Media Management Chapter ONE 1.ppt

This media management course material. It deals about Management, leadership, functions of management, and principles of management.

1. Introduction to Media Management
Lecture note prepared by
Seyfedin L. MA
Media Management
October, 2023
Werabe Ethiopia

2. Contents of the Chapter
oConcept, definition and scope of management
oCharacteristics of management
oRole and Functions of Management
oPrinciples of Management
oManagement and Administration a controversy
oManagerial job and skill requirements

3. 1.FunctionalConcept
Managementbasicallyisthetaskofplanning,coordinating,motivating
andcontrollingtheeffortsofothertowardsthegoalsandobjectivesofthe
organization.Accordingtothisconcept,managementiswhatamanager
does(planning,executing,andcontrolling)
2.HumanRelationConcept
Accordingtothisconcept,Managementistheartofgettingthingsdone
throughandwithpeopleinorganizedgroups.Itistheartofcreatingan
environmentinwhichpeoplecanperformandindividualscouldcooperate
towardsattainingofgroupgoals.Itisanartofremovingblankstosuch
performanceawayofoptimizingefficiencyinreachinggoals.
Concept, definition and scope of management

4. Cont’d…
3. Leadership and decision making concept
According to this concept, management is the art and science of
preparing, organizing, directing human efforts applied to control the
forces and utilize the materials of nature for the benefits to man.
4.Productiveconcept
Accordingtothisconcept,managementmaybedefinedastheartof
securingmaximumprosperitywithaminimumeffortsoastosecure
maximumprosperityandhappinessforbothemployerandemployee
andprovidebestservicesthereby.

5. Cont’d…
5.Integrationconcept
Accordingtothisconcept,managementisthecoordinationofhumanandmaterial
resourcestowardstheachievementoforganizationalobjectivesaswellasthe
organizationoftheproductivefunctionsessentialforachievingstatedoraccepted
economicgoal.
Theseabovedefinitionofmanagement,givenbydifferentwritersandauthorities,
arefoundgivingdifferentsenses.Virtually,thefiveconceptsarefounddeveloped
bytheauthoritiesemphasizingindifferentaspects.However,ithasbeenrealized
bymanythatitwillnotbefairtodefinemanagementbaseduponanyoneaspect.
Managementcanbetakenasmanagerialprocessorsocialprocesseitherengagein
planning,organizing,staffing,directingandcontrollingormobilizingthegroup
activitiestoachievethecorporategoals.

6. 1.2. Definition of Management by experts
Therearenumerousdefinitionsofmanagement.Differentexpertshave
defineddifferentpointsofview.
AccordingtoMaryParkerFollett,“Managementistheartofgettingthings
donethroughpeople.”
HaroldKoontzdefinedas,“Managementistheartofgettingthingsdone
throughandwithpeopleinformallyorganizedgroups.Itistheartofcreatingan
environmentinwhichpeoplecanperformandindividualscouldcooperate
towardsattainingofgroupgoals.”
InviewofJosephMassie,“Managementisdefinedastheprocessbywhicha
cooperativegroupdirectsactionstowardscommongoals.
Leadershipis“doingtherightthing”.
ButManagementis“doingthingsright”.

7. Cont’d…
George.R.Terry’s point of view, “Management is a distinct process,
consisting of planning, organizing, actuating and controlling, performed to
determine and accomplish stated goals by the use of human beings and other
resources.”
According to this definition, management is a process a systematic way of
doing things. The four management functions included in this process are
planning, organizing, directing and controlling.

8. Amanagerisapersonresponsiblefortheworkperformanceofgroupmembers.
Amanagerholdstheformalauthoritytocommitorganizationalresources,
eveniftheapprovalofothersisrequired.
MediaManagersarecommunicationspecialistswhodevelopandimplement
alltargetedcontentforvariousmediaplatforms.
Theyresearch,write,proofreadandeditallmediacontent,implementand
managemediacampaigns,anddeliverpublicrelationsandcommunications
plans.(strategicmanagement,procurementmanagement,production
management,organizationalmanagementandmarketingofmedia
enterprises.)
Whoisamanager?

9. As a Media Manager, you will have to research different topics, proofread
the content, write about products, andcompile strategies to attract new
audiences.You will be preparing a plan of action for different media
campaigns to introduce the product to the market and to increase sales.
Finally, Management is process of achieving by engaging in major
functions organizing, leading, and controlling.
It also combines the art of science of organizational and human dynamics.
In addition, management is refers to the process of using organization
resources to achieve organizational objectives through the function of
planning, organizing and staffing, leading and controlling.

