5. Press Release
Write a press release on a creative media company
following the guidelines provided.
3.1 Describe the company’s vision, mission and values.
Outline what they are and comment upon how they are
reflected in the work produced by the company and the
projects undertaken by the company.
3.2 Describe the organisation’s funding, governance
and regulation. Outline each aspect and provide
examples of their implementation and impact upon the
daily workings and projects undertaken by the company.
7. Vision
• Your vision is your dream of what you want
the organisation to be. Your strategy is the
large-scale plan you will follow to make the
dream happen. Your tactics are the specific
actions you will take to follow the plan.
8. Mission Statement
• A mission statement is a brief description of a
company's fundamental purpose. A mission
statement answers the question, "Why do we
exist?" The mission statement articulates the
company's purpose both for those in the
organisation and for the public.
9. Starbucks
To inspire and nurture the human spirit— one
person, one cup, and one neighbourhood at a
time.
10. Values
• A company’s statement of its corporate values
is a high level statement that describes how
the company behaves. Corporate values are
not a mission statement that describe what
task the company aims to fulfil. Neither are
they a set of commercial objectives.
11. Co-Operative
our ethical values
• Openness – nobody’s perfect, and we won’t
hide it when we’re not
• Honesty – we are honest about what we do
and the way we do it
• Social responsibility – we encourage people to
take responsibility for their own community,
and work together to improve it
• Caring for others – we regularly fund charities
and local community groups from the profits of
our businesses.
12. Co-Operative
our principles are the way we put our values into action
• Voluntary and open membership – membership is open to everyone
• Democratic member control – all members have an equal voice in
making policies and electing representatives
• Member economic participation – all profits are controlled
democratically by members and for their benefit
• Autonomy and independence – co-operatives are always independent,
even when they enter into agreements with the Government and other
organisations
• Education, training and information – co-operatives educate and
develop their members as well as their staff
• Co-operation amongst co-operatives – co-operatives work together
with other co‑ operatives to strengthen the co-operative movement as a
whole
• Concern for community – co-operatives also work to improve and
develop the community, both locally and internationally.
13. Co-Operative
• Self-help – we help people to help themselves
• Self-responsibility – we take responsibility for, and
answer to our actions
• Democracy – we give our members a say in the way
we run our businesses
• Equality – no matter how much money a member
invests in their share account, they still have one vote
• Equity – we carry our business in a way that is fair
and unbiased
• Solidarity – we share interests and common
purposes with our members and other co-operatives.
14. Imagine you are a Company
£1 Fish
Coffee and Pet Shop
Selling a wide variety of cheap fish
Selling Coffee and Pet supplies, Dog
(fishmongers) directly to customers /
friendly
consumers
IT Services Film Downloads
Offering IT support to personal Selling film downloads for a
customers, Mac and PC, Software and reasonable price to compete with
Hardware advice rental stores
15. Imagine you are a Company
1. What is you vision?
2. What is your mission statement?
3. What are your values?
16. News Corporation
• Values
Informing with a purpose, entertaining with a passion, challenging
with a mission and connecting the world.
• Vision
“We may never become true digital natives. But we can and must
begin to assimilate to their culture and way of thinking. It is a
monumental, once-in-a-generation opportunity, but it is an exciting
one, because if we're successful, our industry has the potential to
reshape itself, and to be healthier than ever before”
• Mission Statement
Creating and distributing top-quality news, sports and entertainment
around the world
17. BBC
• Values
• Trust is the foundation of the BBC: we are independent, impartial and honest.
• Audiences are at the heart of everything we do.
• We take pride in delivering quality and value for money.
• Creativity is the lifeblood of our organisation.
• We respect each other and celebrate our diversity so that everyone can give their
best.
• We are one BBC: great things happen when we work together.
• Vision
To be the most creative organisation in the world
• Mission Statement
To enrich people's lives with programmes and services that inform, educate and
entertain
18. Sample mission statements
• Amazon.com mission statement
• Our vision is to be earth's most customer centric company; to build a place where people can come
to find and discover anything they might want to buy online.
• Dell mission statement
• Dell listens to customers and delivers innovative technology and services they trust and value.
• eBay mission statement
• eBay pioneers communities built on commerce, sustained by trust, and inspired by opportunity.
eBay brings together millions of people every day on a local, national and international basis
through an array of websites that focus on commerce, payments and communications
• Facebook mission statement
• Facebook is a social utility that helps people communicate more efficiently with their friends,
family and coworkers. The company develops technologies that facilitate the sharing of
information through the social graph, the digital mapping of people's real-world social
connections. Anyone can sign up for Facebook and interact with the people they know in a trusted
environment.
20. Funding
Where does the money come from?
Choose two of the creative media industries and identify which of the following
methods of income generation apply to each?
• Retail sales
• Downloads
• Advertisers
• Sponsorship
• BBC Licence Fee
• Commissions from Clients
• Cinema Box Office
• CD & DVD Sales
• DVD Rental
• Television Subscriptions
• Merchandise
• Licencing: images of characters in films, use of ‘intellectual property’
21. Funding
• Small Company Productions – earn money working for
clients
• Broadcast TV & Radio – BBC has the License Fee &
Commercial Broadcasters are funded by advertising
• Major Creative Productions (Film, Games & Sound
Recording) – At least one large company will put up
funding (multi-million pounds)
• Indies and the Internet (Film makers, Musicians &
Radio) – Self funded
• Franchises and Formats – Can allow other companies
to use their ‘intellectual property’ ie. TV Programmes
sold worldwide (Big Brother)
22. Governance
Decisions that define expectations, grant power,
or verify performance i.e.
