Media policy can be defined as the written document consists of regulatory interventions specifically designed to promote communicative opportunities (Cohen, 2003).

1. The roles of media policies asThe roles of media policies as
used in Tanzania media housesused in Tanzania media houses
By Elisha Magolanga, 2015Elisha Magolanga, 2015

2. INTRODUCTIONINTRODUCTION
Definition of termsDefinition of terms
 Policy is a set of rules usually set by the organization andPolicy is a set of rules usually set by the organization and
corporation to achieve a certain goal. It is a guideline oncorporation to achieve a certain goal. It is a guideline on
how to do a specific activity. (Berege, 2014).how to do a specific activity. (Berege, 2014).
 Media policy can be defined as the written documentMedia policy can be defined as the written document
consists of regulatory interventions specifically designedconsists of regulatory interventions specifically designed
to promote communicative opportunities (Cohen, 2003).to promote communicative opportunities (Cohen, 2003).
 Editorial policy according to Spitzer, (1993) is aEditorial policy according to Spitzer, (1993) is a
guidelines the print media follows to persuade the publicguidelines the print media follows to persuade the public
on certain issues or to achieve specific goals.on certain issues or to achieve specific goals.

3. The role of editorial policyThe role of editorial policy
 To translate editorial values into operationsTo translate editorial values into operations
 To ensure compliance with legal and statutoryTo ensure compliance with legal and statutory
responsibilitiesresponsibilities
 To guide the media house towards the achievement ofTo guide the media house towards the achievement of
its strategic planits strategic plan
 To set standards that measure the taste of the mediaTo set standards that measure the taste of the media
househouse

4. The role of marketing policyThe role of marketing policy
Marketing policy is a plan clarifies the key marketingMarketing policy is a plan clarifies the key marketing
elements of a business and maps out directions, objectiveselements of a business and maps out directions, objectives
and activities for the business and its employees. The roleand activities for the business and its employees. The role
of marketing policy include:-of marketing policy include:-
To extend the media audience so as to grab theTo extend the media audience so as to grab the
advertisers and sponsors since the more coverage createsadvertisers and sponsors since the more coverage creates
more market opportunity for advertisers to invest.more market opportunity for advertisers to invest.
The marketing policy is a roadmap on how the mediaThe marketing policy is a roadmap on how the media
programs and services will take a service and transformprograms and services will take a service and transform
that into a commercially viable proposition.that into a commercially viable proposition.

5. Human Resources policyHuman Resources policy
 Human Resources policies are written statements ofHuman Resources policies are written statements of
the organisation’s standards and objectives that includethe organisation’s standards and objectives that include
all areas of employment, including recruitment,all areas of employment, including recruitment,
compensation, termination, benefits, employeecompensation, termination, benefits, employee
relations and leaves of absence.relations and leaves of absence.
 Media managers, employees and the HR department allMedia managers, employees and the HR department all
have roles in ensuring that HR policies are effectivelyhave roles in ensuring that HR policies are effectively
implemented.implemented.

6. The role of Human Resources policyThe role of Human Resources policy
 Guide the process of recruiting suitable candidates forGuide the process of recruiting suitable candidates for
the media Eg Editors, reporters, photographers etc.the media Eg Editors, reporters, photographers etc.
 Identifying and meeting the training needs of existingIdentifying and meeting the training needs of existing
staff for the purpose of building capacitystaff for the purpose of building capacity
 Ensuring employee welfare and employee relations areEnsuring employee welfare and employee relations are
positive in the media housepositive in the media house
 Ensure the working environment is safe for employeesEnsure the working environment is safe for employees
 Provide guide for staff employment and salary servicesProvide guide for staff employment and salary services
including appointments, promotions, transition toincluding appointments, promotions, transition to
retirement, voluntary separations, redundancy, paymentretirement, voluntary separations, redundancy, payment
of salaries, leave, and superannuation, conditions ofof salaries, leave, and superannuation, conditions of
service and job classification and remuneration.service and job classification and remuneration.

7. Advertising policyAdvertising policy
Advertising policy is the no-personal communication ofAdvertising policy is the no-personal communication of
information action plan usually paid for and usuallyinformation action plan usually paid for and usually
persuasive in nature about products, services or ideas bypersuasive in nature about products, services or ideas by
identified sponsors through the various media (Taflingeridentified sponsors through the various media (Taflinger
1996).1996).
Media such as television, online, print and radio attractMedia such as television, online, print and radio attract
the public by imparting knowledge and awareness ofthe public by imparting knowledge and awareness of
products and services companies.products and services companies.

8. Role of Advertising policyRole of Advertising policy
 To alert clients about new products and services thatTo alert clients about new products and services that
comes into the market, e.g. newspaper highlight, radiocomes into the market, e.g. newspaper highlight, radio
and TV programs.and TV programs.
 Profit maximization since both print and broadcastProfit maximization since both print and broadcast
media cover huge audiences at the same time.media cover huge audiences at the same time.
 Creates a pathway to popularizes brands,Creates a pathway to popularizes brands,
 To persuades and convinces the public about the goodsTo persuades and convinces the public about the goods
or services offered.or services offered.

9. Circulation policyCirculation policy
Circulation policy is a parameter ofCirculation policy is a parameter of
the process of transporting andthe process of transporting and
delivering tangible goods from thedelivering tangible goods from the
manufacturer to other chains ofmanufacturer to other chains of
distributors (wholesalers anddistributors (wholesalers and
retailers) down to the end users orretailers) down to the end users or
consumers.consumers.
Relating this to our discussion,Relating this to our discussion,
would mean that circulation is thewould mean that circulation is the
process of transporting newspapersprocess of transporting newspapers
from the scene of production tofrom the scene of production to
where the readers could access andwhere the readers could access and
buy them.buy them.

10. The role of Circulation policyThe role of Circulation policy
 To be the first or among the earliest newspaper to bringTo be the first or among the earliest newspaper to bring
the news to the peoplethe news to the people
 To ensure that the newspaper’s market share is notTo ensure that the newspaper’s market share is not
sacrificed to other competitors because of inability tosacrificed to other competitors because of inability to
reach out.reach out.
 To satisfy advertisers who placed their advertisementsTo satisfy advertisers who placed their advertisements
on the newspaper in other to reach out to their targetson the newspaper in other to reach out to their targets
via the newspaper.via the newspaper.
 To further boost the circulation rate of the newspaperTo further boost the circulation rate of the newspaper
and by extension, position it as a widely circulated andand by extension, position it as a widely circulated and
read newspaper.read newspaper.

11. ReferencesReferences
 Spitzer, R.J. (1993).Spitzer, R.J. (1993). Media and public policyMedia and public policy (2(2ndnd
Ed.).Ed.).
Westport: Praeger.Westport: Praeger.
 Bernard Cohen (2003),Bernard Cohen (2003), The Press and Foreign Policy.The Press and Foreign Policy.
Printon, Nj, Printon University Press.Printon, Nj, Printon University Press.
 Berege S, (2014)Berege S, (2014) Media Laws, Policies and EthicsMedia Laws, Policies and Ethics,,
University of IringaUniversity of Iringa
 Ken T. (2011)Ken T. (2011) Editorial freedom Act, On SeparatingEditorial freedom Act, On Separating
Editors ownership and undoing Oligarchy in aEditors ownership and undoing Oligarchy in a
corporate mediacorporate media..

12. The end of presentationThe end of presentation
THANKSTHANKS