CMI Level 8 Strategic Communication: Media Impact Analysis Report

This report provides a detailed analysis of strategic communication within an international business context. It examines the influence of various media channels, including domestic, national, and international outlets, on partners, stakeholders, customers, and the general public. The report assesses the impact of pressure groups, political entities, and media owners on inter-organizational policy and strategy, using examples like the Tata Nano Singur controversy to illustrate biased behavior. It explores the challenges and pressures faced by media in reporting organizational activities and suggests innovative approaches to leverage media constraints for positive outcomes. The report also evaluates the interplay between news, public opinion, stakeholder perspectives, and organizational strategy, including the impact of global news media. Overall, the report aims to provide a comprehensive understanding of strategic communication, media influence, and how to effectively manage these elements to achieve organizational objectives, drawing on relevant theories and frameworks like the diffusion of innovation curve and Critical System Heuristics.

Running head: STRATEGIC COMMUNICATION
STRATEGIC COMMUNICATION
Name of student
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Author’s Name

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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)

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like What? How? When? Why? of the relevant customers, opinion formers, stakeholders,
convincing innovators and others, about the organization and its products, in order to benefit the
organization (Kee, 2017).
1.3 Evaluate the influence of pressure and political groups, and media owners, on
the media’s perception of inter-organizational policy and strategy
The new media environment is dynamic and continues to develop in novel, sometimes
unanticipated, ways that have serious consequences for democratic governance and politics. The
way of politicians in terms of communication when the elections are contested and during the
engagement of the citizens of the nation, the media have unlocked all these tricks and
tactics. With the growth and rise of new media, the complications of the political media have
also increased with time. Maintaining the legacy of media, the pathways of new media, which
includes different online websites, blogs, digital apps, video-sharing platforms and social media,
are expanding in innovative ways (Van Dijck, 2013). The media plays vital role in the economy
of the political area of developing nations, as it is able to convey the different social issues and
impacts of Government official’s legislation and policy. However, information is often biased in
emergent economies as media owners often modify the news and advertisements to make some
more profits instead of doing needful for the citizens of the nation (Boston University., 2019).
Talking about the biasness of the political parties or stakeholder’s groups, the famous
“TATA NANO SINGUR CONTROVERSY” is an accurate example to understand the biased
behaviour of the government and political parties. The controversy was about the land
acquisition by the TATA Motors for their upcoming NANO factory in Singur in Hooghly district
of West Bengal (Das, 2016). However, the Government officials because of the 1894 land
acquisition act rule, which cited that the land belonged to the farmers, created the controversy.

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The Government of West Bengal created immense political pressure by going on hunger strike
for 24 days and avoiding the fact that the foundation of a TATA Motors factory in the out skirts
of West Bengal will assist in the development of the infrastructure and economic of the state.
After prolonged controversy, TATA Motors shifted their factory to Sanand in Gujarat. The status
of Singur, depicts the biasness of the Government because the land in Singur has become
completely infertile and is of no uses for farmers (Breuer and Upadrasta, 2017).
In order to analyse these political shenanigans critically, one has to understand the
storyline of both the parties because in a political world, the information given to public is
sometimes the exact opposite of the relevant information of the on-going case. In this case study,
the hunger strike of the Government of West Bengal resulted in getting the emotional support but
the fact that if the TATA motor would have set up the factory, then the state would have been
benefitted in terms of all political, social and economy. However, why the government stopped
the foundation of the factory is still unknown, because it is clearly not for the farmers because of
the current condition of the land, which is entirely infertile and of no use to the farmers.
In order to understand the evaluation of the media’s perception of inter-organisational
policy and strategy, the use of Critical System Heuristics (CSH) is one of the best examples, as it
provides the questionnaire of framework to have a brief knowledge about the organization’s
goal, source and its intended beneficiaries (Gates, 2018). The expansion of the emergent media
has successfully undermined the traditional roles of the earlier press or media in a nation of
democracy. On the brighter side, with the expansion and emergent of new media, the information
is reaching to the citizens of the entire nation including the ones who are not interested. (Nielsen,
2014).

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2.1 Research and review the challenges and pressures faced by the media in
reporting the activities which deliver inter-organizational policy and strategy
Public confidence in the media, already low, continues to slip. The development of media
has been facing and undergoing many transformations. These transformational changes are being
driven by associated social change and technology, in which the channels of media are
enhancing fragmentations and the relationship of media and consumer.
Social challenges: constant criticism from the public and leading parties of the nation,
and they have to suffer all this silence, because if they act on it then they themselves become the
enemies in the eyes of everyone (Nielsen, 2014). Even after vehemently working hard, they try
to get the most precise and specific information that is available, if the information is
manipulated or inaccurate then they again become the victims, now a days every media officials
are poorly treated that the work they are doing towards the betterment of nation is not getting
recognized at all.
Political challenges: in every political crisis of any nation, the media officials are the one
who face the severest of threats, in spite of facing such malicious risks, they stand by their duties
and approach every situation in most professional manner (McNair, 2017). However, some
media platforms participate voluntarily in the political shenanigans just to make some more
money. They attempt to divide the public by giving such information about the political parties
just to gain more votes (Chadwick, 2017). This illegal method of gathering votes serves as a big
challenge for other media platforms, who actually try to acquire the relevant, more importantly
accurate information, keeping themselves aloof from political propaganda.

