Public relation practitioners
deliver their messages through controlled and uncontrolled media. Controlled
media are the kind that can be created and controlled by the firm such as
advertisement, speeches, paid programs, and employee newsletters. Uncontrolled
media are the kind that cannot be controlled by the firm such as television,
radio, and newspapers. Controlled and uncontrolled media each have their
advantages and disadvantages.
The
advantages of controlled media include the ability to program the channel
subjectively by selecting the exact words and images that get sent and also by
controlling when and how often the message is repeated. Disadvantages of
controlled media include lack of credibility, and cost. When listening to an
advertisement or a promotional speech, receivers know that you’re controlling
the message so they may not be convinced easily due to lack of credibility.
Uncontrolled
media have lesser problem with credibility and costs. Uncontrolled media
broadcast their message to a large scope of people and receivers know that the
message is not controlled by the subject. Using uncontrolled media is
significantly less expensive but still the firm may need to provide news
releases or meet with reporters frequently. News media can provide a third
party endorsement or independent endorsement of a news story. The disadvantage of uncontrolled media is that they
are not controllable. Public relation practitioners may be able to influence
the media but cannot directly control the words and images.
Controlled
and uncontrolled media each have their advantages and disadvantages. A
combination of the two is generally used in public relation campaigns. Controlled
media provide precise messages that would lead to reaching company’s
objectives; uncontrolled media offer stronger credibility and are less
expensive.
Resource: Guth David W, Marsh Charles. Public Relations A value-driven approach, Pearson: 4th
Edition.
Hi Shawn,
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Hi guys what are the threats of uncontrolled media?
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