Mass Communication 4346

Texas Wesleyan University

Spring 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_web
inars.asp