PhD, mass communication. Writing Chapter 4 and 5 only. around 40 pages, in 21 days

INSTITUTIONALIZING AND MANAGING CORPORATE REPUTATION THROUGH COMMUNICATION LEADERSHIP AMONG THE LEADING MEDIA GOVERNMENT- LINKED COMPANIES
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Table of Contents
4.    RESULTS AND DISCUSSION    1
Introduction    1
Findings    1
Discussion    10
5.    CONCLUSION AND RECOMMENDATION    12
Introduction    12
Objective, Method, & Context of the Study    12
Summary of findings    13
Conclusion    13
Implications    14
Theoretical implications    14
Practical implications    14
Recommendations    14
REFERENCES / BIBLIOGRAPHY    15
APPENDICES    16
Appendix 1    16
Appendix 2    17
RESULTS AND DISCUSSION
Introduction
This study, as described in earlier section, aims in determining the ways in which the communication leader shall communicate for enhancing the corporate reputation in the form of an asset amongst the Government affiliated media entities in same time, identifying the ways in which the communication leaders shall demonstrate the communication leadership to enhance credibility concerning the firm, and in identifying the ways in which the communication leader shall internalize overall value concerning the communication leadership with respect to enhancing the reputation of the corporate. In addressing these aims, the study identified three research aims – How does one communicate as the communication leader in enhancing corporate reputation in the form of an asset amongst the Government affiliated media entities in same time?, How does one demonstrate the communication leadership to enhance credibility concerning the respective firm?, and How does one internalize overall value concerning the communication leadership with respect to enhancing the reputation of the corporate?
In pursuing these research aims and questions, broadly, qualitative methodology has been employed as the same in the context of this research is highly ideal to undertake the investigation of the communicative processes which entails stakeholders and in additional the qualitative techniques aid in gathering of information pertaining to the perspectives held by stakeholders, and those that can never be quantified in meaningful manner. The qualitative study when designed and planned effectively as in the case of this research, can be objective as well as by way of employing an in-depth interview approach, the same has become highly resourceful, comprehensive and very relevant. In addition, the overall narrative concerning the interviewing approach used for this research offered significant access towards the research objects by way of an exploration concerning their internal world for purposes of identifying the representation of reality. In this specific research scenario, the representation of reality pertained to communication leadership as well as reputation. In specific, the research approach involved the qualitative methodology of undertaking in-depth interviews amongst the identified CEOs for exploring their respective roles with respect to the management of corporate reputation by way of communication leadership. As reasoned, the qualitative study shall be ideal while aim of the study shall be in building overall understanding concerning the social behaviors and it has been observed that qualitative studies often embrace the epistemological stance referred interpretivist, and in consequence implies that critical set of objectives entails the understanding of social environment by way of investigations over interpretations which characterize the specific world as viewed by study respondents. In the context, scope, and aims of this study, the research approach employed has been highly relevant and effective. As identified and planned, the in-depth interviews were undertaken with the identified CEO with compliance to and adhering with: [1] interviews focusing on the roles pertaining to CEOs to manage the communication leadership, the communication as well as corporate reputations at a structural level, from government affiliated media companies alone and not sourced from any private sector companies, and [2] further, the CEO interviewed are from the companies that are located at Klang Valley and this location represents a capital hub for overall nation and it houses extensive set of enterprises operating in the mass media domain.
On the basis of the primary data collected by way of the interview study, this section presents a detailed presentation of the study findings, a comprehensive analysis and discussion, and finally summarizing the study outcomes.
Findings
The in-depth interview was undertaken amongst the 5 participants identified meeting following criteria – [1] interviews focusing on roles that is of CEO alone to manage the communication leadership, the communication as well as corporate reputations at a structural level, from government affiliated media companies alone and not sourced from any private sector companies, and [2] further, the CEOs interviewed are from the companies that are located at Klang Valley and this location represents a capital hub for overall nation and it houses extensive set of enterprises operating in the mass media domain. These CEOs identified, and who agreed to participate in the study include the following – Participant #1 – CEO at ABC, a government linked media company, Participant #2 – CEO at DEF, a government linked media company, Participant #3 – CEO at GHI, a government linked media company, Participant #4 – CEO at JKL, a government linked media company, and Participant #5 – CEO at MNO, a government linked media company. The interview questions are presented in the Appendix 1.
The detailed and comprehensive assessment of the primary data collected from all of these participants are presented as summarized findings for each of the in-depth interview undertaken in this section.
