Thursday 10th January 2013

Unit 8 IndustriesRachel Heyes

The Manchester College

Your Class Schedule

Your Progress

Podcast Review Press Release Case Study

1.1 1.2 1.3 2.1 2.2 3.1 3.2 3.3 3.4 4.1 4.2 4.3

13th Dec 10th Jan 31st Jan 7th Feb

Anthony ✔ ✔ ✔ ✔ ✔

Tom ✔ ✔ ✔

Emily ✔ ✔ ✔

Kathryn ✔ ✔ ✔

Craig

Hand it over!

Press ReleaseWrite a press release on a creative media company following the guidelines provided.

3.1 Describe the company’s vision, mission and values. Outline what they are and comment upon how they are reflected in the work produced by the company and the projects undertaken by the company.

3.2 Describe the organisation’s funding, governance and regulation. Outline each aspect and provide examples of their implementation and impact upon the daily workings and projects undertaken by the company.

Values, Vision and Mission Statement

Vision

• Your vision is your dream of what you want the organisation to be. Your strategy is the large-scale plan you will follow to make the dream happen. Your tactics are the specific actions you will take to follow the plan.

Mission Statement

• A mission statement is a brief description of a company's fundamental purpose. A mission statement answers the question, "Why do we exist?" The mission statement articulates the company's purpose both for those in the organisation and for the public.

Starbucks

To inspire and nurture the human spirit— one person, one cup, and one neighbourhood at a

time.

Values

• A company’s statement of its corporate values is a high level statement that describes how the company behaves. Corporate values are not a mission statement that describe what task the company aims to fulfil. Neither are they a set of commercial objectives.

Co-Operative

our ethical values• Openness – nobody’s perfect, and we won’t

hide it when we’re not• Honesty – we are honest about what we do

and the way we do it• Social responsibility – we encourage people to

take responsibility for their own community, and work together to improve it

• Caring for others – we regularly fund charities and local community groups from the profits of our businesses.

Co-Operativeour principles are the way we put our values into action• Voluntary and open membership – membership is open to everyone• Democratic member control – all members have an equal voice in

making policies and electing representatives• Member economic participation – all profits are controlled

democratically by members and for their benefit• Autonomy and independence – co-operatives are always independent,

even when they enter into agreements with the Government and other organisations

• Education, training and information – co-operatives educate and develop their members as well as their staff

• Co-operation amongst co-operatives – co-operatives work together with other co operatives to strengthen the co-operative movement as a ‑whole

• Concern for community – co-operatives also work to improve and develop the community, both locally and internationally.

Co-Operative• Self-help – we help people to help themselves• Self-responsibility – we take responsibility for, and

answer to our actions• Democracy – we give our members a say in the way

we run our businesses• Equality – no matter how much money a member

invests in their share account, they still have one vote• Equity – we carry our business in a way that is fair

and unbiased• Solidarity – we share interests and common

purposes with our members and other co-operatives.

Imagine you are a Company

Coffee and Pet Shop

Selling Coffee and Pet supplies, Dog

friendly

£1 Fish

Selling a wide variety of cheap fish

(fishmongers) directly to customers /

consumers

IT Services

Offering IT support to personal

customers, Mac and PC, Software and

Hardware advice

Film Downloads

Selling film downloads for a

reasonable price to compete with

rental stores

Imagine you are a Company

1. What is you vision?2. What is your mission statement?3. What are your values?

News Corporation• ValuesInforming with a purpose, entertaining with a passion, challenging

with a mission and connecting the world. • Vision“We may never become true digital natives. But we can and must

begin to assimilate to their culture and way of thinking. It is a monumental, once-in-a-generation opportunity, but it is an exciting one, because if we're successful, our industry has the potential to reshape itself, and to be healthier than ever before”

• Mission StatementCreating and distributing top-quality news, sports and entertainment

around the world

BBC• Values• Trust is the foundation of the BBC: we are independent, impartial and honest.• Audiences are at the heart of everything we do.• We take pride in delivering quality and value for money.• Creativity is the lifeblood of our organisation.• We respect each other and celebrate our diversity so that everyone can give their

best.• We are one BBC: great things happen when we work together.

