CMN 305 Chapter Notes - Chapter .: News Values, Campus Radio, Old Media
26 Mar 2017
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Document Summary
With controlled media, the public relations professional has total control over the content of the message, where it will be displayed, and when the target audience will be shown it. This is advertising (its paid and costs are high) Traditionally, ads were placed in the mass media: newspapers, radio, and television. World of digital ad platforms such as facebook, youtube, and google, advertisements can reach the privacy of people"s cell phones, tablets, and laptops. Click-through rates, which are the percentage of people who click a digital ad and go to the ad website, are generally extremely low. Not clear how effective they really are yet. Uncontrolled media, on the other hand, are communications that may be published at the discretion of the media company (ie. news releases, press conferences, public service announcements (psas) Uncontrolled media forms get the message out for free but what"s done with them is beyond the control of the public relations professional.
