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Mass Media: Comparison of the Fundamental Characteristics of 3 Orientations
Approach | Social Marketing | Public Relations | Media Advocacy |
Source of Action | Agency or Organisation | Agency or Organisation | Community or Collaborative |
Focus | -Developing health messages to increase knowledge and model behaviors - Enhancing image of sponsoring organizations | -Developing messages and cultivating relationships in order to enhance the organization's associations with key publics | -Setting the agenda - Shaping the debate - Advancing the policy |
Target of Media Efforts | -Individuals with risk factors - General public | - Customers, clients, shareholders & current funders - Potential supporters & funders - General public | - Power holders & policymakers - Producers & marketers of health-affecting products - Other advocates - General public |
Perceived Need to be filled by Media Strategy | Knowledge & behavior deficit | Knowledge & familiarity deficit | Power & resource deficit |
Method | Create an optimum blend of the Four P's of marketing to reduce the target audience's perceived barriers to accepting the product whilst simultaneously making the product as appealing as possible | Cultivate relationships, project desired image, and maintain visible community involvement to promote "favorable associations" with key publics Use "earned" news media & paid advertising to gain exposure for organization | Use "earned" news media & paid advertising, in conjunction with community organization strategies, to put pressure on policy makers and to reframe public debate on an issue |
Mode of Action | Can be used in isolation, or as part of larger efforts | Can be used alone, or as part of integrated communication efforts | Used in combination with other community organization and advocacy efforts |
Level of Effect | Primarily individual | Primarily individual | Primarily social environment |
Source
Advancing Public Health Goals through the Mass Media by L. Winnett and L. Wallack, in Journal of Health Communication,Vol 1, pp173-196, 1996.
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