The Role of Mass Media in Achieving Strategic Goals

The Federal Road Safety Commission's establishment and responsibilities highlight the need for effective public enlightenment through mass media to achieve corporate strategic goals. This presentation examines the functions of mass media in promoting road safety awareness and achieving set objectives.

• Mass Media
• Public Enlightenment
• Corporate Goals
• Road Safety
• Federal Road Safety Commission

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Uploaded on Mar 03, 2025 | 0 Views

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1. THE ROLE OF MASS MEDIA AS A TOOL FOR PUBLIC ENLIGHTENMENT IN ACHIEVING THE 2021 CORPORATE STRATEGIC GOAL 1

2. INTRODUCTION In February 1988, the Federal Government created the Federal Road Safety Commission through Decree No. 45 of the 1988 as amended by Decree 35 of 1992 referred to in the statute books as the FRSC Act cap 141 Laws of the Federation of Nigeria (LFN) Passed by the National Assembly; As Federal Road Safety Commission (Establishment) Act 2007. The functions of the Commission generally relates to: Making the highway safe for motorists and other road users. Recommending works and devices designed to eliminate or minimize accidents on the highways and advising the Federal and State Governments including the Federal Capital Territory Administration and relevant governmental agencies on the localities where such works and devices are required, and Educating motorists and members of the public on the importance of discipline on the highway.

3. INTRODUCTION CONTD In particular the Commission is charged with the responsibilities for: Preventing or minimizing accidents on the highway; Clearing obstructions on any part of the highways; Educating drivers, motorists and other members of the public generally on the proper use of the highways; Designing and producing the driver s license to be used by various categories of vehicle operators; Determining, from time to time, the requirements to be satisfied by an applicant for a driver s licence; Designing and producing vehicle number plates The standardization of highway traffic codes; Giving prompt attention and care to victims of accidents Conducting researches into causes of motor accidents and methods of preventing them and putting into use the result of such researches; Determining and enforcing speed limits for all categories of roads and vehicles and controlling the use of speed limiting devices

4. AIM The aim of this presentation is to examine the role of Mass Media as a Public Enlightenment tools in achieving the Corporate Strategic Goals, 2020.

5. OBJECTIVES At the end of this presentation, participants should be able to: Explain the relative terms Mention the 2020 Corporate Strategic Goals State the functions of Mass Media

6. CONTD The execution of these statutory mandates cannot be achieved without Education and Enforcement. To discuss this topic effectively effort will be made to look at, -Media -Mass Media -Public education and Enlightenment -What is corporate Strategic goal -Functions of the Mass media -Effective media strategy for public education and enlightenment -Way forward -Conclusion

7. What is Mass Media? Mass media is communication that is to a large group, or groups, of people in a short time. This can be written, spoken or broadcast communication. Some of the most popular forms of mass media are newspapers, magazines, radio, advertisements, social media, television, Internet, and films/movies. Mass communication refers to the technology that is used to communicate to a large group, or groups of people in a short time frame.

8. Functions of Mass Media There are four major functions of mass media: i. surveillance. ii. correlation. iii. cultural transmission. iv. simply entertain

9. Media Convergence Media convergence is known broadly as the coming together of computing, telecommunications, and media in a digital environment. There are three major categories for media convergence. i. Technological convergence ii.Economic convergence iii.cultural convergence

10. Corporate Strategic Goals This is a systematic process of determining goals to be achieved in the foreseeable future. It consists of: i. Management's fundamental assumptions about the future economic, technological, and competitive environments. ii. Setting of goals to be achieved within a specified timeframe. iii. Performance of SWOT analysis. iv.Selecting main and alternative strategies to achieve the goals. v. Formulating, implementing, and monitoring the operational or tactical plans to achieve interim objectives.

