Strategic Communication Unit 8005V1 Report: Media's Impact

This report, focusing on strategic communication, explores the multifaceted influence of media on business operations, stakeholders, and customer relationships. It begins by differentiating between domestic, national, and international media, highlighting their respective roles in disseminating information and shaping public perception. The report then delves into the significance of media in influencing partners, stakeholders, and customers, emphasizing how media coverage can impact decision-making processes and brand image. Challenges faced by media, including pressures from political groups and media owners, are examined, alongside the reactions between news, public opinion, and organizational policies. Furthermore, the report evaluates the impact of global news media, using examples from Ghana to illustrate the effects on trade and political relations. It considers different media types such as traditional, print, electronic, outdoor, transit, and digital media, analyzing their effectiveness in reaching target audiences. The report underscores the importance of transparency, awareness, and ethical practices in media, emphasizing how media can shape public opinion, influence government policies, and foster societal growth. Finally, the report provides examples of how media disclosures impact companies and the public.

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

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

the perception of customers as well in market place of Ghana, and this is the value of media in
this dynamic world.
It is very essential for company to assimilate the media uniqueness and develop strategy
which increases the potential of organization 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. Criticizing 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 organization which
also impact the brand image in the market (Carroll and Egorov, 2019). Mass awareness from the
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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
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 in Ghana try to identify corrupt
government officials and providing the truth to the 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 cancelled after the disclosure. It impacted the moral values of the
public and reduces trust on the society. Corruption also affects humanity and society through
fraud, and 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 ban 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 ensure 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
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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 organization 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 increase the job creation and income level of the public to gain higher profit margins
effectively. High income level also increase the disposable income to improve standard of living
and 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 effectively
improve living conditions of public. (Falkheimer and et al., 2017).
1.3 Pressure of political group and media owners on inter-organizational policies and strategies
Pressure group are those who have same interest, set of opinions and concerns and they
also try to influence 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
come up in the country like the human right abuse, unethical behaviour, injustice, etc. There is a
lot of influence of political group and pressure on media owners which has to be maintained and

understood so that there is going to be good functioning. There are a lot of policies which are
being used so that there is going to be better functioning and the organization will be able to gain
profits. The role and norms of media is to ensure that there is equality and equity in the country
which is a very important factor (LaBelle and Waldeck, 2020). The opinion of media on inter-
organizational
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policy is that it is on the government, owners of media, pressure group and etc. In Ghana there are
a lot of pressure groups, some of which them are as follows.
x Let my vote count
x ASEPA Africa
x IMANI Africa
x Muslim Council
x Christian Councils
x Occupy Ghana
x 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 who
have great influence on the political opinion of majority in society (Roberts, 2018). The
influence of groups on the media in a lot of ways which is going to be discussed further.
x Through injunctions and appeals there is legal action being taken in the country
x There is lobby in the media through conferences and releases.
x Opposing views are being promoted
x Lobbying the arms of government such as parliament through petitions, letters, and
evidences
x For the opposition to register there are mass protests and boycotts which are being
organized.
During the resistant by other Civil Society organizations opposed to the agenda, the issues
became succinctly clear that government was acting on behalf of the LGBT community who as a
result of their financial position were using government members and other lobbyist to push their
agenda.
This demonstrates that pressure groups exert their pressure because of their financial position
and their membership or connection with people in the position of power.
Pressure groups could also distort organizational policy through labour unrest.ie strikes,
demonstrations, pickets etc.
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However, some pressure groups are not democratic in themselves. Some have powerful, but
unrepresentative leaders who may not be representative of anyone but themselves. Some leaders
do not reflect the opinion of their organization member. For example the leadership of the
teacher unions in Ghana has shown over the years that they do not represent the opinion of their
members but themselves and their political colorations.
In Ghana elections are organized by the electoral commission which is supposed to be
independent but for the purpose of delivering a free and transparent elections acceptable by all
players; there is the need to set up the Inter Party Advisory Council to help or bring views and
suggestions of the political parties to bear on the process.
Recently, the relationship between the Electoral commission and the main opposition Party the
National Democratic Party (NDC), and some other less influential political parties seems hit the
snag over the electoral commission decision which the opposition parties say is unnecessary.
Currently the main objective of the electronic commission to stop such operations in the media
house which are completely unethical. Basically, many times, many political parties provide a
specific fund to different media channels for promoting their party in their different shows.
According to electoral commission, this attempt of political parties is completely unethical,
because the media houses are only for delivering real news to people of the country. In this
situation, if any political party use a media company for washing brain of the local people of
country, then this the most unethical attempt. Currently National Democratic Party blames that,
its opposition is using media uses in unethical manner, so that the electoral commission of Ghana
should take appropriate steps towards stopping opposition for using media houses unethically.
However, opposition parties also blame on NDP for using local media companies un unethical
manner. In this situation, the electoral commission of this country have to set an enquiry
commission to know that which political party is using media houses for their personal use or
personal promotion. Currently, this is really a very necessary task to the electoral commission of
Ghana for conducting a fair election in across the country.
This has led to the division within the media landscape with some media houses siding with the
Electoral commission and their stance that they are independent organization and does not
require the permission of the any political party to carry out their constitutional mandate.
There is a division in the country currently and in the media because there are media supporters
in the country of the electoral commission as well(Pöyry and et.al., 2019). For the good of the