MEGATRENDS AND MEDIA

MEGATRENDS AND MEDIA
Finally, the third cluster of problems in the considered relationship
builds on the lack of trust and is framed as the lack of collaboration
and the absence of eficient communication, manifested also as lacking
procedures, standards and strategies on how to approach the other
side and how to build a mutually useful relationship that would lead to
fruitful cooperation and ultimately fruitful partnerships. Public relations
function in civil society organisations in the considered region are not
necessarily opposed to media particularly because the two roles are,
and can be, in compliance and supplementary to each other. It has been
pointed out, as one of the conclusions of the previous research and
assessments, that there is certain presence in some areas of substantial
reservoirs of good will to improve relationships and raise them to the
level of collaboration. This is very encouraging because it shown that
with adequate targeted interventions positive change could be achieved.
Effective communication is the building brick in the wall of collaboration
and partnership on which successful relationship resides. Currently, civil
society organisations use communication models that are not always
most eficient ways of communicating to journalists, and, in addition fail
to closely monitor and evaluate media coverage or evaluate it from the
point of view of social interest.
2 Strategic Framework
It is very important that the communication process taking place between
civil society organisations and the media be all the time assessed in light
of the fact that media are not only a stakeholder and publics to CSO but
even more so, the channel through which civil society organisations
can reach other stakeholders and publics that are crucial to them and
their missions. Relationship between public relation functions of civil
society organisations and journalism are synthesised as normative
models of journalism and two ways asymmetrical/two way symmetrical
communications between civil society organisations and the media.
This synthesis yields four models of public communication currently
operating in the considered region with an impact on relationship
building that form a strategic framework for effective communication
between civil society organisations and the media.
The irst of the models in which this communication takes place is the
commercial model where the CSO communicator or the person in that
role and a journalist are in the position of sales people with the aim to
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