Media Advantages & Disadvantages

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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 a communication strategy. The list is not meant to be exhaustive. The more you can afford, the better – but select those that most fit your desired audience and will help you meet your needs without blowing your budget. Matrices 2, 3 and 4 give an idea of how we can get to the specifics in terms of issues, message development, and working through communication objectives

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Advantages and Disadvantages of Different Types of Media
Type of Media 1. Television spots Potential for Participation & Twoway communication  Mass media – can reach many people  High status Target Audience  General public  Can also be tailored to Specific target audiences Advantages  Wide reach  High status and perceived credibility  Audio and visual (can see and hear)  Good for simple messages and slogans  Can help to generate interest, awareness and excitement  Medium to wide reach  High status  Good for simple messages and slogans  Can help to generate interest, awareness and excitement  Medium to wide reach  High status  Allows greater room for feedback, questioning and input  High status  Can review and reDisadvantages  Expensive  Programs not always on at convenient times  Not everyone has TV  No room for interaction unless linked to a TV callin show  Relatively inexpensive (compared to TV)  Programs not always on at convenient times  No room for interaction  Audio only, no visual communication.  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

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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

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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...
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