Importance of Media in Influencing Partners, Stakeholders, Customers

This article discusses the importance of media in influencing partners, stakeholders, and customers. It explores how media channels can increase global market information and enhance communication effectively. The article also highlights the pressure of political groups and media owners on inter-organizational policies and strategies.

STRATEGIC
COMMUNICATION

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’s constraints and time critical requirements.............................................................11
2.3 Inter-organizational reaction between news, public and stakeholder opinion and inter-
organizational policy and strategy.............................................................................................12
2.4 Evaluation of the influence of global news media...............................................................13
REFERENCES..............................................................................................................................16

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 the one of the major information platform which is also used as media to
communicate with target customer. Business firms need to understand all the news which are
provided by different media forms like, television, radio, news paper 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.
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 organisation 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 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 helped to increase the
potential to cover more audience in less time (Leitner, 2017). After establishment of printing
press the newspapers and magazines were started printing which saved more time and also
reduced the cost of per paper. Print media has innovated and with the help of hoardings, and
banners businesses increases 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

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 organisation 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 organisation 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 helps 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 is large scale increases
the influencing power of government policies which improve the efficiency of society to grow.

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 analysed 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 analyse all the factors which can improve their
market share effectively. Many countries’s 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 analyse 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.
It is very essential for company to assimilate the media uniqueness and develop strategy
which increases the potential of organisation to gain higher profit margins effectively (Volk and
Zerfass, 2018). Media ensures that government has the liability to protect public to increase the
productivity effectively. Criticising on the public issues which increases the pressure on political
parties to finish the work faster as public has the right to ask their government about progress
effectively. Media helps to provide transparency to stakeholders of business organisation which
also impact the brand image in the market (Carroll and Egorov, 2019). Mass awareness from the

media helps to increase knowledge of people to make better decisions and increase their standard
of living, this also helps to protect public from frauds and criminal encounters.
Media helps public to raise their voice against government activities and any illegal
practices as media is not under any political party and has the main motive to provide true and
fain information to the citizens. Corruption is one of the most ineffective pests of the society
which is based on money (Christensen and Christensen, 2018). Media of Ghana try to identify
corrupt government officials and providing the truth to public to make better and informed
decisions about the political parties in the country. Some real life examples include disclosure of
different government department like Electricity Company of Ghana was taken over by PDS
however media disclosed their information in the public to provide them truth. This impacted
both the companies and acquisition was restricted after the disclosure. It impacted the moral
values of public and reduce trust on the society. Corruption also affects humanity of society by
frauds, crimes which also reduce safety of people.
Disclosure of facts to the public
In another instance media disclosed that president of football association of Ghana is
leaking information and game tactics to different football confederation of Africa to earn large
amount of money (Werder and et al., 2018). The convict was charged for corruption and has
been terminated from his post for using confidential information for his personal benefits. This
also helps confederation to boycott the convict from all football activities in Africa which also
protected the ethical operation of game and sportsmanship effectively. Ghana also has to ensure
while making partnerships with other football association in order to protect the information to
lead corruption.
Annual reports
It is very essential for businesses to calculate all the business accounting and formulate
annual report by disclosing all the expenses and investments which are made to gain trust on the
company (Falkheimer and Heide, 2018). Formulating annual reports also helps stakeholders to
understand the financial position of the company and invest or disinvest according to the report.
Media has to ensues the true and fair information and transparency in the market. this also
increases the brand image and goodwill of the company in the market to attract more customers
and increase sales effectively. it also helps to compete and improve profit margins of the

company effectively. This also helps company to attract more sponsors and partners from
different market and increase the size of the company effectively.
Awareness
There are many factors which helps media to increase the potential of public and make
them more efficient to achieve their personal objectives. Media helps to increase knowledge of
people by providing information about different activities which are going on around the world.
It increases the opportunity for company to increase potential to innovate and increase
productivity of business to satisfy customers effectively. this increases the chances for
companies to become partners with other multinational companies to develop profit margins
effectively (Van Ruler, 2018). Media increases knowledge of people by collaborating with many
media organisation around the worlds to aware about corona virus. This protected health of
public by ensuring them the true situation around the world.
Boosting economic activity
Media helps to increase to improve the partnership of different companies and helps to
increase the investment opportunities to grow company effectively. there are many factors which
increases the job creation and income level of the public to gain higher profit margins
effectively. High income level also increases the disposable income to improve standard of living
to generate more demand and contribute in GDP of nation effectively.
Integrating public with one another
Media helps to develop ethical and moral society by informing public about the issues.
Many businesses develop partnership to conduct corporate social responsibility and improve
betterment of public effectively (Falkheimer and et al., 2017).
1.3 Pressure of political group and media owners on inter-organizational policies and strategies
Pressure group is those who have same interest, set of opinions and concerns and they
also try to influence on the policies of the government, business, philosophies, values, society,
etc. These activities which are taking place are going to contribute to the policies, laws, business,
best practices, etc and there is going to be fairness in the society. There are a lot of rights which
came up in the country like the human right abuse, unethical behaviour, injustice, etc. The roles
and norms of media have to be maintained so that there is a equality and equity in the country
which is a very important factor (LaBelle and Waldeck, 2020). The opinion of media on inter-

