The Role of the Media Campaign in a Company - Essay Example

Media campaign Communication is a key element in human life. Communication is a better way of passing information among various parties. For instance, individuals understand each other better through communication. Communication extends from individual levels to societal perspectives, where organizations, firms and various companies need to apply communication skills in order to survive in their field of operation. In the case of a company, communication is a very key element that enables coordination within the firm and even outside the firm with the external alliances like the company customers, competitors, debtors, creditors and even the potential investors among other parties. At such levels, the communication can be best achieved through media campaigns. Various companies have used media to reach their audience and enhance their communication within its internal and external environments. Public relations are an essential element, and a very determinant pillar for survival of any company in the market. This calls for media working in the companies. For any company to achieve good public relations, a great emphasis should be done on the side of communication. This calls for employment of media campaigns, that should be done strategically and in a procedural manner in order to meet the targeted audience effectively. If a company decides to embark on media campaign, this should be a strategic move. Media campaign will enable it to meet its audience, who are majorly the external partners like customers effectively. The companies should use PR communication strategy in order to get a better link with the audience. Strategic communication involves the use of planned media campaign to achieve public relations, marketing and advertisement. This is targeted to sending a particular important message to the audience. The whole process should start with a formative research. The research should be much directed on the audience and the situation on the ground. The research carried should come with as much data as possible concerning the audience. This is the first step that enables the company to establish its basis on where tobogganed the media campaign and which phase to take. The research should be based on the current situation and not the history. Those conducting the research on behalf of the company should try as much as possible to come up with the opinion of the audience concerning the situation on the ground. It is from the opinion of the audience that the company will establish its next step of reaction. Before launching the media campaigns, the company needs to research and get to a clear understanding of what is known by the communication professionals. This will drive them towards their own research and come up with their own findings. The company should not base their campaigns on a research that was carried by a different party or company. This may be bias and create inconvenience to the company, making it not to achieve the goals set towards effective public relations. The research step should be based on what is the situation on the ground. Clear analysis of the situation should be drawn. The company should also be analyzed at the research phase. The analysis of the company should include its performance, how it is perceived by the society through its customers and the competitors. An analysis of the various parties, which have a direct link with the company such as the employers, customers, shareholders, the company owners and even the suppliers and creditors should be drawn. A clear report should be drafted, quoting the situation whether it is a negative or positive to the company. The form of the situation whether an opportunity or threat to the company performance should also be identified during the research. The management should act on the report from the research. This gives the next move that involves planning towards the actual campaign process. This brings in the company goals and objectives, where the company wants to position itself in the market, and how to get there considering the situation and the external forces. At this stage, the company should establish a firm positioning statement that will enable the publics to distinguish it against its competitors. The goals and objectives of the campaign should also be defined at this stage by the management. The outcomes of the campaign should be anticipated before the actual launching. The established goals should be in a way specific, acceptable by all the parties and attainable within the set period. The public opinion should be part of the objectives since the campaign will be directed to them. The public should be aware of the set strategies and accept the goals before the actual campaign. This will be the major determinant of the success of the campaign. After the planning stage, the company can now launch the actual campaign. However, the exact content of the campaign also matters. This will involve the actual press release. After the research, the company must have established the perspective of the public towards either the company or the situation. The company has the role to elaborate to the public the situation and the strategies they have come up with towards the solution. All this should be in favor of the public for the campaign to turn out successfully. The company has the role to determine the appropriate media to use for the campaign, whether audio (through broadcasting stations), video (through televisions) or the newspaper. The media campaigns can also be carried out online, which is of late the most appropriate media for global communication. The writing of the press release, which stands out as the actual media campaign should also be procedural. According to the release by World Trade Organization in 1990, the most important thing about the story should come first. The press release should not be a promotional or advertisement tool, but should comprise of a genuine pieces. A key element in press release is the timely aspect. Different press release should be prepared and released at particular intervals. Quotations in the press release are essential. The press release should remain brief and straight to the point. The press release is written to the broadcasters and the editors to assist them to pass out the correct information to the public. The press release should be timely. Its deadline should be communicated to the media as agreed upon by the company. The press release may also be posted on the company website. The release of the public release by the media is the actual campaign process. The importance of the public release is to elaborate on the company performance. The company, by launching the public release explains to the public what they offer, their services, products and performance. The mission and vision statement of the company is an essential element to enable the public knows what kind of organization the company is. After the press release, public response is very important. This enables the company to know what the public, who are their current and potential customers, expects from the company. A press release is the best clarity that the company can use to elaborate to the public the best they can offer. The public response on the press release enable the company to identify the gap between what they offer and what the public expects of them. An identification of this gap is a major step towards good public relations and customer satisfaction. In general, the press release is a major tool to link the company and the public (Wilcox 2001). Generally, media campaign is very essential in any company. It enhances creation of public relation through the press release. The press release is a major tool that can be used by the company for advertising and creation of awareness of their existence and services to their current and potential customers. A press release should therefore be done in a systematic procedure following a particular formality in order to be in a position to meet the stated objectives. In conclusion, press release and media campaign working in the companies are the pillars supporting effective company performance. However, they cannot be attained without strategic approach. A company should strategize and plan for the media campaign before launching the press release in order for them to be successful and meet the targeted audience effectively. The media to use during the press release is another determinant for its efficiency. An appropriate media that has a direct link and accessibility by the targeted audience should be used during the media campaign and the press release. References Freedom Forum Media Studies Center. (1996). The media & campaign 96: Briefing. New York: Freedom Forum Media Studies Center. World Trade Organization., & World Trade Organization. (1990). Press release. Geneva: Information and Media Relations Division of the World Trade Organization. Wilcox, D. L. (2001). Public relations writing and media techniques. New York: Longman. Read More