With respect to the participant #1, that is, CEO at ABC, a government linked media company, in addressing the research question of “how do you communicate as a communication leader towards improving corporate reputation as an asset of Government-linked media organization at the same time?”, the analysis of responses to the interview questions are as follows – [1] for, how would you describe your leading role towards improving corporate reputation through communication?, it can be derived that in response to this question, the CEO thinks it was how the company uses media to ensure, or as a tool to enhance reputation. Further this question was perceived to indicate that as a GLC media org, ABC per say are not a service industry, but are in the R&D in IT, Telecommunication and semi-conductor. Hence, the CEO considers from the point of what the company is doing in the context of our position as a GLC is where the company’s reputation is very important, as the company carries the mandate of government. For the CEO, in this context, it is of key role at ABC in whatever R&D relates to IT, tech and at the end of the day, whatever mandate, needs to benefit the personnel and the same is the charter. The CEO states they are offered with funds to invest and are is not being used wrongly and where the money goes. When there is talk with respect to media interest, at ABC, the same shall be about using money rightfully. The CEO considers its leader to be really solid, and as for leading role, the CEO considers ABC to be a company, in the form of charter, [2] for, Why do you think your role as CEO, a leader and a communicator are critical to your corporate reputation?, it can be derived that the CEO states that his role as that of a communication leader as well as accountable on corporate reputation in a definite manner as the overall conduct are being eyeing on whatever one publishes over paper and are being monitoring. Further, media is leveraging over the activities that are being done like for example MOU signing, contract, and these shall all form part of activities the company shall be required in publishing, as part of the charter. The company is doing something about it and the key intangible aspect, from the specific aspect of reputation as well as communication leader as the leader for GLC as one knows, the Prime Minister at all times indicates that one shall be required in being ethical and clean. Further, the CEO considers that all of the leaders sitting within ABC management, having to reach / access board check for background. CEO states that PM has issued the same on newspaper, the appointment concerning BOD, for having clean, as well as linked with ethical activities. Hence, the CEO considers to be important and that the same shall not pertain to technology know-how etc. Reputable leader shall be one who has acted as a captain of the organization and normally one notices that private / non-GLC appointment shall always by them on their discretion, not involving government. Quite Unlike the GLCs where there are press release, vetting thru etc., and CEO shall be announced publicly and one who shall the new captain, background checking, strength, even more details as compared to politician. The CEOs are appointed after going through various assessments, validation certified, resume checking, referral checks etc. and the same shall involve the reputational issues, [3] for, How do you view reputation and communication leadership as the important intangible assets to your organization?, it can be derived that the reputation concerning the leader shall be key, and be first impression of an organization. The role carries significant amount of weight with people taking notes, the overall legacy, history, and the CEO essentially carry the brand. Previous companies the CEO worked did not have any publication for the role as a senior management person. Yet when the CEO joined ABC, boards took note, and approved the CEO appointment. They are required to know who the CEO is, where the CEO comes from etc. To a fortunate extent, chairman was CEO for XYZ, who was known to CEO beforehand. They shall be required in making sure for selecting right leader to be on board. Leader shall represent the symbol and whatever the CEO talks, all people shall take notice. As group comprising GLCs, all of them flock as a same group. All of them know one other on account of work relationships, following same set of ethics. If one chooses a wrong person, an immediate rumor gets spread amongst the groups. These bad news in addition become easily some form of mockery and the same shall has impact on reputation. In addition, it shall be very much critical as well as important. When this CEO was appointed, he asked himself of he could carry this role as the same shall require handling the role with great responsibility. It shall in addition rely over someone and some of the people shall be highly ambitious, [4] for, How can you ensure/be sure that your communication leadership will improve reputation of your organization?, it can be derived that, the CEO believes that by having that monitoring the coverage that one has, the company has media that given feedback about any issues etc. Tabloid and other media just extract the minister statement like for example losses etc., that is, if one says, media wrote others, the shame shall damage overall reputation like for example where did one got the news and who has given the same. Newer government just wants to take for advantage, one shall in addition get affected, as the concerned decision has been undertaken over the course of old government. The CEO did not know, who has fed the reporter. Hence, one shall be required in doing damage control, in the manner of saying that one has took over, yet one needs to close the media as well. The company shall be required in educating them and the media has wrongly understood the statement issued by the company, as they shall be picked up in a blind manner. The company wrote back as well as demanded for an explanation from the concerned media and the company informed the media that one wants to know the how, where, ec. as that news was very damaging and company could sue you. Initially, the media was reluctant, and yet the plan for meeting and correcting the statement the made. Further for the research question “How do you demonstrate communication leadership in improving credibility of firm?”, it can be noted that the in terms of