organizational policy is that it is on the government, owners of media, pressure group and etc. In
Ghana there are a lot of pressure groups which are found and few of them are as follows.
 Let my vote count
 ASEPA Africa
 IMANI Africa
 Muslim Council
 Christian Councils
 Occupy Ghana
 Centre for Democratic development
There is a great influence of the government in media which needs to be controlled so
that there is a better functioning and awareness in the pressure groups. There are experts which
have a great influence on the political detriment in majority in society (Roberts, 2018). The
influence of groups influences the media in a lot of ways which is going to be discussed in the
further report.
 Through injunctions and appeals there is legal action being taken in the country
 There is lobby in the media through conferences and releases.
 Opposing views are being promoted
 Lobbying the arms of government such as parliament through petitions, letters, and
evidences
 For the opposition to register there are mass protests and boycotts which are being
organized.
This is visible in Ghana when there was an introduction of comprehensive sexuality
education in the country which has a major influence. The government is taking actions on
behalf of the LGBT communication and there is a major agenda behind this action as well in the
government. It is because of the financial position of the pressure group there is a lot of powerful
people which are being involved in this and this is creating a lot of influence in the country. It is
because of pressure groups that there are strikes, pickets, demonstrations, etc which are taking
place in the country (Lee, Park and Cameron, 2018).
There are some groups which are not democratic in nature. There are group which have
strong leaders and unrepresentative leaders who do not represent anyone but themselves overall.
For example, the leader of teacher union which have their own opinions in the country and for

the political colorations for the leaders and not the organization. The elections are being held in
Ghana by the electoral commission which is independent and are conducting free and transparent
election in the country.
By NDC and other less influential parties have said that there is a need for new voters
register but there are opposition parties which are thinking is unnecessary in nature. There is an
inter party resistance against the compilation of the voters register which has been compiled by
NDC and PNC and other 18 parties in the country. The leading party NPP and the electoral
commission have not supported these decisions taken by the opposition in the country. There is a
division in the country and so in the media because there are media supporters in the country for
the electoral commission as well (Pöyry and et.al., 2019). For the good of the people it is
important for the public to get fairness in the country and there have to be fair elections as well
so that the best government can be built in the country. There are a lot of factors which are
getting influenced in the country because of the pressure groups which have to be turned for the
best of the public. The opinion of the people is changing because of the pressure group in the
country which is making the powerful politicians have a better stand for themselves in the public
and the media is also supporting them in fear or getting power themselves. The media is getting a
lot of help from the data which is being collected by the parties in the country and that is being
used by media to get more audience in the organization.
2.1 Challenges and pressures faced by media while reporting activities
There are a lot of challenges which are faced by reporters everyday which have to be
confronted by the social, political issues only then the media can enlighten the audience on the
topic and achieve their inter-organizational policies. According to Christoph Spurk, challenges
are faced by media which is getting in a lot of limitations as well which are as following:
authoritarian rules, stopping to compromise on quality of reporting, media right which are under
pressure and jail.
There are many developed countries and in Africa as well there is authoritarian rule
which is applied even after there is a well established democracy in the country but behind the
scenes there are big shots which make the decisions for the media. These people cannot be
touched by anyone and that is reducing the drastic impact of democracy in the country and the
rituals of voting without results in present because of this reason (Andersson, 2019). There is

