CHOICE OF MEDIA FOR PR COMPAIGN:Communication Channels & Media

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Fundamentals of Public Relations MCM 401

Lesson 28

CHOICE OF MEDIA FOR PR COMPAIGN

Overview

As has often been explained the choice of media in a public relations campaign is very important. However,

in order to make this choice it is essential that the public relations professional should be aware of the

advantages and disadvantages of different media. This will enable him to select the appropriate media for

better and positive results.

Communication Channels & Media---- Television

Now a days Television has become a very important media with the advent of round the clock coverage and

"presence always" on every occasion.

ADVANTAGES

DISADVANTAGES

1. Combines sight, sound & motion

Message limited by restricted time

attributes.

segments.

2. Permits physical demonstration.

No possibility of referral to message.

3. Believability due to immediacy of message.

Availabilities sometimes difficult to

arrange.

High impact of message.

High time costs.

Huge Audiences.

Waste coverage.

Good product identification.

High production cost.

Popular medium.

Poor color transmission.

Communication Channels & Media--- Radio

Although Radio had lost its charm as an effective and desired media yet it has bounced back with distances

increasing to and from residence to place of work, the in car radio and popular programming has

reinvented its importance as an effective media.

ADVANTAGES

DISADVANTAGES

1. Selectivity of geographical markets.

1. Message limited by restricted time segments.

2. Good saturation of local markets.

2. No possibility for consumer referral to

3. Ease of changing advertising copy.

message.

4. Relatively low cost.

3. No visual appeal.

4. Waste coverage.

Communication Channels & Media---Newspapers

News papers since its emergence as important media is still in extensive use as effective media.

ADVANTAGES

DISADVANTAGES

1. Selectivity of geographical markets.

1. High cost for national coverage.

2. Ease of changing advertising copy.

2. Shortness of message life.

3. Reaches all income groups.

3. Waste circulation.

4. Ease of scheduling advertisements.

4. Differences of sizes & formats.

5. Relatively low cost.

5. Rate differential between local / national

6. Good medium for manufacturer/dealer advertisements.

advertisements.

6. Sometimes poor color reproduction.

Communication Channels & Media Magazines

Magazines are also useful media as typical subject magazines can serve the media campaign purposes to a

great extent.

Fundamentals of Public Relations MCM 401

ADVANTAGES

DISADVANTAGES

1. Selectivity of audience.

1. Often duplicate circulation.

2. Reaches more affluent consumers.

2. Usually cannot dominate in a local market.

3. Offers prestige to an advertiser.

3. Long closing dates.

4 Pass along readership.

4. No immediacy of message.

5. Good color reproduction.

5. Sometimes high production cost.

Communication Channels & Media Direct Mail

Direct mailing method is very commonly used as it is an inexpensive and easy method of conveying the

message to the desired public.

ADVANTAGES

DISADVANTAGES

1. Extremely selective.

1. Often has poor image.

2. Message can be very personalized.

2. Can be quite expensive.

3. Little competition with other advertisements.

3. Many restrictive postal regulations.

4. Easy to measure effect of advertisements.

5. Provides easy means for consumer action.

4. Problems in maintaining mailing lists.

Communication Channels & Media Pamphlets & Booklets

Pamphlets help a great deal in communicating the detailed message at point of sales and also as an enclosure

with the direct mail.

ADVANTAGES

DISADVANTAGES

1. Offer detailed message at point of sale.

1. Dealers often fail to use.

2. Supplement a personal sales presentation.

3. Offer to potential buyers a good referral 2. May have a relatively high unit cost.

means.

4. Good color reproduction.

3. Few creative specialists.

4. Effectiveness difficult to measure.

Communication Channels & Media -Media Transit Posters

This is also an effective media channel.

ADVANTAGES

DISADVANTAGES

1. Selectivity of geographical markets.

1. Cannot be employed in all areas.

2. Captive audience.

2. Waste circulation.

3. Very low cost.

3. Surroundings may be disreputable.

4. Good color reproduction.

4. Few creative specialists.

5. High repetitive value.

Communication Channels & Media

( Point Of Purchase Displays )

ADVANTAGES

DISADVANTAGES

1. Presents message at point of sale.

1. Dealer apathy in installation.

2. Great flexibility for creativity.

2. Long production period.

3. Ability to demonstrate product in use.

3. High unit cost.

4. Good color reproduction.

5. Repetitive value.

4. Shipping problems.

5. Space problem.

Fundamentals of Public Relations MCM 401

Communication Channels & Media

Advertising Specialists

Advertising specialists can also be a useful media channel.

ADVANTAGES

DISADVANTAGES

1. Unique presentation.

1. Subject to fads.

2. High repetitive value.

2. Message must be short.

3. Has a "gift" quality.

3. May have relatively high unit cost.

4. Relatively long life.

4. Effectiveness difficult to measure.

Publicity Through Mass Media Follow 6 Rules

1. Make sure information you offer is appropriate to the medium in content & style, and that it is

timely.

2. Check all facts carefully for accuracy & double check for missing information.

3. To deal with any questions, depute a person.

4. Include captions on photographs with felt pen.

5. Never call to find why a story was not published or when will it appears.

6. Do not send out a note asking for clippings as newspapers do not run clippings.

Cardinal Rules For Direct Mail

7 Rules Governing Direct Mail.

1. Concentrate on objective of mailing.

2. Use correct mailing list.

3. Write copy what the product or service does for the recipient.

4. Design the layout & format to fit the image of the product or service you are presenting.

5. Make it easy for the prospect to take the action you want.

6. Tell the story at least THREE times & repeat mailings 2 or 3 times.

7. Research all direct mail by testing the offer, package & list for attractiveness & make alternative

offers.

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