group of people is mention below.
Importance of media for influencing opinion former – Opinion former can be describe as
the people who have lots of influence over the thinking of individual as well as about other
people. They are significant for changing view point and attitude of mass people through their
communication and ideas (Macnamara and Gregory, 2018). Opinion formers are also consider
as opinion leader has they play significant role in influencing other as well as changing view
point regarding a particular topic. In this, media have significant impact over the influencing
process of opinion former as well as help in effectively carry out activities. Opinion leader use
different types of media as they assist in providing information to large number of group at the
same time. There are some media that offer two way of communication which assist opinion
leaders to gain understanding about the different aspects so that opinion former can influence
other in required manner.
Importance of media for influencing stakeholder – There are different important
stakeholder which will have impact in decision making and strategy development of the
business. Marks and Spencer company needs to use different media in order to communicate
with the stakeholders as well as enhance business practices. Stakeholder of respective company
includes employees, government, customers, owner and many other individual who are
important for taking correct decision and enhancing business practices. Media is important for
Marks and Spencer company for influence stakeholder has it will lead to enhance
communication with stakeholder. Increase in communication between the stakeholder will lead
to have direct influence on generating better ideas of business and considering contribution of
employees. Media such as In house Magazines are useful for increasing communication level in
organisation as well as influencing different stakeholder (Wiesenberg, Zerfass and Moreno,
2017). In this type of media, Marks and Spencer company can publish important announcements
for employees as well as communicate information about different business practices which is
effective for increasing overall performance of employees.
Importance of media for influencing customers – Customers are very important for
business in order to increase sales or earning more profits. Media play very important role in
influencing customers as well as increasing relationship with them. It is crucial for respective
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company to select correct media form in order to communicate with customers as well as
influencing them to purchase the products and services offered by company. Marks and Spencer
company is providing its high quality products and other offering to large customer base so it is
important for this organisation to consider national as well as international media for
transferring messages and information to different customer base. Through media respective
company is able to promote and advertise its products and services in more creative manner
(Wenzel and Koch, 2018). This is very useful for developing strong relationship with customer
as well as understanding their requirement of business. This will help organisation to offer
products and services which is as per the need and want of customers. Company will be able to
attract customer as well as develop their loyalty with respective organisation with the help of
media. Through the support of broadcasting media, Marks and Spencer company is able to
convey and communicate important information and promotion of products to potential
customers through videos, images and so on. This is useful for influence customers towards
respective company as well as developing large customers base as compare to other rival
companies.
3. Evaluate the influence of pressure and political groups and media owners, on the Medias
perception of inter-organisational policy and strategy.
It is essential for organisation to analyse and evaluate the pressure groups, political parties as
well as media owner on the perception of media for inter organisational strategy and polices.
Media has increased it important and value for developing strategy of organisation along with
business policies. Marks and Spencer company is considering perception of media while taking
important business decisions as well as creating strategies of organisation so that company can
perform required task in more effective and efficient manner. There are different polices and
strategies of respective organisation that will lead to have direct impact on overall performance
of organisation and influence capability of business (Macnamara, 2018). It is valuable for Marks
and Spencer company to consider view point of pressure groups, media owners as well as
political groups in order to take correct decision for growth of business.
Pressure group can be describe as the organised group of people that are seeking the
influence of government polices and legislation. This type of group has been classified into
protest group, lobby group, interest group and so on. Pressure group will lead to have significant
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impact on media perceptions. Company will be consider media and carry out communication
with the analysis of pressure group. It is important for Marks and Spencer company to evaluate
pressure group through different media while developing strategies and making important
polices for business functioning. Political and government group will lead to have direct or
indirect impact on functioning of organisation. Respective company is following all rules and
regulation that is developed by political party in which Marks and Spencer company is
performing business operations. This will lead to have influence overt business policies and
strategies that are important for carry out different functions of business. Political group is
valuable for providing guideline and direction for companies in order to carry out business
practices (Andersen and Jakobsen, 2017). Political group have more power to take decision
regarding the activities of media and by taking advantage of this power they can limit the access
of media coverage. It is essential for Marks and Spencer company to consider the guidelines of
political part in order to take maximum advantage of different media form for successfully
performing business activities. Media owner will have major influence over the process of media
as owner is responsible for taking different decision regarding business operations and activities.
Media owner has very important value which will affect the functioning business along with the
inter organisational policies and strategies. Owner of media will influence the perception of
media and this group will try to showcase the more advantages in order to increase the usage of
media. It is essential for organisation to consider the perception of different stakeholder as well
as analyse the biases practices with the motive of taking correct and accurate decision which will
have direct impact on overall performance of business. Marks and Spencer company will be able
to enhance overall performance of organisation as well as increase capability of business by
develop correct policies and creative effective business strategies.
