The nature of the communicator's job has changed dramatically over the last decade. While communicators still prepare speeches, press releases and articles for corporate magazines, they are now being asked to perform managerial duties such as planning, consulting stakeholders and advising CEO's and vice presidents. Communication Planning focuses on these additional responsibilities and examines the role of integrated planning in modern organizations. Sherry Ferguson's comprehensive study includes the theoretical foundations of communication planning and strategic approaches to planning for issues management.
Chapter 11: Choosing the Channel: Lessons Learned
Choosing the Channel: Lessons Learned
This chapter examines the findings of research into appropriate media for communication campaigns. More specifically, it looks at how people use the media, media successes at raising awareness and influencing attitudes and behavior, limitations on conclusions that can be reached, and strategies for effective use of the media. Finally, the chapter examines agenda-setting theories.
How People Use the Media
Many studies have attempted to discover how people use different media. Some have found that people depend less on television for information than for surveillance of the environment or for parasocial and interpersonal purposes. Recent studies indicate that, despite dwindling readerships, newspapers remain America's “premier source of public affairs information” (Robinson & Levy, 1996, p. 135). At the same ...