Media Networks

One of the traditions of public relations is that it conducts much of its communication activity through “other people's media.” While advertisers buy time and space on networks they do not own, public relations typically use “free time or space”—for example, placing news, stories, and comments through news reports and opinion or editorial pieces.

Media, as discussed in public relations, come in two sizes. One is the mass media, which consist of complex networks of newsgathering and [Page 555]dissemination, as well as entertainment programming and editorial commentary. Magazines, newspapers, and television are the traditional channels through which news, commentary, and entertainment reaches readers, listeners, and viewers. Increasingly, traditional channels are both under competitive pressure from, and undergoing transformation because of, the increasing presence of the Internet. Public relations practitioners also use “their own media.” Pamphlets and reports are key examples of media tools that practitioners use to disseminate information and commentary. In this instance, media are print and electronic networks that can be used to reach mass audiences.

The second size of media network(s) are narrow-cast information systems, consisting of multiple-output devices fed and controlled by a centralized source. Message recipients have no way to engage in direct feedback. The output devices are usually some kind of video display. The centralized source is usually a computer-controlled audiovisual switching system, with source information either stored locally or sourced remotely (i.e., Internet, satellite, or microwave) and played backed in either analog or digital format. Storage media typically encountered are 12cm, optical disc formats: compact disc (CD), digital versatile disc (DVD), and Blu-ray disc (BD). Computer hard drives, both fixed and removable, are also common.

Message content is dependent on venue or environment. For example, media networks are used in sports stadiums and arenas, office buildings, shopping malls, and individual retail spaces. Technological convergence is allowing the addition of electronic billboards to the media network landscape.

Messages do not have to be homogeneous. It is possible to run several different messages simultaneously. An example is advertising in an athletic shoe store. Usually, there are several clusters of video monitors, with each cluster narrowcasting a different advertisement (message) on each monitor in the cluster, repeated across clusters. A variation includes unique but related messages on each monitor in a cluster, with each cluster being a unique experience.

Media networks can also play a critical role in an office or business environment. It may be something as simple as a running stock ticker that includes the company's stock price along with the company's competitors’. Above the ticker could be video packages of relevant business stories. An organization can go further with the media network and include messages from the CEO or minutes from meetings. Companies often use a media network to function as a message board, notifying employees of policy changes, upcoming events, or meetings. Many of the functions of a company newsletter can be moved onto a media network.

Media networks provide the public relations practitioner with a unique opportunity. Narrowcasting allows for a fairly high level of customization and refinement of the message. There are four principles to keep in mind when considering the use of a media network for message delivery.

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