BBC Plan in Public Relation - Case Study Example

Individual "Report" about (BBC) to do plan in public relation Introduction The British Broadcasting Corporation (BBC) is a business corporation that offers service to the public by broadcasting information through media. With the latest statistics, BBC is taken to be the largest broadcaster in the world (Tench and Yeomans, 2009). This corporation operates underneath a Royal Charter which states that the duty of the corporation is to update, teach and entertain. Its purpose is to provide public awareness and set up basic principles. British Broadcasting Corporation gets to offer to the public the benefit of upcoming technologies in communication (Tench and Yeomans, 2009). This Broadcasting Corporation gets to deal with the public in almost all instances. To be able to manage the manner in which data and other ideas get to be shared among the parties that are: public and the corporation, for that reason, a good public relation has to be set up (Tench and Yeomans, 2009). Public relation is a form of practice that involves the management of information flow that takes place between one person or a firm and the public. British Broadcasting Corporation has experienced many problems due to its employees who have been behaving inappropriately. Their actions do align with the moral conduct that the corporation is having praises for. The society has been viewing the company to deliver good information through these journalists that are trusted by the people in the society. The individuals in society have been bringing some civil claims forward because they have been through so many abuses which have been caused by the employees of BBC (Robinson, 2013). Some claims that have been brought forward against a former worker of BBC, Jimmy Savile. Because this person was an employee of the corporation then when the claims will be brought forward, they shall also link the places where the abuse happened, for example the hospitals, children’s home and BBC (Robinson, 2013). Every corporation sometimes faces some challenges over the issues that arise in the daily activities. British Broadcasting Corporation is a business that mostly deals and interacts with the society. Over the years, it has set up a good reputation and now it has been washed away, and this has to be handled expeditiously. This paper is a report that shows a journalistic analysis of British Broadcasting Corporation. Furthermore, to do plan in public relations by developing a proposal that will gain positive media coverage aimed at tackling the challenges. Background British Broadcasting Corporation is a public corporation that provides broadcasting services to the society. Its headquarters is in London, and it has both substantial production centers and minor centers. It makes available its services by direct broadcasting and re-transmission agreement by radio, TV and online (Tench and Yeomans, 2009). Many of the previous journalists have been delivering good programmes that the audience used to love and enjoyed seeing. These have been created and build through many years of working hard and having the honesty to the public (Tench and Yeomans, 2009). The key cause that has brought much of accomplishment and other achievements to the company has been the immense emphasize and conservation of the core values that are regarded as the main principles by the Board of Directors in the company (Tench and Yeomans, 2009).Moreover, British Broadcasting Corporation has been pandering on the Muslim community that abides in Britain. It has made unequal number of programs on Islam at the cost of covering other Asian faiths (Tench and Yeomans, 2009). With the rising questions, the organization’s reliability as a service to the public and as a broadcaster, came into inquiry. There have been allegations on Jimmy Savile for abusing young children in large numbers. He did this in pretence of his fame and charitable work where his profession deflected the accusations of the misconduct. Most of the offenses that were committed were in the vicinity of public institutions (Ch, 2012). Not all the accusations that have been brought forward are true, some of them are mistaken and others are offered to destroy the identity of Jimmy Savile and the corporation he was working for. Objectives The British Broadcasting Corporation team has to change its tactics and work to ensure that this corporation remains to be the greatest broadcaster in the entire globe (Tench and Yeomans, 2009). The major intentions of this scheme were to have a start in building a social media footprint and a better program for marketing. The channels that are being used now for transferring the news and other information were modified in various forms and further integrated with each other. British Broadcasting Corporation has to ensure that the service it offers remains relevant to the majority of people in United Kingdom and, on the other hand, remain to be unique (Tench and Yeomans, 2009). The viewers have raised criticisms that in view of the company over-staffing its employees, has caused the