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THE MEDIA MANAGEMENT PRINCIPLES BLOG
main about questions exits
Entry 2: Be a Manager
Thursday, January 12, 2012 // 8:38 PM


a. What is the objective of this event? Give a brief background to this event.

The event I chose to attend was the Standard Chartered Marathon Singapore (SCMS) 2011 held from the 4th of December 2011 till week after. It is organised by the Singapore Sports Council (SSC). The SCMS is Singapore's marquee running event, and is one of the highlights of the local sports calendar for 2011. Some of the running events the 50,000 participants took part in include, the Full Marathon, Half Marathon, the Wheelchair Race, 10km Race, 5km Fun Run and Kids Dash.

I think that the main objective of this event is to help the less fortunate by raising funds for selected beneficiaries through the "Run for good" charity programme. This event allows participants to run for a reason, not just running with the sole purpose of fun and health. The charity programme allows runners to become a Runner for Good, which means that every runner help contribute to charity. Standard Chartered Marathon Singapore have raised over $200, 000 through this programme.

Also, I think that another objective of this event is to get people to be a part of the holistic sports culture for the nation. The Singapore Sports Council creates opportunities for people to excel in sports; opportunities for people to be engaged in sports as coaches, volunteers or fans, and opportunities for people to do business in sports as sponsors and investors such as Standard Chartered, Asics and BMW.

Subsequently, another objective of this event is to advertise Standard Chartered island wide. As Standard Chartered(SC) is the title sponsor for this event, it is inevitable that people would think highly of SC and would maybe develop brand loyalty to SC after being exposed as a brand with good intentions. The bank's values are expressed in its brand promise, 'Here for good'. If majority think that SCM 2011 was a successful event, they would definitely have SC to thank since they are the main sponsor. I think that this is one marketing strategy that SC was able to bring forth successfully.

Last but not least, I think that the purpose of this event is to create opportunities for families to get together and bond as they run as a family or with close ones. It serves as a recreational activity that can be participated and enjoyed by anybody from any age group.


b. Who is the target audience?

Personally, I believe that there is a broad target audience. It ranges from the young(3 years old), all the way to the senior citizens. As long as they are physically able to run or compete (for the wheelchair bound citizens), anybody can take part in this event. The supporters, coaches, officials, photographers, volunteers, are all part of the event as well as part of the target audience. I think that as long as a participant think of this event as a good cause, then the purpose is reached.


c. How is the event publicised? (In other words, how does the target audience get to know about the event?)

The event is publicised through various media platforms such as print and radio. I think that it is advertised more on print than on other media platforms such as television, radio and so on. I believe the target audience got to know about the event through banners that were put up against the streetlights along the roads in Singapore, especially the city area, where the event was held. Radio stations did publicise the event through commercials on various daypartings. I believe not much publicity was given to this event, because many are quite aware of its existence since it happens annually.


d. Is the event reported in the media? If yes, how widely is it reported? (Do a quick analysis of the reports, in terms of the angles that the media take, the importance of the coverage, and your opinion of the impact of the coverage). If no, why do you think the media did not cover the event? What do you think could be done to attract media coverage?







As you can see from the above pictures, the event was widely reported in the media. Most of these articles covers on the incident that happened during the event. A 22 year old man collapsed and died after completing the Half Marathon Race. More focus was given to the incident that happened during the race as compared to the event itself. Only a few articles were written about the winners of the different race events.

I think these articles have sparked a chain of reactions and outburst from people around the world. Many are concerned with what may happen to their loved ones who participated in the event. Some are wary and would not want to take the risk running the next marathon in 2012.

Personally, I feel that the impact of this coverage caused many of the organisers to feel that they should prevent such unfortunate accidents from happening in the long run. I also think that the PR did a pretty good job at dealing with this crisis. As seen on the article below, the SSC director (Corporate Communications and Relations) Alvin Hang said that the well-being of all runners "take priority". He continues explaining the detailed measures the team had taken into consideration during the entire event. I think that by doing so, target audience will be more aware of the full story and not send in criticism grudgingly, since it was an unfortunate accident that cannot be helped.



e. Assume you are the manager overseeing this project. Evaluate the success/failure of this event. How would you do it differently for greater success?

As the manager of this project, I feel that this event has been successful to a certain extent. In terms of getting participants together to share the same goal which is to run for a cause, it was achieved greatly. $200,000 was collected at the end of the charity programme that ended on 31 December 2011, and more than 50,000 people participated in the event. Furthermore, there were also many foreigners who came by to participate. It shows that this event is known worldwide and wide exposure would mean success for the organisation and title sponsor. Hence, I believe all these success makes up for the slight failure of the event.

