APR 271 Lecture 11: 10_29_2018 Lecture

• School: University of Alabama
• Department: Advertising and Public Relations
• Course: APR 271
• Professor: Dr. Horsely

Document Summary

Describes the relationship between the org and the media. Mass media are accessible to most/many people. Targeted media are used by a narrower, more homogenous set of people. Refers to the degree to which the media is consumed by a narrow/wide segment of people. Popular media are those meida that are general interest in nature. Trade media are read for specific -usually professional- purposes. Media characteristics/factors frame how the message is accessed and interpreted by the public"s. Certain types of people use certain types of media. I: information exchange personal involvement special events. Personal involvement can be understood in terms of organizational site involvement and audience site involvement. Information exchange center on opportunities for organizations and their publics to meet face-to-face and exchange information. When your publics are widespread/too large to interact with on an interpersonal level but you want to maintain control over the message and its delivery.