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
o Concept, definition and scope of management
o Characteristics of management
o Role and Functions of Management
o Principles of Management
o Management and Administration a controversy
o Managerial job and skill requirements

3. 1. Functional Concept
Management basically is the task of planning, coordinating, motivating
and controlling the efforts of other towards the goals and objectives of the
organization. According to this concept, management is what a manager
does (planning, executing, and controlling)
2. Human Relation Concept
According to this concept, Management is the art of getting things done
through and with people in organized groups. It is the art of creating an
environment in which people can perform and individuals could cooperate
towards attaining of group goals. It is an art of removing blanks to such
performance a way of optimizing efficiency in reaching goals.
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. Productive concept
According to this concept, management may be defined as the art of
securing maximum prosperity with a minimum effort so as to secure
maximum prosperity and happiness for both employer and employee
and provide best services thereby.

5. Cont’d…
5. Integration concept
According to this concept, management is the coordination of human and material
resources towards the achievement of organizational objectives as well as the
organization of the productive functions essential for achieving stated or accepted
economic goal.
These above definition of management, given by different writers and authorities,
are found giving different senses. Virtually, the five concepts are found developed
by the authorities emphasizing in different aspects. However, it has been realized
by many that it will not be fair to define management based upon any one aspect.
Management can be taken as managerial process or social process either engage in
planning, organizing, staffing, directing and controlling or mobilizing the group
activities to achieve the corporate goals.

6. 1.2. Definition of Management by experts
There are numerous definitions of management. Different experts have
defined different points of view.
According to Mary Parker Follett, “Management is the art of getting things
done through people.”
Harold Koontz defined as, “Management is the art of getting things done
through and with people in formally organized groups. It is the art of creating an
environment in which people can perform and individuals could cooperate
towards attaining of group goals.”
In view of Joseph Massie, “Management is defined as the process by which a
cooperative group directs actions towards common goals.
Leadership is “doing the right thing”.
But Management is “doing things right”.

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. A manager is a person responsible for the work performance of group members.
 A manager holds the formal authority to commit organizational resources,
even if the approval of others is required.
 Media Managers are communication specialists who develop and implement
all targeted content for various media platforms.
 They research, write, proofread and edit all media content, implement and
manage media campaigns, and deliver public relations and communications
plans. (strategic management, procurement management, production
management, organizational management and marketing of media
enterprises.)
Who is a manager?

9.  As a Media Manager, you will have to research different topics, proofread
the content, write about products, and compile 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 organisational goals.
Management has some characteristics that make it unique. Some of
them include:

11. iv. Management is all pervasive: This means that management is required in
all types of organizations whether political, social, cultural, or business.
The reason is that it helps in directing various efforts towards a definite
purpose. Be it in hospitals, hotels, colleges, media, small or large
firms, management is required irrespective of size or type.
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.  Several experts have made attempts at classifying management functions. One of
the earliest scholars to do so was Henri Fayol. According to him, “to manage is to
forecast and plan, to organise, to command & to control.”
 However, it was Lather Gullick that gave the acronym ‘POSDCORB’ which is
commonly used today for easy remembrance of the general functions of
management. According to him, P stands for Planning, O for Organising, S for
Staffing, D for Directing and Co for Coordinating, while R stands for Reporting
and B for Budgeting.
Functions of Management in the Media Context

15. Functions of Management in the Media Context
 Meanwhile, the most generally accepted definition of the functions of
management was given by Koontz and O’Donnel (1982). According to them,
management performs the following functions: Planning, Organising, Staffing,
Directing, and Controlling.
 Management writers who support Koontz and O’Donnel, argue that every other
management functions can easily be fitted into the five given by Koontz and
O’Donnel. For our purpose in this unit, we shall adopt the five functions of
management as given by Koontz and O’Donnel and shall now proceed to
explain each of them.

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 minimise confusions, 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:
This is the interpersonal aspect of management which has to do with influencing,
guiding, supervising, instructing and motivating subordinates for the purpose of
achieving organisational goals. For a manager to direct well, he/she must ensure
that subordinates understand clearly what they are expected to do in each
situation. This implies that management must give precise orders and specify
clearly how and when, who should do what.
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 to Theo 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 summarized as 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. ⚫ Managers are frequently called on to investigate a problem
and then to decide on and implement a remedy.
⚫Diagnostic skill often requires other skills, because managers
must use technical, human, conceptual, or political skills to
solve the problems they diagnose.
4.Diagnostic Skill

30. 5. Political Skill: An important part of being effective is the ability to
obtain power and prevent others them taking it away.
Other political skills, includes establishing the right connections
and impressing the right people.
Furthermore, managers high in political skill possess an estate
understanding of people, along with a fundamental belief that they
can control the outcomes of than interactions with people.
Experience: is obviously important in developing management
skills. Yet experience is likely to be more valuable if it is enhanced
with education.

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