• VisionTo be the most creative organisation in the world

• Mission StatementTo enrich people's lives with programmes and services that inform, educate and

entertain

Sample mission statements• Amazon.com mission statement • Our vision is to be earth's most customer centric company; to build a place where people can come

to find and discover anything they might want to buy online.

• Dell mission statement • Dell listens to customers and delivers innovative technology and services they trust and value.

• eBay mission statement• eBay pioneers communities built on commerce, sustained by trust, and inspired by opportunity.

eBay brings together millions of people every day on a local, national and international basis through an array of websites that focus on commerce, payments and communications

• Facebook mission statement • Facebook is a social utility that helps people communicate more efficiently with their friends,

family and coworkers. The company develops technologies that facilitate the sharing of information through the social graph, the digital mapping of people's real-world social connections. Anyone can sign up for Facebook and interact with the people they know in a trusted environment.

Funding, Governance and

Regulation

FundingWhere does the money come from?Choose two of the creative media industries and identify which of the following

methods of income generation apply to each?• Retail sales• Downloads• Advertisers• Sponsorship• BBC Licence Fee• Commissions from Clients• Cinema Box Office• CD & DVD Sales• DVD Rental• Television Subscriptions• Merchandise• Licencing: images of characters in films, use of ‘intellectual property’

Funding• Small Company Productions – earn money working for

clients• Broadcast TV & Radio – BBC has the License Fee &

Commercial Broadcasters are funded by advertising• Major Creative Productions (Film, Games & Sound

Recording) – At least one large company will put up funding (multi-million pounds)

• Indies and the Internet (Film makers, Musicians & Radio) – Self funded

• Franchises and Formats – Can allow other companies to use their ‘intellectual property’ ie. TV Programmes sold worldwide (Big Brother)

Governance

Decisions that define expectations, grant power, or verify performance i.e.

• Laws• Regulations• Research Bodies• Award Bodies• Ownership (firms, boards, executives,

directors, auditors, control, management)

Governance

Example:Time Warner in 2004 agreed to pay $510 million in

fines to settle charges of securities fraud involving accounting irregularities in AOL

Task:Can you find any instances where the governance

of a media company has made headlines?Tip: Search Newspaper websites for specific media

companies

Regulation

Considering the rights and interests of producers and consumers

Issues• Ownership and Control (Monopoly)• Protection and Censorship (Taste and Decency)• Intellectual Property• Fair payment and recognition• Consumer Choice• Protecting under-18s

RegulationQuestions1. What is a monopoly?2. Why is it important to ensure that no single media

producer in the UK has a monopoly?3. Why is consumer choice important?4. What is censorship?5. Why do some people think there is a fine line between

censorship and protecting the public interest?6. Why should under 18s be subject to particular

consideration by regulators?

RegulationA large number of statutory and industry organisations

regulate the creative media industries• Advertising Standards Authority (ASA)• British Board of Film Classifications (BBFC)• Office of Communications (Ofcom)• Press Complaints Commission (PCC)• Independent Television Commission (ITC)• Radio Authority (RA)• BBC – Producers Guidelines & Programme Complaints

Unit• Broadcasting Standards Commission (BSC)

Activity

Choose the media company that you are going to write your press release on and find out:

1.Where does the funding for the company come from?

2.How is the company governed?3.Who regulates the company?

Press ReleaseWrite a press release on a creative media company following the guidelines provided.

3.1 Describe the company’s vision, mission and values. Outline what they are and comment upon how they are reflected in the work produced by the company and the projects undertaken by the company.

3.2 Describe the organisation’s funding, governance and regulation. Outline each aspect and provide examples of their implementation and impact upon the daily workings and projects undertaken by the company.