LONG QUESTIONS

Q1. Explain in detail the need, scope and functions of media management.

Media management is a business administration discipline that identifies and describes

strategic and operational phenomena and problems in the leadership of media enterprises.
Media management contains the functions strategic management, procurement management,
production management, organizational management and marketing of media enterprises. A
uniform definition of the term media management does not yet exist, and "the field of media
management in its present form is neither clearly defined nor cohesive. Notwithstanding this
fact, among existing definitions there is a shared base concerning the business administrative
character of media management and the functional understanding of management. In the
following a number of definitions are provided.

Media Management consists of (1) the ability to supervise and motivate employees and (2)
the ability to operate facilities and resources in a cost-effective (profitable) manner. The core
task of media management is to build a bridge between the general theoretical disciplines of
management and the specifities of the media industry. Media and internet management
covers all the goal-oriented activities of planning, organization and control within the
framework of the creation and distribution processes for information or entertainment content
in media enterprises.

The right public connections is essential if you are into different kinds of marketing and
advertising programs that are developed towards improving the image of your business. As it
is, press release is entirely about building the right relationship to promote or advance the
reputation of the company, its management as well as employees. In addition to this, you
require the best insider marketing in order to communicate your message to obtain
supporters, advocates and allies in the institution and the entire community. By means of the
right press exposure, you can even seek the services of people to help you in boosting the
image of your company and in improving your organization’s image in the unique internet.
However, if you will work with several funding organizations, you will know that you can
actually obtain the result that you have always wanted. True enough, it is not that easy for
any one to build a company name especially in these modern times when several
organizations are currently improving their own reputation so as to convince the group that
they have the most popular and top quality offers. True enough, the best press exposure can
also help in the growth of any company and getting it connected to the right establishments as
well as economical aid from various departments. The fact remains that press release is not
simple advertising or marketing; you also have to include exposing the company to various
special events, community relations, social networking, blogging, internal relations, and other
important works that are geared towards achieving the best media exposure.

The scope of Media Management can be summarised as under:

1. Regulatory framework of the media.

2. Compliance of ethical values in reporting.
3. Reporting of issues affecting society at large.
4. Developing base for professionalisation of print and electronic media
5. Maintaining high standards of objectivity in criticism of government and other
authorities.
6. Developing process and procedures for reporting.
 7. Developing and implementing control mechanism for media operations.

The functions of media management are as under:

1. Strategic Management: It is a foundation for making decisions in a company.

Strategic management is setting goals for the media campaigns and putting in place
approaches that provide value to the company. Program evaluation, Break-Even
analysis, Game theory, and financial control are the measures a media firm must go
through before starting any campaign. To stand as a strong competitor, strategic
management helps out a lot. It also includes allocating resources that will be a part of
the media campaign.
2. Procurement Management: Companies use it when they need to outsource a part of
their business. The procurement process in media includes developing budgets for
outsourcing and getting know-how about the target audience. In addition,
procurement management ensures that the money spent on the campaign converts into
leads and benefits. Discovering the cheapest yet most effective source for production
and advertisement concludes as a perfect procurement management system for media.
3. Production Management: It is also called Operational Management. All the applicable
workflow involves the production management phase. It can also be considered the
management of day-to-day tasks and routines within an agency. Furthermore, the
processes included in Production management include the arrangement of resources,
monitoring of workflow, and campaign deployment. It also aims to control issues that
might occur throughout media production.
4. Marketing Management: The marketing management process focuses on promoting
the material, product, or content that a firm or a media agency has created. It helps in
attaining market success and includes marketing strategies. These strategies include
advertising, social media, email, POP, SEO, and content marketing. Moreover,
marketing management’s main goal is removing errors in the strategies and getting
optimal results and responses from the public.

Q3. Explain the different leadership styles and behavioral patterns.

A leadership style refers to a leader's characteristic behaviors when directing, motivating,

guiding, and managing groups of people. Great leaders can inspire political movements and
social change. They can also motivate others to perform, create, and innovate. As you start to
consider some of the people who you think of as great leaders, you can immediately see that
there are often vast differences in how each person leads. Fortunately, researchers have
developed different theories and frameworks that allow us to better identify and understand
these different leadership styles. Leadership styles are classifications of how a person
behaves while leading a group. Lewyn's leadership styles are authoritarian (autocratic),
participative (democratic), and delegative (laissez-faire). In 1939, a group of researchers led
by psychologist Kurt Lewin set out to identify different styles of leadership.1 While further
research has identified more distinct types of leadership, this early study was very influential
and established three major leadership styles that have provided a springboard for more
defined leadership theories. In Lewin's study, schoolchildren were assigned to one of three
groups with an authoritarian, democratic, or laissez-faire leader. The children were then led in
an arts and crafts project while researchers observed the behavior of children in response to
the different styles of leadership. The researchers found that democratic leadership tended to
be the most effective at inspiring followers to perform well.

