Changing Perceptions
Changing Perceptions
Question 1
The relationship between mass media and security has had various changes over the decades (Klepka, 2019). The use of technology such as the internet, mobile phones, and satellite television is redefining the role of mass media in security purposes. Media can present both negative and positive aspects of the security of an institution. Media can play a critical role in the communication of threats and disasters to the institution. Similarly, media can play a critical role in the reaction of people towards perceived threats. One of the most significant threats to security for institutions in the current economy is terrorism. Issues of terrorism often receive a wide range of mass media communication probably due to the high interest that many people have.
In this way, media can be used to create a threat to the security of an institution by spreading fear. This is highly likely due to media bias and the use of its use to propagate propaganda (Klepka, 2019). How media reports various events can create tension which can escalate issues. This is especially true for issues that are highly politicized. Using news outlet stations, the news to be presented is often a team-based approach. This approach involves reporters who gather information and redactors who choose the right piece of information that meets the professional and ethical practices. However, other media forms often do not follow the team-based approach. This is more so for social media. Social media is subject to many threats that even include the risk of hacking the institution’s systems. This is a situation that can see an institution have its profiles tampered with or widespread malware installed leading to a negative outcome. The reports of such situations can be highly disadvantageous which can escalate the situation.
Some media outlets may also opt to report the issue in a way that is consistent with their bias. This can create unnecessary targeting to institutions leading to increased chances of a security threat. Also, there is the psychological effect that it can have on the members of the institution, therefore, reducing productivity and increasing the risk of members putting themselves at risk by making irrational decisions.
Due to the risks, a senior administrative officer can decline the media to access the institution. However, this has to be done in a manner that does not seem to be non-cooperative. There is great importance in considering the manner of delivery. To begin with, there is the reputation of the organization that has to be protected and reduce the risk of defamation. There is also the need to encourage responsible reporting which is essential in matters of security. This is another reason for being careful in the manner of declining the request. Also, the sensitivity of the matter requires a methodological and careful thought out way of dealing with the media.
The role of the media in reporting issues is important. Through this role, individuals and organizations can stay informed of various security risks as well as receive directions for promoting safety within the community. Some of the issues that the media reports include economics, politics, and criminal justice system issues. Reporting on the lapses that exist in the institution can be highly detrimental to the institution in various ways. As such, there is a need to have an organized way by which the organization’s senior administrative officer can decline access to the media.
There is a need to vet the media publications that are requesting access. Vetting can enable the accurate prediction of the impact that is associated with the media outlet and determination of the best strategy to go about the issue. There is a need to maintain a good relationship with the media outlet as a poor decline can lead to further development of controversy. There is a need to use a strategy that reiterates the importance with which the institution is taking up the matter while at the same time taking into account the request. This is a manner in which the decline is deflected by reiterating the importance of the issue. There is also a need to show concern and willingness to share any required information in the future. This leaves room for continued relations.
Question 2
The reputation of an organization is a fragile area that requires a methodological and well-thought-out plan. There are vulnerable biases that an organization is subject to undergo. The representation of the facility in the past has an impact on its future respects which are important for the overall appeal of the organization. Bearing the current technological shifts, a good approach has to consider the immense power that lies in social media. Social media platforms offer a great way of a massive exchange of information and interaction with the public. Therefore, the main focus on building the reputation of the facility will be focused on social media.
In this respect, there is a need to have a clear understanding of the definition of social media. Social media in this context refers to any of the computational tools that enable the organization to interact with the public either for creation, sharing, or exchange of information or interests (Alhadid & Qaddomi, 2016). There are various social media platforms that I will use to the advantage of the organization which includes blogs and networking sites such as YouTube, Facebook, and Twitter. To engage these platforms comprehensively, there is a need to build internal capacity. This begins with the assessment and integration of social media capabilities. This is an appropriate strategy to determine the internal stakeholders required to make the project successful. There is also a need to determine some of the policies within the organization and their relevance to dealing with the public. This can also offer insight into some of the barriers that exist such as conflicting policies.
The next step is to develop a strategy to be used. To begin with, there is a need to listen and evaluate the feedback (ECDC, 2016). Gathering insights is an important way of having intelligence on the shortcomings. The research tool that can be used includes some monitoring platforms on social media. This is a good way to determine the current reach of the organization to the target audience as well as the reactions to various issues. Also, through this activity, the organization can identify the advocates that can be used in later stages of the strategy.
After the gathering and evaluation of feedback, the next step is to set the targets, goals, or objectives (ECDC, 2016). The objectives should align with the organization’s goals and enable the meeting of the vision. Some of the important goals to consider include information dissemination of the criminal justice process activities as well as the rehabilitation services that are undertaken by the organization. Also, there is a need to consider the need to have open information exchange as a key goal for the social media strategy. The overall goal that ties everything together is building trust with the public for advanced future relationships and the delivery of adequate services.
The next step is to ensure that the activities are well-planned. This is where the social media policy should be clarified. All the staff should be aware of the components of social media policies. There is a need to recognize the danger of possible damage from poorly developed strategies. Some principles that will guide this process are loyalty to the institution, the practice of discretion, use of circumspection, objectivity, and impartiality in the delivery of information. There may be a need for expert input for encouraging the use of social media throughout. Expert input can be important for the training of employees. Depending on the level of staff awareness on the issue, there is a need to have the training to a certain extent.
The platforms and tools to be used is an important step. There are various activities that the organization is engaged in. These activities are best-suited to have a greater impact on specific social media outlets. As such, there has to be identification and matching. The social media platforms selected require content. As such, there is a need to have adequate content management. Content is an important part of the attraction of the public and retaining a following. As such, there has to be a comprehensive content creation that is in-line with the objectives of the social media strategy as well as the organizational goals.
The content is an important aspect of changing the organization’s image. As such, the content will consider various aspects. These aspects include the addressing of multiple audiences which will require monitoring of the audience to determine the type of content that people are searching for. The second perspective is to consider the personification of the content. There is a need to have personal stories to illustrate various concepts. The presence should also allow for 24/7 feedback for purposes of continuous engagement with the public. Finally, there has to consider for the images and other content shared to ensure that it meets the required criteria to maintain a positive relationship.
References
Alhadid, A. Y., Qaddomi, B. A. (2016). The Role of Public Relations on Company Image: Social Media as a Moderating Variable. International Journal of Academic Research in Business and Social Sciences. 6(4): 2222-6990
ECDC. (European Centre for Disease Prevention and Control). (2016). Social media strategy development – A guide to using social media for public health communication. Stockholm. Retrieved from https://www.ecdc.europa.eu/sites/default/files/media/en/publications/Publications/social-media-strategy-guide-for-public-health-communication.pdf
Klepka, R. (2019). The role of media in informing and acting for the sake of national security. In book: State security in the contemporary world, Publisher: Wydawnictwo Drukarnia Styl Anna Dura, pp.251-263. Retrieved from https://www.researchgate.net/publication/330881190_The_role_of_media_in_informing_and_acting_for_the_sake_of_national_security