Strategic Communication in Media and Communications Report

This report delves into the multifaceted world of communication within the media industry, focusing on advertising and strategic communications, including public relations. It examines the importance of effective communication channels for promoting products, services, and ideas to the public. The report assesses financial, social, and technological viability, highlighting the challenges and opportunities in the Australian media landscape, such as high production costs, the potential for revenue growth, global risks, and the impact of social media. It also explores the influence of digital technologies, government policies, and ethical guidelines on the industry. Furthermore, the report analyzes the social and cultural impacts of strategic communication and presents a case study on the use of social media. References to relevant literature and online resources support the analysis.

Running head: COMMUNICATION
Communication
Name of the Student
Name of the University
Author Note

1COMMUNICATION
Background and Description of the in media and communications
The component that will be talked about in this section of the media industry is the
advertising and strategic communications. One of the most important themes in this component
of the media industry is the public relations and advertising. The advertising of any product or
service means to promote them properly and spread the ideas through the communication
channels so the potential customers or the common public can be made aware of it. The media
industry does the same through campaigns or news activities through different channels.
The impact of effective public relations is very important and the media communicators
have to provide the proper information to the interested people (Belch et al. 2014). The
professionals in this industry have to build up the effective strategies and execute them perfectly
so they can get the attention of the people. The media and communications enable the students to
make good relationships with the people all over their network channels. The effects of proper
advertising will help the organizations to come in close connection with their customers (Grunig
2013).
Risks and opportunity assessments to financial, social and technological viability
There are several issues about the risks and challenges in Australia about the media and
communications. It is really expensive to produce since the maintenance costs have become very
high. There are opportunities in the financial sector because the media and communications can
earn bigger sales and revenues from the growth of the industry (Wang, Yu and Wei 2012).
There are some social risks in this discourse. One of the biggest risks is the global risks
because the operations of the media and communications often depend on the international
systems and the supply chains about how well the strategies are communicated to the customers.

2COMMUNICATION
The circulation of the news is also very much significant in this case as well (Belch et al. 2014).
The people in the society have to be convinced about the things they are presenting to them. This
is the main theme of the advertising. If they are unable to do it, they will lose the market share.
However, social media is a very important platform that can be seen as an opportunity. The
strategic communications will have to be perfect and this should reach at the heart of the
customers (Theaker 2017).
The technological viability is a significant issue. The use of technology can be used with
much efficiency (Smith 2013). If the strategic communicators can connect with the customers
through the use of technology they will be able to spread the news about any important political
or social issues around the country. One of the major risks in the technological viability in the
media and communications is the data theft or hack. This is why they have to make secure
gateways for the distribution channels.
Recent and future technological impacts on the society
The digital revolution or digital disruption will put a huge impact on the future of the
media and communications industry. The media and communications industry has a very rich
future if they embrace the digital technologies in their operations. It will give them the freedom
to portray the different arrays of the society in the positive measures (Hendrix, Hayes and Kumar
2012). Media and communications should always stay neutral and present the current shape of
the society in front of the people. In future, they can spread any news to the people within a flash
and make people aware of all the recent things in the industry. Social media and technology will
play a very crucial role in this as well.

3COMMUNICATION
Recent and future Government policy and legal impacts on the industry
The Federal government is very much aware of the issues that arise in the use of media
and communications all over the country. This is why they have adopted some policies and legal
frameworks that would ensure that the right news is spread among the common people. The
Telecommunications Act 2015, Spam Act 2003 and many other such legal regulations have been
implemented in this place (Communications.gov.au, 2018). This is why the strategic
communications will have to be implemented in the realm of the media and communications in
the best place. The ethical guidelines advised by the government will have to be maintained as
well. The strategic communicators should never opt to spread any wrong or violent news that
should enrage the entire community (Communications.gov.au, 2018) The use of internet should
be controlled among the children. This should be effective to stop the spoiling of the children.
Social and cultural impacts both on the industry and that the industry has had
Strategic communication in media and communications has a deep impact on the way the
industry operates. The society has been affected in many effective ways. The public media has
been conveying all sorts of information to the public regarding sports, entertainment, politics,
government policies and all other things (Smith 2013). The strategic communicators will have to
spread all the news of the community to the people. The news of the cultural events will be
spread to the people throughout the community. The social media will also take up a very
important role in establishing a good culture in the community.
Relevant issues, case studies and examples
Link for the case study: http://www.hssaatio.fi/images/stories/tiedostot/Australia-
report.pdf

4COMMUNICATION
The use of the social media is very important in the field of journalism, media and
communication and strategic communication (Hssaatio.fi 2018). One of the most important
issues in this context is innovation. The strategic communicators will use the social media to
convey the messages to their followers. If they use the social media to the fullest, they will be
able to connect with the customers in a better way. They can use the social media platforms like
Facebook, Twitter and Instagram to increase their followers. These will fusion the innovation of
the social media communicators and the implementation of the strategies properly (Hssaatio.fi
2018). Thus the social media communicators can let the big organizations use their platforms to
communicate with their customers.

5COMMUNICATION
References
Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated marketing
communication perspective. McGraw-Hill Education.
Communications.gov.au (2018). Department of Communications and the Arts. [online]
Communications.gov.au. Available at: https://www.communications.gov.au/ [Accessed 26 Apr.
2018].
Grunig, J.E., 2013. Excellence in public relations and communication management. Routledge.
Hendrix, J.A., Hayes, D.C. and Kumar, P.D., 2012. Public relations cases. Cengage Learning.
Hssaatio.fi. (2018). [online] Available at:
http://www.hssaatio.fi/images/stories/tiedostot/Australia-report.pdf [Accessed 26 Apr. 2018].
Smith, R.D., 2013. Strategic planning for public relations. Routledge.
Theaker, A., 2017. What is public relations?. In The Public Relations Strategic Toolkit (pp. 17-
27). Routledge.
Wang, X., Yu, C. and Wei, Y., 2012. Social media peer communication and impacts on purchase
intentions: A consumer socialization framework. Journal of interactive marketing, 26(4), pp.198-
208.