Media and PR Challenges in the Global Context

Today, the world which is physically at odds has become a global village, technologically. A person living in one corner of the world can deliver a message to a person at the other side of the world within no time. A journalist has to produce news stories for international audience. A Public Relation officer of a company has to focus delivering a message to international clients.

Similarly, today, a small business owner of a small town of a 3rd world country can market his/her products internationally using utilizing the modern tools of mass communication.

Global multimedia projection has brought a new concept to the media. Worldwide media broadcasters using high-tech communication and the information superhighways have provided an international platform to the modern day leaders, politicians, activists and preachers to promote their philosophies, beliefs and ideologies worldwide.

Exposure to faiths, cultures and other elements of human sociology of different societies through satellite television channels have virtually demolished the territorial boundaries among the people of different backgrounds.

No doubt, the modern day media is serving the people, internationally, by exposing international conspiracies, scandals, secret links and brutalities with the graphic images through worldwide satellite channels and websites. For example; When the US administration was justifying their invasion of Iraq on the name of providing freedom and democracy to the people of Iraq, the media surfaced the worst kind of human torture, one can hardly imagine, of Iraqis at Abu Ghraib (Baghdad correctional facility) by the US army and CIA personnel.

Media makes Minds. Global Media can create harmony and peace among the societies. On the other hand media can also initiate wars between the nations, faiths and cultures. Media can promote the interfaith dialogues between the followers of different faith, at the same time, media can provide opportunities to those who want to endorse negative ideologies and concepts.

The West had enjoyed and controlled most of the world, politically, through their media power for about 50 years. And now since the modern technology has become popular in the developing nations, their local media channels are in the race of attracting international audience through satellite channels.

Today, the media groups and companies of developing countries, following the western trends, are spending millions of dollars to compete international market. Even Russia and Iran which never valued the English language are now running English satellite channels.

According to the Dawn Media Group; there are currently about 116 radio channels, more than 60 local TV channels, approximately 150 advertising agencies and more than 74 production companies in Pakistan. These figures are far more than any developed country including Australia.

Even if we talk about Pakistani Satellite channels, these channels are doing great job in providing timely news reports, live coverage of incidents & events, debates on crucial issues of the society and providing opportunities to the political leaders, business owners and other people of different walk of life to spread their messages to international viewers.

However, the most important elements which I found missing is the ethical and moral values and demands of the profession and the codes of conduct in discharging their professional duties.

Journalism is a discipline of collecting, verifying, analyzing and presenting the stories in fair and neutral manner including trends, issues and people. Journalism reflects the social and political conditions of any society.

The primary goal of the media is to inform, criticize and educate the recipients on the subject. However, in doing so, the lack of understanding the ethical and moral responsibilities by the journalists and producers can exploit the subject and generate negative thoughts among the recipient.

Similarly, Media has the capacity to shape public opinion and perceptions. Media plays an important role not only on the current civic development but also to create awareness among the masses on history and current issues.

Media is supposed to be the institute of professional finesse and grace, giving an edge to their commitment to serve the public interest. The primary function of the media is to inform, criticize and provide analytical thoughts and vision in the best interest of the society.

The commercialized media of today can entertain masses and simultaneously gain remarkable profits on their products which may attract the majority in the first place, however, whether these stories would promote harmony and solidarity in the global society is the most important question today.

Today, the issue is not who first breaks the news or who first unveil the story on the Satellite channel for international recipients but the issues is whether these news stories, documentaries and opinions bring positive image of the country, nation and society from which these media groups belong to. Misuse of technology can easily cross the ethical limits of the journalism.

In Pakistan, where the nation is still dealing with the basic communal, economic and political issues; journalism is found to be limited within the reporting of everyday issues. Where insecurity, lack of opportunities, increasing poverty and political instability are promoting corruption the media is becoming a commercialized venture rather than a professional service of providing healthy information and publicizing truths without prejudice.

Today, when Pakistan is passing through a most critical stage and the entire nation is going through a testing time; a Pakistani journalist carries an extra rather multiple responsibilities of the society in maintain peace, harmony and integrity of the nation and country, as a Journalist always works in the public interest.

• Showing brutal images of deadly young children or the faces of deadly victims create fear and threat rather than peace and harmony.

