The media is always keen to cover organizational stories for the good and bad reasons. When controversies strike organizations, the media is usually alert to report on the circumstances befalling the organization. On the other hand, when an organization’s issues are flourishing and the management is enjoying a status quo, the media will equally report on the progresses of such organizations. However, the nature of media coverage of an organization, for instance, critical coverage, affects the employees of these organizations in different ways. The reciprocal effects of media on the employees of an organization are sometimes similar to the effects of media coverage on an individual. Organizational employees might require the media to cover them in highlighting their plight. On the other hand, the organization might request for media coverage to ensure that the public keeps informed about work progress in the organization.
Workplace issues usually lead to media coverage of different organizations. The media is always alert to listen to issues emerging from the workplace confrontations, agreements, problems, and misunderstanding. When there are conflicts between the management and employees, for instance conflicts from delays in salaries of the employees and communication breakages between the management and lower level employees, reports of these occurrences are aired in the mainstream media (Rafkin, 2013). With the increasing technological access, employees update their social sites with information about their organizations, thereby alerting the media. The latter is usually ready to offer interviews on the issues affecting the employees and address such issues in their print, visual, and electronic platforms.
Additionally, organizations also call for the attention of the media, especially when there are issues affecting the organization, which require the attention of the public. These organizations address arms of the government through media houses. Even further, when organizations intend to roll out programs such as those programs related to corporate social responsibility, they often call for media coverage to alert the public of their intentions for public auditing. Conflicts between the management and the organizational employees are also addressed by the media (Zavyalova, Pfarrer, Reger, & Shapiro, 2012). The media seeks the opinions of the organizational leadership on the disputes and compares with that of the employees to ascertain the basis of the problem, even though the media might not have the opportunity to provide a solution to these parties of the conflict.
However, through the coverage of these conflicts through the media, the organizational employees have appealed to third parties to conflicts such as trade unions and government agencies charged with the responsibility of protecting the rights of the employees (Zavyalova, Pfarrer, Reger, & Shapiro, 2012). Through such appeals, the employees of different organizations have managed to get fair treatment from their employers. Similarly, these trade unions have also ensured that conflicts arising within the organizations are addressed through different platforms. The media provides a better and prompt platform for providing responses to the organizational managements and employees. Additionally, the media provides a platform for dialogue between different parties to the conflicts. The public is also kept updated about the progresses of different scenarios in organizations.
Critical coverage of an organization affects the employees of that organization in different ways. The reciprocal effects of media coverage on employees have been witnessed in different organizations. In a research study, the authors hypothesized that the effects of critical media coverage on employees is similar to the effects of media coverage about an individual. The authors conducted an interview among employees of fourteen different organizations facing crises. The research findings revealed that the employees are affected by media coverage on a critical issue about their employer (Korn & Einwiller, 2013). In several cases, the employees show emotional reactions such as shame or helplessness, and at times strive to defend their employers. According to the findings of this and other concurrent research studies, strengthened internal communication between the organizational employees and their employers strengthens stable reactions to critical situations. On the other hand, weaker internal communication invites media attention as an external means of communication. Consequently, this results into reduced organizational performance and employee demoralization. Conversely, favorable coverage of an organization motivates the employees as they feel honored (Zavyalova, Pfarrer, Reger, & Shapiro, 2012). In such instances, the organizational employees boldly accept association with the organization. As opposed to the former, favorable reporting enhances internal and external communication, which increases morale for the employees consequently resulting in increased performance.
The dos and don’ts of working with media coverage are very important for the employees and management of any organization to ensure that the media coverage results in advantageous effects on the organization. First it is very important to build a working relationship with the press by getting to know the writers and the editors and volunteering to be resourceful for them. However, it is very important not to overlook, or snub the “little guy.” Even small media houses can report effectively on different issues. Additionally, it is important to define your goals, special events, or the programs that the organization plans to build on before they can allow for coverage so that the media people can establish the ethical issues involved in reporting such situations. In case a conflict arises in the event of covering the organization, proper care should be taken to solve the conflict. Finally, whenever the media has effectively covered your issue, follow up with a “thank you” note.
References:
Korn C. & Einwiller S. (2013). Media coverage about organizations in critical situations: Analyzing the impact on employees." Corporate Communications: An International Journal, 18 (4): 451 – 468. DOI: 10.1108/CCIJ-04-2012-0036
Rafkin C. (August 2, 2013). Report: Fox's Month of Inaccurate Minimum Wage Coverage. Media Matters. Retrieved from http://mediamatters.org/research/2013/08/02/report-foxs-month-of-inaccurate-minimum-wage-co/195192
Zavyalova, A., Pfarrer, M. D., Reger, R. K., & Shapiro, D. L. (2012). Managing the Message: the Effects of Firm Actions and Industry Spillovers on Media Coverage Following Wrongdoing. Academy Of Management Journal, 55(5), 1079-1101. doi:10.5465/amj.2010.0608
