Introduction to Mass Media AGED 3142

Mass Communications and PR n Mass Communications –The production or transmission of messages that are received and consumed by large audiences. n Public Relations –Communication that attempts to establish positive relations between an organization and its various publics, usually through mass communications and image-building techniques

Mass Comm Channels n Mass communication channels include: BooksMagazinesNewspapers RadioTelevisionMovies VideosWeb sitesMass mailings Mass BillboardsPosters Plus many others...

The Functions of Mass Communication n Persuading –The act of manipulating information in order to produce change in others n Meeting consumer demand –Consumers demand information and entertainment –When demand is high, information and entertainment are worth a lot of money

Functions, cont’d. n Providing Facts/Informing –Responsible uses of mass media include providing people with objective, fact-based information upon which they can base decisions

How Mass Media Communications are Unique n Channels –Mass communication channels are broader, capable of carrying more information to more people –Most mass communication channels have limited ability for feedback n Reach –Mass communication media deliver messages to relatively large numbers of people

Unique, cont’d. n Feedback –Often not immediate –Usually collected through scientific surveys, which are not always accurate or complete n Format and Content –Messages are sometimes targeted toward non-specific audiences, to an extent

Conventions of Using Mass Media n News releases –Information (which must be newsworthy) you want magazines and newspapers to print or radio and television news broadcasters to read –Releases are targeted to organizations that are most likely to use the information –Information from releases might be run “as- is” or might be edited

Conventions, cont’d. n Advertising –Public interest advertising n PSAs are free, but placement is at the media organization’s discretion –Public image advertising n A series of ads to generally build public image can be expensive but effective –Advocacy advertising n Straightforward presentation of a definite point of view (an editorial-like ad); usually done with a celebrity

Conventions, cont’d. n Several means exist for getting PR material aired on radio and television –News releases –Video/audio news releases (VNRs/ANRs) –Arranged feature stories –Tapes of actual events that could be used in a news story (called actualities) –Interviews and talk shows (radio and TV) –Advertising/PSAs

Conventions, cont’d. n PR and Advertising Agencies –Most organizations hire PR, advertising, or communications consulting firms to help them get a clear message communicated through the media –These firms can be expensive, but they must be competitive because they usually bid against each other for your business

Planning a Campaign n Realize that campaigns involve controlled and uncontrolled information –Controlled – house-produced publications, paid print and broadcast material, personal communications –Uncontrolled – news releases and reports

Planning, cont’d. n Each communication effort and each medium chosen must be planned with a specific audience and purpose in mind n Ultimately, each medium has its strengths and weaknesses; these must be considered carefully according to audience and purpose