The roles of media policies as The roles of media policies as used in Tanzania media housesused in Tanzania media houses

By Elisha Magolanga, 2015 Elisha Magolanga, 2015

INTRODUCTIONINTRODUCTIONDefinition of terms Definition of terms

Policy is a set of rules usually set by the organization and Policy is a set of rules usually set by the organization and corporation to achieve a certain goal. It is a guideline on corporation to achieve a certain goal. It is a guideline on how to do a specific activity. (Berege, 2014).how to do a specific activity. (Berege, 2014).

Media policy can be defined as the written document Media policy can be defined as the written document consists of regulatory interventions specifically designed consists of regulatory interventions specifically designed to promote communicative opportunities (Cohen, 2003). to promote communicative opportunities (Cohen, 2003).

Editorial policy according to Spitzer, (1993) is a Editorial policy according to Spitzer, (1993) is a guidelines the print media follows to persuade the public guidelines the print media follows to persuade the public on certain issues or to achieve specific goals.on certain issues or to achieve specific goals.

The role of editorial policy The role of editorial policy

To translate editorial values into operationsTo translate editorial values into operations

To ensure compliance with legal and statutory To ensure compliance with legal and statutory responsibilitiesresponsibilities

To guide the media house towards the achievement of To guide the media house towards the achievement of its strategic planits strategic plan

To set standards that measure the taste of the media To set standards that measure the taste of the media househouse

The role of marketing policyThe role of marketing policy

Marketing policy is a plan clarifies the key marketing Marketing policy is a plan clarifies the key marketing elements of a business and maps out directions, objectives elements of a business and maps out directions, objectives and activities for the business and its employees. The role and activities for the business and its employees. The role of marketing policy include:-of marketing policy include:-

To extend the media audience so as to grab the To extend the media audience so as to grab the advertisers and sponsors since the more coverage creates advertisers and sponsors since the more coverage creates more market opportunity for advertisers to invest. more market opportunity for advertisers to invest.

The marketing policy is a roadmap on how the media The marketing policy is a roadmap on how the media programs and services will take a service and transform programs and services will take a service and transform that into a commercially viable proposition. that into a commercially viable proposition.

Human Resources policyHuman Resources policy

Human Resources policies are written statements of Human Resources policies are written statements of the organisation’s standards and objectives that include the organisation’s standards and objectives that include all areas of employment, including recruitment, all areas of employment, including recruitment, compensation, termination, benefits, employee compensation, termination, benefits, employee relations and leaves of absence. relations and leaves of absence.

Media managers, employees and the HR department Media managers, employees and the HR department all have roles in ensuring that HR policies are all have roles in ensuring that HR policies are effectively implemented. effectively implemented.

The role of Human Resources policyThe role of Human Resources policy

Guide the process of recruiting suitable candidates for Guide the process of recruiting suitable candidates for the media Eg Editors, reporters, photographers etc. the media Eg Editors, reporters, photographers etc.

Identifying and meeting the training needs of existing Identifying and meeting the training needs of existing staff for the purpose of building capacitystaff for the purpose of building capacity

Ensuring employee welfare and employee relations are Ensuring employee welfare and employee relations are positive in the media housepositive in the media house

Ensure the working environment is safe for employeesEnsure the working environment is safe for employees Provide guide for staff employment and salary services Provide guide for staff employment and salary services

including appointments, promotions, transition to including appointments, promotions, transition to retirement, voluntary separations, redundancy, payment retirement, voluntary separations, redundancy, payment of salaries, leave, and superannuation, conditions of of salaries, leave, and superannuation, conditions of service and job classification and remuneration.service and job classification and remuneration.

Advertising policyAdvertising policy

Advertising policy is the no-personal communication of Advertising policy is the no-personal communication of information action plan usually paid for and usually information action plan usually paid for and usually persuasive in nature about products, services or ideas by persuasive in nature about products, services or ideas by identified sponsors through the various media (Taflinger identified sponsors through the various media (Taflinger 1996). 1996).

Media such as television, online, print and radio attract Media such as television, online, print and radio attract the public by imparting knowledge and awareness of the public by imparting knowledge and awareness of products and services companies.products and services companies.

Role of Advertising policyRole of Advertising policy

To alert clients about new products and services that To alert clients about new products and services that comes into the market, e.g. newspaper highlight, radio comes into the market, e.g. newspaper highlight, radio and TV programs.and TV programs.

Profit maximization since both print and broadcast Profit maximization since both print and broadcast media cover huge audiences at the same time.media cover huge audiences at the same time.

Creates a pathway to popularizes brands,Creates a pathway to popularizes brands,

To persuades and convinces the public about the goods To persuades and convinces the public about the goods or services offered.or services offered.

Circulation policyCirculation policy

Circulation policy is a parameter of Circulation policy is a parameter of the process of transporting and the process of transporting and delivering tangible goods from the delivering tangible goods from the manufacturer to other chains of manufacturer to other chains of distributors (wholesalers and distributors (wholesalers and retailers) down to the end users or retailers) down to the end users or consumers. consumers.

Relating this to our discussion, Relating this to our discussion, would mean that circulation is the would mean that circulation is the process of transporting newspapers process of transporting newspapers from the scene of production to from the scene of production to where the readers could access and where the readers could access and buy them. buy them.

The role of Circulation policyThe role of Circulation policy

To be the first or among the earliest newspaper to bring To be the first or among the earliest newspaper to bring the news to the peoplethe news to the people

To ensure that the newspaper’s market share is not To ensure that the newspaper’s market share is not sacrificed to other competitors because of inability to sacrificed to other competitors because of inability to reach out.reach out.

To satisfy advertisers who placed their advertisements To satisfy advertisers who placed their advertisements on the newspaper in other to reach out to their targets on the newspaper in other to reach out to their targets via the newspaper.via the newspaper.

To further boost the circulation rate of the newspaper To further boost the circulation rate of the newspaper and by extension, position it as a widely circulated and and by extension, position it as a widely circulated and read newspaper.read newspaper.

References References

Spitzer, R.J. (1993). Spitzer, R.J. (1993). Media and public policy Media and public policy (2(2ndnd Ed.). Ed.). Westport: Praeger.Westport: Praeger.

Bernard Cohen (2003), Bernard Cohen (2003), The Press and Foreign Policy.The Press and Foreign Policy. Printon, Nj, Printon University Press.Printon, Nj, Printon University Press.

Berege S, (2014) Berege S, (2014) Media Laws, Policies and EthicsMedia Laws, Policies and Ethics, , University of IringaUniversity of Iringa

Ken T. (2011) Ken T. (2011) Editorial freedom Act, On Separating Editorial freedom Act, On Separating Editors ownership and undoing Oligarchy in a Editors ownership and undoing Oligarchy in a corporate mediacorporate media..

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