APR 271 Lecture Notes - Lecture 4: Understanding Media, Interpersonal Communication, Mass Media

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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
Organizational'control:
Internal'media:'newsletters,'brochures,'corporate'websites
External'media:'newspapers,'broadcast'news,'billboards
Describes'relationship'between'organization'and'media
Strongly'related'to'organizational'control
Organizational'tie
Mass'media'are'accessible'to'most/many'people
Used'by'very'specific/identifiable'group/user
Targeted'media'are'used'by'a'narrower,'more'homogenous'set'of'people'
Audience'size/reach
Refers'to'the'degree'to'which'the'media'is'consumed'by'a'narrow/wide'
segment'of'people
Popular'media'are'those'media'that'are'general'interest'in'nature
Trade'media'are'read'for'specific,'usually'professional,'purposes'
Audience'type
One'way'media'vs'interactive'media
Type:'social'interactivity,'textual'interactivity,'technical' interactivity
Degree:'totally'immersive,'semi'immersive'
"interactivity"'can'be'considered'in'terms'of'both'type'and'degree
Audience'interaction:
Public'media:'pbs
Non'public'media:'hbo
Media'ownership
Print'media'
Electronic'media
Digital'media
Media'production
Special'events
!
Interpersonal'tactics
Electronic'
!
Social'media
!
Organizational
Op'eds'
!
Pres'releases
!
News'
Billboards'
!
Promotion/advertisement
Four'categories'of'tactics:
Resource'intensive
Limited'reach
Generally'seen'as'having'the'greatest'potential'for'persuasion/message'
acceptance
No'use'of'a'technological'intermediary'to'facilitate'communication
!
Not'mediated
Interpersonal'communication'tactics'rely'on'face'to'face'communication
Civic'events
Sporting'events
Contests
Holiday'events
Historic'commemorations
Artistic'events
Fundraising'events
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
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