In terms of failure, I feel that the event lacked of crowd control. The section close to the finishing point was jammed with spectators and passersby at around 8am, close to the time the 22 year old man collapsed. The overcrowding of people at that particular section can be a contributing factor to his collapse and they lacked security personnel at that area. I don't consider the death of the man as a big failure to the event because it is something that cannot be controlled.

If I were to manage the event once again for greater success, I would definitely take note of the manpower needed for crowd control. I would make sure that even if there is sufficient number of them, I would make sure they are situated at every part of the marathon route in order to prevent congestions.

I would also make sure that every participant is healthy and physically able to run a marathon by having them checked by doctors before starting the race.

Lastly, I would emphasise more on publicity of the event. It should be advertised more on the television to get more participants and target audience to come down and support the event. By emphasising publicity through broadcast, it saves cost for print. The large banners attached to the road streetlights do help in achieving awareness, but I think there are too many of it. Instead of spending lots of money on print, it'll be less costly if TV commercials were to be the main source of dissemination and publicity.


Entry 1: The Manager
Thursday, December 1, 2011 // 8:49 PM

The company:

Name: George Assodani
Age: 51
Designation : Managing Director (boss)
Company: Solito Fashions


a. Briefly describe your job responsibilities as a manager.

Basically I am the managing director of a tailoring store in the heart of the city (Orchard Road). As a manager, I have many responsibilities such as checking on my staff, ensuring that customers get their clothes on time, and even ensuring that I have sufficient stock of material left as we mainly sell custom-made formal wear and western outfits. Therefore, having enough stock is highly adequate.


b. What is your management style?

To be honest, I think the way I manage my company and allow it to expand and flourish is by keeping my staff motivated. They do know that if they are doing really well at work, I will raise their pay and also give them bonuses and extra leave. However, I am also a very strict boss. It is clear that they have to ensure that customers get their goods on time and each and ever one of their customers' needs are taken care off. I also allow my customers to write their feedback to me to see where my company stands, then I can make improvements. You could also visit Solito Fashions' website for more information on the items that I cater.

Furthermore, I also assign specific jobs to specific staff. For instance, I have front line staff who negotiate with the customers, I have people who manages the materials (cutting, sewing of materials) and I also have people to take material stocks for me at the end of the day.


His managing style is mainly the Classical School of Management. He uses scientific management to coordinate tasks. He selects the right employees for the right positions, and gives economic incentives to motivate employees.

Principle 3 of scientific management is evident in his style. He cooperates with workers to ensure that all work is done by asking for feedback from them. Principle 4 is also put to account; management takes all the work for which it is better suited for than the workers as opposed to the workers doing all the work. He introduces bonuses when jobs are completed well.

Also, his pattern of division of work according to specialisation fits under Henri Fayol's 1st principle when it comes to Administrative management. Another part of his style is that he also uses Human Relations School of Management. He uses Maslow's Hierarchy of Needs; he recognises that each individual is motivated by different needs. An example is the 2 days off of 14 day work leave if a staff is late three weeks in a row. Theory X is used.


c. What are some of the difficulties you face as a manager?

Many a times, customers might not receive their goods on time due to unforeseen circumstances. There are certain times when my staff report to work late. Also, taking stocks of material can be really difficult and it requires lots of patience.


d. How do you overcome these difficulties?

Basically, we give customers a 20 per cent discount on their next visit to ensure that the late-coming or absence of their goods will not be a reason for them to stop coming to our store. In addition, we keep calling up our tailors to check in on the clothes, pressure them a little to get the clothes done on time.

For the
late-coming of staff, I would overcome by forfeiting their work leave days. For example, staff that reports late for three weeks in a row, will have two days less from their 14 day work leave, unless they were late for a valid reason.

As for overcoming the difficulties faced with the stocks, I try to find a solution by hiring more workers. As me and my staff were having difficulties measuring all the material left, taking stocks wasted time for the few of us since we had to concentrate on selling. Therefore, I hired part time students just to measure my material lengths. Giving others specific work to do really saves time if they specialise in it and it definitely makes our jobs a lot more efficient.



e. In your opinion, what makes a good manager?

In my opinion, a good manager is one that keeps their staff motivated and is able to handle everything in an organised fashion. A good manager is able to think of solutions to problems and execute it. A good manager is also someone who is not biased to a certain staff and is able to hold the company together allowing their staff to have a sense of belonging in the company.


Wednesday, November 9, 2011 // 9:46 PM

Mizah says hello.

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