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
1

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
2 Unit-8005V1 Strategic Communication 29/05/2020

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
3 Unit-8005V1 Strategic Communication 29/05/2020

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.
4 Unit-8005V1 Strategic Communication 29/05/2020

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
5 Unit-8005V1 Strategic Communication 29/05/2020

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
6 Unit-8005V1 Strategic Communication 29/05/2020

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
7 Unit-8005V1 Strategic Communication 29/05/2020

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.
8 Unit-8005V1 Strategic Communication 29/05/2020

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

people it is important have fairness in the country which is rooted on free and fair elections, and
ultimately, good governance which leads to building a great country.
2.1 Challenges and pressures faced by media while reporting activities
The Media landscape is has its challenges and reporters day in day out are confronted with
political, social issues in their quest to shed light on activities that might lead the achievement or
otherwise of inter-organisational policy.
9 Unit-8005V1 Strategic Communication 29/05/2020

According to Christoph Spurk, the challenges faced by the media includes but not limited to the
following;
x Authoritarian rule,
x Media rights under pressure,
x Stopping the decline in reporting quality
x and jail
In Africa and many developing countries worldwide, authoritarian rule is what is practiced even
though democracy is formally established but behind the scenes, there are power brokers who
are in charge and calls the shot. These people become untouchable thereby reducing drastically
the impact of democracy to a mere ritual of voting without result. There are a lot of challenges
which are present in media by the political factors so that there is going to be a lot changes
which are present. Policies are different in international market which needs to be maintained so
that there is going to be good functioning.
The rule law is crucified and there is the general atmosphere of insecurity, impunity and lack of
accountability.
Media development organizations are constrained in these countries because they will always
question authoritarian rule.
These power players constitute themselves into cabals and syndicates who holds the institutions
of state hostage to the chagrin of the majority.
In Ghana the Anas expose No 12 documentary exposed the mafia activities at the Ghana Football
Association. Revealing as the expose was the aftermath was dire leading the killing of the lead
reporter by unknown assailants who have still not been apprehended.
This has lead to the various moves to sanitize the game so the Government in collaboration with
the world football governing body Federation International de Football Association and
Centralized authorization file dissolved the Georgia football association and the players in the
corruption are being arraigned before the court.
Though the work of media development organizations becomes more important under such
circumstances, it certainly would come at a cost.
The authoritarian rule exert unnecessary pressure on the media -an obstruction of freedom of
expression and the freedom to access information. Media regulations become tougher and
journalists who are not in line with mainstream elites become more and more endangered and
face possible censorship and intimidation and even arbitrary arrest and torture.

Prior to the 2016 elections in Ghana some journalists were arrested for making statements which
was interpreted as injurious to the judiciary. They were arraigned before the court and sentenced
10 Unit-8005V1 Strategic Communication 29/05/2020

to 3months imprisonment in hard labour. Though they were pardoned by the government of
the day it was after they served 1month in prison.
Upon assumption of office of the new administration, the media houses perceived to be anti-
government or with the leaning to the opposition were shut down. This singular has sent
shivers down the spine of other media houses, some of which introduced censorship to their
content in other to avoid persecution.
In these situations, the protection of reporters, editors and journalists becomes an important task
for media support organizations and the close monitoring of the development of media freedom
becomes more relevant. A lot of work has been done, and new creative initiatives have started,
but so far it has not been reflected upon systematically.
Another challenge the media is confronted with is absence of investment in the sector. Training
and education human resource is key to the development of every organization. It is important
to invest in the education and training of reporters in the use of appropriate gadget and
equipment to ensure professional work.
2.2 Media 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).
Media has to maintain good timing for all the news so that there is good to be better knwoeldge
which the clients and viewers are going to have.
There are ethical considerations which have to be regulated by the journalists and media
practitioners which are as follows.
x Reports must be sure of the information and recheck their resources of information.
x There has to be rights given to the accused or criticized by the reports.
x Reports must uphold the rights of children, disabled and other factors for vulnerable.
x During a deep sorrow and shock there must be privacy which has to be given by
reporters.
11 Unit-8005V1 Strategic Communication 29/05/2020

x 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.
x For protecting the public safety and health.
x To prevent others negative impact on the public. There has to be a right impact on the
public and not negative or false impact.
x 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
12 Unit-8005V1 Strategic Communication 29/05/2020

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 Assessment and evaluation of inter-reaction between news, public and stakeholder opinion
and inter-organizational policy and strategy
Inter-Reaction Between Different Aspects
The 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.
Tha h man ime diffe en com anie and oli ical parties take great advantage from this attribute of
people in the society (Enkeand 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.
Assessment and Evaluation
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
13 Unit-8005V1 Strategic Communication 29/05/2020

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
he Ghana government has passed for maintaining an ethicalness in the different originations.
.
2.4 Evaluation of the impact 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 o kno ne hing abo diffe en eo le and lace . Tha h b ine e o com anies
which has involved in the global news media sector.
Impact 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 (Frandsenand 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 he eo le mind e and men ali . Fo e am le;
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
ha e o affec eo le life, b in nega i e manne .
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 o of ne media. A he end, global ne media da a oll hel f l
14 Unit-8005V1 Strategic Communication 29/05/2020

