Strategies of communication about journalistic awards and scholarships in Poland (1989–2018)

Abstract

The purpose of the article is to present the communication strategies of the subjects organizing or managing awards and scholarships for journalists in Poland in the period from 1989 to 2018. The channels of external and internal communication, tools and techniques of promotion, factors of the strategies’ effectiveness are to be the subject of analysis. The empirical basis of the article consists of the internet pages for twenty-five national awards and five scholarships, and press releases. Awards and scholarships in Poland have a tradition dating back to the 20s of the XX century, but their importance has grown only in a free media market. The context of an award and scholarship’s function is formed by debates on the topic of pauperization of the journalistic profession and the weak level of media, which is associated with the dominant laws of the economy. In the study of communication strategies for Polish journalistic awards and scholarships, communication strategy is understood as a comprehensive information system that uses effective marketing tools to enhance interaction with the audience of the media. The goal of the strategy is to promote quality journalism. The information process includes the following communication participants: editors, journalists, media workers, media educators, students and graduates of journalistic specializations. It is possible to distinguish specialized groups among the audience. Channels of information are traditional media and the internet. The sender of the message are subjects, organizing and managing awards and scholarships. Among these subjects it is possible to identify industry publishers, professional associations, foundations, and media organizations. The recipients of the messages are journalists (internal communication) and media audience (external communication). The content of the messages indicates the names and patrons of awards and scholarships, the jury. The effectiveness of communication strategies is measured using marketing tools employed in business communication.