Journalism, Mass Media and Communication - Essay Example

Journalism, mass media and communication Journalism, mass media and communication Introduction Journalism is a scope that entails carrying out an investigation followed by reporting of the findings. On the other hand, mass media focuses on relaying information to a wide audience through either the television or newspapers. Mass media incorporates all the tools that are authoritative in conveying concepts and ideas (Moor, 2007, p.54). The two disciplines have a close correlation in the field of communication. Studies associated with communication examine a variety of channels that enhance effective transmission of information. Advancement in journalism and mass media is attributable to evolvement in branding. Branding Without Technology Poor technical knowhow in the 19th and 20th centuries contributed adversely to the existence of few forms of communication information to the public. The most prominent forms of relaying messages at the time were print, sound recording and radio. Sound recording was fundamentally commercial especially the phonograph. The uniqueness was because the method of communication depended on purchase by consumers. Sound recording ended with the growth of radio (Bergh & Behrer, 2013, p.113). Consequently, people who were interested in marketing could only advertise through newspapers or the few radio stations that were in existence. A unique form of advertising in the early days was the use of films as a medium of getting across information. During the 1940s, the birth of the television industry took away radio customers by storm (Chasser & Wolfe, 2013, p.49). People shifted the focus to the television as a means of advertising because majority of the individuals stated buying television set to embrace the new phenomena. Modern Day Branding The society has changed over time characterized by an increase in the desire of businesses to get a wide market share for products. Competition in the various industries in the economy is growing intensity. In addition, more businesses that are new are continuing to emerge with new products and services (Dill, 2013, p.84). People do not really trust businesses because of the awareness that the companies have no concern about providing quality products but are inclined to make profits. This perspective affects buying decisions. Trends in around the global community agree that use of the tools and tactics of brand journalism is detrimental to success (Smith & Higgins, 2013, p.144). Nonetheless, some traditional forms of mass communication continue to play a significant role in branding. The only factor is that the old techniques have diversified in nature. To put the matter into perspective, print media is still in existence as a tool of mass communication and so is the radio and television. Currently, the number of publishing media companies around the United Kingdom has increased significantly. Printing house was is among the veterans in the industry of publishing as a tool for mass communication (Davis, 2013, p.222). The company assists not only in advertising but in also linking a business with the right kind of suppliers who will enhance growth. The company has established branch offices around London to meet the rising need of creating awareness of a product dealt with a client. The Printing House has also established online services that enable a business to market products to a wide market across various regions in the United Kingdom. Another player in enhancing branding of companies products through print is PrintExpress.co.uk (Egan, 2007, p.80). The organization has unique methods of branding that are very popular nowadays for example leaflets, designing of flyers and t-shirts. Customers get a sense of attachment when a business provides branded t-shirts and the like. Other firms offering print services for companies include Euromoney, which prints journals, magazines and newsletters. This method of branding is unique as both the youth and the old people in the society can relate to the stories provided by journalists (Kaye & Quinn, 2010, p.35). Most important is the fact that experts provide views on a given product relative to a substitute of the product. Customers trust the comments by experts and tend to go for the brand that experts think is the best. Television stations have increased with a wide range from BTTV, BBC to Asset T.V.. The stations have improved on digital branding, where a journalist carries out a segment on products to assist consumers in advancing their knowledge on the same (Smith & Higgins, 2013, p.127). It is makes it easy for businesses to get airplay on its products. Business segments allow customers to understand quality products in the market, the available stores to purchase the products as well as the wholesale and retail prices. Media houses have shown dedication in increasing awareness about local products in an attempt to promote local firms from foreign competition. Causes The era of old forms of media communications has changed amidst digital communication. Shifts in branding over the last couple of years are attributable to technological advancement that has made reaching out to the customers by a company very convenient (Lloyd & Toogood, 2015, p.104). Effective use of global internet has taken branding to a completely new level by creating a network that enables computer users to get information about a company and its products. Workers can listen to radio online and get advertisements on a product or service while behind the desk in the office. The exposure of the internet has revolutionized mass communication by enabling journalist to advertise information on Web pages. People can access such information conveniently from smart phones and computers. This upgrades the knowledge about new products in the market and influences the decision making process of purchases by customers. In relation to brand journalism, media houses around the United Kingdom have adapted a new concept known as cross media. Paul Brand is a re-known correspondent of ITV, a media station located in the U.K. He is a perfect example of journalists involved in branding to keep the followers updated on new products and market trends (Egan, 2007, p. 95). The concept involves sharing the same information but in different channel mostly print and websites. When relaying new information to the public, journalism has to ensure there exist no bias because otherwise, the discipline would lose credibility and the function of being a watchdog to the community. Mass communication has enhanced the attention to advertisers who develop content that is of interest to the consumers (Kaye & Quinn, 2010, p.48). The development of new media forms such as social networking sites of Facebook, instagram and twitter have been instrumental aspects of enhancing branding. All media houses both television and radio stations have established social media account, which may or may not have the name of well-known journalists. The main aim is to increase connectivity with listeners through social networking. Companies are taking advantage of this initiative to get information to the customers about the existence of a particular product and its benefits. The marketing strategy is very useful because consumers can give feedback on the use of the product. Consequently, the company can develop the appropriate plans for designing the product in a manner that will meet the increasing needs of consumers (Egan, 2007, p.107). The