Introduction to Mass Media

AGED 3142

Mass Communications
and PR

Mass Communications
The production or transmission of messages that
are received and consumed by large audiences.

Public Relations
Communication that attempts to establish positive
relations between an organization and its various
publics, usually through mass communications
and image-building techniques

Mass Comm Channels

Mass communication channels include:

Books
Radio
Videos
Mass E-mail

Magazines
Television
Web sites
Billboards

Plus many others ...

Newspapers
Movies
Mass mailings
Posters

The Functions of Mass

Communication

Persuading
The act of manipulating information in
order to produce change in others

Meeting consumer demand

Consumers demand information and
entertainment
When demand is high, information and
entertainment are worth a lot of money

Functions, contd.

Providing Facts/Informing
Responsible uses of mass media include
providing people with objective, fact-based
information upon which they can base
decisions

How Mass Media

Communications are Unique

Channels
Mass communication channels are broader,
capable of carrying more information to more
people
Most mass communication channels have limited
ability for feedback

Reach
Mass communication media deliver messages to
relatively large numbers of people

Unique, contd.

Feedback
Often not immediate
Usually collected through scientific
surveys, which are not always accurate or
complete

Format and Content

Messages are sometimes targeted toward
non-specific audiences, to an extent

Conventions of Using
Mass Media

News releases
Information (which must be newsworthy) you
want magazines and newspapers to print or
radio and television news broadcasters to
read
Releases are targeted to organizations that
are most likely to use the information
Information from releases might be run asis or might be edited

Conventions, contd.

Advertising
Public interest advertising

PSAs are free, but placement is at the media

organizations discretion

Public image advertising

A series of ads to generally build public image can be

expensive but effective

Advocacy advertising

Straightforward presentation of a definite point of view

(an editorial-like ad); usually done with a celebrity

Conventions, contd.

Several means exist for getting PR material

aired on radio and television

News releases
Video/audio news releases (VNRs/ANRs)
Arranged feature stories
Tapes of actual events that could be used in a
news story (called actualities)
Interviews and talk shows (radio and TV)
Advertising/PSAs

Conventions, contd.

PR and Advertising Agencies

Most organizations hire PR, advertising, or
communications consulting firms to help
them get a clear message communicated
through the media
These firms can be expensive, but they
must be competitive because they usually
bid against each other for your business

Planning a Campaign

Realize that campaigns involve

controlled and uncontrolled information
Controlled house-produced publications,
paid print and broadcast material, personal
communications
Uncontrolled news releases and reports

Planning, contd.

Each communication effort and each

medium chosen must be planned with a
specific audience and purpose in mind

Ultimately, each medium has its

strengths and weaknesses; these must
be considered carefully according to
audience and purpose