Management. The Head of Mass Media Enterprise Essay

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Introduction

The newsroom is full of employees that possess different abilities and talents and it is a place that needs management just like any other organization. It takes a manager who is effective and competent to run the media since is it open to the public and the world. The basic fundamental principles that any manager can apply in such a setting is his ability to give people the energy to embark on their activities, encourage teamwork, bring about the organization, drive the organization towards achieving the set goals and objectives, and most importantly, present be able to present and maintain a good image to the public. However, the image of a media house may sometimes be tainted due to the publications or advertisements that it projects to the public. The effect of this may damage the media house and most definitely, ruin the management dismissing them as incompetent.

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A media manager should thus be able to determine the kind of information that is presented in the news and have the ability to predict what its effect will be. Such a manager should be a “symbolic head who is required to perform many routine social and legal duties” (Williams 2) both within and outside the newsroom. By definition, proprietary information is the information that the public is not aware of but is availed by a manufacturer to a journalist or media figure. The journalist is bound by his or her duties not to make the information available to the public unless allowed by the journalist’s authority and probably the giver of the proprietary information. The reason such information is held is that if it reaches the public there may be a negative perception by the recipients of the news, on the media company. This essay will be based on the proprietary information of Toyota Company that was issued by the lawyer of the company, Dimitrios Biller to a CNN journalist and unfortunately, the news spilled to the public.

The lawyer moved out of the company with a good number of documents that he stated were damaging to the company and that these documents could be used against Toyota in the determination of its liability. This proprietary information was made public to the public by the CNN media company. This whole scenario raises two crucial issues in the area of media management. Was it right for CNN to release proprietary information to the public? Was there any negativity raised on the media company after the release of such information? Since the image of Toyota seems to have been tainted, what necessary steps should the manager of Toyota do to get back its former good image? Therefore, this essay will answer these questions based on several factors such as damage to a brand, message to alter public opinion, organizational behavior, the effect of structure on leadership, and the employees’ motivation and attitude.

Leading ethically

Media companies compete to attract a huge number of audiences and be a force that is driving the informative world in their intended direction. The management of the media companies will do everything in their ability to win the largest audience, both locally and globally, to boost its sales. In the process of doing this, most media companies always upgrade their information systems by being in sync with current technology, for instance, adopting satellite technology and cable televisions, woo their market to keep tuning to their channels through the airing of interesting and convincing advertisements, products, and juicy news, and by adjusting and implementing their policies to achieve their goals. A media manager should therefore be smart in knowing when and how to capture the market by releasing news that can raise controversy but at the same time not be damaging to its brand. This calls for creativity. “To effectively manage creativity in organizations, it is necessary to be able to understand the conditions under which people will be able to generate the ideas…” (Audia and Goncalo 1).

As a media manager, I would not release proprietary information to the public, because being a leader who runs a media firm that values its reputation, I would understand and would be interested in protecting information that should be confidential, for the sake of the company’s reputation. In other words, a media manager needs to have other companies’ interests at heart. Furthermore, a media manager who understands the importance of strategic management would appreciate the effect this would have on his or her company. There are several risks involved in the release of information that is considered private to the public. Even though a leader should be a risk-taker, he should make decisions in a sound and practical manner, not in ways that imply vested interest. It is paramount to consider the fact that many media firms are on the rise and the media house can so easily ruin its reputation by a single choice made out of greed. “The greater risk, the more important the risk is to the company” (Wicks et al 1) therefore the management should take ample time in making such decisions. By having the interests of the companies in question before releasing confidential information, then the media manager would have displayed ethical qualities in his leadership skills.

Proprietary Information and the Media

From a public relations point of view, it is important to recognize that image is everything when it comes to the media business. The emerging big number of media houses around the globe has resulted in a competition which has been seen to be sometimes unhealthy. By running proprietary information, the keen audience will begin to question the authenticity of the given news. Moreover, people will begin to question where the information has been derived from and whether it is the right thing for the management to do. In addition to that, the company whose reputation has been tainted May decide to go on public and defend itself thus putting the media firmly in an awkward position. The media company will be seen as a firm that does not respect the boundaries of other companies. Such are the kind of factors that lead the government to impose decisions on the media houses by censoring them in displaying certain news features. Picard agrees when he says, “the media has been significantly affected by major changes in governmental approaches…that emerged in the media policy” (7).

All these negative effects may affect the ratings of the media firm thus resulting in the declination of profits, and consequently, the most important people who bring in money in the media business; that is, the advertisers, may withdraw. This will result in actual damage to the image of the media firm.

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Message to alter public opinion

As the manager for Toyota, the most important area for consideration is the brand. In this case, any kind of event or case that leads to the degradation of the quality of the brand should raise an alarm. The case presented tarnished the image of Toyota by presenting it as a company that had poor management and reduced quality of its brand. Since the media is a powerful tool in controlling people’s minds, the overall effect of this is that the audience will suspect that Toyota’s products are no longer the best or that it is beginning to go down as a company. This would affect the employees’ motivation to perform their duties and as managers, experience inability or changes in the emotional levels. Therefore, I would realize the need to work in close collaboration with the employees to alter public opinion and, in the long run, prove the Toyota Company as capable of giving good quality products. This will encourage an “increasingly team-driven and intimate workplace where leaders and followers interact more closely” (Caudron 3). I will also consider holding a press conference that would explain why the events occurred and show my dedication towards making the best brands.

Conclusion

Media management is a daunting task for any manager running a media firm since the particular firm is leading sensitive issues and that they are an organization that is open to public opinion. It is therefore crucial that the leader of such an organization has strong leadership skills that are backed up with creativity to have a clue of how to deal with challenges when placed in the limelight.

Works Cited

Audia, Pino and Goncalo Jack. “Past Success and Creativity over Time.” 2007. Web.

Caudron, Shari. “Hard Case For Soft Skills.” 1999.

Picard, Robert. “Environmental and Market Changes Driving Strategic Planning In The Media Firms.” 2009.

Wicks, LeBlanc et al. “Media Management, 3rd edition: A Casebook Approach.” 2004. Web.

Williams, Barbara (2008). “What is a leader?” Web.

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IvyPanda. (2021) 'Management. The Head of Mass Media Enterprise'. 30 December.

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IvyPanda. 2021. "Management. The Head of Mass Media Enterprise." December 30, 2021. https://ivypanda.com/essays/management-the-head-of-mass-media-enterprise/.

1. IvyPanda. "Management. The Head of Mass Media Enterprise." December 30, 2021. https://ivypanda.com/essays/management-the-head-of-mass-media-enterprise/.


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IvyPanda. "Management. The Head of Mass Media Enterprise." December 30, 2021. https://ivypanda.com/essays/management-the-head-of-mass-media-enterprise/.

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