Mass Communication 4346 Texas Wesleyan University Spring 2010

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 7 A 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-tobusiness)

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, webbased television, web-based radio, touch-sensitive computer, cell phone) • Social Media – Wiki – Blog – Social networking • Checklist 7 B 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/Trendsand. Numbers/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-onlinelearning-to-ask-for-help/ • http: //www. fenton. com/resources/industryguides/ • http: //www. esrc. ac. uk/ESRCInfo. Centre/index _press. aspx • http: //us. cision. com/events/social_media_web inars. asp