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 Treustand 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 work 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 media is continuously pushing the big agenda of the
corruption that against the NDC (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 (Fröhlichand Jungblut, 2018) of cause 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 hin Ghana each media com an i
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
15 Unit-8005V1 Strategic Communication 29/05/2020

political a choice. Data polls affect voter 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 a healthy environment within the society.
Innovative methods of utilising this to benefit the inter-organizational policies and strategies
Maintain effective relations
This is really a very innovative method to benefit the inter-organizational policies and
strategies. Basically, when Ghana news media maintains effective relations with other
organizations, then it will be enabled to learn about many new productive organizational policies
and strategies. This method helps in providing a framework of growth as well.
Be updated to market trends
This is another key innovative method which can contributing in benefit the inter-
organizational policies and strategies. Generally, top-level management at Ghana news media have
to be updated with different market trends, because this is very necessary step in the terms of
creating new productive inter-organizational policies and strategies accordingly.

16 Unit-8005V1 Strategic Communication 29/05/2020

REFERENCES
Books and Journals
Andersson, R., 2019. Employee communication responsibility: its antecedents and implications
for strategic communication management. International Journal of Strategic
Communication. 13(1). pp.60-75.
Borchers, N.S., 2019. Social Media Influencers in Strategic Communication.
Bowen, S.A., 2018. Strategic Communication, Ethics of. The International Encyclopedia of
Strategic Communication. pp.1-11.
Carroll, G. and Egorov, G., 2019. Strategic communication with minimal verification.
Econometrica. 87(6). pp.1867-1892.
Cheng, X., Fu, S. and de Vreede, G.J., 2017. Understanding trust influencing factors in social
media communication: A qualitative study. International Journal of Information
Management. 37(2). pp.25-35.
Christensen, E. and Christensen, L.T., 2018. Dialogics of strategic communication. Corporate
Communications: An International Journal.
Enke, N. and Borchers, N.S., 2019. Social media influencers in strategic communication: A
conceptual framework for strategic social media influencer communication.
International Journal of Strategic Communication. 13(4). pp.261-277.
Falkheimer, J and et al., 2017. Is Strategic Communication too important to be left to
Comm nica ion P ofe ional ?: Manage and co o ke a i de o a d a egic communication
and communication professionals. Public Relations Review. 43(1). pp.91-101.
Falkheimer, J. and Heide, M., 2018. Strategic Communication: an introduction. Routledge.
Ferrari, F., 2018. Metaphor and Persuasion in Strategic Communication: Sustainable
Perspectives. Routledge.
Frandsen, F. and Johansen, W., 2018. Corporate communication. The International Encyclopedia
of Strategic Communication, pp.1-10.
Fröhlich, R. and Jungblut, M., 2018. 3 The Dynamics of Strategic Communication Over Time.
Media in War and Armed Conflict: Dynamics of Conflict News Production and
Dissemination.
Hansen, A., 2018. Environment, media and communication. Routledge.
LaBelle, S. and Waldeck, J.H., 2020. Strategic Communication for Organizations. University of
California Press.
Le Treust, M. and Tomala, T., 2018. Information-theoretic limits of strategic communication.
HEC Paris Research Paper No. ECO/SCD-2018-1288.
Lee, Y., Park, H. and Cameron, G.T., 2018. Strategic communication in US higher education:
testing congruity effects of university identity and image among parents of prospective
students. International Journal of Strategic Communication. 12(3). pp.308-327.
Leitner, G., 2017. The sociolinguistics of communication media. The handbook of
sociolinguistics. pp.187-204.
Plowman, K.D. and Wilson, C., 2018. Strategy and tactics in strategic communication:
Examining their intersection with social media use. International Journal of Strategic
Communication. 12(2). pp.125-144.
17 Unit-8005V1 Strategic Communication 29/05/2020

Pöyry, E and et.al., 2019. A call for authenticity: Audience responses to social media influencer
endorsements in strategic communication. International Journal of Strategic
Communication. 13(4). pp.336-351.
Razmerita, L., Kirchner, K. and Nielsen, P., 2016. What factors influence knowledge sharing in
organizations? A social dilemma perspective of social media communication. Journal
of knowledge Management.
Roberts, J., 2018. Writing for Strategic Communication Industries.
Samantaray, S., 2019. Strategic Communication Solution for Premium Laundry Band.
Schivinski, B. and Dabrowski, D., 2016. The effect of social media communication on consumer
perceptions of brands. Journal of Marketing Communications. 22(2). pp.189-214.
Van Ruler, B., 2018. Communication theory: An underrated pillar on which strategic
communication rests. International Journal of Strategic Communication. 12(4). pp.367-
381.
Volk, S.C. and Zerfass, A., 2018. Alignment: Explicating a key concept in strategic
communication. International Journal of Strategic Communication. 12(4). pp.433-451.
Werder, K.P and et al., 2018. Strategic communication as an emerging interdisciplinary
paradigm. International Journal of Strategic Communication. 12(4). pp.333-351.
18 Unit-8005V1 Strategic Communication 29/05/2020