TASK 2
1. Research and review the challenges and pressures faced by the media in reporting the
activities which deliver inter-organisational policy and strategy
The inter organisational strategy and policy is associated with the norms and regulations
which a company has conducting business at international level. It is concluded that there are
different challenges and problems faced by media while reporting different activities of that are
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related to the organisational strategies and policies of a company (Karanasios, and et.al, 2019)
(Bowen, Appiah, and Okafor, 2020). It is very important for an organisation that it is delivering
information about international policy and strategy to public effectively. The medium used for
delivering this type of information is media. There is need to have effective knowledge and
information about media processing as it provides guidance to promote strategies and plans of
organisation. This is role of media to manage the working of company effectively and do not
promote any negative news about strategy. This is important that information is provided to
public through media. It is an important part of the role of media as this information can develop
or destroy brand reputation. There are some barriers which media faces while providing
information about the organisational strategy and policy. Some of these are mentioned below -
Social barriers - The social factors which affect media while explaining information
about inter organisation policy and strategy is that there is necessity of managing the employees
as well as employers while managing decisions related to policies which are followed in the
company. It is very essential that social barriers like group thinking, management skills,
behavioural aspect of organisation, etc. while handling the circulation of strategy and policy
through media. The social barriers are linked with managing of overall thinking of employees
and employers affected by the news of organisation.
Political barriers - There are political barriers which affects the role of media in
providing information about inter organisational strategies and policies. There are some political
parties or people who are linked with organisation and they act as a hurdle for media when it
published something about organisation (Zheng, and et.al, 2019). It is taken care by media that it
is not harming any kind of political protocol while advertising or informing people about the
inter organisational policies or strategies. Political rules and regulations must be followed while
implementing media information and news. It helps to develop and manage the effectiveness of
political sentiments while communicating inter organisational policies.
Cultural barriers - These are defined as the cultural factors that limits media from
providing information about the organisational policy and strategy. If the company do not want
to expose international strategies it is using then media will have to follow this culture otherwise
it will affect the functioning of company (Fu, and Li, 2019). It is important that the cultural
barriers are overcome for avoiding any kind of conflict and misrepresentation of information. It
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is essential for media to acknowledge organisational culture while making decisions that will be
telecasted in media about the strategies and tactics of organisation.
2. Describe how to exploit the media’s constraints and time-critical requirements to promote a
positive outcome
A constraint is defined as something which hinders an organisation from attaining
organisational objectives and goals. Some of the constraints for media while advertising
organisational strategy and policy are time, capital resources, materials, people, manpower, etc.
There are some important points that must be considered by media while providing information
to general public. Some of these are mentioned below -
Providing right and authentic information – For media, it I very important to choose optimised
targeting and efficient working in order to manage information quality. Public responses
according to the information provided by media. There is need for media to provide authentic
and relevant data about strategies as it will help in developing good brand image and reputation.
It is very important that media is able to promote the strategies that will help stakeholders, public
and employers of the company.
Staying up to date with organisational trends – Within the increase in technological
advancement, there is increase in media transitions. Within few years, there is a great change
within the role of media within organisational advertising and marketing. As there is
commencement of right to information, organisations must provide information about their
company's policy and strategy to overcome the consequences on public. There may be some
stakeholders who will get affected by the information posted by media about organisation
management. Thus, it is very important that people are developing and managing the company's
strategies and policies in effective manner so that goals can be achieved.
Managing expectations - When there is a good media planning, then there is seen of planning
the ways for providing right information to general public or customers. Main aim of media is to
enhance knowledge about company's goals and their functioning by using strategies in right
manner. Media is very powerful in terms of organisational changes. There are different factors
associated with management of company and they have to be working in proper manner for
developing innovative ideas and attaining goals. Media has the ability to inform people about
actual working and planning of the company. This informs what are the actions that can be taken
for completing the goals in specified time. There is special role and responsibility of media
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within organisational planning as it affects decision making if stakeholders, customers and
government authorities. When all people will know what are the strategies that company is using
for working in other countries , then it will increase the brand reputation and image.
It is concluded that organisation must ensure timely forecasting of inter organisational
policies in order to develop good brand image. This is important that work done by company in
managing and handling the media work associated with developing strategies and plans. It is
ensured by the company that it is circulating information about inter organisational strategies and
policies on regular basis. Relevant and authentic information must be provided to public by using
media.