11. Corporate Strategic Goals CONTD For instance, the Corps 2020 Corporate Strategic Goals include; i. Minimize the Risk of Death in Road Traffic. Reduced RTC by 15% Fatality by 20% ii. Improve personnel capacity and competence in Road Safety management iii. Broaden and Sustain Stakeholders Engagement iv. Reposition, strengthen and sustain Road Safety Programmes.

12. PROCESS OF CREATING A MEDIA STRATEGY i. State your goal ii. Create your proposition statement (or theme) iii. How clear are your objectives for making media iv. Do research v. Identify your target audience and participant communities vi. Audience profiling vii. Craft your message

13. Creating an effective message i. Identify resources ii. Budgeting and funding iii.Make your media: Choose the right format, tactics and tools Security and privacy; -Create a timeline -Evaluate outcomes and measure your impact -Measuring impact

14. FRSC ACHIEVEMENTS SO FAR The Corps being an ISO Certified Organization has deemed it fit that efficient service delivery to her customers/public using the QMS Standard can never be vibrant without the use of the Mass Media-Electronic and Print to the public using the 2020 Corporate Strategic Goals as a pivotal to achieve other goals. In achieving the Corporate Strategic Goals, 2020 the Corps has resorted to the use of Communication gadgets such as Telephones, which her Toll free emergency number can be reached by dialing 122, 0700-2255-3772 (07000-CALL-FRSC) while by text message, the number is 0700-7690362. This is to ensure prompt and efficient rescue services in terms of crash or obstructions that could lead to crash.

15. FRSC ACHIEVEMENTS SO FAR CONTD The Corps being an ISO Certified Organization has deemed it fit that efficient service delivery to her customers/public using the QMS Standard can never be vibrant without the use of the Mass Media-Electronic and Print to the public using the 2020 Corporate Strategic Goals as a pivotal to achieve other goals. In achieving the Corporate Strategic Goals, 2020 the Corps has resorted to the use of Communication gadgets such as Telephones, which her Toll free emergency number can be reached by dialing 122, 0700-2255-3772 (07000- CALL-FRSC) while by text message, the number is 0700-7690362. This is to ensure prompt and efficient rescue services in terms of crash or obstructions that could lead to crash. Other schemes, Programs, Platforms, etc. and equally tools/media for Service Delivery and Public Enlightenment in achieving the corporate Strategic Goals and Mandate of the Corps are:

16. FRSC ACHIEVEMENTS SO FAR CONTD The National Drivers Licence web application designed for automated and standard processing of drivers licences (www.nigeriadriverslicence.org) The National Drivers Identification System web application designed to automate and make easy the processes involved in Number Plate production/Vehicle Registration (www.nvisng.org) The Driving Schools Standardization Programme (DSSP) web application is designed to ensure uniform standards for all Driving School in Nigeria (www.frsc-dssp.org) The Road Transport Safety Standardization Scheme (RTSSS) web application is designed to promote/develop safe and efficient fleet transportation system in Nigeria (www.frsc-rtsss.org) Importantly, is the Road Traffic Crash Information System (RTCIS), a web application designed to capture detailed data of road crashes: www.frscrtcis.com.ng

17. FRSC ACHIEVEMENTS SO FAR CONTD The use of Radio, Television, and Public Address System in passing across safety messages and awareness can never be over emphasized. The use of Jingles, Safety tele-adverts, interviews, rallies, etc. have made FRSC gotten wider coverage and attention because these means of communication go a long way to every nook and cranny in communicating her customers/public. The Print Media is not left out as safety messages are passed through the Newspaper, Magazines, Journals, Books, Fliers, etc. The Print Media plays an important role as it complements the Electronic/IT Platforms.

18. CONCLUSION The Corps has really succeeded and it is still working round the Clock to ensure RTC and Fatalities are reduced to the barest minimum. With the utilization of Cloud Computing, we can readily say that FRSC has achieved and still achieving not only its yearly Corporate Strategic Goals but also, her entire Vision and Mission. No public education and enlightenment can be achieved if an effective media strategy is lacking. So, go for one and if you cannot seek the service of the professional.