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Written Analysis - Essay Example

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Written Analysis
1.0 Scenario:
Poor radio making has resulted in FBi Radio losing audience members and supporters and the station has delivered negative returns for the last two financial years…
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Download file to see previous pages Unless there are some drastic cultural, attitudinal and perhaps structural changes – and soon - the station will go bankrupt 1.1 My stakeholder: Ads and sponsorship team (paid director and assistants) – coordinate sponsors and sign up supporters (which according to the scenario we are losing). 1.2 Goal: To trigger a more intrinsically and extrinsically motivated ads and sponsorship team through direct, open and constant communication between the ads and sponsorship team and the sponsors. 2. 0 Introduction: The paper will talk about the challenges that confront FBi radio station in Sydney and ways in which to deal with them. Inferences from literature will be taken in light of the current situation at FBi and a communication strategy will be proposed for the chosen stake holder. The paper will talk in depth regarding the communication strategy, why it was chosen and how it should be implemented. 2.1 Background : FBi is an independent not-for-profit community radio station. It is located in Sydney, Australia. The station revolves around local alternative music. More than 50% of its music content is Australian and comes from local musicians in Sydney. It was established in 1995 in response to the huge hue and cry mad by the music communities Sydney. They demanded a radio service that would focus only on Sydney’s cultural life. After a lot of struggle, it was granted the license to broadcast across Sydney on 94.5 FM. This was a landmark for the radio station as today it holds the largest community radio license ever granted in the country. It runs at 150KW capacity and its signal stands at par with the most powerful commercial licenses. However numerous challenges have confounded the radio-station. It needs to deal with these challenges effectively and come up with ways to counter them. poor radio programming has led to declining ratings. It has suffered financial losses and this had led to an organizational culture of a sense of entitlement. Unless the stations comes up with ways to revamp the organizational culture and attitude the station will go bankrupt in less than a year. 3.0 Situation Analysis As mentioned before, poor-radio programming is resulting in a lot of losses for FBi. The company has incurred heavy financial losses in the last one year and if this goes on it is going to go bankrupt in the next one year. It will not have enough programs, sponsors and clients to support its existence. It will be difficult to make it sustainable. More-over it will loose all its clients. There are various stake-holders associated with the company. At the helm of the affairs are the internal and external clients of the company. These clients keep the radio running. Unless they are not satisfied, they wont be willing to invest in the company. Why would they invest in an organization which is not going to give them their desired results? They need to know that their investment of time, money and energy in the radio station will stand to benefit them. similarly, sponsors will also feel disillusioned with the company if the situation is not taken care of immediately. The organization is supported by sponsors like Pinnacle, City Jungle, and Fleet Foxes. They need to be assured that their investment is in something worthwhile and it will give them their desired benefits. The stake-holder whose point of view, I will be discussing are the ads and sponsorship team. They are the ones who bring in the money needed to run this organization. They contact and co-ordinate with the sponsors and generate funds for the radio to run. However in the current scenario, FBi radio is loosing out on sponsors. So ...Download file to see next pagesRead More
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clementinatowne added comment 10 days ago
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Great paper! Used it to complete an assignment for a journalism & communication course. It was easy as ABC, for the first time in my life.

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