Today's Public Relations: An Introduction is a comprehensive text that features all aspects of public relations with specific sensitivity to the message strategies that challenge practitioners to be successful, yet ethical. In this book, authors Robert L. Heath and W. Timothy Coombs redefine the teaching of public relations by discussing its connection to mass communication while linking it to its rhetorical heritage. The text features coverage of ethics, research, strategy, planning, evaluation, media selection, promotion and publicity, crisis communication, risk communication, and collaborative decision making as ways to create, maintain, and repair relationships between organizations and the persons who can affect their success.
Chapter 11: Selecting Media, Technologies, and Communication Tools
Selecting Media, Technologies, and Communication Tools
- Vignette: “Favorite University”: Using Many Tools to Build Academic Relationships
- Strategic Selection of Communication Channels
- Channels: Linking Organizations and MAPs
- Media Planning
- Media Mix Strategies
- Further Exploration
Vignette: “Favorite University”: Using Many Tools to Build Academic Relationships
Previous chapters have introduced their specific topics by featuring a carefully selected, actual vignette. This chapter takes a different tactic. To feature the discussion of media types and tools that practitioners use, this chapter asks you to consider one of the most available examples: your college or university. These organizations strive to create, maintain, and restore strategic relationships. Think of “Favorite University,” a fictional college or ...