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CHOICE OF MEDIA FOR PR COMPAIGN:Communication Channels & Media

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 28
CHOICE OF MEDIA FOR PR COMPAIGN
Overview
As has often been explained the choice of media in a public relations campaign is very important. However,
in order to make this choice it is essential that the public relations professional should be aware of the
advantages and disadvantages of different media. This will enable him to select the appropriate media for
better and positive results.
Communication Channels & Media---- Television
Now a days Television has become a very important media with the advent of round the clock coverage and
"presence always" on every occasion.
ADVANTAGES
DISADVANTAGES
1. Combines sight, sound & motion
1.
Message limited by restricted time
attributes.
segments.
2. Permits physical demonstration.
2.
No possibility of referral to message.
3. Believability due to immediacy of message.
3.
Availabilities sometimes difficult to
arrange.
4.
High impact of message.
4.
High time costs.
5.
Huge Audiences.
5.
Waste coverage.
6.
Good product identification.
6.
High production cost.
7.
Popular medium.
7.
Poor color transmission.
Communication Channels & Media--- Radio
Although Radio had lost its charm as an effective and desired media yet it has bounced back with distances
increasing to and from residence to place of work, the in car radio and popular programming has
reinvented its importance as an effective media.
ADVANTAGES
DISADVANTAGES
1. Selectivity of geographical markets.
1. Message limited by restricted time segments.
2. Good saturation of  local markets.
2. No possibility for consumer referral to
3. Ease of changing advertising copy.
message.
4. Relatively low cost.
3. No visual appeal.
4. Waste coverage.
Communication Channels & Media---Newspapers
News papers since its emergence as important media is still in extensive use as effective media.
ADVANTAGES
DISADVANTAGES
1. Selectivity of geographical markets.
1. High cost for national coverage.
2. Ease of changing advertising copy.
2. Shortness of message life.
3. Reaches all income groups.
3. Waste circulation.
4. Ease of scheduling advertisements.
4. Differences of sizes & formats.
5. Relatively low cost.
5. Rate differential between local / national
6. Good medium for manufacturer/dealer advertisements.
advertisements.
6. Sometimes poor color reproduction.
Communication Channels & Media Magazines
Magazines are also useful media as typical subject magazines can serve the media campaign purposes to a
great extent.
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Fundamentals of Public Relations ­MCM 401
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ADVANTAGES
DISADVANTAGES
1. Selectivity of audience.
1. Often duplicate circulation.
2. Reaches more affluent consumers.
2. Usually cannot dominate in a local market.
3. Offers prestige to an advertiser.
3. Long closing dates.
4 Pass along readership.
4. No immediacy of message.
5. Good color reproduction.
5. Sometimes high production cost.
Communication Channels & Media Direct Mail
Direct mailing method is very commonly used as it is an inexpensive and easy method of conveying the
message to the desired public.
ADVANTAGES
DISADVANTAGES
1. Extremely selective.
1. Often has poor image.
2. Message can be very personalized.
2. Can be quite expensive.
3. Little competition with other advertisements.
3. Many restrictive postal regulations.
4. Easy to measure effect of advertisements.
5. Provides easy means for consumer action.
4. Problems in maintaining mailing lists.
Communication Channels & Media Pamphlets & Booklets
Pamphlets help a great deal in communicating the detailed message at point of sales and also as an enclosure
with the direct mail.
ADVANTAGES
DISADVANTAGES
1. Offer detailed message at point of sale.
1. Dealers often fail to use.
2. Supplement a personal sales presentation.
3. Offer to potential buyers a good referral 2. May have a relatively high unit cost.
means.
4. Good color reproduction.
3. Few creative specialists.
4. Effectiveness difficult to measure.
Communication Channels & Media -Media Transit Posters
This is also an effective media channel.
ADVANTAGES
DISADVANTAGES
1. Selectivity of geographical markets.
1. Cannot be employed in all areas.
2. Captive audience.
2. Waste circulation.
3. Very low cost.
3. Surroundings may be disreputable.
4. Good color reproduction.
4. Few creative specialists.
5. High repetitive value.
Communication Channels & Media
( Point Of Purchase Displays )
ADVANTAGES
DISADVANTAGES
1. Presents message at point of sale.
1. Dealer apathy in installation.
2. Great flexibility for creativity.
2. Long production period.
3. Ability to demonstrate product in use.
3. High unit cost.
4. Good color reproduction.
5. Repetitive value.
4. Shipping problems.
5. Space problem.
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Fundamentals of Public Relations ­MCM 401
VU
Communication Channels & Media
Advertising Specialists
Advertising specialists can also be a useful media channel.
ADVANTAGES
DISADVANTAGES
1. Unique presentation.
1. Subject to fads.
2. High repetitive value.
2. Message must be short.
3. Has a "gift" quality.
3. May have relatively high unit cost.
4. Relatively long life.
4. Effectiveness difficult to measure.
Publicity Through Mass Media Follow 6 Rules
1. Make sure information you offer is appropriate to the medium in content & style, and that it is
timely.
