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?
A rather 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 the matter.
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 times.
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 disseminate information.
The consuming 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.