| Media Group | Key Strategic Uses | Special Challenges | Public Media
Newspapers, magazines, radio, television. Also out-of-home media, yellow pages and directory advertising, venue and specialized media |
Build broad public awareness | Competition Need to promote newsworthiness |
Interactive Media
Web sites, CD ROMs, automated telephone response systems, data bases (allowing file transfers), computerized bulletin boards, news groups and chat rooms, e-mail |
Respond to inquiries Enhance involvement through education, entertainment. | Accessibility Indexicality |
Controlled Media
Brochures, video brochures, annual reports, newsletters and other periodicals, books, direct response, point-of-purchase displays, advertising specialities |
Provide detailed, promotional information. | Design Distribution |
|---|---|---|
| Events
Speeches, trade shows and expositions, exhibits, conferences and meetings, demonstrations, rallies and protests, sponsored events, observances, sweepstakes and contests, recognition and awards presentations |
Reinforce existing beliefs and attitudes. | Attendance Participation |
| One-on-One Communications
Letters, telephone responses (inbound), telemarketing (outbound), soliciting and personal selling, consumer affairs, community outreach, lobbying |
Negotiate disputes, resolve conflicts. Obtain commitments. |
Authority to negotiate. Personal dynamics. |