credibility, the CEO considers that transparency shall involve and reflect on the credibility, and acknowledging is what the CEO informed the staff. When the company makes a mistake, the company rectifies the same as the research has not been perfect. In fact, for example, it shall be natural for someone to pick up things from your flop etc. and yet practice shall make it perfect, as long as the company does not repeat the same mistake, in a repeated manner. The company should learn as well as continuously improve seeking for an improvement. The company should never be comfortable with what one has, not because one is greedy, egoist etc. and yet you shall at all times possess knight values, excellence, no compromise faults etc. with walking the talk applying for everybody inclusive of the top management etc., and the analysis of responses to the interview questions are as follows – [1] for, How do you think people inside and outside your company see you as a leader – visionary, democratic, a conciliator [harmony-maker], coaching or supportive in character, or commanding?, it can be derived that within the organization, the CEO considers himself to be supportive leader, even prior to him taking over the position of CEO. The CEO at all times has been in the position striving for solving the problems. The CEO believes the solution within the problem, excepting in case something goes beyond one’s control wherein one cannot do much like for example losing a contract etc. where will have to just accept the fate, as well as change the strategy, moving on as well as not mourning etc. The creation of harmony shall be highly important, and externally, the concerned personnel / stakeholders, that is, public do not really care, and only the stakeholders do. The CEO commands, in the sense that one gets the result in that way. The CEO shall be required in making sure that one is in control of things. In case not so, the CEO is not the leader and the CEO has to be in command, such that concerned shareholders shall be confident over one and not just command the reflection of ego etc., [2] for, Of the different sources of corporate power to influence others, such as role legitimacy, expertise, ability to promote or provide reward/punish employees, how do you make use of your “power” as CEO to connect you more credible, positively with your audience inside the organization?, it can be derived that, the CEO at all times should believe to set suitable objectives in whatever things are being undertaken. In terms of transparency, the overall reward shall be required in being transparent, and the same begins by way of CEO performances. The personnel who have delivered need to be rewarded, and yet the same must be done after going through a clear process for evaluation. Hence, transparency shall start by way of building up the business plan entailing targets / KPIs, what shall be roles with each of the peoples, what has to be done etc. and finally, what shall be rewarding plan, over the specific circumstances, An example in this context shall be achieving the KPI / meet expectations, reward by way of bonus etc. and yet the same should include the affordability concerning the organization performance, [3] for, “How do you influence people outside your organization?”, it can be derived that fundamentally, the CEO states, the same shall be by way of continuously communicating amongst the people like for example with respect to stakeholders. Transparency as well as consistency, results and in a clear manner justify whatever motion one wants to present, require justifications, clearly., [4] for, Considering the status of your organization as a government-link media corporation, how do you typically address a long-standing public perception and credibility that link media bias to political affiliation?, it can be derived that in the specific circumstances, one shall at all times draw the line in-between the responsibilities held at the company level. As the company, one possesses the board who holds the responsibility, ensuring the said board shall be comfortable. The line between the boards and those appointed shall be needed for making sure one is running in the manner as a company and not as that of the government. As far as the board is concerned, the company shall be required in making profits / revenue. The CEO needs to be aware of one’s role, as at end of the day, the CEO shall be required to fulfill the board expectation, as the board is care-taker, who shall approve as well as assess the performance of the company. It shall be without any of the affiliation amongst the ministry etc. CEO must be seen in pursuing the KPIs as set as target as CEO should not be given any special consideration. The company knows it needs to act in an ethical manner. The CEO should not abuse one’s position. The CEO shall be known to the PM in the manner of adhering to the KPI, and adhering with the actions of the company. As a company, the shareholder who invest in GLC, such that one shall be required in being transparent. Hence, one does not mix up, yet stay focus. In a clear manner, Board holds the authority as well as holds the role, the management role. Finally, for the research question “How do you internalize the value of communication leadership towards improving corporate reputation?”, the analysis of responses to the interview questions are as follows – [1] for, how would you generally describe the prevailing internal communication environment in this company? it can be derived that the CEO understands that management shall form part of composition sitting in the board. The CEO in addition carries the KPI ministry, and yet be highly specific over national agenda with respect to people. In addition, the same shall be in accordance to funding that is offered by relevant government. The CEO shall not essentially be a politician, and the said person has been hired and not elected. The CEO shall concern with what needs in being delivered. The company uses public funding as well as that one shall be required in being clear on the outcomes. The CEO jobs shall focus on making sure the KPI gets achieved, as the appointment shall be by way of Ministry of Finance (MOF), as well as PM. Hence, there shall none of the issue etc. and the job shall just offer information with the ministry (within parliament house) in being explained etc., [2] for, can you give me an idea how your corporate communication is presently structured towards