A media manager works
with two objectives one is to promote media visibility and present their company
or cause through communication services and other is to use media for the
advertising campaign through media services. In both the aspects it is very
necessary for a media manager to maintain a significant and professional
working relationship with the key media either local or national media outlets
that would include newspapers, television, radio, publications, journals etc
and often supervise in-house and outside public relation to write press
release, press kits and others. In all the above terms it is easy to understand
that a media manager’s work can leave a huge impact on the audience while
developing and sharing information on a mass scale. A media manager is able to
decide which media to use for advertising a campaign. Working from brief about
the issue, up till deciding and making strategic plans appropriate to the
target audience.
If a media manager is
working on an issue related to social problem then first and foremost after
deciding the target audience is to choose a medium to reach. It today’s society
disregarding the fact that who are educated and who are not, as everybody
carries the knowledge of society’s domain problems, as throughout the years
there have been lots of causes, projects and campaigns introduced which urged
the knowledge to them. The need in the society is not for introducing another
campaign which will have shelves life but to induce a communication which hit
the audience mind and tempt them to respond. A media manager’s role is not to
make a programme showcasing different problems but her responsibility will
include that at a time how many medium or channels she can choose. Giving a
latest example of Amir Khan’s “satyamev jayate” is a modern and legendary
example for how a media manager can work. Describing the show, which puts a
platform for discussing different social issues, that how show is able to reach
vast mass avoiding the geographical location. The programme is not only
telecasted to its mother channel that it star plus, but it was premiered in
star’s bouquet chain plus national channel that is doordarshan. It is first
ever programme that is telecasted in five different channels including national
and regional. The next major chore was space buying in the channels. Blocking
the prime time in major channels is a sheer example of tackling the television
channel as when in a particular time and major channels telecast a particular
programme the audience do not an unconventional watch. The use of digital media
may it be through internet or sms polls. In all the ways the programme trying
to hook audience, explains that how easy though a cosmic job a media manager
can do when it comes to affect expanded audience.
A media manager through
her work can not only target a huge audience but can chase number of channels
and medium to raise a concern in heart of the audience. With day to day changes
in the media industry, it is important for a media manger to adopt new skills
and upgrade versions for deploying social problems with a problem deciphering
attitude in a society where it can urge the public to respond and start working
toward the development and abolishment, which in totality after regress and
routine intervention would uplift the society as whole. As using the media in a
correct and effective way is the key skill with which a media manager work.
