The Role of Media in Profit and Non-Profit Organizational Success - Essay Example

The scope and influence of today's media is encompassing. No matter how sincere and good the visions of the organizations are they will never succeed in realizing their visions if they do not get enough support from the people. When it comes to getting support from people, the media has a lot to offer. The scope of media is very extensive and it certainly has the capability to reach millions of people around the globe. Through the use of media, it will be easier and more convenient for these profit and non-profit organizations to relay their messages to their target market. For example, if a non-profit organization needs financial aid to accomplish its goals all it has to do is make an announcement, or advertisement, on television, radio, or newspapers, and financial help will sooner or later pour in. 

 In addition, considering the universal truth that people act based upon how they perceive pieces of information, profit and non-profit organizations need the help of media in terms of managing, regulating and influencing the perceptions of people until eventually initiating a course of behaviors that will allow the organizations achieve their objectives (Richins, 1987). Persuasion is a key to success, and this is one thing that the media can provide to profit and non-profit organizations. Especially for-profit organizations, the media can help them with their campaigns and communicate their persuasive messages to people (Wartick, 1992).