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Mass Media Essay

2420 words - 10 pages

1

Developing Communication Strategy Advantages and Disadvantages of Different Types of Media
Different media have different strengths, weaknesses, drawbacks, advantages and costs. An effective communication strategy usually uses a mix of at least 2 or 3 different types. Choice of media and format depends on: 1. your audience(s) √ 2. your budget √ 3. the communication channels best for your specific audience(s) and √ 4. how long the communication intervention will continue 5. and how critical it is to encourage genuine participation for social change communication. √ Matrix #1 gives an idea of the advantages and disadvantages of some of the most common media you might want to consider for ...view middle of the document...

 Relatively inexpensive (compared to TV)  Programs not always on at convenient times  Audio only, no visual.  public generally does not read Rough Cost Estimates $5000 to $10,000 US for 30 second TV spots, prime time

2.

Radio spots

 Mass media – can reach many people  High status

 Specific target audiences

$2000 for 30 second psa/community announcements over two weeks (unless government sponsored)

3.

Radio call-in shows

 Mass media – can reach many people  High status

 Specific target audiences

$1000 if sponsored as a host guest

4.

Newspaper features/pages

 Little room for participation or input,

 Literate public

Free – if you produce your own news release

UWI/CARIMAC/PP/CAMI/APRIL2011

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except for letters to the editor, news releases and sometimes community columns read as needed  Requires literacy  Not as deep reach as TV or radio  Publication depends on the whim of editors  Same as newspapers, but with higher cost and photos and hope the press pick it up. $1000 for a freelance PR writer per each article Between $500 and $1000 per feature

5.

News paper advertorials

 Little room for participation, but provide opportunity for paid information to be included

 Literate public

 Seen as paid information,  Moderate status  Can be reviewed & re-read

Type of Media 6. Websites/internet & blogs

Potential for Participation & Twoway communication  Need to be computer literate, but otherwise lots of potential for participation through blogging, list-serves, enetworking, specific websites

Target Audience  Literate public  Specific listserves and networks can be set-up for particular audiences/clients , such as the media directly

Advantages  Global info can be obtained, not only local or regional  Youth becoming computer savvy  High-status  List-serves can be quite inexpensive  Can establish links to other sites (CFNI, FAO, etc and MOA, local networks)  Can also establish pages on existing sites  Growing reach, especially in rural areas  Low cost for text messages  Highly popular

Disadvantages  Computers needed and may not be widespread  Listserves and websites require someone to manage and facilitate them and provide content as well as technical assistance

Rough Cost Estimates Establishing a webpage can be expensive ($1500 to $5000). Linkages are cheaper ($500 or so). List serves can be minimal in cost, but require mangers/facilitators who can be expensive.

7.

Mobile phones and text messages

 Tremendous potential for two-way communication and oneon-one communication among public directly. Also provides timely,

 Specific publics, teenagers in particular

 Text messages must be short  Best if linked or tied to other communication efforts

Cost of messages by your server

UWI/CARIMAC/PP/CAMI/APRIL2011

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current lost cost information. Good for ‘reminder’ messages.  No potential for feedback, unless widely tested or...

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