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Summary Extensive research of ALL lectures and researches topic Organizations in the Media (got a 8.4)

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Universiteit Van Amsterdam (UvA)

Very extensive summary of all lectures and researches. Useful for the assignments, exam and Perusall. My final grade was 8.4.

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Geupload op 20 oktober 2021
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Geschreven in 2020/2021
Type Samenvatting

communication
organizations
organization
organisation
the
media
csr
corporate
social
responsibility
csa
public relations
social media
university of amsterdam
communication science
communicat
in
pr
uva

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Topic Organizations in the media

1.1 What is an organization?

Understanding the functioning of organizations helps us
 To understand their behaviour
 To improve their strategic communication and media relations
 To understand and improve their interaction with stakeholders and society at large

An organization is…
 A group of people working together to reach a goal (profit, public goals, etc.)
 By using their environment
Boeing: you need to use the environment: you need to use resources (like steel
produces, electricity, people who work for you, technology knowledge)
You need all kinds of things from your environment (outside of your organization)
and employ that to reach your goal
 They accomplish tasks and use technologies
Most of the time you need to separate bigger goals into smaller pieces/tasks
You make small tasks and accomplish them and use technologies
 They encounter uncertainties
Not all organizations are always successful in accomplishing tasks
Boeing: people are reluctant with a certain type of airplane because there have
been accidents
Or uncertainties with regards to resources (if steel prices go up)
 They need leadership: leaders develop strategies that help to reach goals
Leadership (like a CEO) is important, because they develop strategies and try to
make sure the goals are reached

An organization is… (Rainey, 2009)
 Structures and processes help with coordinating these tasks
Structures are the relatively stable, observable distributions of work and
responsibilities across the divisions or organization (like an organizational chart that

, shows the organizations’ structure)
Processes are the less directly observable dynamic activities (two people meeting
each other at the coffee counter and talk about their work and might include that)
 Why do people do this? Because of public service motivation (= doing something for
society at large) But in the private sector it’s mostly about motivation to make money
or to make greater airplanes.
 Incentives make (groups of) individuals work within those structures and processes
Incentives are the reason why people do things
Salary, cars, laptops, etc.
 The interplay between structure, processes, incentives and the goals determine the
success of the organization.

Differences between organizations
 Contingency theory: “organizations differ from each other (even KFC and MAC)
because they have to adapt to different circumstances”
- Internal adaptation: different tasks, size and strategic decisions
- External: technological, legal, economical, political, demographical, ecological and
cultural developments
Difference between Emirates and Easy Jet is that they target very different
groups (high class business people vs low cost flying) and they organize differently
- …Including the media landscape

1.2 Why are media relevant to organizations?
Media play an important role, because the media can report about organizations and
media inform members of the organization
Employees of the uni make sense of the uni from the inside, but if the uni is in the news
the news informs us as employees.
The news penetrates the organization from all kinds of ways: employees are informed, the
media reports about organizations
 The organization’s environment influences the organization
Organizations can try to influence the media, but they also influence you

,  Media are an autonomous aspect of this environment as well as an intermediate
between other parts of the environment and the organization

Differences between organizations
 Goal
 Ownership
 Financing
 Ownership
 Size
Commonality: they all want to survive (even though they fulfilled their goal like Philips
with their light bulbs, they switch tasks and goals)

Media in the organizational environment (media are important for survival because…)
(Jacobs & Schillemans, 2016)
 Media report in a critical, neutral or favorable way
 They (thus) inform stakeholders such as citizens/clients, competitors, the political
realm, investors, employees, etc.
 They also can lead to organizational anticipation: the possibility of coverage is taken
into account for decision-making
The uni starts to think about research topics that are interesting for a larger public
so that you will be covered in news. So you take the possibility of media attention
into account in your behavior

1.3 Reputation and legitimacy
We assume that there’s a relation between the media and the organizations’ reputation.
Boeing’s reputation was heavily destroyed because of the crashes of the 727 MAX. How can
they restore the faith of people using those airplanes?
 Boeing advised the airlines to put people on another flight, if they want to.
This shows that people saw Boeing in the media and started to check the type of
airplane for their flight
So the interaction of communication plans / strategies with the media can give

, unintended effects (you don’t always know what the effects are of being discussed in
the media)

Reputation and legitimacy
Airlines and airplane manufacturers: climate change discussions, crashes, heavy competition.

Legitimacy = “Legitimacy is a generalized perception or assumption that the actions of an
entity are desirable, proper, or appropriate within some socially constructed system of
norms, values, beliefs and definitions.” (Suchman, in: Deephouse & Suchman, 2008)
 Perceptions that people have of the actions of a company/actor and whether these
actions are in general acceptable/desirable according to their own norms. (difficult to
measure)
 We all have our own norms though
 However, if companies start to sell babies most of us would disapprove and are not
legitimate
 But what about the tobacco industry (bad for health) or the airlines (climate change
and flying shame)? Are airlines legitimate?
On the one hand: they help people get to different places, but on the other hand
it’s destroying our planet
if you are perceived as illegitimate, you need communication strategies and
research the public debate

Reputation
 “Reputation is a generalized expectation about a firm’s future behavior or
performance based on collective perceptions (either direct or, more often, vicarious)
of past behavior or performance”
 …”embedded in a network of multiple audiences”
Reputation is an expectation about how a firm will behave in the future based on what
the firm has been doing in the past.
If Boeing had great constructions and no crashes, they would have a reputational
capital.
Reputation is in the eye of the beholder of a specific audience or stakeholder group

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Summary Extensive research of ALL lectures and researches topic Organizations in the Media (got a 8.4)

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