Use of Media in Risk Management (Term Paper Sample)

Use of media in risk management
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The success of an organization in the management of risk and response to crisis largely depends on its ability to communicate effectively concerning the same issue. Organizations often develop and publish to its employees and the whole public the risk and crisis management plans that it has. The plan in its content prescribes the methods that are used to deliver critical information through such methods as press release, advertising and media briefings and interviews (Millar, 2004). These methods have been proving to being effective over a long time. However, the increase in the use of social media in the society has changed the dynamics of crisis and risk management and communication whenever there is crisis. Social media comprises various electronic communications, through which users communicate online and share information concerning certain situations. When there is a crisis somewhere, the media tries accessing the place so as to capture the real situation at the scene and let the public know what is going on at the scene of the crisis. The information on what is going on at the scene of the crisis is relayed to the public though the use of audio and visual devices.
Emergency management agencies have recognized the need for the public to be informed every minute when there is a critical situation anywhere so that they can get the useful information that can be used in containing the risk and preventing the spreading of the same risk over a wider place. Emergency managers on their side are supposed to play a crucial role in provision of information whenever there is crisis. The message the risk managers relay is vital to both the public and the managers that are trying to contain the situation at the scene of the risk. In a case where a gunman has entered into some premises, the public need to be advised not to go around the scene because the culprit is harmed and can decide to stray bullets to the crowd. The media will also enable the public to understand the real situation at the scene of the crisis before taking any step so that they can be able to make the right steps concerning their safety in terms of the direction to escape to and the precautions they are suppose to take when they are running for their lives. Such precautions as not exposing themselves to the scene of the crisis and not moving in crowd. All these are the things that contribute to risk management and therefore the media plays an important role contributing to the process of managing the risk and containing critical situations such as terrorist attack.
Background of the study
The objectives of this report analysis is to try and contribute to the identification and establishment of the guiding principles for management and communication of risk I regards to the social media in emergency services.
As the communication and technology sector continues to advance, social media fraternity also diversifies and is being used greatly to convey information to the public an relevant authorities during crisis. It is being used to create awareness on occurrence of something that has been predicted and can cause a great harm to the public.
Objectives of risk and crisis communication
The policies and strategies that are used in risk and communication of crisis are the overall management strategies that organizations use in managing risks and containing risks. Risk and crisis communication aims at ensuring that there is transparency in decision making process and increases the potential that the public will accept the outcomes out of a certain decision.
One of the objectives of risk and crisis communication is to improve response and preparedness. This is because the public is being cautioned by being given awareness and the right measures they are required to take in an event where a there is a crisis. The media plays this important role by printing and circulating news papers containing the same information, availing the information to the public through radio and television services and also through posts and briefs on the social media such as face book and other social platforms that the public can gain access to as soon as the crisis has just occurred. When the public receives the information concerning occurrence of a certain crisis, they will be able to get prepared psychologically and if there is need they will respond by taking cover. In the case where a gunman has entered into a business premises, those who are locked in the premises will be able to get information concerning the nature of the situation inside the scene through social media on their phones.
The second objective is to reduce the cost of disaster. When there are good and appropriate crisis and risk communication strategies, the cost of a disaster can be reduced. This will help on new people not coming to the site of the disaster. The rising use of internet and mobile device offers a possibility of steps being made by linking the volunteers and the well wishers through different channels of communication so that they can offer support to the victims of a certain crisis. The cost of the disaster can also be reduced through monitoring of social media.
In additions to the objectives of crisis and risk communication, it seeks to improve transparency in decision making process. Politicians are normally accused of not being transparent. The internet can therefore be used to communicate hard and plain facts in a timely manner so that bthe rationale can be shared by many people and they can also be able to understand the facts well.
When risks and crisis are managed and communicated, the public will be able to weigh the level of transparency that the relevant authorities exercise in terms of their reaction to the occurrence of a certain crisis. This therefore improves the acceptance of the outcomes. This is because when people are suffering the impact of a certain crisis and they are put into knowhow, they will feel empowered and feel that they are being involved in an emergency response. The media can therefore be there so as to air the views of the public as this is one way that the public feel that they are being part of the emergency.
Whether the social media should be included in business communication plan
The involvement of social media in development of a communication business plan. When social media becomes part of the communication plan in a business, it will help to contain the operational costs, training and development. The social and technical knowledge to work with social media has a positive impact on crisis management in a business. This is because the managers will be able to learn on the ways they can apply to contain a risk when there is a crisis within the organization. Top level management often tends not to be part of the primary community of social media users and therefore they are not well exposed to the social changes that are being brought about by the social media. They are also exposed to politicians and politicians are getting aware of this trend as they are close to voters. Many organizations believe that traditional media should be the primary channel to inform the public in risk and crisis communication. Daily news and conferences offers opportunities for the top management in business to acquire skills on how to plan because they get information on the current market trends that help them when strategizing for their respective organizations.
Managers and top management in some organizations also have less contact with their juniors and the general public may be due to tight time schedule and their superiority complex where they feel that their juniors have no say. In this view, the social media comes in, in that it will act as the main source of information to the managers concerning the current trends in the market and what the consumers expects from the producers. Many business organizations publish their reports on the newspapers and other sources of information that the consumers can be able to access within the shortest time possible. Social media has therefore been the most effective form of communication between the producers and the consumers. This is because the managers of different business organizations are able to access information on the views of the targeted consumers online through facebook, twitter and other social media platforms that can be able to offer instant responses. Social media therefore plays a role of bringing beneficial changes to businesses.
Behavioral changes have been known to being influenced by social media and being achieved through personalized communication. Social media should therefore be involved in coming up with a business communication plan because it gains access to many people easily over a wide geographical area. Many people will prefer giving their views on how crisis should be managed through social media because they feel comfortable and convenient when relaying communication on crisis management. Business has to adopt the use of social media in order to be able to reach as many people as possible and let them be aware of ...