3. Assess and evaluate the inter-reaction between news, public and stakeholder opinion and
inter-organisational policy and strategy
Media affects the functioning of company a lot. There is interrelation among news, public
and stakeholder opinion and inter organisational strategy and policy. The stakeholder
management approach provides information that there is great value and importance of
stakeholder because of media. It is concluded that stakeholders decision depends upon media
reviews (Fu, Cooper, and Shumate, 2019). Hence, different organisations are motivated and
encouraged for engaging actions as per the influence of media on the company. The importance
of stakeholder and media pressures to the company help in perceiving the influence of media
over the strategic development of company. It is ensured that media is part of economic, social,
political, as well as cultural struggle for media. This affects company in developing brand image
an reputation within market. There is need to manage media from publishing any negative
review as it will impact company's vision, interest and societal development. The media attention
and coverage about inter organisational strategies affects behaviour, attitude, social and reality of
construction of strategies. The media credibility affects organisational culture and considering
media disclosures, images, stories, groups regarding the organisational information. When public
is provided information through certain media then it is highly accountable. Sometimes
organisation is accused for any bias or it has been inappropriately promoted by media. This
demotes the company promotion and it declines the brand image. Media effects economic as
well as social interaction as exchange of information in stakeholder and society takes place at
large scale. There are different companies which interact their organisational policies and
strategies directly to the general public. This is helpful for managing the business activities and
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strategies in effective manner. There is requirement of managing the effectiveness of company
while developing different media platforms. There is another way used by firms for dealing with
long term response actions which consists of different commitment of the resources which are
taken into consideration when posting about inter organisational policies and strategies. There
are different goals and objectives established by the company for managing the strategic
response for screening and managing adaptation of media constraints. There is need for
managing and developing the media properly for enhancing reaching of information to public
and stakeholders effectively. It is of great importance that organisational strategies are reached to
public effectively.
News about organisation has different perspective for customers and stakeholders. There
is no interest of customers from the organisational strategy or policy of company. On the other
hand, stakeholders are affected badly by the organisational strategy used by the company. When
organisation is able to manage achievement of goals in rightful manner then stakeholders are
benefited. If company is having effective cross cultural strategies then there is benefit for the
stakeholders. Moreover, it is important for media to provide relevant information as it directly
impacts decision-making of stakeholder. There is need to have proper supply of information and
data as customers and stakeholders are influenced by the news in direct manner.
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.
Global news media and innovation methods will lead to have major impact on business
practices as well as influence over the performance of organisation (Goransson and Fagerholm,
2018). Global news can be describe as the news or information that will be published and
broadcasted all over the world. Innovative technology and methods will lead to have significant
impact over the performance of organisation and impact over the decision making. Innovation
will lead to increase the potential of media and assist company to successfully perform
organisational practices. Global news and innovation will lead to have direct impact over
stakeholders, management practices of business as well as customers. The impact of global news
is mention below in detail.
Stakeholders – Marks and Spencer company has different stakeholder which will have
direct impact on overall functioning and business practices of organisation. Global news can
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have both positive and negative impact on stakeholder of company (Minozzi and Woon, 2016).
If there is positive global news about Marks and Spencer company as well as its offering then it
will lead influence the decision of stakeholders and they will be more interested in investing their
time and money in respective business. But if there is negative global news about the company
then stakeholder will not be much interested in investing in business. Stakeholder such as
government will also develop specific guidelines for business activities. This will affect over the
policies of organisation and strategy making process. New and innovative method will have
significant impact in on inter- organisational policies and strategies. This will lead to provide
various benefits to company as well as help in enhancing overall performance and activities of
organisation.
Customers – Customer are interested in new about the company as well as its offering.
Majorly customer prefers to collect information about the price of the products offered by
company. Global news about Marks and Spencer will also significantly impact over the decision
of customer regarding the purchase of the products. Global news regarding the changes in price
or product range of the offering of company will be significant in gaining interest of customers.
respective company will be able to attract large number of customers from all over the world by
positive global news about the offering of company (Klinger and Russmann, 2017). This will
help in increasing number of customers form different part of the world as well as developing
strong relationship with potential customers. Innovation method will assist in creative and
effective marketing practices which will be significant in attracting customer and increasing the
share of company in market area. Respective company will be able to develop strong brand
image in market area as well as gain trust of customers through positive global news.
Management of business – Management process of organisation will be affected by the
global news about the company. News will be recorded and published document which will be
read by number of people for all over the globe. This will have impact over perception of people
regarding Marks and Spencer company. This company needs to change it business operations
and activities by considering the Global news. It will lead to modification in organisational
process along with the policies and strategy of company. Management activities of Marks and
Spencer company needs to be enhanced with the improvement in innovative methods and
techniques for conducting task (Aggerholm and Thomsen, 2016). Respective company needs to
consider advance and innovative technology for enhancing organisational practices as it will lead
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to have significant impact on overall function of business. Innovative methods will help in
increasing the performance of business management as well as help in gaining competitive
advantage over other rival companies.
CONCLUSION
From the above report it can be concluded that media platy very important role in overall
functioning of business. There are different types of media which can be distinguish between
local, national and international market area. media play crucial role in influencing stakeholders
and customers. It will lead to have impact over the policies and strategies of organisation. media
has faced different challenges in reporting activities. Global news media is a powerful tool that
will have major impact on decision making process of stakeholder as well as affect the
purchasing decision of customers.
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