Strengths and Weaknesses of Popular Media AGED 3142

First Things First... Because the primary considerations in choosing media are audience and purpose, media selection and strategic planning should occur after a thorough audience analysis (i.e., primary and/or secondary research) To perform these tasks out of order could be Budget plays an important role in media selection, as well

Important Considerations in Choosing Media Audience/demographics –What are the viewing, listening, and reading habits of your audience? Timing of message –When does the audience need to receive the message? –Do some parts of the message need to be communicated before others?

Considerations, cont’d. Budget –For some audiences, a one-color brochure is just as effective as a flashy four-color one and may be more feasible according to your budget

More Considerations Media effectiveness –Which medium reaches the broadest segment of your target audience at the lowest cost? Media credibility –Which medium has the highest credibility and what does it cost?

More Considerations, cont’d. Media timeliness –Which medium will deliver your message within the time constraints necessary for it to be effective? Media mix –What combination of media best accomplishes your communicative purpose?

Specific Strengths and Weaknesses News releases (electronic or paper) –Strengths: Allow for a targeted approach if the information is newsworthy; Inexpensive publicity; favorable in terms of timeliness –Weaknesses: Information is uncontrolled and may be edited and cut; editors and TV/radio producers are picky in terms of content and style

Strengths and Weaknesses, cont’d. Backgrounders (sometimes accompany a news release and other materials in a “press kit”) –Strengths: Provide in-depth information about the issue or situation that your news release is based upon; Timely –Weaknesses Danger of making the message too complicated; Uncontrolled

Strengths and Weaknesses, cont’d. Newsletters (ads and editorial or news articles) –Strengths: Allow for communication with a well-defined (targetable) audience –Weaknesses: Often preaching to the choir; sometimes relatively small audiences

Strengths and Weaknesses, cont’d. Magazines and newspapers (ads and editorial or news articles) –Strengths: Relatively targetable; ads can be creative and memorable; paid ads are controlled info –Weaknesses: Sometimes expensive (depending on readership); may not be timely (e.g., monthly magazines); news stories are uncontrolled info

Strengths and Weaknesses, cont’d. Mass mailings and ings –Strengths: More personal than other channels, relatively inexpensive, timely, accurately targetable; opportunity for immediate feedback ( ) –Weaknesses Easily discarded; bothersome to some; is still limited by audience’s technical abilities

Strengths and Weaknesses, cont’d. Flyers and brochures –Strengths: Useful in many situations (public forums, press kits, stand-alone, mass mailings); simple; relatively inexpensive –Weaknesses: Allow for only basic information (small channel capacity); easily discarded

Strengths and Weaknesses, cont’d. Radio and television (ads, PSAs, talk shows, news releases, actualities) –Strengths: Relatively large audiences; opportunity for visual/auditory communication (memorable); somewhat targetable –Weaknesses Relatively expensive; broad audiences; PSA “spots” and news releases are uncontrolled; live appearances leave no room for error; ads take time to plan and develop

Strengths and Weaknesses, cont’d. Web sites (ads or actual sites) –Strengths: Progressive; targetable; includes creative multimedia capabilities to appeal to a variety of types of learners; inexpensive, opportunity for immediate feedback ( ) –Weaknesses Audience is limited by their own technical abilities; can be difficult for audience to find; subject to hackers???

Make the Media Fit the Message and Audience I don’t like beating dead horses, but here is another reminder: Choose your media mix based on the media’s strengths and weaknesses with your particular audience and message and consider the dynamics of all the chosen media.