Mass media in institutional communication

Communication is a process of transferring information from one entity to

another. Over time, technology has progressed and has created new forms and
ideas about communication. Electronic media plays a vital role in today’s life of
communication. It plays an important(role) in highlighting problems in society
either through entertainment, dramas or through news.
The Internet, in the context of institutional communication, performs a dual
function. They play the role of mediator between the institution and its audience,
it mediates the spreading of the institutional message, so it is an instrument of
communication.
The media is considered to be a carrier of institutional reporting, including
lobbying, notoriety interviews, advertising, promotional items.
In the second case(poti sa scrii Secondly sau Second of all), the institution
relates the media to get a favorable position and mass-media project the image
of the institution to the general public. Pursuing both objectives, the institution
uses a press conference, briefing, confidential talk, a trip to journalists, a press
release and other.
Sam Black, one of the largest experts in the field, shows that relations between
the institution and the media should be based on the following principles:
the bi-directionality of the information (the institution provides messages to the
media, from which, in turn, it extracts information about the way in which its
social activity is appreciated); parity (the institution and the media are equal
partners); confidence (the institution can cultivate the confidence of the media in
case it manifests the transparency of the institutional activity); the possibility to
verify the authenticity of the institutional information.
The institutional image must be developed in the direction of the internal and
external public. At a(the) time when product standardization occurred, increased
competition(competition increased), the proliferation of identical products, each
organization or enterprise has to delimit others, assert their presence, legitimacy
and personality.
In order to best integrate(integrate better) into the environment that is(its)
increasingly(highly increasing) dependent(,depend) on(of) the organization, the
organization must communicate about itself.

Signals, documentation, manifestations, patronage and patronage,

advertising are all ways to(always) persuade the organization to create or
(to)strengthen its image, (in order)to create a climate of devotion and
sympathy(being) favorable to(for) business development around it.

Scrisul cu rosu si subliniat - inseamna ca nu isi are locul cuvantul acolo sau e
gresit scris)

Scrisul cu verde - este varianta corecta propusa de mine care consider ca se

potriveste in context

Scrisul cu galben - nu ii neaparat gresit, dar ce este scris intre paranteze rotunde
dupa, reprezinta o sugestie sau mai multe sugestii corecte care se potrivesc
acolo, in context).

Miauuuu!!!