10. Characteristics of Media Management
i.Management is purposive and goal -oriented: By this, we mean
that management is specific, well planned and thought of. It is a tool
for harnessing human and material resources to achieve predetermined
goals.
ii.Management is time -oriented: In modern management, attainment
of set objectives within the stipulated time frame is of matters in
management. Simply put, time is money in management.
iii. Management is a group activity:
Management is much more concerned with the use of group
efforts to achieve fundamental predetermined organisationalgoals.
Management has some characteristics that make it unique. Some of
them include:

11. iv.Managementisallpervasive:Thismeansthatmanagementisrequiredin
alltypesoforganizationswhetherpolitical,social,cultural,orbusiness.
Thereasonisthatithelpsindirectingvariouseffortstowardsadefinite
purpose.Beitinhospitals,hotels,colleges,media,smallorlarge
firms,managementisrequiredirrespectiveofsizeortype.
V. Management is a universal phenomenon:
Management is a very popular and widely used term all over the world.
All organisations, ideologies, all cultures, races and religion are involved
in management.
Characteristics MM cont’d…

12. vi. Dynamic: An organization has to adapt to the environment in order to
succeed. Thus management is dynamic in nature and adapts to the ever-
changing social, economic and political conditions.
vi. Intangible Force: Management cannot be touched or it isn’t tangible.
However effective management can be easily felt. Evidently, if there is order
instead of chaos within an organization, the employees are happy and the
organizational goals are being organized I can be easily said that there exists
good management.
Characteristics MM cont’d…

13. Characteristics MM cont’d…
Vii. Multidimensional: Management has three dimensions:-
a. Work management: Every organization exists for completion of
some work. Management looks at this work as goals to be
achieved and works towards these goals.
b. Management of people: Another dimension of management is
concerned with getting work done from people, by assigning work
to worthy employees who can work effectively towards the
realization of organizational goals.
c. Management of operations: Management also looks after a
production process of an organization that transforms the input with
the help of technology required into the output for consumption.

14. Severalexpertshavemadeattemptsatclassifyingmanagementfunctions.Oneof
theearliestscholarstodosowasHenriFayol.Accordingtohim,“tomanageisto
forecastandplan,toorganise,tocommand&tocontrol.”
However,itwasLatherGullickthatgavetheacronym‘POSDCORB’whichis
commonlyusedtodayforeasyremembranceofthegeneralfunctionsof
management.Accordingtohim,PstandsforPlanning,OforOrganising,Sfor
Staffing,DforDirectingandCoforCoordinating,whileRstandsforReporting
andBforBudgeting.
Functions of Management in the Media Context

15. Functions of Management in the Media Context
Meanwhile,themostgenerallyaccepteddefinitionofthefunctionsof
managementwasgivenbyKoontzandO’Donnel(1982).Accordingtothem,
managementperformsthefollowingfunctions:Planning,Organising,Staffing,
Directing,andControlling.
ManagementwriterswhosupportKoontzandO’Donnel,arguethateveryother
managementfunctionscaneasilybefittedintothefivegivenbyKoontzand
O’Donnel.Forourpurposeinthisunit,weshalladoptthefivefunctionsof
managementasgivenbyKoontzandO’Donnelandshallnowproceedto
explaineachofthem.

16. Functions of Management in the Media Context
1.Planning:
This is commonly referred to as the basic management function. It has to do with the
preparation for the future operations of a business activity. It precedes every other
management function.
Koontz et al. (1982: 156) see planning as “deciding in advance what to do, how to
do it, when to do it, and who is to do it; it bridges the gap from where we are and
where we want to be.” Simply put, a plan is a future course of actions.
It is determination of course of action to achieve desired goals. With proper
planning, managers minimiseconfusions, risks, wastages & poor performance.

17. 2. Organising:
Organising may be considered as preparation for putting plans into action. It is
the process of bringing together both physical, financial and human resources
and developing productive relationship amongst them for the purpose of
attaining organisational goals and objectives. Okafor (2011) cites Henri Fayol as
saying that “to organise a business is to provide it with everything useful for its
functioning (i.e. raw material, tools, capital and personnel).” Organising as a
management function involves:
Functions of Management in the Media Context
Cont’d..