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Cultural Challenges: In order to efficiently perform their work, the media has to face the
most riskiest challenges. The media officials, to gather relevant information undergoes many
fights or issue which involves cultural differences. There are some nations, which have
diversified cultural backgrounds and comprises number of inter-regional clashes, resulting in
enhancing the difficulties of the media officials to deliver the relevant information to the public
(Van Dijck, 2013). Sometimes the media’s own beliefs and principles come in the way of their
jobs, but they have to go through these situations and emerge with a stronger value system and
with a m ore professional attitude for handling the situation.
With the help of social media, an individual is able to express and share their information
with the entire world. However, the information shared is also accessed by the media
organization, giving them the power and control to manage the individual’s information. In
addition, the use of social media to spread rumors and false news to scare the citizens and the
users is a major drawback of social media (Criado, Sandoval-Almazan and Gil-Garcia, 2013).
These kinds of misuse of social media are highly unethical and should not be practiced and if
practiced, certain penalty should be charged to the individual responsible.
2.2 Describe how to exploit the media’s constraints and time-critical requirements to
promote a positive outcome
The different constraints of media in terms of cultural, social and political, sometimes
often help in the exploitation of media in order to promote a positive outcome. The illegal
practices of media is often not achieved by the time-critical requirements. The exploitation of the
media’s constraints is mainly done by the global organizations to make profits by enjoying the
media’s inability to disclose certain information (Maier et al., 2014). These constraints of media
are somewhat beneficial for the organizations, as it helps in maintaining the confidentiality term

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of the company. Also certain missions or strategies which are not supposed to be known by the
public, are efficiently executed without any involvement of media because of their limitations or
constraints, thereby exploiting the media’s constraints. The various ethics of the different cultural
and legal practices do not prefer the media’s involvement, thus limiting the reach of media.
These different cultural and legal limitations, extensively exploits the media’s constraints and
helps in maintaining the principles and ethics of the cultural and legal practices leading to
positive outcome. However, the roles of NGO, pressure groups and lobbyists also play a vital
role in exploitation of the media’s constraints. One of the effective exploitation of media’s
constraint is the limitation of media in showing negative images or ethnocentric views, which
helps is maintaining the ethics of the society and do not negatively impact the public (Zhang and
Gupta, 2018). Also the information about on-going wars or fights, cannot be used by any media
platform, in order to avoid and provoke any negative public response, thereby helping in the
maintenance of the nation’s peace (Golan, 2013). The media’s constraints is also exploited in
terms of respecting the privacy of certain situations, as the media officials are not allowed to
interfere in any private situations.
2.3 Assess and evaluate the inter-reaction between news, public and stakeholder
opinion and inter-organizational policy and strategy
The media process the information about any policy or strategy before reaching to the
public. In order to assess the agenda behind the processing of the information, on would know
that the media officials make the information more interesting by adding spices and enhancing
the plot of information, so that the public likes the information and gives credit to the media
platform, further modify the information given by the stakeholder to the media. In this
modification procedure, sometimes the actual meaning and agenda behind the information about

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an organization given by the stakeholders is often manipulated and processed in such a manner
that the essence of the information is lost by the media and the information received by the
public is completely irrelevant to the original information (Mihailidis and Viotty 2017). This
leads to the difference in the opinions of public, stakeholders and media. This difference of
opinions results in causing disrespect and disbelief towards the company or organization, leading
to destruction of the image of the organization or company and public towards each other
(Croteau, and Hoynes, 2013). When it comes to the information related to the inter-
organizational strategies, the modifications of information results in severe consequences of
rivalry between the organizations. Therefore, the evaluation of the inter-reaction between news,
public and stakeholder opinion and inter-organizational policy and strategy, it will be appropriate
to mention that media and its mischief tricks and tactics plays a vital role in creating disparity
and discrepancies with the vital and accurate information for their own benefit.
2.4 Evaluate the impact of global news media, and propose innovative methods of
utilizing this to the benefit of the inter-organizational policy and strategy
With the advancement of the technology, the media has also advanced immensely, but
along with the media, the transparency of the individual has also become evident to the entire
world. The media has helped the citizens all around the world to share their experiences with
everyone simply by just posting about their incidents, events or any important situation of their
life. (Hollen, Van Den Bosch and Volberda, 2013). With the help of communications, people are
now able to communicate with the whole world by just sitting at their home. These all
advancement leads the nation towards globalization, which is reflected by the nation’s progress
(Flew and Waisbord 2015). Right now, the media is able to share information through news-
papers, social media sites, radio, televisions and cell phones, which is accessed by majority of