• Showing the images of a dead person who was hanging on electric wires can only creates fear among especially young children rather than providing any information or knowledge.

• Live interview and conversation with his mother and father of a boy, who just escaped from the captivity, crosses the limit of privacy of people and provides no benefit to the recipient rather than terror.

• Showing surveillance camera footage of a parliamentarian allegedly involved in a credit card fraud who has not been fully investigated by the police yet is the breach of codes of conducts in journalism

• Making entertaining segments of a news item of a case which has not yet gone through a police investigation may not serve any purpose or provide any benefit to the recipient of the segment rather than an ethical offense.

• Making every 2nd news as a breaking news may create unnecessary attention to the recipient and eventually loss the meaning of a breaking news

This is not a brave journalism or any kind of pride to be the first one showing that extent of coverage rather the breach of ethical and moral values of journalism.

If people have reasonable understanding of issues and problems they are less likely to suffer any conflict. Media possesses an important role in spreading the truth and delivering the facts with impressive analysis on issues and problems.

And the media companies are like marketing managers for the promotion of the country and its nation in the global environment. Their media products play an important role in the promotion of faith, culture, language, trade and trends of the society.

Broadcasting a news story or open discussion on sensitive issues from an international TV channel whom telecast is going across the world, the media must be extra careful while documenting, reporting and cartooning their work in order to avoid any form of disgrace or disrespect of the country and its nation. Following the conduct of codes and professional ethics can control these weaknesses.

An independent and strong media is absolutely essential for any civilized society. In Pakistan, media is very much free compared to other countries in the region. However, compared with the western world, still the freedom of press is not being fully served in the interest of the society and still found behind in playing its vital role in making the peoples’ thoughts as one civilized nation.

In the west, indeed, there are cases of impartiality in the media yet the press freedom never rules over the national interest and ethical values.

For example; in Australia, journalists are not given access to any crime scene or to the offender until and unless the police procedures and preliminary investigation is completed. Police media department issues media releases, images and films to the journalists and media companies.

Of course, commercial aspect of any media is an essential part along with the professional and missionary aspects for a successful media. However, there must be a fair balance between these dimensions bonding with the moral and ethical values.

Media in some cases may have some degree of unprofessional and biased attitude as this can be seen in any modern society, yet, it can be improved by continuously monitoring the performance of journalists and media companies. Improvements and control can be achieved if the professionals can be provided regular trainings, workshops and seminars and equipped with professional skills.

Today, as I said earlier, a journalist in Pakistan has huge responsibility of Pakistan and the people of Pakistan when working for international recipients.

In regard to the Challenges for the professional working in Public Relation, intelligence is required to understand the needs of the clientele when using the international media platforms.

Marketing and PR Managers especially for multinational companies have to clearly understand their global and versatile clients.

Clear and complete knowledge of their international recipient and customers are the key success for PR and Marketing Managers. Understanding the culture, language and traditions are vital elements for international PR Managers.

• Language Skills especially English language
• Communication Skills
• Organizational Skills and
• Time Management Skills

are the basic areas where international PR professional and even the journalists should have command for their success.

Appropriate and ethically use of Emails and websites technology is another important factor when dealing with the clients from the western world. It has been commonly noticed in the west that when professionals from 3rd world countries communicate via emails either could not deliver their message completely or could not respond timely.

Appropriate use of verbal communication is vital when dealing with the people from other language and culture.

Then Plagiarism, Fabrication, Copy Rights, Use information for personal gain, Access information by illegal means or inappropriate sources, Chatting using fake identities and Cyber security controls (terrorism, nudity, pornographies) are also serious issues which required training, workshops and maintaining a proper system wherever strict Codes of conducts and regulations must be observed.

Having said all of this, I do understand, though media industry has grown up a lot in volume in the last 10 to 20 years, yet, it is going through a building process in maintaining a performance monitoring system. Hopefully, in coming years, Pakistani journalist and the media companies will overcome those problems and issues which I have highlighted.

(This is the extracted version of speech of the author which he delivered at the seminar ‘Media & PR Challenges in the Global Context’ held on 16th of July at Pakistan Arts Council where prominent speakers participated).

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