1. Authoritarian Leadership (Autocratic): Authoritarian leaders, also known as autocratic

leaders, provide clear expectations for what needs to be done, when it should be done,
and how it should be done. This style of leadership is strongly focused on both
command by the leader and control of the followers. There is also a clear division
between the leader and the members. Authoritarian leaders make decisions
independently, with little or no input from the rest of the group. Researchers found
that decision-making was less creative under authoritarian leadership. Lewin also
concluded that it is harder to move from an authoritarian style to a democratic style
than vice versa. Abuse of this method is usually viewed as controlling, bossy, and
dictatorial. Authoritarian leadership is best applied to situations where there is little
time for group decision-making or where the leader is the most knowledgeable
member of the group. The autocratic approach can be a good one when the situation
calls for rapid decisions and decisive actions. However, it tends to create
dysfunctional and even hostile environments, often pitting followers against the
domineering leader.

2. Participative Leadership (Democratic): Lewin’s study found that participative

leadership, also known as democratic leadership, is typically the most effective
leadership style.1 Democratic leaders offer guidance to group members, but they also
participate in the group and allow input from other group members. In Lewin’s study,
children in this group were less productive than the members of the authoritarian
group, but their contributions were of a higher quality. Participative leaders encourage
group members to participate, but retain the final say in the decision-making process.
Group members feel engaged in the process and are more motivated and creative.
Democratic leaders tend to make followers feel like they are an important part of the
team, which helps foster commitment to the goals of the group.

3. Delegative Leadership (Laissez-Faire): Lewin found that children under delegative

leadership, also known as laissez-faire leadership, were the least productive of all
three groups. The children in this group also made more demands on the leader,
showed little cooperation, and were unable to work independently. Delegative leaders
offer little or no guidance to group members and leave the decision-making up to
group members. While this style can be useful in situations involving highly qualified
experts, it often leads to poorly defined roles and a lack of motivation. Lewin noted
that laissez-faire leadership tended to result in groups that lacked direction and
members who blamed each other for mistakes, refused to accept personal
responsibility, made less progress, and produced less work.

In addition to the three styles identified by Lewin and his colleagues, researchers have
described numerous other characteristic patterns of leadership. A few of the best-known
include:

1. Transformational Leadership: Transformational leadership is often identified as the

single most effective style. This style was first described during the late 1970s and
later expanded upon by researcher Bernard M. Bass. Transformational leaders are
 able to motivate and inspire followers and to direct positive changes in groups. These
leaders tend to be emotionally intelligent, energetic, and passionate. They are not only
committed to helping the organization achieve its goals, but also to helping group
members fulfill their potential.

2. Transactional Leadership: The transactional leadership style views the leader-follower

relationship as a transaction. By accepting a position as a member of the group, the
individual has agreed to obey the leader. In most situations, this involves the
employer-employee relationship, and the transaction focuses on the follower
completing required tasks in exchange for monetary compensation.

3. Situational Leadership: Situational theories of leadership stress the significant

influence of the environment and the situation on leadership. Hersey and Blanchard's
leadership styles is one of the best-known situational theories. First published in 1969,
this model describes four primary styles of leadership.

SHORT QUESTIONS

Q1. Desribe a brief note on Principle of management.

The fourteen principles are as under:

1. Division of Work – This principle of management is based on the theory that if

workers are given a specialized task to do, they will become skillful and more
efficient.
2. Authority – This principle looks at the concept of managerial authority.
3. Discipline – This principle relates to the fact that discipline is needed within an
organization for it to run effectively.
4. Unity of command – There should be a clear chain of command in place within an
organization.
5. Unity of direction – Work should be organized in a way that means employees are
working in harmony toward a shared
6. Subordination individual interests to the collective interests – The interests of the
organization as a whole should take precedence over the interests of any individual
employee or group of employees.
7. Remuneration – In order to motivate and be fair to employees, they should be paid a
reasonable rate for the work they carry out.
8. Centralization – This principle relates to whether decisions should be made centrally.
9. Scalar chain – This relates to the principle of a clear chain of communication existing
between employees and superiors.
10. Order – This relates to the proper use of resources and their effective deployment in a
structured fashion.
11. Equity – Managers should behave ethically towards those they manage.
12. Stability of tenure of personnel – It is seen as desirable within an organization to have
a low staff turnover rate.
 13. Initiative – Employees that have an input as to how to best do their job are likely to
feel more motivated and respected.
14. Morale – Keeping a high level of morale and team spirit is an essential part of having
the most productive organization possible.

Q2. Describe the importance of research in media management.

Research is the most important and significant part of acquiring knowledge. Academics just
cannot stand and meet the aspirations of today’s society without research. Historically too,
research has been linked with human endeavor for the better understanding of the
environment. This has led the development and growth through different stages of history in
every field. Research is an essential tool to gather facts, opinion and information pertaining to
a specified problem, situation or opportunity.

Research in media focuses on the communication process and examines the relationships
among the media organizations and the target audience. Media research focus is on the social
and psychological aspects and effects of the different mass media. ts objective is to get
information pertaining to different mass media like the amount of time people spend on a
particular medium, the effects of various medium on the society, the content and presentation
of information or the effectiveness of the programmes to the audience etc. Therefore, mass
media have come to depend on research results for all the major decision they make. The
increased demand for information has created a need for research and researchers in all the
sectors both private and public. The goal of media research is to understand media audience.
The majority of media is based on advertising model. When you know your audience, it helps
you to send more targeted advertising messages.

