Abstract:

The principal aim of this paper is to investigate a role of media in relation to the multinational
corporations and to examine possibilities how MNCs can drive a positive or negative influence
of media to gain the overall success by themselves. Media have become the important element and the inherent part of communication process outside or inside of MNC organizations. As a significant partner, media are able to influence the effective building of contact networks with groups of MNC interest within a very short time period. Simultaneously, they attract attention of public generally and are able to change the conduct and the attitudes of individuals toward to MNC. This paper reflects the need to explore and describe in brief, what is MNC awareness about the potential risks of negative publicity effects that might arise. The pilot survey was focused on the following research questions: How media undermine the MNC image? What direct consequences can evocate the negative publicity in media for MNC? This probe was conducted in the selected branch offices of MNCs in the Czech Republic through the interviews with representatives responsible for Corporate Communication or Public Relations. The guided interviews took place since January 2011 to March 2011. The findings have been confronted in connection with theoretical cognition of solved issue. The results were interpreted in an exploratory manner. Based on the survey a set of principles with short recommendations was proposed. These rules determine how to drive the efficiency of communication process in the interaction with media.