18. Organising as a management function involves:
identification of activities
classification or grouping of the activities
assigning of duties
creating responsibilities and assigning authorities to coordinate.
3. Staffing:
This has to do with the function of manning an organisation and keeping it
manned. The main purpose is to put the right person on the right job at the right
time. It entails searching, selecting, recruiting, replacing, training and developing
of staff. It also includes remunerations, performance appraisal, promoting,
transferring and retiring of staff.
Cont’d…
Functions of Management in the Media Context

19. 4. Directing:
Thisistheinterpersonalaspectofmanagementwhichhastodowithinfluencing,
guiding,supervising,instructingandmotivatingsubordinatesforthepurposeof
achievingorganisationalgoals.Foramanagertodirectwell,he/shemustensure
thatsubordinatesunderstandclearlywhattheyareexpectedtodoineach
situation.Thisimpliesthatmanagementmustgivepreciseordersandspecify
clearlyhowandwhen,whoshoulddowhat.
Functions of Management in the Media Context
Cont’d…

20. 5. Controlling:
This refers to measurement of current performance and correction of deviations (if
any) to ensure achievement of organisational goals. The purpose of control is to
ensure that everything work in accordance with the planned standards. Controlling
has these steps:
establishment of organisational standard of performance
measurement of the actual performance
comparing the actual performance with the organisational standard to determine
if there is any deviation
correcting deviations, if any.
Cont’d…
Functions of Management in the Media Context

21. Principles of Management –Fayol’s 14 Principles
Principles of Management –Fayol’s 14 Principles
1. Division of Work:sharing tasks
2. Authority: for carrying out managerial commands
3. Discipline:running organizations effectively
4. Unity of command: employee should know exactly whose instructions
to follow.
5. Unity of direction: working in harmony
6. Subordination:individual interests to the collective interests
7. Remuneration:paid a reasonable rate for the work they carry out
8. Centralization:decisions should be made centrally

22. Principles cont’d…
9. Scalar chain: clear chain of communication
10. Order:proper use of resources
11. Equity : Managers should behave ethically towards those they manage
12. Stability of tenure of personnel: having experienced staff and the
time and expense needed to train new ones
13. Initiative : motivation
14. Moral: moral and good spirit.

23. Management and Administration -a controversy
•According toTheo Haimann, “Administration means overall determination
of policies, setting of major objectives, the identification of general purposes
and laying down of broad programs and projects”.
•It refers to the activities of higher level. It lays down basic principles of the
enterprise.
•According to Newman, “Administration means guidance, leadership &
control of the efforts of the groups towards some common goals”.
•Whereas, management involves conceiving, initiating and bringing together
the various elements; coordinating, actuating, integrating the diverse
organizational components while sustaining the viability of the organization
towards some pre-determined goals.

24. In other words, it is an art of getting things done through & with the
people in formally organized groups. The difference between
Management and Administration can be summarizedas follow:-
Cont’d…

26. 1.8. Managerial job and skill requirements
Whatever the level of management, a manager needs a combination of the
following five skills:
1.Technical skill:-involves an understanding of and proficiency in a specific
activity that involves methods, processes, procedures, or techniques.
Technical skills indeed the ability to prepare a budget, layout a
production schedule, prepared a spread sheet analysis, upload
information onto a social network site, and demonstrate a piece of
electronic equipment. Technical skills are frequently referred to as hard
skills.
A well-developed technical skill can facilitate the rise into
management

27. 2. Interpersonal skill: Interpersonal (or human relations) skill is a manager’s
ability to work effectively as a team member and to build cooperative
effort in the unit.
Communication skills are an important component of interpersonal
skills.
They form the basis for sending and receiving messages on the job.
Although interpersonal skills are often referred to as soft skills it
does not mean these skills are easy to learn or insignificant, inter
personal skills are more important than technical skills in getting to
the top and providing leadership to people.

28. 3. Conceptual skill:Conceptual skill is the ability to see the organization as a
total entity.
It includes recognizing how the various units of the organization
depend on one another and how changes in any one part affect all the
others.
It also includes visualizing the relationship of the individual
business to the industry, the community, and the political, social,
and economic forces of the nation as a whole. For top level
management, conceptual skill is a priority because executive managers
have the most contact with the outside world.

29. ⚫Managersarefrequentlycalledontoinvestigateaproblem
andthentodecideonandimplementaremedy.
⚫Diagnosticskilloftenrequiresotherskills,becausemanagers
mustusetechnical,human,conceptual,orpoliticalskillsto
solvetheproblemstheydiagnose.
4.DiagnosticSkill

30. 5.PoliticalSkill:Animportantpartofbeingeffectiveistheabilityto
obtainpowerandpreventothersthemtakingitaway.
Otherpoliticalskills,includesestablishingtherightconnections
andimpressingtherightpeople.
Furthermore,managershighinpoliticalskillpossessanestate
understandingofpeople,alongwithafundamentalbeliefthatthey
cancontroltheoutcomesofthaninteractionswithpeople.
Experience:isobviouslyimportantindevelopingmanagement
skills.Yetexperienceislikelytobemorevaluableifitisenhanced
witheducation.

31. Summary of Chapter One
Definition of management
Characteristics of management
Functions of management
Principles of Management –Fayol’s 14 Principles
Managerial job and skill requirements