PR2008Mediaoverview - Let's Brainstorm Media Strategy How...

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Let’s Brainstorm Media Strategy
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How do you choose?
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Making Media Choices Availability/access Nature of the Message Risk Complexity Timing Expertise Cost Concern for exposure to unintended audience
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Uncontrolled vs. Controlled Uncontrolled media Any medium with a gatekeeper between the organization and public Media gatekeeper controls message, distribution, and timing Controlled media No media gatekeeper between the organization and public Organization controls message, distribution, and timing
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Organization Mass Media Mass Media Public
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Organization Mass Media Mass Media Public
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Controlled Media Examples Brochures Newsletters Posters Direct Mail E-mail
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Uncontrolled Media . . . For immediate release: Blacksburg--This is a tiny press release reporting important information to the gatekeeper. Many more newsworhty words should be here, written in journalistic style.
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