As a public relations practitioner, one must make an important decision is how the desired message will reach the intended audience. There are many channels available such as television, radio, blogs, newspapers, magazines, post mail, advertisements, etc. Working cross-culturally will require research on the appropriate and most effective channel for that particular audience in that particular culture. Assuming similarity to one’s own way of life can lead to disaster upon execution.
As an American, I enjoy the rights of freedom of speech and freedom of the press, a right most liberally granted by the United States. It is key to keep this in mind and realize not every country’s media operates as independently as America’s. The role government plays and the ownership it has, along with the “education, experience and ethics of the editors and writers” determines the effectiveness of the country’s media sources (Newsom, Turk, Kruckeberg, 2010, p. 351). A PR practitioner must take into account the bureaucracy involved when attempting to release a mediated message to the public, which goes back to how much government control is on the media channel they have chosen to utilize. Adequate planning and preparation will ensure a productive return on the constructed message.
Reference
Newsom, D., Turk, J., Kruckeberg, D. (2010). This is pr: The realities of public relations. Boston, MA: Wadsworth Cengage. p. 351.
No comments:
Post a Comment