Business and the Media

Business and the MediaBusiness and the Media

Ownership of the Media and Its Responsibilities Racial Diversity and Gender Equality in the Media The Fairness and Balance Issue Deceptive Advertising and Free Speech Special Issue: Government Regulation of Tobacco Advertising How Businesses Influence their Public Image

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The media industryThe media industry

Media

A means of communication that widely reaches or influences people.

The media industry includes companies specializing in:

Broadcast technology: the sending and receiving of messages/images via transmission equipment, cable lines, wireless devices, and receivers.

Broadcasting content: News, entertainment, movies, etc.

Service delivery: Cable companies, theaters, video stores, and so on that interface with the consuming public.

Media’s ethical and social responsibilitiesMedia’s ethical and social responsibilities

Ethical issues in the media: Acts of journalistic fraud and plagiarism Source of values (i.e., should the media continue to support

endorsers facing criminal charges?) Marketing violence through media inputs of television, music, the

Internet, and other means. Monitoring the instances of sex and violence and the impact that

these theme may have in society.

Racial diversity and gender equality Racial diversity and gender equality in the mediain the media

In a 1997 study, ethnic minority groups were found to make up only 15.7% of prime-time drama casts.

Only 26% of major characters in movies were women. Minorities are segregated in specific types of content, and rarely

engage in cross-ethnic interactions. By 2001 there was evidence of efforts toward greater

representation of minorities in the media.

The fairness and balance issueThe fairness and balance issue

The fairness and balance issue is about how the media reports business activities.

From 1949 to 1987, the FCC was entrusted with enforcing theFairness Doctrine.

It required television and radio broadcasters to cover both sides of important or controversial issues and to give the opportunity for contrasting viewpoints to be aired.

It gave the FCC authority to rule on the fairness of broadcasts. The law was repealed in 1987.

Deceptive advertisingDeceptive advertising

Deceptive advertising

Occurs when an advertisement misleads the consumer by lying, withholding relevant information, or creating an unreasonable expectation.

Right to free speechRight to free speech

The right to free speech underlies the issue of deceptive advertising:

The free speech issue is about how to find a balance between the constitutional right to free expression and the trustworthiness of information used by stakeholders to make purchases, seek employment, and take other actions.

Public Relations Society of America (PRSA)Public Relations Society of America (PRSA)

A professional association of public relations officers. The organization is committed to “the fundamental values of

individual dignity and free exercise of human rights” and believes that “the freedom of speech, assembly, and the press are essential to the practice of pubic relations.”

PRSA core valuesPRSA core values

Advocacy. We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace…to aid informed public debate.

Honesty. We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.

Expertise. We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.

Independence. We provide objective counsel to those we represent. We are accountable for our actions.

Loyalty. We are faithful to those we represent, while honoring our obligation to serve the public interest.

Fairness. We deal fairly with clients, employers, competitors, peers, vendors the media, and the general public. We respect all opinions and support the right of free expression.

Media training of employeesMedia training of employees

Media communication experts generally give their clients the following advice:

Resist the temptation to see reporters and journalists as the enemy. Business media representatives should build bridges with the media.

Employees should be instructed to keep the long-term reputation of the company in mind.

Being open and honest is a successful media strategy. Businesses should make communications a priority and the training of the

company spokesperson a critical and ongoing program.