Using Different Forms of Media

Using Different Forms of Media

One advantage of using different forms of media is that it elevates awareness across different demographics. There is a divide between the older generation, who like watching the news on television and reading newspapers, and the younger generation, who rely on different online platforms to stay informed (Bachmann, 2010). As such, using different media forms cuts across this divide, reaching as many people as possible. The second advantage is that different media forms offer more affordable processes for public relations, which are cost-effective compared to advertising. The third advantage is that PR makes obtaining information easier for personnel from media houses because the PR team delivers it themselves (Hodkinson, 2016).

Contrastingly, using different forms of media for public relations also has disadvantages. First, there is little control over what is sent out because of the third-party endorsers (Hodkinson, 2016). Even though public relations messages rarely go bad, there is a considerable risk that something important could go unreported. The second disadvantage is the turbulence of the media industry. The news cycle is very quick these days, and what might be current in one minute is replaced by another in the next minute. As such, PR messages can go unnoticed. The third disadvantage is the rising distrust in media. Today, many people do not trust what is displayed in the media due to bias (Bøggild et al., 2021). This makes it hard for PR messages to be noticed because people also think they are not to be trusted.

References

Bachmann, I. (2010). News platform preference: Advancing the effects of age and media consumption on political participation.

Bøggild, T., Aarøe, L., & Petersen, M. B. (2021). Citizens as complicit: distrust in politicians and biased social dissemination of political information. American Political Science Review, 115(1), 269-285.

Hodkinson, P. (2016). Media, culture, and society: An introduction. Sage.

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Using Different Forms of Media

Describe the advantages and disadvantages of using different forms of media (e.g., TV, radio, print) to deliver a PR message.