The Media Image, Reputation and Media Communication of Metsähallitus Forestry from the Journalist´s Point of view
Kutvonen, Annika (2013)
Kutvonen, Annika
HAAGA-HELIA ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201402242581
https://urn.fi/URN:NBN:fi:amk-201402242581
Tiivistelmä
Metsähallitus is a state-owned forest enterprise whose tasks are divided into business activities, primarily budget-funded public administration ones. Metsähallitus Forestry, which is the commissioning party of this bachelor’s thesis, is responsible for marketing and selling timber, as well as for managing forests.
Metsähallitus Forestry faces a number of challenges regarding its communication. The objective of this thesis was to find out what kind of media image and reputation Metsähallitus Forestry has and what the media think about and wish for regarding the organization’s external communication. In addition, the possible influence of news coverage on the public’s perceptions of Metsähallitus Forestry is discussed in this thesis.
The empirical part of the study was implemented as a survey, interviews and the analysis of an article. Both qualitative and quantitative research methods were used. In addition to the empirical research different applicable theories of e.g. image, the media and organizational communication are used as a theoretical framework for the study. What are media image and reputation? How are they created? What are the critical issues in media communication? How much are the various media capable of influencing our opinions about a specific organization?
The research showed that the media image of this organization is mostly neutral, although both media image and reputation turned out to be more positive among the journalists than assumed. However, there were also some negative aspects, indicating that media communication and reputation management of Metsähallitus Forestry both require some improvement. External communication got both positive and negative feedback. Various developmental suggestions were put forward and hopefully Metsähallitus Forestry can take advantage of these research results in their future communication processes. The analysis of an article indicated that the points of view taken in certain articles definitely have an impact on the public’s views about an organization, in this case Metsähallitus Forestry.
Metsähallitus Forestry faces a number of challenges regarding its communication. The objective of this thesis was to find out what kind of media image and reputation Metsähallitus Forestry has and what the media think about and wish for regarding the organization’s external communication. In addition, the possible influence of news coverage on the public’s perceptions of Metsähallitus Forestry is discussed in this thesis.
The empirical part of the study was implemented as a survey, interviews and the analysis of an article. Both qualitative and quantitative research methods were used. In addition to the empirical research different applicable theories of e.g. image, the media and organizational communication are used as a theoretical framework for the study. What are media image and reputation? How are they created? What are the critical issues in media communication? How much are the various media capable of influencing our opinions about a specific organization?
The research showed that the media image of this organization is mostly neutral, although both media image and reputation turned out to be more positive among the journalists than assumed. However, there were also some negative aspects, indicating that media communication and reputation management of Metsähallitus Forestry both require some improvement. External communication got both positive and negative feedback. Various developmental suggestions were put forward and hopefully Metsähallitus Forestry can take advantage of these research results in their future communication processes. The analysis of an article indicated that the points of view taken in certain articles definitely have an impact on the public’s views about an organization, in this case Metsähallitus Forestry.