2. Check all facts carefully for accuracy & double check for missing information.
3. To deal with any questions, depute a person.
4. Include captions on photographs with felt pen.
5. Never call to find why a story was not published or when will it appears.
6. Do not send out a note asking for clippings as newspapers do not run clippings.
Cardinal Rules For Direct Mail
7 Rules Governing Direct Mail.
1. Concentrate on objective of mailing.
2. Use correct mailing list.
3. Write copy what the product or service does for the recipient.
4. Design the layout & format to fit the image of the product or service you are presenting.
5. Make it easy for the prospect to take the action you want.
6. Tell the story at least THREE times & repeat mailings 2 or 3 times.
7. Research all direct mail by testing the offer, package & list for attractiveness & make alternative
offers.
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Table of Contents:
  1. INTRODUCTION & BRIEF HISTORY:Definitions Of Public Relations
  2. HOW DOES PR WORK?:OVERVIEW, Formulation of policy
  3. PUBLIC RELATIONS DISTINGUISHED:Size of a PR Department.
  4. PUBLICS OF PR:Expanded Publics, Few Examples Of Publics
  5. PLANNING PUBLIC RELATIONS PROGRAMMES:Print Media, Electronic Media
  6. MEDIAS OF PR:Media for External Publics, Principles of Good Press Relations
  7. PRESS RELATIONS IN PR:What is News, Secrets Of Good News Release.
  8. CREATED PRIVATE MEDIA:Private Media, New Forms of House Journals
  9. SPECIAL USES OF PUBLIC RELATIONS:Crisis Management, Skills Of PR
  10. BUDGETING IN PR:Labour, Office Overheads, PR & Photographs
  11. PUBLIC RELATIONS PROBLEMS:Defining PR problems, C’s of PR explained
  12. METHODS OF COMMUNICATION:Psychology of Public Relations
  13. PR IN VARIOUS ORGANIZATIONS:Techniques of Trade Association PR
  14. PR IN LABOUR UNIONS & RELIGIOUS GROUPS:Community Public Relations
  15. PR IN EDUCATIONAL INSTITUTIONS & IN MEDIA CHANNALS
  16. USING ADVERTISING FOR P R COMMUNICATION:Role Of PR
  17. ROLE OF PUBLIC RELATIONS IN MARKETING:How To Educate The Market
  18. PUBLIC RELATIONS AND CORPORATE STRUCTURE:Corporate Identity Essentials
  19. E-PR & ITS TOOLS:Immediate Points To Consider, Using Email As PR Tool
  20. SPONSORSHIP—AN IMPORTANT PR TOOL:PR & Communication Audit
  21. HOUSE JOURNALS:Possible Publics Of House Journals, Exhibitions & PR
  22. CRISIS MANAGEMENT IN PR:Plan Of Action Adopted, Interview at your place
  23. ADVERTISING IN PR:Broad Objectives Of Advertising, Direct Advertising.
  24. INTERNATIONAL PUBLIC RELATIONS:Media Used, Within Store Contacts
  25. PUBLIC RELATIONS CONSULTANCY:Disadvantages, Mass Communication
  26. PUBLIC RELATION’S ROLE IN MARKET EDUCATION:Kinds Of Markets
  27. MODERN DAY VALUES OF PR:Ethics Of Public Relations
  28. CHOICE OF MEDIA FOR PR COMPAIGN:Communication Channels & Media
  29. PR TECHNIQUES:Tactics & Techniques
  30. DESIGNING PR COMPAIGNS:Definitive Mission statement, Reputation.
  31. PUBLIC OPINION:Identifying Priority Publics, If Goal Is Attitude Change
  32. PUBLIC RELATIONS AND RESEARCH:Planning Phase Of Research
  33. PR AND RESEARCH:Unobtrusive Measures, Questionnaires For Survey
  34. PROBLEMS SOLVING STRATEGIES:Communicate results
  35. PERSUASION & COMMUNICATION THEORIES:Message Orientation
  36. COMMUNICATION CONCEPTS & THEORIES:Research and Persuasion
  37. PUBLIC RELATIONS & LAW:How To Stay Out Of Trouble
  38. PUBLIC RELATIONS & CASE STUDIES:Case Analysis, Images Of Public Relations
  39. PR AND PRINTING PROCESSES:Fundamentals Of Printing
  40. PUBLIC SPEAKING -- A PR TOOL:Key Benefits, How To Prepare
  41. PR -- COPING WITH UNEXPECTED:Some Possible PR Ideas
  42. DREAMS & REALITIES OF PR:Who Takes Charge Of Identity?
  43. CHANGING INTO OVERDRIVE:How International Is PR?
  44. GETTING ON WITH PR:Where does PR fit in the structure?
  45. FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER:RESEARCH, WRITING