APR 271 Lecture Notes - Lecture 4: Understanding Media, Interpersonal Communication, Mass Media
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24 Aug 2016
School
Department
Course
Professor
Tactic&a'communication'tactic'is'a'visible'element'of'a'strategic'plan.
PR'practitioners'primarily'work'in'a'mediated'communication'context.
Controlled'media:'newsletters,'brochures,'corporate'websites
○
Uncontrolled'media:'interviews'and'news'conferences
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Organizational'control:
•
Internal'media:'newsletters,'brochures,'corporate'websites
!
External'media:'newspapers,'broadcast'news,'billboards
!
Describes'relationship'between'organization'and'media
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Strongly'related'to'organizational'control
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Organizational'tie
•
Mass'media'are'accessible'to'most/many'people
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Used'by'very'specific/identifiable'group/user
!
Targeted'media'are'used'by'a'narrower,'more'homogenous'set'of'people'
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Audience'size/reach
•
Refers'to'the'degree'to'which'the'media'is'consumed'by'a'narrow/wide'
segment'of'people
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Popular'media'are'those'media'that'are'general'interest'in'nature
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Trade'media'are'read'for'specific,'usually'professional,'purposes'
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Audience'type
•
One'way'media'vs'interactive'media
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Type:'social'interactivity,'textual'interactivity,'technical' interactivity
!
Degree:'totally'immersive,'semi'immersive'
!
"interactivity"'can'be'considered'in'terms'of'both'type'and'degree
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Audience'interaction:
•
Public'media:'pbs
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Non'public'media:'hbo
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Media'ownership
•
Print'media'
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Electronic'media
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Digital'media
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Media'production
•
Special'events
!
Interpersonal'tactics
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Electronic'
!
Social'media
!
Organizational
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Op'eds'
!
Pres'releases
!
News'
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Billboards'
!
Promotion/advertisement
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Four'categories'of'tactics:
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Resource'intensive
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Limited'reach
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Generally'seen'as'having'the'greatest'potential'for'persuasion/message'
acceptance
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No'use'of'a'technological'intermediary'to'facilitate'communication
!
Not'mediated
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Interpersonal'communication'tactics'rely'on'face'to'face'communication•
Civic'events
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Sporting'events
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Contests
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Holiday'events
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Historic'commemorations
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Artistic'events
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Fundraising'events
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Special'events'are'activities'created'by'an'organization'for'the'purposes'of'
interacting'with'publics
•
Ways'of'classifying'and'understanding'media•
Tactics&interpersonal'•
Key'takeaways
Phase&3:&Tactics
Wednesday,' October'21,'2015
1:37'PM