improving corporate reputation? it can be derived that communication shall be under the purview of CEO office. Hence the same needs to be nearer to the CEO himself as we engages with the media in a direct manner, [3] for, How would you describe the flow of communication between your organization and your target audience/s? it can be derived that the CEO get many flows of communication. They normally go through their immediate superior. Even though CEO are not government staffs, CEO shall abide / adhere to government matters/initiative etc. like for example integrity of officers etc. shall apply to authority of corruption body etc. In case the said institution are not comfortable with the company’s integrity, they shall in a free manner make the reports / inspections etc. When the same entails monetary, investment etc. the company has the department for looking into, with respect to approvals etc. (e.g. If less than RM20K, HOD could approve. if more than RM50k, CEO sign and approve. If more that, it must go through committee tender for approval, according to treasury compliance etc.) [ Flows, as per RM quantum/value)], [4] for, Are there members or groups outside your own communication team that you consider important? If yes, who are they? How do they function? Who decides for them what to communicate, who to communicate and what media to use?, it can be derived that, Ministry of Finance (MOF) shall be in charge. Hence anything will be conducted by them because it relates to the policy. It is a performance based too. MOF has representative within the board. Any corporate exercise will go back to MOF. The company shall in addition have the officer which do the communication, collate, as well as pass back towards CEO for comment etc. In terms of press release, the company does not get them the communication division involvement. Rather, the company shall be required in notifying the board like for example involving the MOA etc. The company has own media partner for publishing etc. The company goes directly to the media partner (not through agent /middle man etc.). In wrapping up, the CEO believes as a leader for GLC, the same shall be challenging role. In virtue of the same, one has got significant amount of stakeholders. The company not just needs in being good over the tech know-hows, but the personality of the personnel shall be important. The same shall in a way be personality game. The job of the CEO shall be in making sure over what shall be expectations from the stakeholders. The same shall in addition be sensitivity, the overall character pertaining to board members, ministers. Hence at all times, the CEO shall be required in knowing as the CEO needs to deal with them in a frequent manner. Further, emotional quotient shall be highly critical, and not just the IQ shall be sufficient. It shall be the balance comprising both the emotional quotient and the intelligence quotient. The significance concerning EQ shall be critical in case one wants in being the leader for organization which we do not own. In the other end, in case one owns an organization, the same shall be different story. The CEO shall essentially be a servant, needing resilience. As a leader, the CEO does not need in knowing to be bold as well as nut. Yet the same shall be sufficient for knowing the basic / key ingredients. CEO shall be required in knowing the ways for grooming. / helping the staffs. For the outside parties, CEOs shall be required in meeting the expectation from ministry. At times, the ministry does not prefer CEO as well as that the same shall be tough as well as be impossible for handling the situation. At times the CEO shall be discredit by a minister, or else even be terminated. The contract non-renewal for CEO serves as indication as a bad leader, sadly. CEO has always to do the best for the organization he / she represents., and [5] For, is there anything you would like to add in reflection to any of the questions that have been asked about? there was no response to analyze.
With respect to the participant #2, that is, CEO at DEF, a government linked media company, in addressing the research question of “how do you communicate as a communication leader towards improving corporate reputation as an asset of Government-linked media organization at the same time?” the analysis of responses to the interview questions are as follows – [1] for, how would you describe your leading role towards improving corporate reputation through communication? it can be derived that communication leadership towards the improvement of company asset representing asset with respect to GLC. Firstly, there is a need for clear disinclination in that one is the service provider. The responsibility shall be with respect to the customer, concerned shareholder shall be linked with government. The CEO carries the national agenda, and the said person shall be answerable with the shareholder. Evidently, the CEO is the communicating leader, such that one shall be required in constantly engaging amongst the customers, the company has many stakeholders to manage including media, NGOs etc.) and the company is the national carrier, and are under sport-light 24 / 7. The corporate reputation represents the tricky element as well as holds many different parts. The overall responsibility shall lie in putting the said corporate entity that represents its pursuits of national building as the company is an establishment with 100-year experience. In enhancing the corporate reputation, the company has its own reputation, wherein the company is a well-known brand. The company, as GLC is also a national building institution. The vision and mission is to make Malaysia a better country. The CEO as leader of company, represents the gateway to create the narrative for communication, along with the board as well as management in being disseminated towards the stakeholders. Further, as the leader, CEO has the responsibility to make sure that alignment concerning the communication with / towards the external parties is essential. In being leading GLC, the company sets the overall tone as well as voice on the ways for communicating with people as well as overall industry, in a freer manner. The company needs to maintain certain levels of expected decorum. The company shall be required in maintaining the communication as it shall carry the reputation of the company, [2] for, why do you think your role as CEO, a leader and a communicator are critical to