impunity, insecurity and lack of accountability in the atmosphere which the rule laws is
implemented.
The media does not develop in such countries because they are not allowed to question
the power of authoritarian rule. In Ghana, Anas exposed in their 12th documentary about the
mafia activities which are being performed by the football association. After this was published
the report who published this news was killed by someone unknown in the country and they still
have not been found and punished. This has made the government dissolve the GFA association
and there is a collaboration of the government with the CAF and FIFA and the players who were
involved in this corruption are being presented in front of the court.
There are a lot of costs which the media has to pay for publishing these kinds of reports
in the country which have a circumstance worldwide of the country’s reputation. The
authoritarian rule puts pressure on media which is unnecessary in nature to get freedom to
express and freedom to access information. The practitioners or journalists which are not in any
alliance with the mainstream elites get in danger for what they speak which results in arrest and
torture of those people. There were statements made by journalists in 2006 before the elections in
Ghana which could have injured the judiciary. Those journalists were presented in court and
sentenced to hard labour for 3 months in jail. Though after pardoned from the government they
were released after one month time in jail (Ferrari, 2018).
All the reporters who were anti-government they were punished brutally in the country
which is very bad for the public because the reality does not reach out. To have a closely
monitoring and control on the media’s freedom there were associations which were built in the
country so that there is a better functioning. To have a better organization education and training
is very important for human resource which the media is focusing on. There is a lot of
investment which is being done by the media so that they can educated the public which is going
to help the reporters to stand for the right report and they will not be then brutally abused or put
behind bars. This is a new creative initiative which has started in the country and that is going to
make the corruption level in the country fall and the media will get their rights and not be scared
to stand up for themselves.

2.2 Media’s constraints and time critical requirements
The meaning of constraints is that control or any kind of limitation which is creating a
barrier for any activity or anything not coming across. There are a lot of factors which are
constraining the media and those factors are ethical, legal, economic, cultural and social. The
legal and ethical provides the media to have a framework in which they must operate. This is
done so that there is no exploitation of the rights and privileges of the people which is going to
make everyone satisfied. The ethic guidelines make sure that media is working in the right
manner; morals are being followed according to the legal framework (Borchers, N.S., 2019).
There are ethical considerations which have to be regulated by the journalists and media
practitioners which are as follows.
 Reports must be sure of the information and recheck their resources of information.
 There has to be rights given to the accused or criticized by the reports.
 Reports must uphold the rights of children, disabled and other factors for vulnerable.
 During a deep sorrow and shock there must be privacy which has to be given by
reporters.
 Reports must avoid using concealed recording devices, etc so that there is a better
functioning of media.
Though the reports can breach these ethics or guidelines in only few situations life when
there is evidence which the public is interested in (Plowman and Wilson, 2018). The public
interest also has different categories in which the guidelines can be disobeyed which are as
follows.
 For protecting the public safety and health.
 To prevent others negative impact on the public. There has to be a right impact on the
public and not negative or false impact.
 To expose crime or corruption is when the reports can misuse the ethic and guidelines.
There are a lot of journalists and media which are misusing and invading the privacy of
people. There are strict actions which are being taken by the government and a lot of
practitioners of media have been sent behind bars. Therefore it is very important for the media to
review their statements in the market and that is going to help the media not having a negative
impact, create hatred, contempt and other factors which is not going to make the sales of the

company get affected which is a very important factor for the reporters. This is going to make the
defamation cases reduce which are coming up daily for the practitioners in media.
The privacy laws are made so that the people can hide their story from the public. The
news which is humiliate or embarrassing for the people in sharing their private life is not allowed
by the media to publish them. The journalists or practitioners must not force themselves on
anyone for taking interview when they do not want to be interviewed. There has to be a balance
which needs to be drawn so that there is a better functioning and the right ethical and legal
considerations. Legal and ethical, these are based on cultural and social orientations in the media
so that there is a balance in the functioning (Samantaray, 2019). The considerations in media are
that what we are and who we are which is good for cultural and social values of the society can
be followed.
The media has to promote positive outcomes so that the constraints can be timely used in
this field. The example for this is, there are a Ghana media commission and the national
communication authority in the country which have been established so that they can monitor
and regulate the ethics and cultural framework in the media. There is an independency but no
one should misuse them is regulated by this body which is framed in Ghana. There has to be
right information which needs to be passed and there should not be any deformation in
implementation to it next year (Lee, Park and Cameron, 2018). There are right given to media as
well which have to be maintained in the country so that everyone can have a healthy
environment to function within.
2.3 Inter-organizational reaction between news, public and stakeholder opinion and inter-
organizational policy and strategy
There are media is always responsible to show different types of news to different people in the
society, no matters news is ordinary or extraordinary, because people has right to know through
media about is what has happened, what is happing and what will be happened. Mainly media
companies in all round the world are responsible to show mostly that news which can positively
affect public in the society. There are people within market should understand this basic thing
that, there are great connection between news, public and stakeholders. When people watch and
listen any news, then they get influenced to react on that particular news. Many times, people set
their opinion on the basis of things which they have watched or listened any place. In this
situation, when public sees different news, then they set their opinion on the basis of that news.

