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Chapter 5
About the Media

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Chapter Objectives
1. Differentiate between news media and
advertising media.
2. Classify media types according to
demographics, format, geography, size, and
topic.
3. Describe the importance of relationships,
beats, and ethics in the interaction between
marketing and media professionals.
4. Discuss the different kinds of media
opportunities available to MPR professionals.
5. Describe the concept of media convergence
and how it is affecting the media industry and
marketers.
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Advertising Media

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Segment of the media business

focused on generating revenue
through the sales of advertisements

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News Media

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Any person or entity

that gathers
information of
potential interest to a
segment of the
public, uses its
editorial skills to turn
the raw materials
into a distinct work,
and makes its
products available to
the general public
through purchase,
subscription, or free
distribution
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Content

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All non-advertising elements of media,

including but not limited to articles,
columns, feature stories, and editorials

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Basic News Media

Classifications

Print
newspapers, magazines, and trade
journals

Broadcast
television and radio news

Organizational publications
newsletters, reports, and Web sites
produced by companies and associations

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Electronic
news Web sites and blogs

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Vodcast

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A video podcast

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Social Media

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Online technologies and practices that

people use to share opinions, insights,
experiences, and perspectives,
including text, images, audio, and
video

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Blog

A hybrid form of Internet

communication that combines a
column, diary, and directory. The
term, short for Web log, refers to a
frequently updated collection of short
articles on various subjects with links
57 million
to further resources.
More than 100
million blogs are
currently in
existence

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American
adults
read
blogs

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Trade Journal

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A print publication similar in form to

either a magazine or newspaper that
focuses its content on a specific
industry or profession

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Pitch

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A marketers attempt to convince a

journalist to report on a topic relevant
to his or her product or company

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Beat

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A journalists area of interest or

specialty

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Media Opportunities
Editorials
Expert articles
Cases
Events
Interviews

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Op-ed

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An opinion piece, often published in

newspapers, and more recently in
online publications. The term op-ed
means opposite the editorial. In
newspapers, it describes the common
placement of an op-ed piece on the
page opposite an editorial.

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Event

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A special activity, showing, display, or

exhibit designed to demonstrate
products or to connect the product to
favorable products or activities

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Susan G. Komen
Race for the Cure

This event which raises money for

breast cancer research is supported
by many products on race day
including these national sponsors

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Yoplait
New Balance
Bank of America
Coldwater Creek
Ford Motor Company
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Media Convergence

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The trend of media organizations

shifting toward a multiple-format
approach to producing and distributing
content. This trend is driven by
innovations in technology and
changing consumer preferences.

Radu Razvan/Shutterstock.
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Concept Case 5.1: Falcons

Lair
Local Media
1. Are news and talk radio stations appropriate
for The Falcons Lair? Explain.
2. What electronic opportunities might be
available to the company?
3. Is The Falcons Lair missing important MPR
opportunities by not forming relationships
with national media? Explain.
4. Explore one medium in each class listed
above and select a journalist who is an
appropriate contact for The Falcons Lair
MPR efforts. Explain why you selected that
person.
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Concept Case 5.2: Falcons

Lair
Events
1. Discuss media opportunities that the
two annual events could generate.
2. What other media opportunities are
suited to promoting The Falcons Lair?
Explain why you have chosen each.

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Reflection Questions

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1. Compared to news media, advertising media provide a

marketer with much more control over messaging. What are
some ways in which such control can be helpful and how can it
hinder a marketer?
2. Discuss how a mediums format is related to the demographics
of its audience.
3. Why is building relationships with journalists beneficial to
marketers, and why is ethical behavior important in these
relationships?
4. Explain how the principle of journalistic ethics affects the
Marketing Public Relations professional.
5. Why would an article written by a company executive be more
effective in achieving the firms marketing objectives than an
advertisement?
6. How has media convergence
changed how marketers have to
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think about media?

Practice Portfolio

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Using your positioning statement from Chapter 2 as a guide, list the

media classifications that will best help you to reach your MPR goals.
Briefly explain why you chose each classification. (Hint: Creating a
table of all media classifications and listing their pros and cons relative
to your company is an effective method for completing this task.)

Using the list you created for the Practice Portfolio in Chapter 4 as a
starting point, select the media outlets that best fit the classifications
you have chosen above. You may add or delete media from your list
based on this analysis.

Explore four media outlets on your list and identify the journalists who
would be most interested in covering your company or products. List
their names and their beats. (Hint: A single medium may have more
than one journalist who would be interested in your company or
products.)

List the types of media opportunities that will contribute most

effectively to achieving your goals and briefly explain your selection. In
addition, find an example of each opportunity within one medium on
your media list.
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