Theoretical Underpinnings for PR (part 7)
by:
Charles Lamson
Media
Media have been studied for decades and the Internet is now under academic scrutiny. What we do know from research is that if you have a complex message, you are better off with print media. However, when the message is simple video presentations are much more effective. Video or live performances are most effective if attitudes on an issue are changing. Next in order of effectiveness are audio messages. Least effective in that environment is print. Television involves its audiences more than radio and far more than print. Because computers are interactive they probably will rank higher than TV when computer presentation of video improves (This is PR: The Realities of Public Relations 9th ed., Doug Newsom, Judy VanSlyke Turk, Dean Kruckeberg, pg.137).
The Media orientation of publics is critical information since media deliver the messages. Public relations involves deciding what to tell, whom to tell, how to tell it and through what media to communicate. The choice of medium is critical, It must be believable, able to reach the priority public and technologically capable of carrying the message. For example, television has high credibility and mass persuasion. Safety officials who want to alert residents about an impending hurricane invariably take to the airwaves. However, something complicated like a change in Social Security benefits cannot be communicated as well through this medium. All television can do is alert people to the change and tell them where to find the information. A print medium is better for explaining details (Newsom, Turk, Kruckeberg; pg. 137).
People also turn to different media for different types of gratification and rewards.
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