burden to be imposed on the consumers due to the high payment they make on the coverage (Tench and Yeomans, 2009). This pushes the British Broadcasting Corporation to review its state of employment and see how it can regulate the way the staff are recruited so as not to incur much loss in their finances (Jones, 2013). Other competitors have also raised their words over the mandatory licensing fee that they see it as being unfair because it limits them in their competition with the British broadcasting corporation (Jones, 2013). The journalists are faced with the challenge of trying to recognize the society as a centre point of their work. They need to portray the real picture of the situation like poverty and other struggles by not demeaning the people who are suffering (Jones, 2013). It seems to be more difficult to convey the problems that some people are facing or the inconveniences that they encounter in their lives. When the view of marketing communication was integrated in the corporation better ways of relaying the message to the audience, was created (Tench and Yeomans, 2009). Different forms of direct message get to confuse the consumers who are the viewers and later on the brand of BBC is damaged. Marketing communication is termed that means the transmission of information which has been taken to be a part of advertising or a program that is marketing a product (Jones, 2013). Public relation has created good will in order to create better relationships in marketing and organizations deals (Jones, 2013). The negligence claims have been brought forward and the victims have told the court that the care of duty which the corporation owed to them was breached (Jones, 2013). This is a huge problem to the organization in that they have to submit evidence of what they knew about the risk that the victims have raised about them. They also have to issue all the protective measure that they decided to take in order to solve the problem or guard against the occurrence of the same risk another time (Jones, 2013). Statement of the problem Many of the censure of the corporation were taken as the lack of fairness and neutrality as these were observed by many outside people. Due to the high standards of praises that had been put by its own people that the company is of impartial value and unbiased in the way that it does its reporting, it has now been seen to be failing in terms of its services (Tench and Yeomans, 2009). The public has lost its trust in the information that the company is passing to them (Mayer, 2007). This is because it has fallen on the high expectations that it was supposed to deliver. Media has to be selective in the way that it tries to approach the issues and the subjects that it is covering. The way they relate with the public will determine how the information and news that they pass to the society gets to be receive (Mayer, 2007). It is the public relation that has to bargain and get to win the trust of the public by effectively communicating to the citizens and compelling them to regard the manner that the broadcasting corporation in offering their services to them (Mayer, 2007). After the allegations were brought forward by the society, the police launched their investigations where they found out that a very large number of young people have been assaulted through a period of around 40 years. Moreover, he was able to rise to national prominence and be awarded a couple of rewards for the good work he was doing as a charitable person (Devon, 2013). The major setback was that several victims who were victimized had no chance of coming forward and raising their claims while Jimmy Savile was still alive. Those who got the opportunity to file their claims never got their accusations to be pushed forward by the courts. If the corporation does not get to protect itself and fight for its reputation not to be destroyed, it therefore has to protect the identity of its employees like Jimmy Savile (Devon, 2013). If it fails to win these proceedings, its identity will be completely destroyed and the trust that people had on the journalists and the way it handled its businesses will degrade. The victims are going to sue the company on the stands that they were liable for the actions of misconduct performed by the accuser (Devon, 2013). Target audience The British Broadcasting Corporation needs to raise the quantity of the social media value. This is to be done by escalating the demand of the information that they have to offer to the public (Devon, 2013). For this to be effective, assemblies of the public have to be targeted, and every tactic applied to make sure the information gets to reach them. The target audience of the channels offered by this broadcasting corporation is from the age of 16 to 34 years old. To this group it gives a purpose of offering creative content to the youthful spectators, when they get to center the upcoming talent and fresh technologies (Devon, 2013). The reach to children between the age of 6 and 12 has increased to 39% considering the previous score which was much less than this. People who consider