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Communications management: Media as a partner or threat for MNCs

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dc.title Communications management: Media as a partner or threat for MNCs en
dc.contributor.author Kubíčková, Martina
dc.contributor.author Krenar, Petr
dc.relation.ispartof Innovation and Knowledge Management: A Global Competitive Advantage, Vols 1-4
dc.identifier.isbn 978-0-9821489-5-2
dc.date.issued 2011
dc.citation.spage 900
dc.citation.epage 909
dc.event.title 16th International-Business-Information-Management-Association Conference
dc.event.location Kuala Lumpur
utb.event.state-en Malaysia
utb.event.state-cs Malajsie
dc.event.sdate 2011-06-29
dc.event.edate 2011-06-30
dc.type conferenceObject
dc.language.iso en
dc.publisher International Business Information Management Association (IBIMA) en
dc.subject Media en
dc.subject Communication en
dc.subject Multinational Corporation en
dc.description.abstract The principal aim of this paper is to investigate a role of media in relation to the multinational corporations and to examine possibilities how MNCs can drive a positive or negative influence of media to gain the overall success by themselves. Media have become the important element and the inherent part of communication process outside or inside of MNC organizations. As a significant partner, media are able to influence the effective building of contact networks with groups of MNC interest within a very short time period. Simultaneously, they attract attention of public generally and are able to change the conduct and the attitudes of individuals toward to MNC. This paper reflects the need to explore and describe in brief, what is MNC awareness about the potential risks of negative publicity effects that might arise. The pilot survey was focused on the following research questions: How media undermine the MNC image? What direct consequences can evocate the negative publicity in media for MNC? This probe was conducted in the selected branch offices of MNCs in the Czech Republic through the interviews with representatives responsible for Corporate Communication or Public Relations. The guided interviews took place since January 2011 to March 2011. The findings have been confronted in connection with theoretical cognition of solved issue. The results were interpreted in an exploratory manner. Based on the survey a set of principles with short recommendations was proposed. These rules determine how to drive the efficiency of communication process in the interaction with media. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1003322
utb.identifier.rivid RIV/70883521:28120/11:00001028!RIV12-MSM-28120___
utb.identifier.obdid 43865169
utb.identifier.scopus 2-s2.0-84905108925
utb.identifier.wok 000317549601037
utb.source d-wok
dc.date.accessioned 2013-07-27T14:55:01Z
dc.date.available 2013-07-27T14:55:01Z
utb.contributor.internalauthor Kubíčková, Martina
utb.contributor.internalauthor Krenar, Petr
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