Media refers to the channels via which particular message of the public relations campaign reaches stakeholders. Medium makes it possible for the campaign to reach stakeholders through the use of one or more channels. It can refer to mass media or to individual. Channel refers to a tool which is used to carry information. A channel is a medium of communication.

PR and media

Media refers to the channels via which a message of the public relations campaign reaches stakeholders. Media is not only an important stakeholder for a business but also make it possible to communicate with all other stakeholders of the business.

Types of media

Media can be of two types, controlled or uncontrolled.

Controlled media are usually paid media over which businesses have some control. An example of controlled media can be the annual report.

Uncontrolled media is unpaid media over which organization does not have control. An example of uncontrolled media is a news release. Media representatives, such as editors of a newspaper, will have control in such situation regarding whether this information will be published and in which form it will be published.

Choosing the media

When choosing appropriate media, public relations practitioners should consider which media is accessible to targeted stakeholders and which media they prefer. Available budgets should also be considered.