• Laws
• Regulations
• Research Bodies
• Award Bodies
• Ownership (firms, boards, executives,
directors, auditors, control, management)
23. Governance
Example:
Time Warner in 2004 agreed to pay $510 million in
fines to settle charges of securities fraud
involving accounting irregularities in AOL
Task:
Can you find any instances where the governance
of a media company has made headlines?
Tip:
Search Newspaper websites for specific media
companies
24. Regulation
Considering the rights and interests of producers
and consumers
Issues
• Ownership and Control (Monopoly)
• Protection and Censorship (Taste and Decency)
• Intellectual Property
• Fair payment and recognition
• Consumer Choice
• Protecting under-18s
25. Regulation
Questions
1. What is a monopoly?
2. Why is it important to ensure that no single media
producer in the UK has a monopoly?
3. Why is consumer choice important?
4. What is censorship?
5. Why do some people think there is a fine line between
censorship and protecting the public interest?
6. Why should under 18s be subject to particular
consideration by regulators?
26. Regulation
A large number of statutory and industry organisations
regulate the creative media industries
• Advertising Standards Authority (ASA)
• British Board of Film Classifications (BBFC)
• Office of Communications (Ofcom)
• Press Complaints Commission (PCC)
• Independent Television Commission (ITC)
• Radio Authority (RA)
• BBC – Producers Guidelines & Programme Complaints
Unit
• Broadcasting Standards Commission (BSC)
27. Activity
Choose the media company that you are going
to write your press release on and find out:
1.Where does the funding for the company
come from?
2.How is the company governed?
3.Who regulates the company?
28. Press Release
Write a press release on a creative media company
following the guidelines provided.
3.1 Describe the company’s vision, mission and values.
Outline what they are and comment upon how they are
reflected in the work produced by the company and the
projects undertaken by the company.
3.2 Describe the organisation’s funding, governance
and regulation. Outline each aspect and provide
examples of their implementation and impact upon the
daily workings and projects undertaken by the company.
Editor's Notes
Corporate governance issues have risen to prominence in recent years as a result of corporate scandals and misbehavior of executives. The U.S. cable TV operator Adelphia was driven into bankruptcy in 2002 and its controlling family forced out of the company following disclosures of questionable financial transactions between the company and family members. The French firm Vivendi Universal in 2003 paid $50 million in fines for misrepresenting its condition in accounting and financial statements. Time Warner in 2004 agreed to pay $510 million in fines to settle charges of securities fraud involving accounting irregularities in AOL. Shareholder lawsuits charging boards and executives at media companies with ignoring interests of shareholders have been filed against most major media companies in recent years, including Bertelsmann, Walt Disney Co., CanWest, and Belo Corp. Such developments have focused attention on the need for transparency and trust between firms, investors, and the public. They have raised governance issues related to representation on boards of directors, authority and responsibilities of directors, independence of directors, independence of financial auditors, clarity and independence in determining executive compensation, and relations between boards and executives. Debates over corporate governance are fundamentally related to concepts of capital, ownership, control, and management and the importance of governance issues are increased when companies offer shares on stock markets. Corporate Governance: Issues and Challenges - Robert G. Picard
What is a monopoly? - exists when a specific individual or an enterprise has sufficient control over a particular product or service to determine significantly the terms on which other individuals shall have access to it Why is it important to ensure that no single media producer in the UK has a monopoly? Monopolies derive their market power from barriers to entry - circumstances that prevent or greatly impede a potential competitor's entry into the market or ability to compete in the market. Why is consumer choice important? – Consumers should have the right to access or purchase goods or services which are relevant and/or required. Human Rights (EU) Law. What is censorship? the control of the information and ideas circulated within a society. Not all censorship is equal, nor does all arise from government or external force. People self-censor all the time; such restraint can be part of the price of rational dialogue. Why do some people think there is a fine line between censorship and protecting the public interest? The rule historically has been, and continues to be, repression and suppression of disfavored ideas. The one redeeming fact is that, in most parts of the world, the ideal of liberty is embraced at least theoretically, and no state openly claims a commitment to religious, intellectual, artistic, or political censorship. The universal philosophical embrace of free expression is reflected in the many covenants and declarations that have been passed in support of freedom and human rights; these include the UN Charter (1945), the UN Declaration of Human Rights (1948), the UN Covenants on Civil and Political Rights (1966) and on Economic, Social, and Cultural Rights (1966), the European Convention on Human Rights (1953), the Helsinki Final Act (1975), and the American (Western Hemisphere) Convention on Human Rights (1978). These documents form the basis of the hope that the Internet might yet succeed in realizing its promise of providing a free and unencumbered flow of information throughout the world. Why should under 18s be subject to particular consideration by regulators? Concerns about children ’s viewing vary amongst parents and carers. Most, however, agree that children under 10 are the most vulnerable and so in need of protection . Viewers and listeners make a distinction between channels which appeal to a wide- ranging audience, including children, and those that attract a smaller, niche audience, unlikely to appeal to children. Although broadcasters of these niche channels still carry a responsibility towards a potential child audience, the majority of homes do not contain children and viewers and listeners have a right to expect a range of subject matter. (Ofcom)
