Media Strategy Chart: Advantages and Limitations

 Strategy  
Advantages
 
Limitations
 Press Releases (News)  
  • Reaches wide circulation through print and electronic media
  • Free publicity
  • Press Coverage lends clout
  •  
  • Not good for a limited/small audience
  • May not be best place for reaching target audience
  • Time of day (newscast), page article appears on (print), size or length of story affect whether audience sees article and its effectiveness
  •  Public Service Announcements (PSAs)  
  • Free ads on air
  • Good tool for public education (counter ads)
  •  
  • Often aired at odd hours (low audience)
  • If station produces ad, often done in cheapest way, poor quality
  • If you produce ad it must meet quality standards of station
  •  Free Speech Messages (FSMs)  
  • Free
  • Allows you to say anything about any issue without censorship
  •  
  • Is usually produced cheaply and is hence boring (may not reach audience)
  • May not be aired at good hour
  •  Calendar Listing

    Good for reminding people of date, time and place of events

     
  • Primarily good for event publicity; not for general PR
  • Only gives who, what, where, when
  • May not be seen
  •  Interview Shows
  •  Free publicity
  • Allows you to clarify issues more in depth way
  • Provides public forum for your issues
  • Allows you to speak for yourself rather than rely on interpretation
  •  
  • Limited audience
  • Usually produced cheaply
  • Appeal of "talking heads" limited; many people tune Out after a short time
  •  Press Coverage at Meeting  
  • Informs those who didn't attend meeting of decisions/
    proceedings.
  • Keeps issues/events before public eye
  • More in depth than press release
  • Useful for raising public opinion
  •  
  • Possibility of misquotes
  • Interpretation of reporter may differ from your own
  •  Press Conference  
  • Calls attention to a situation
  • Useful for announcing findings, publication of facts, results of studies, clarification of an action, making announcements or demands, brings out the press; makes an event out of your news.
  •  
  • Difficult to find right time of day to hold so all press can attend and meet that day's deadline
  • Difficult to get the press to come unless something very important
  • Could be a lot of effort for little return
  • Place is crucial
  •  Columns or Regular Features, Article Series  
  • Providing in-depth public education on issues
  • Provides forum
  • Keeps your group/issue in public eye
  •  
  • Difficult to convince media to do
  • Need enough information to generate several articles
  • Weekly deadlines
  • Takes lots of person hours
  • Takes a lot of research
  •   Photos/Artwork  
  • Good way to bring visual attention to issue
  • Attention-getting
  • Could be used as filler
  •  
  • Could be costly
  • Photos may not be returned
  • May send out more than get used (cost effective?)
  • Need to meet papers standards
  •  Brochures, Handouts, Mailers, etc.  
  • Direct mail insures you reach intended audience
  • Is a tangible reminder for people
  • Can be more eye appealing/attention getting than articles
  •  
  • Could be costly
  • Often thrown away
  • Some people have an antagonism to mailings
  •  Posters  
  • Attracts attention
  • Additional exposure
  •  
  • Need people to post
  • Location of poster important (or may not reach audience)
  • Cost
  •  Slide-tapes, Video  
  • Visual presentation of issues, facts and resources
  • Good stimulus for discussion
  • Experiential (visually)
  • Adds variety and interest
  •  
  • Expensive (possibly)
  • Need people to present the tape
  • Need equipment
  • Need people to put it together
  •  Banners  
  • Eye-catching
  • Adds to feeling of event or festivity
  • Creates sense of community involvement
  •  
  • Must see that banner is delivered and taken down at proper times
  • Each town has its own stipulations
  • High cost if done commercially
  •  Bus Posters  Hitting commuter crowd (and youth/elderly)  
  • Cost
  • Limited audience
  •  Public Service Advertisements (Newspapers)  
  • Could be more attention getting than article
  • Good as supplement to article for publicity for event
  •  
  • Must run a week to be effective (if only run a few days some people might miss it)
  • Costly (generally 25% less than newspaper ads)
  •  Event or Action  
  • Good chance of getting coverage
  • Gets public attention
  • Could be entertaining or educational
  • Brings issue to the streets or community
  • Allows you personal contact with the public
  • creates media follow-up interest and image in community
  •  
  • Much planning necessary
  • Time-consuming
  • Materials may be needed
  • Requires pre-publicity
  •  Press Packets  
  • Gives media background information on group and issues
  • Could lead to more in-depth story
  •  Needs to be updated
     Newsletters  
  • Good for Networking
  • In-depth information
  • Provides forum for community people
  • Acts as clearinghouse for information
  •  
  • Costly
  • Time consuming
  • Needs a staff
  • Needs submissions
  • Needs to remain lively and relevant
  • Needs mimeo, printer or graphic
  • Need deadlines