move also creates customer loyalty, which in the long run leads to success. Businesses now apply the principal of being demand oriented within the market. This means that a company sells the brand that consumer wants as opposed to what the company wants to offer (Lloyd & Toogood, 2015, p.97). Blogging has become an integral aspect of journalism thereby breaking down the process of communicating to the masses. Companies are nowadays using popular journalist who engage in blogging to create awareness about a given product to potential customers. Ideally, the step is effective, as the public tends to participate in the discussion thereby influencing others to purchase the product or service. Most companies have opened online stores that provide a customer with the option of placing an order online. Brand journalism focuses on all individuals at all levels and as such the people who cannot afford to buy newspapers occasionally can access the journalist segments on the newspapers online using smart phones (Abbing, 2010, p.66). Advertising on the newspapers is more comprehensive than advertisement on the radio or the TV because one can actually read to get more information about the product and its use. Some products relate to a specific target market and thus call for a specific channel of communicating to the audience. If for instance a product is about improving the beauty of a woman, women magazines will be tools to communicate such information (Bergh & Behrer, 2013, p.125). If on the other hand, a product is a cloth such as shorts for men, male magazines will play a significant role in creating awareness about the existence of the product. Competition in the United Kingdom market is going up as more participants enter various business fields. Given the presence of cutthroat competition, companies need to ensure the maintenance of customer loyalty and at the same time get new clients. Many organizations have resulted to a head such for journalists to assist in content strategies. This goes a long way in developing useful stories with the customers (Chasser & Wolfe, 2013, p.61). In addition to the stories, the companies also adapt the use of video tutorials for better understanding. To give a better angle to the strategy, the journalist establishes programmes where the public get to participate in an experimental check of the functioning of the given product. Medium businesses always look forward to use brand journalism to take a stable position in the market (Davis, 2013, p.249). Small sized companies focus on content curation, an aspect of brand journalism. Content duration entails understanding the industry and generating magazines with specified prospects. This is very counterproductive because it serves as a guarantee of increased chances of success in the future. Consequences The results of branding journalism as a tool of reaching out to customers are appealing. If the journalist and the additional channels used to convey the message to the target market are consistent with the business needs, the entrepreneur stands to increase market share (Lloyd & Toogood, 2015, p.74). A larger market share means that the business becomes a leader relative to the competitors. At such a point, the company stands a better chance of establishing branch units of the business in other regions and succeeding on the same. Optimizing on the mass communication strategy will build a relationship of goodwill and trust between the business and the clients (Smith & Higgins, 2013, p.112). Ultimately, the positive image of the brand will attract more customers on the various platforms that provide information about the products and services. It appears that brand journalism will grow exponentially in the future than any other channel of mass communication and foster better public relations. Judging by the extent of operations of the discipline of brand journalism, ethics within the industry are likely to go a notch higher. With the digital age, cases of violating or taking advantage of other people’s ideas are rampant (Dill, 2013, p.79). Scandals about companies suing each other for malpractices or fraud will be on the rise. United Kingdom is looking into relations between media houses, government and activities of journalists through the Leveson inquiry. This is of fundamental importance as most journalists have been acting outside the scope of the law (Bergh & Behrer, 2013, p.132). Implementing a new code of conduct will aid in regulating the business environment and protect small businesses from any cases of unfair competition. Interviews, expert analysis and brand stories will increase the consumption of quality products by the United Kingdom population. It is a lot more likely that the population will the improve living standards. The use of brand journalism using tools such as blogs, social media, journalist analysis in newspapers and magazines will make it very difficult for foreign firms to venture into the markets. Owing to the inexperience of the new entrants, which validates the fact that the newcomer has no knowledge about how to compete, establishing in London will be difficult (Davis, 2013, p.272). The private sector will be able to compliment the public sector and enhance economic growth in the United Kingdom (Abbing, 2010, p.56). When brand journalism turns to be successful, more investors will be willing to fund the business. As a result, the business will expand the number of operations and provide job opportunities for individuals within the society. Red bull relates to a relevant case of a corporation that has been successful in using brand journalism to promote the sales of the energy drink around London. Conclusion Brand journalism is all about using journalism tools to develop stories about an organization. The stories entail information about the product dealt with in order to create attention among the readers who desire to get more information and associate with the company in question (Moor, 2007, p.42). Advancements in expertise have made it possible for journalists to share such stories with readers through online magazines, newspapers and journals. The journalists have established interactive websites, social networking and blogging sites that enable comprehensive interactions thereby developing a connection with the consumers. Consequently, the public relies on such knowledge provided by the experts when making purchasing decisions. Bibliography Abbing, E. R. (2010). Brand-driven Innovation: strategies for development and design. Lausanne, Switzerland: AVA Academia. Bergh, J. V. D., & Behrer, M. (2013). How cool brands stay hot: branding to Generation Y. London, Kogan Page. Chasser, A. H., & Wolfe, J. C. (2013). Brand rewired connecting branding, creativity, and intellectual property strategy. Hoboken, N.J: Wiley. Davis, A. (2013). Promotional cultures: the rise and spread of advertising, public relations, marketing and branding. Polity. Dill, K. E. (2013). The Oxford handbook of media psychology. New York: Oxford University Press. Egan, J. (2007). Marketing communications. London: Thomson. Kaye, J., & Quinn, S. (2010). Funding journalism in the digital age: business models, strategies, issues and trends. New York: Peter Lang Publishers Lloyd, J., & Toogood, L. (2015). Journalism and PR: new media and PR in the digital age. I.B. Tauris. Moor, L. (2007). The rise of brands. Oxford, London: Berg. Smith, A., & Higgins, M. (2013). The language of journalism: a multi-genre perspective. London: Springer. Read More