That’s why many times different companies and political parties take great advantage from this
attribute of people in the society (Enke and Borchers, 2019). For example; many times, political
parties run indirect marketing campaign through their selected news channels to highly
influencing people in the society, because people can easily influence through news.
There is inter-organizational policy help to an origination to involve more than other
originations in its daily operations. Basically, this supports to different companies or businesses
in the market to come together for growing. When top-level management of an organization
follow this policy in its workplace, then it can indirectly affect to its different people and
stakeholders also in its organizational environment. In this situation, top-level management of
every organization is highly responsible to take huge advantages through this inter-
organizational policy. According to different organizational experts, when existing management
of an organization positively use this policy, then it will be able to positively influence opinions
of different people and stakeholder in the market. On the other side, while using inter-
organizational policy an origination is highly responsible to ensure that, no person or stakeholder
will be negatively affected through this policy. Existing management of an organization should
consult with an appropriate consultant for knowing those strategies which can contribute in its
inter-organizational policy implementation (Bowen, 2018). There are different rules and
regulations of local government may affect to the top-level management of an organization while
employing this policy in its daily operations, because currently each and every organization
within Ghana is responsible to properly adhere and follow different rules and regulations which
the Ghana’s government has passed for maintaining an ethicalness in the different organsations.
2.4 Evaluation of the influence of global news media
Global News media is completely a diverse media system which involves various terms,
like; television, radio, internet, entertainment and print etc. Global News has affected social
cultural, political and economic life of people within the society in both ways positively and
negatively. Currently people are giving very high priority to global news media, because they
like to know new things about different people and places. That’s why businesses or companies
which has involved in the global news media sector.
Influence of the news media on the politics has been discussed below;

Shaping of the public opinion: There are global news media is currently highly influencing or
shaping the opinions of people in the market (Frandsen and Johansen, 2018). When people see
any news or information on the global media through different tools, like; television, internet,
print etc., then this thing directly influence to the people’ mindset and mentality. For example;
when global news media telecast that type of shows which motivate to people for working hard,
then this such shows positively affect or shape to the people in the market. On the other side, if
global news media telecast such shows which can promote hate within the society, then this also
shape or affect people’ life, but in negative manner.
Engaging in data polls: This is factor is also completely linked with the global news media.
Many times, global news polls run different data polls for showing which political party has
gained high popularity in the market. These data polls are beneficial for political party, people
and lastly for global news media as well. For example; global news media runs different political
data polls for engaging more and more people with its own platform, because this step of global
news media increases its own profit ratio in the market. On the other side, people also get
benefited through this global news media, because they able to know political environment of
their country with the support of news media. At the end, global news media’s data polls helpful
for different political parties as well, because these parties can easily make their effective plan on
the basis of data polls of the global news media.
Watchdog of Democracy: In many countries, people consider media as a major pillar of the
democracy. Day by day the level of media in increasing in everywhere (Le Treust and Tomala,
2018). There is the main role of global news media is to provide appropriate news to different
people in the society. Basically, businesses or companies which works within the media industry
are highly responsible to adhere each and every legal and ethical consideration within its daily
operations. But still many media companies showing lots of fake news only for increasing their
TRPs. Many times, many media houses promote political agendas on their respective platforms
for taking personal advantages, in which such attempts negatively affect to the democracy factor
of a country. There are global news media is highly responsible to run its all operations in ethical
manner for positively influencing people in the society.
Global news media has definably affected or shaped opinions of public on political personalities
and parties. Most of the time this factor decides that which existing political party can lead a
country, because people in the society set their opinions on the basis of news that they watch on

television or print media. There are Journalists have highly affected the results of elections
through easily making choice between who to complete or not to complete, and then what to
report about whom. Currently Ghana’s media is continuously pushing the big agenda of the
corruption that against the NDC’s (National Democratic Congress) candidate. This is really
serious concern, because news portals are responsible to show the only truth to different people
in the society (Fröhlich and Jungblut, 2018). Of curse currently many political parties of Ghana
using media only for taking self-benefits, but this attempt of political parties is completely
unethical.
It is legally and ethically acceptable to properly check different facts for presenting the
actual and true news to audience in the society. If any media house publishes any news or
information publicly without checking actual facts behind that news, then this thing is
completely unethical. There are top-level management within Ghana’s each media company is
responsible to hire such journalists in their respective workplace who has ability to deep study of
any case, news or information. Currently various data polls have used by the media companies in
the market for shaping or affecting public opinions towards different political agendas. These
polls are generally run by media companies for influencing people in the society according to a
political party’s choices. Data polls affect voters’ perception and mindset within any country.
There local government within each country including Ghana is highly responsible to maintain
an ethicalness within their respective media sector or industry. Reason is, it is necessary for
maintain an healthy environment within the society.

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