Mass Communication 4346

Texas Wesleyan UniversitySpring 2010

Dr. Kay Colley

Conventional Communication Tactics• Controlled media (Internal media and External media)

– Allow the organization to determine various attributes of the message including content, timing, presentation, packaging, tone and distribution

– Examples include: Newsletters, brochures, corporate videos, websites

• Uncontrolled media (External media)– Those in which someone unrelated to the organization,

such as a media gatekeeper, determines message attributes

– Examples include: News conference, interviews

Conventional communication tactics• Other types of media

– Mass media, targeted media (special interest)– Popular media (Maxim), trade media (Wine

Business Monthly)– Public media, nonpublic media (company

newsletter)– Print media, electronic media

Strategic communication tactics• Interpersonal communication—face-to-face

opportunities for personal involvement and interactive (WOMA)

• Organizational media—produced by the organization, which controls content

• News media—credible presentation to mass audience

• Advertising and promotional media—controlled media, internal or external, accessing targeted audiences

Interpersonal communication

• Most persuasive and engaging of all communication tactics

• Controlled tactics• Generally inexpensive or moderately cost• Require more staff time to implement and plan• Internal or external publics; relationship is necessary• Useful in achieving acceptance objectives• Useful for persuasion and dialogue models• Involve information-seeking publics• Reach only a small number of people• First to consider because of impact, not necessarily

first to use

Types of interpersonal communication• Personal involvement

– Organizational-site involvement (come on in)– Audience-site involvement (door to door)

• Information exchange– Educational gatherings– Product exhibitions– Meetings– Rallies– Speeches

Types of interpersonal communication• Special events

– Civic events– Sporting events– Contests– Holiday events– Progress-oriented events– Historic commemorations– Social events– Artistic events– Fundraising events

See checklist 7A to help you decide what to use

Your client

• Review your checklist and choose some objectives that would use this tactic

Organizational Media Tactics

• Generally controlled, internal, nonpublic– General publications– Direct mail– Miscellaneous print media,– Audiovisual digital media

• Publics too widespread to act personally, but you want to control the content

• Don’t use when audience is small or scattered or if you need high credibility

• Can address internal and external audiences• Because tactics are tailored they are more likely than

news or ads in achieving success in acceptance and action objectives

• Used by information-seeking publics• Can be expensive

Types of organizational media

• Publications– Serial publications (newsletter, bulletin)– Stand-alone publication (brochure, flyer,

booklet, folder, pamphlet, tract, circular, fact sheet, FAQ)

– Progress report (annual report, quarterly report)

– User kit– Research report – Miscellaneous print media

Types of organizational media

• Direct Mail– Memo– Letter (appeal letter, marketing letter)– Postcard– Invitation– Catalog (retail, full-line, specialty, business-to-

business)

Types of organizational media

• Electronic Media– Audio media (telephone, dial-a-message, recorded

information, voicemail, toll-free line, demo tape, demo CD, podcast)

– Video media (nonbroadcast video, videoconference, teleconference, videotape, slide show)

– Digital Media (presentations software, e-mail, listserv, internet, newsgroup, web sites, web home page, web-based television, web-based radio, touch-sensitive computer, cell phone)

• Social Media– Wiki– Blog– Social networking

• Checklist 7B can help you

Your client

• Review your checklist and choose some objectives that would use this tactic

• For next time, begin reviewing the News Media Section and Ad Promotion

News media tactics

• Generally reach larger audiences• Further an organization’s pursuit of awareness

objectives• No price tag is associated with publicity• Uncontrolled media• Offer more credibility and third party endorsement• This can go toward reaching acceptance objectives• Difficult to reach people who aren’t actively seeking

the message—can’t create miracles• Use AP Style

Newspapers

• Trends at www.naa.org/TrendsandNumbers/Audience-Profiles.asp

• General interest newspapers• Trade newspapers• Special-interest newspapers• Special-audience newspapers• Organizational newspapers

Magazines

• Less frequency, less immediacy• See Writer’s Market for types

Radio

• Terrestrial radio• Internet radio• Satellite radio

Television

• Commercial or public• Local, regional or national• Cable

Things to know

• Media directories—page 220• Lead time—see page 223 for specifics• Wire services—page 228• Trusted news sources—page 230• Survey on media relations practices—page

235

News media tactics

• Direct News Material– News fact sheet– Event listing– Interview notes– News release (announcement, response, hometowner,

news brief)– Feature release (biography, history, backgrounder,

question-and-answer piece, service article)– Actuality– Audio news release– Video B-roll– Video news release– Social media release– Photo and caption– Media kit

News media tactics

• Indirect News Material– Media advisor– Story idea memo– Query letter

• Opinion Material– Position statement (position paper, white paper,

position paragraph, contingency statement)– Letter to the editor– Guest editorial

• Interactive News Opportunities– News interview– News conference– Studio interview– Satellite media tour– Editorial conferences

Helpful links

• http://www.burrellesluce.com/– Blog:

http://www.burrellesluce.com/freshideas/2010/04/building-a-successful-pr-community-online-learning-to-ask-for-help/

• http://www.fenton.com/resources/industry-guides/

• http://www.esrc.ac.uk/ESRCInfoCentre/index_press.aspx

• http://us.cision.com/events/social_media_webinars.asp