This essay stresses that rdio and television managers must share the same basic principles of responsible journalism as the people they hire in running their newsrooms. Regardless of how enthusiastic, well trained and forward thinking journalists may be, public affairs and news programming stand little chance of growth unless the motivation and expertise of airing something, with the exception of music, is nurtured at the management level.
This paper makes a conclusion that inexperienced station managers may view maintenance of news as capital intensive and very risky politically and decide not to venture into it. Such managers must familiarize themselves with the numerous examples from other media houses in recent years where the risks have paid off well in terms of loyal audiences, favorable public perception and increased revenue. Managers should evaluate the skills of their newsroom in order to understand the qualities of good news and public affairs programs and also how to maximize advertisement sales due to the effect of local news programming. Media managers must also familiarize themselves with the basics of journalistic ethics because it is them who will the final arbiters and not journalists whenever there are accusations, disputes or ethical calls to be addressed. Media house management should acquaint themselves with key functions of media management such as ethics and law in broadcasting, technology and engineering, station promotion and identification and production and creativity. Others include sales principles, advertising and pricing, structure of a radio or TV station, and broadcast programming.
Hierarchy of organizational communications needs
Just like Maslow's hierarchy of human needs, there is also a hierarchy of organizational communications. The basic level of communication is the customer service that involves being available to execute communications on a responsive and professional basis, but not ordering anything more. This involves the media personnel just doing their job and has been compared to Maslow's physiological needs for food, shelter and water.
From customer service, the level of communication goes up to 'media' where an appropriate range of media resources where the work is well produced and receives a high audience rating. This is a very secure and safe way of meeting the needs of the customers but does not add anything more. It is very much like Maslow's human safety need.
Achieving the third level of communication requires a little more effort since media development becomes more goal-oriented because it defines the audience and the message and sets priorities to reach its communication objectives. This is the stage where communications becomes more proactive and the level of the work must be scaled down to the level of the