the free view have also increased to about 31%. The topics being discussed in British Broadcasting Corporation radio center to adults, and it this makes 9 out of every 10 adults listen to it weekly. These statistics of adults and the radio had been low and remarkably stable for a while, but after some few changes in the corporation, the number has increased tremendously (Devon, 2013). These audiences are mostly targeted by the controlled programmes that are shown on the channels. Some of the programmes only favor or are of much interest to the young children and others are of interest to the older people. British Broadcasting Corporation used to only air programmes that were of interest to the older people, and this made their target audience only to be adults (Tench and Yeomans, 2009). The managing group has now increased the channels and the number of programmes that get to be of interest to the teen group and the young children too. It has also brought entertainment programmes that can be viewed by all the different ages (Tench and Yeomans, 2009). British Broadcasting Corporation offers world news, and it focuses on people around the globe. This has been implemented recently since the growing number of the audience has been sky rocketing. Since the public gets to pay for the channel that they want to view, the British Broadcasting Corporation has decided to increase its wide area of media coverage (Tench and Yeomans, 2009). The innovators and investors have also influenced the corporation to widen its area of coverage. These all depends on the age, gender, location, income and the education level of the public (Tench and Yeomans, 2009). Strategy Public relations come from a deep comprehension and mastery of the small and weighty concerns around the British Broadcasting Corporation (Tench and Yeomans, 2009). After his death, the loving nature and trust that he had on people drifted away and much hate was directed to him and the corporation that he was working for. BBC had o find a way to change this and make the society gain trust in them and their employees. In most of the cases that happen when an employee has behaved not accordingly to the moral standards set, then the employer is the one to pay the price. But in the recent society the organization is the one that gets to be sued if the employee who misbehaved is in a certain relationship with it (Jones, 2013). BBC has tried to launch investigations that will look deeply into the investigations. It has also apologized to the victims that were attacked by Jimmy Savile. The corporation was also appalled that some of the offences stated were committed within the premises of its main offices (Jones, 2013). The company started by capturing some of the leads through customized tabs on the fan pages that offer a better way of following up an individual by either mobile communication or e-mail, so as to offer something of value and in exchange gets to follow up some contact information (Tench and Yeomans, 2009). In an open sense, the public service corporation is trying to jump from its multichannel stage into the on-demand better future designs (Tench and Yeomans, 2009). Statements that arise from people, about the stories that are aired on abuses of the welfare systems sometimes they make other people view it as a form of unfair benefit to them. In most scenarios, these statements are never true, but the stories aired by the broadcasting corporation seem to confirm them (Tench and Yeomans, 2009). The director general and other managers decided to propose some elevated values that would see a better future for British Broadcasting Corporation. The quality of its editions had to be put at the forefront of all the British Broadcasting Corporation services (Tench and Yeomans, 2009). This made their final product that they offer to the public to be of high and respected quality. The public will gain trust to the information given by the corporation. Additionally, better value has to be offered to the audience due to the amount of money they have paid for the license fee (Tench and Yeomans, 2009). Implementation British Broadcasting Corporation is forming a better commitment in relation to its ethics that guide the employees and it has developed a clearer vision for how it can combine the ingenuity and obligation of its personnel in order to maintain serving the public in more creative manner (Jones, 2013). There is a strong need to progress and become accustomed to the modern society. Particularly, this comes as a view in expanding its stipulation of digital and multimedia expertise. Some of the journalists work seems to be of professional view but without good qualifications or explanation. In media reports and news, the statements have to be overseen in order to be exceedingly accurate, and communicated in precise language (Jones, 2013). Any of the article posted to the public on the online sources have to give a better explanation on the existence of different view from people and avoid impartiality (Jones, 2013). As the modern society evolves, there is need increase the insight and consciousness