your corporate reputation? it can be derived that the CEO thinks, irrespective of private or government, whatever needs to be said to public, honesty shall be critical towards the maintenance of reputation. There shall be immense pressure, as the CEO shall be required in answering with government as the company carries the government / national inspirations. Hence, it must be aligned / balanced. Therefore, CEO shall need 2-way communication, [3] for, how do you view reputation and communication leadership as the important intangible assets to your organization? it can be derived that reputation represents what people say about one. Reputation to the most extent represents the function for the brand image. The reputation represents a tangible asset wherein one puts big value over the product / service. Overall, reputation shall entail interactions / communications that shall be required in being validated internally, as well as externally. It shall be critical for keeping the reputation to be good from the perspective of the outsider, [4] for, how can you ensure/be sure that your communication leadership will improve reputation of your organization? it can be derived that, by way of continuously communicating in a sufficient manner with internal and external stakeholders a strong communication leadership shall be established. The communication leader at all times builds the communication culture as the same shall be highly critical. For the purposes of enhancing the reputation, one shall be required in having on-going communication, as well as in a continuous manner. Further for the research question “How do you demonstrate communication leadership in improving credibility of firm?”, it can be noted that the CEO makes sure the validation like for example survey for assessing satisfactory perceptions for making sure the overall reputation shall be effectively maintained. The same forms the relevant KPI in this context, and the analysis of responses to the interview questions are as follows – [1] for, How do you think people inside and outside your company see you as a leader – visionary, democratic, a conciliator [harmony-maker], coaching or supportive in character, or commanding? , it can be derived that the CEO considers himself to be situational leadership overall, and for some of the people CEO considers himself to be autocratic, as well as for some people, the CEO considers himself to be collaborator. The CEO requires and seeks 360-degree feedback illustrating openness and transparency. The CEO at all times strives in seeking harmony for task deliveries and the CEO considers himself to be representing the organization. Hence more often, the CEO’s view shall be view of the company, and not just a personal view. The CEO states to have shared values / purpose with respect to the company, [2] for, Of the different sources of corporate power to influence others, such as role legitimacy, expertise, ability to promote or provide reward/punish employees, how do you make use of your “power” as CEO to connect you more credible, positively with your audience inside the organization?, it can be derived that, CEO considers himself to be gate-keeper for information and cannot simply just put forward suitable message as the CEO may eventually abuse power. It shall represent voice concerning the company / employee / stakeholders. In case the news shall be critical for the nation, the same shall go to the board for gaining approvals. Yet it will be drafted by the communication division, [3] for, “How do you influence people outside your organization?”, it can be derived that stakeholder management (divisions) has their own leaders. Influencing is part of Public Relation jobs, involving CEO expects every unit/team to have good relationship with media, [4] for, Considering the status of your organization as a government-link media corporation, how do you typically address a long-standing public perception and credibility that link media bias to political affiliation? it can be derived that the company does not engage with political elements and the same serves government of specific day in present. In being GLC, the company serves government, and are not align/tend to certain political parties. The company shall manage stakeholders on the basis of ministry only, and never be political. The company serves Malaysia, as the company belongs to everybody / citizens irrespective who is the party form the government or any specific political standing. Finally for the research question “How do you internalize the value of communication leadership towards improving corporate reputation?”, the analysis of responses to the interview questions are as follows – [1] for, How would you generally describe the prevailing internal communication environment in this company?, it can be derived that it can be derived that in being the communication company, the entity goes digital in addition to the conventional media channels for reaching the various employees like for example Whatsapp, emails, etc. At an internal level, the company uses similar communication flows. The company shall be responsible as well as be responsive towards what it communicates. The company in addition uses internal platform for social media in clarifying specific matters, on an immediate basis, [2] for, can you give me an idea how your corporate communication is presently structured towards improving corporate reputation? the company has in place well-structured communication. The company has specific division / unit for handling government communication related matters. The company has media relation unit for management of external stakeholders, [3] for, How would you describe the flow of communication between your organization and your target audience/s?, it can be derived that at a draft level, the CEO says that the same depends on levels of the significance, like for example, mass market, customer affiliated, business, and the same shall go up till CEO for approval, as a top leader. If the same involves national agenda, the approval request further goes up to board members approval. Communication Head has to direct report to CEO, [4] for, are there members or groups outside your own communication team that you consider important? If yes, who are they? How do they function? Who decides for them what to communicate, who to communicate and what media to use? it can be derived that, the information dissemination shall go to each unit as a...