Communication: Involving the Media
Reaching the many audiences within a community requires using multiple channels of communication, from mass media to word of mouth. By using several channels, you increase the likelihood that many diverse people will hear your message. To reach the community at large and special segments of the community, use the established print and nonprint public media channels as well as community outreach invitations as provided in:
Community Forum Invitation Letter.
Small media include organizational newsletters and small-circulation publications that appeal to members of special groups. Other audiences can be reached through materials published by churches, civic groups, and voluntary agencies.
The mass media, including radio, television, and large-circulation newspapers, reach wider audiences. Invite local journalists to participate in the community group, and ask media representatives to attend specific meetings. Be sure to consider how the media for your community are organized. Specific types of media include:
- Newspapers: Newspapers are usually published daily or weekly and contain current news, editorials, feature articles, and advertising.
- Newsletters: Many organizations and professional associations publish newsletters with information of interest to their members.
- Television: Programming opportunities include community calendar announcements, public service announcements, daily news reports, weekly publish affairs segments, and talk shows. Many opportunities exist through cable access stations.
- Radio: Radio usually targets specific local audiences. There are message opportunities in public service announcements, community calendars, public affairs shows, daily news reports, talk and call-in shows, and specialty segments on subjects such as health and fitness.