of the audience. This is a way of tapping to the innovators and the better technology at hand. The public has high anticipation from the British Broadcasting Corporation programmes and services that they offer. BBC management has to make an effort and elevate the values of the manner in which reporting is done (Tench and Yeomans, 2009). Evaluation Later in 2012, the corporation saw that it had made crucial errors in most of its coverage in different parts of the world (Easton, 2012). It had underplayed the fundamental aspect of the secretariat that dealt with the conflict at hand. The disagreement that is in question cannot be satisfactorily put across to the public (Easton, 2012). This part on the company is not a success. It raises questions from the public whether they should continue to trust the news from this broadcasting company or not. After reviewing the forward proposal that has been brought forward, it shows a progress in making the challenges that they are facing to be solved, and a better corporation to be formed having trust from the society (Easton, 2012). In the evaluation process, the corporation saw that the company’s five principle groups were being wasted in orders that were not any useful to the public. For example, the utilities that they get to use a lot of funds on, transport and the property that the company posses (Tench and Yeomans, 2009). If these materials and services could be regulated in a substantial manner, then the company will be able to tackle all the other problems that come about from the finances (Easton, 2012). The use of the modern technology to transfer information that is data and other form of information from one place to another can simplify the work to be done (Easton, 2012). The investigation began when a certain program that had targeted the whole audience from different gender and age, which featured stories of the people who had accused Savile of the misconducts in his line of duty (Seamark and Greenwood, 2013). The program was able to make the people in Britain to stand up and cause uproar over the cover-up by the BBC. Later on the director who had ensured the program was brought online was forced to resign. Furthermore, because jimmy Savile is dead the proceedings will require very good psychiatric evidence (The Royal Devon and Exeter NHS Foundation Trust (RDE), 2013). This has helped in increasing the levels of viewing and the audience perception of the quality of the information given as being of good quality (Easton, 2012). An audience research carried out revealed that people have started to gain trust in the corporation and they are watching most of the fascinating programmes being aired (Tench and Yeomans, 2009). The public these recent days, do not have the need for just any information, but instead it needs sensitive and relevant information that is of truth and value to them (Easton, 2012). The public relation has to explain the goals objectives of their patrons to the audiences and furthermore offer guidance on the way they conduct their responsibility to the interest of the public. Bibliography: Chu, H., 2012. Jimmy Savile sex-abuse scandal stretches across decades. Accessed on 12th Dec 2012 from: http://www.latimes.com/news/world/worldnow/la-fg-wn-jimmy-savile-sex-abuse-scandal-20130111,0,7811186.story Devon, N., 2013. Savile report: Key points on TV presenters offending .The Metropolitan Police and NSPCC publishers. Accessed on 12th Dec 2012 from: http://www.bbc.co.uk/news/uk-20984284 Easton, M., 2013.Jimmy Savile scandal: How will it affect future abuse cases? Accessed on 12th Dec 2012 from: http://www.bbc.co.uk/news/uk-20993692 Jones, P., 2013. Jimmy Savile scandal – report reveals extent of abuse against children as young as eight. Immediate Media Company publishers. Accessed on 12th Dec 2012 from: http://www.radiotimes.com/news/2013-01-11/jimmy-savile-scandal--report-reveals-extent-of-abuse-against-children-as-young-as-eight Robinson, M., 2013. Savile spent every waking minute thinking about abuse: Official report reveals full scale of DJ’s six decades of sex attacks across the whole of Britain. Associated Newspapers publishers. Accessed on 12th Dec 2012 from:  http://www.dailymail.co.uk/news/article-2260589/Jimmy-Savile-scandal-Report-reveals-raped-34-women-girls-sexually-assaulted-450.html#ixzz2HkrCx8MJ Tench, E. and Yeomans, L., 2009. Exploring Public Relations 2nd Education Limited. Harlow, England; New York: FT Prentice Hall publishers. The Royal Devon and Exeter NHS Foundation Trust (RDE), 2013. Jimmy Savile scandal: Abuse case at Exeter Hospitalbbc news press. Accessed on 12th Dec 2012 from: http://www.bbc.co.uk/news/uk-england-devon-20989067 Seamark, M. and Greenwood, C., 2013. BBC faces huge payout over Jimmy Savile: Victims hold bosses to blame for creating monster who abused EIGHTEEN girls under ten and dying child at Great Ormond Street. Published by Associated Newspapers Ltd. Accessed on 12th Dec 2012 from: http://www.dailymail.co.uk/news/article-2261077/Jimmy-Savile-scandal-Report-reveals-raped-34-women-girls-sexually-assaulted-450.html   Read More