Q4. Feedback matters and feedback is a ritual. How do you see the value of feedback in an
organization?

Feedback is a vital part of any leader’s skillset. Project managers, team leaders, teachers,
coaches develop this skill over the course of their careers. Not just giving feedback, but also
receiving it is essential for efficiently sharing information within teams and groups. Let’s take
a closer look at its value and learn how to get better at providing it. Constructive feedback is
a robust tool for creating a healthy environment, boosting productivity and engagement, and
achieving better results. We can see the value of feedback in an organisation as under:

1) Motivate Employees: When the top management and the human resource department of
the firm realize the feedback’s importance, the employees are highly motivated and agile
enough to conduct their tasks and responsibilities in an efficient and effective manner.

2) Performance feedback increases productivity levels: In continuation to the above mention

point, if the employees of the firm are motivated their productivity levels increases.

3) Constructive feedback ensures a positive environment in the workplace: When the

management and the HR department of the firm realize and follow the importance of
constructive feedback at the workplace there is a positive and healthy environment.
4) Continued feedback retains loyal employees: Employees stay with a firm that has a
positive work culture and an environment that boasts a healthy atmosphere and is quite
lucrative for their overall growth and success of their professional graph.

5) Corrective feedback ensures learning for the employees: When the employees are given
regular feedback in a formal and informal way by their immediate superiors, it becomes a
learning curve for them helping them elevate their career and professional graph.

Q5. Differentiate between media leadership and non-media leadership.

Media leaders are considered as symbols for the media conglomerates to which they lead and
have become stars of much-watched industries, and which pays them higher salaries than the
financial sector. Companies in the media industry need effective leaders. Several researchers
note that the most effective type of leadership is transformational leadership . This type of
leadership influences followers, through motivation and inspiration, to achieve the goals of
the organization, which are beyond the selfish goals of the followers. In addition, it promotes
dialogue and achieves commitment. Hence, transformational leadership is evidenced as a
necessary element, since it can inspire and motivate change; therefore, it does not become a
traumatic event within the organization. The leadership that favour, cater and flourish the
features of non-media comes under non-media leadership. Such features can be of service,
public relation, trade shows, fusion marketing, community involvement, club membership,
follow up, etc.

VERY SHORT QUESTIONS

Q1. What do you understand by media marketing techniques?

Certain techniques are as under:

1. Social Media Marketing: A strong presence on social media platforms is the most
important digital marketing tool.

3. Email Marketing: Emails are a great marketing technique to get customers to return to a
brand and purchase new products.

4. Content Marketing: Content marketing is creating valuable and relevant content

consistently on platforms.

5. Video Marketing: Video marketing works well with content marketing and is also a
popular technique in digital marketing because of the easy access to videos that technology
has provided.

Q2. What is meant by interpersonal relations?

The concept of interpersonal relationship involves social associations, connections, or

affiliations between two or more people. Interpersonal relationships vary in their degree of
intimacy or self-disclosure, but also in their duration, in their reciprocity and in their power
distribution, to name only a few dimensions. The context can vary from family or kinship
relations, friendship, marriage, relations with associates, work, clubs, neighborhoods, and
places of worship. Relationships may be regulated by law, custom, or mutual agreement, and
form the basis of social groups and of society as a whole. Interpersonal relationships are
created by people's interactions with one another in social situations

Q3. What do you mean by media management?

Media management is a business administration discipline that identifies and describes

strategic and operational phenomena and problems in the leadership of media enterprises.
Media management contains the functions strategic management, procurement management,
production management, organizational management and marketing of media enterprises. A
uniform definition of the term media management does not yet exist, and "the field of media
management in its present form is neither clearly defined nor cohesive. Notwithstanding this
fact, among existing definitions there is a shared base concerning the business administrative
character of media management and the functional understanding of management. In the
following a number of definitions are provided.

Q4. What is meant by media planning?

Media planning is the process of identifying and selecting media outlets – mainly
newspapers, magazines, websites, TV and radio stations, and outdoor placement – in which
to place paid advertisements. The person responsible for evaluating the many media options
and strategizing campaigns to support a particular product, service, or brand is called a media
planner. Media planners typically are employed by advertising agencies. A media planner’s
job is to develop a coordinated plan for a particular client’s advertising budget. They decide
where, when, and how often to feature a specific ad. The more the planner can optimize –
meaning stretch – a client’s budget to reach the largest number of people, the better his or her
odds of seeing results.

Q5. What is risk analysis?

Risk analysis is the process of assessing the likelihood of an adverse event occurring within
the corporate, government, or environmental sector. Risk analysis is the study of the
underlying uncertainty of a given course of action and refers to the uncertainty of forecasted
cash flow streams, the variance of portfolio or stock returns, the probability of a project's
success or failure, and possible future economic states. Risk analysts often work in tandem
with forecasting professionals to minimize future negative unforeseen effects. All firms and
individuals face certain risks; without risk, rewards are less likely.