The media is one
of the hardest factors to take into consideration while seeking information.
But certain generalizations can be used to deal with the media which can be of
use at a later time when dealing with people in media and beyond. Discussed at
length are some of the most notable aspects of media and the manner in which
personnel should deal with them.
What sort of reputation do the media have?
It is the above
question that basically defines how the media perceives the new item to be
taken as. A friendly media to certain
sections of the news would be in respect to the matter more than if the media
is hostile to the news. Thus the right method to go about is to understand how
the media stands in society and to take a stance that would fortify the situation
with the coverage.
Source of information
Any media item
has to come from a source and the credibility of the source does affect to a
large extent the standing of the news item. Sometimes interested parties would
destroy the source or the credibility of the source and hence it would be a
task in itself to restore the belief in the media source most of the time.
In society, some
sources of information are taken as being incorrigible. It is not easy to
achieve this position but every media source must aim at getting to be one of
the most dependable of media sources in the long run.
In some ways
media reaction is but the manner in which the people in the media itself react
to news reported by the home sources. This occurs because contrary to the
official line of thought, it is possible to have an independent source of
information which need not tally with what has been put out as the official
Despite the need
to report the universal truth, often media houses tend to distort news to
achieve their fine goals which could be very different to what the main news
media is taking up at the time.
Dealing with crisis
Probably one of
the best descriptions of a crisis would be the unexpected taking place
unannounced to the fair bit. How media organizations react to crisis and the
ensuing actions do decide on whether a particular media outlet is capable of
coming out good during a crisis.
One of the most
defining aspects of dealing with crisis is that it could destroy the very
essence of the media organization unless handled just right. In a way a crisis
does help render service to the media organization in that it separates out the
boys from the men.
It is wrong to
brush the whole media with the same brush and more often than not it is the
ability of the organization to react to situations maturely that counts to the
better perception of the media among the public.
The media is for
mass consumption and they have been split into five major categories. Each type
or category has strong roots or reasons for being what they are and it is often
that they are all intertwined among the five each. What essentially defines media
as such is the reach that it has towards the masses or the consuming class.
They are used to gather information as well as disseminate information.
This could be
the first mass media outlet and it goes without saying that this is one of the
most efficient ones around too. Here
what makes the medium so popular and attractive is the relative low cost
structure that they have managed to build around themselves. It is possible to
reach out to the most people at so little cost to the originators that often
people wonder if it is possible to have such a reach at such a low cost
what have been traditionally seen as mass media as it often has a reach
unsurpassed by the later entrants to the field. In many ways the newspapers of
the times are more or less record keepers to happenings that took place years
There is really
little difference between the newspapers and the magazines. If ever there were
something so different, then it has to be the periodicity of publications. The
newspapers are more of a daily affair and the magazines more of periodicals
Presentation wise, since the periods between the publication of the magazines are much larger, they tend to be much more elaborate affair than most other newspapers. Another feature of the magazine is that they can be targeted towards a particular audience as compared to the general population that is the newspaper readers. For instance you want to target the Tree Service audience then most likely you have to feature the most reliable one for this niche.
The radio is a
mass consumption element but of the auditory kind. It has the advantage that it
is a live medium as compared to the earlier newspapers and magazines. It is
possible to have interactions in real time when speaking of the radio where as
the newspapers are more of a static material most of the time.
practical purposes, the television is but an extension of the radio but as a
visual medium most of the time. It is currently also a means of entertainment
as well. What strikes people to the use
of the television is the range of options that the viewer has over the
medium. In fact the restrictions are
mainly due to lack of sufficient programming to cater to the full range of the
This could well
be the communication medium of the century. Although, this is the youngest of
the medium, it has been possible to cater to a wide range of services and
audiences as well. In fact, the medium is so fast evolving that it takes a real
effort to keep pace with what has been taking place on a monthly basis.
The media as
people have the habit of calling is nothing but the delivery of news or
information. With the need to be
relevant to the most groups of the public or the consuming class the media
needs to fulfill some basic functions all the time. There are some cardinal points when it comes
to formulating media strategy and they can be discussed in the brief below.
Is it for the masses?
pertinent question, considering that the media can be of a kind that has little
interest to the average persons on the streets. The negative side to this sort
of approach is that it might not interest people as a whole to reading the
matter and soon the interest in the publication fades away. Thus if the purpose
of the news item is to engage the person, then care and effort has to be taken
to remain relevant to the most parts of the audience.
At times the
media can turn out to be elitist and this is because the prime need to be
relevant to the most of the people is lost through the system.
Does it have the reach?
There would be
little use for a medium that has little reach outside the catchment area. It
rarely is able to influence the happenings and most instances that people tend
to refer to it are to compare it with something else. Mass media platforms need
to be successful in reaching the most audience with what has been conveyed in
History has been
replete with a large number of media publications that hasn’t the reach simply
because it is not promoted the right manner. Thus in effect, the success of a
media platform decides whether it is relevant to the societal process of the
The issue of budget
The budget at
hand for any media outlet does influence how matter is conveyed to the outside
world. People with deep pockets and in the media services often find it
convenient to introduce new concepts and ideas to the public with even
intervals between two interventions.
One of the
reasons why people take to promoting media houses is to rake in the media
coverage that a good written piece brings to the individual. Nothing quite
reaches past the media houses beyond what is required of the need to
public on one hand expects the media houses to be ethical to the most parts.
Being ethical works to increase the credibility of the platform and improve on
the visibility of the reportage. It has
been found that it is effective to seem ethical rather than the need to be
ethical most of the time. To the media, a lot of times, it is image that scores
over what has been reported in the medium.
Money does not
ensure success in reporting news and issues but it has played a large part in
mobilizing opinion as to what happens during times of crisis and turbulence.