{"id":2253,"date":"2021-05-02T18:42:28","date_gmt":"2021-05-02T18:42:28","guid":{"rendered":"https:\/\/na-ramenima-divova.com\/?p=2253"},"modified":"2021-05-08T22:06:18","modified_gmt":"2021-05-08T22:06:18","slug":"vrste-medija-i-kako-im-pristupiti","status":"publish","type":"post","link":"https:\/\/equestris.hr\/eng\/odnosi-s-medijima\/vrste-medija-i-kako-im-pristupiti\/","title":{"rendered":"Types of Media and how to Approach Them"},"content":{"rendered":"
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Types of Media and how to Approach Them<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Mass media is an integral part of contemporary society. They develop in line with society, and with it, our cooperation with them.<\/p>

Cooperation with the first professional television media during the 1950s was much different than cooperating with the media today; media provides content for a much more fragmented audience and through more mediums.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The fundamental role of the media is to collect, process and give information to the public. While this principle has essentially remained the same, their connection to the audience has changed. Namely, the availability and speed of information has drastically changed. It accounts for the fact that information can spread via social networks in an extremely sudden unpredictable way.\n\nMass media can play an enormous role shaping our personal perception and beliefs, especially when it comes to events we don\u2019t know much about, as explained by Kurt Lewin\u2019s gatekeeper theory, as well as Michael Kunczik and Astrid Zipfel framing model.<\/p>

Mass media may be defined as means of communication, like newspapers, radio, television or the Internet, all of which can reach a large heterogenous audience. British communicologist, Dennis McQuail, argues that mass media creates media content; possesses certain technological configurations; is tied to a specific institution (for instance, a broadcasting network or a publisher); this bound by laws, rules and ethical codes; is a product of individuals and their financial interests (for instance, owners of broadcasting networks, distributors, advertisers\u2026), and finally transmits information or other content to the audience according to the audience\u2019s preference.<\/p>

Furthermore, within mass media we usually differentiate between traditional media (press, radio and television) and new media: The Internet, digital publications \u2013 news websites, podcasts, social media (Facebook, Instagram, Twitter, etc.) \u2013 and so called over\u2011the\u2011top (OTT) media services, plus collaborative communication channels that transmit video and media content (WhatsApp, Viber, Telegram, Slack, etc.). Mass media can also be categorized according to impact and reach \u2013 private, public, state or community media \u2013 and according to program and revenue (non\u2011profit or for\u2011profit).<\/p>

PRINT MEDIA<\/strong><\/p>

Print publications are a basic component of any media system. \u201cPrint media\u201d includes traditional forms of publications such as newspapers, magazines, books or comic books. Almost every country, state, district, city or county has its own print medium. Newspapers do not necessarily create communities, but they contribute greatly to determining, delineating and preserving their identity boundaries. Contemporary newspapers contain a lot of information. The news they publish is equally a product of individual research on a given topic and of information sent by correspondents or external media relations experts.<\/p>

Just because content is sent to a newspaper, it will not necessarily be published. The content sent to newspapers needs to be relevant and high quality. It is usually in the form of a press release or a list of facts that can be used for writing newspaper articles. In the case additional clarification is needed, it is best to approach journalists and editors directly within a specified time so the information may be conveyed clearly and accurately.<\/p>

When it comes to print media, it is important to mention newspaper agencies. They transmit news directly from the scene via effective, short and concise journalistic messages. These agencies are publishing and commercial informational institutions which collect data on current events and visual content. Data is subsequently delivered to newspaper, radio and television agencies. These agencies can reach a wide audience and are usually considered reliable. Therefore, it is important to maintain communication with them. The best way to approach newspaper agencies is through their nearest office or through a local correspondent.<\/p>

RADIO<\/strong><\/p>

Regardless of the speed at which information spreads on new media, radio is still the fastest medium for transmitting information. It is often the medium which the local community trusts most. Local radio stations have the biggest audience in their area. The total number of radio stations keeps growing every day \u2013 which fragments the market further. The radio is a selective medium which seeps through all layers of society. It can be heard at any moment, at any place. It is easily accessible to the listener. Because of its flexibility to broadcast and re\u2011broadcast content, the radio is a valuable part of any media relations strategy.\n\nCommercial radio stations are the best type to approach \u2013 they are for\u2011profit and offer a lot of possibilities to communicate key messages: from appearing in radio shows, and sharing content during informative radio slots, to running promotional ads on air.<\/p>

TELEVISION<\/strong><\/p>

Although radio is still the fastest medium for transmitting information, it is not the dominant one. Television is, to this day, the worldwide leading medium. It has the dominant role in forming public opinion. The visual aspect of television has an enormous impact in this respect. Television emphasizes the individuality of the speaker, which is why television appearances need to be meticulously prepared to convey desired messages.\n\nTelevision is indispensable to media relations\u2013 it needs to be part of every strategy, since any broadcast opportunity is a chance to transmit information to a wide audience. Wilcox, Cameron, Ault and Agee show that good relationships with television journalists open possibilities for public appearance in special segments of news shows (like the evening news or shows dedicated to your area of business); appearing on talk shows, video press releases, coverage of your press conferences, etc. It is important to differentiate between linear TV (where content is broadcast according to a specific schedule) and non\u2011linear TV (content on demand), because they both require creation of different types of content.<\/p>

NEW MEDIA<\/strong><\/p>

With the global spread of new media and social networks, an extremely fast transmission of information is now available. This includes a variety of new media relations tasks needed to be performed in a short amount of time. Emails, websites and other Internet content all allow fast access and transmission to a very wide audience. However, this speed has consequences \u2013 an overwhelming amount of information, emails, calls, etc. All of this has an undesired effect.<\/p>

It is important to carefully organize and curate the content you are distributing over the internet. Your website needs to be easy to browse and to use, so members of the media can quickly find the information they need, including your contact information. It is also important to note that quantity does not equal quality, and that not everything you publish online will be published in the media. A precisely coordinated email campaign that targets journalists with relevant information is better than sending numerous emails to generic addresses. Therefore, it is important to create and maintain a contact database containing contact info for relevant members of the media industry. Also, send content regularly, yet moderately, to specific journalists within their respective domains. Information that is relevant to a finance journalist is not as valuable to a sports journalist.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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