The Role and Power of the Mass Media
The Role and Power of the Mass Media
Rami G. Khouri
Our world today is increasingly driven by a combination of information and entertainment values, and these are both promoted by the explosion of different means of communication, especially electronic communication such as satellite TV and Internet. This means the market for information is extremely competitive and is characterized by the following: 1. Overload on the audience: Most people today, even in many developing countries, have access to scores of information sources in their homes and offices, including television, radio, internet and others. The audience is over-loaded with options, so if you want to catch someone's attention via the mass media you have to produce quality material that is deemed appropriate to use by journalists and deemed worth reading or viewing by the audience. 2. Overload on the mass media: Most journalists are flooded with sources of information, press releases, story ideas and requests for coverage. This means that if you want to attract a journalist's or editor's attention and get coverage in their publication or on their channel, you have to produce quality information and PR materials that are credible and that catch the press's attention. 3. Overload on funders and advertisers: Those people who pay money to the mass media or to non-governmental organizations - advertisers and funders - are also flooded with more requests than they can meet. So it is critically important for NGOs today to produce high quality work if they wish to attract funds from donors or support from companies that have the option to spend their money on direct advertising and promotion. In view of the above, it is important for NGOs and others who wish to use the mass media and other mass-comm channels to stress quality and professionalism in the work they do, especially in their information/promotion work. The use of quality, professional materials and
Rami G. Khouri
Our world today is increasingly driven by a combination of information and entertainment values, and these are both promoted by the explosion of different means of communication, especially electronic communication such as satellite TV and Internet. This means the market for information is extremely competitive and is characterized by the following: 1. Overload on the audience: Most people today, even in many developing countries, have access to scores of information sources in their homes and offices, including television, radio, internet and others. The audience is over-loaded with options, so if you want to catch someone's attention via the mass media you have to produce quality material that is deemed appropriate to use by journalists and deemed worth reading or viewing by the audience. 2. Overload on the mass media: Most journalists are flooded with sources of information, press releases, story ideas and requests for coverage. This means that if you want to attract a journalist's or editor's attention and get coverage in their publication or on their channel, you have to produce quality information and PR materials that are credible and that catch the press's attention. 3. Overload on funders and advertisers: Those people who pay money to the mass media or to non-governmental organizations - advertisers and funders - are also flooded with more requests than they can meet. So it is critically important for NGOs today to produce high quality work if they wish to attract funds from donors or support from companies that have the option to spend their money on direct advertising and promotion. In view of the above, it is important for NGOs and others who wish to use the mass media and other mass-comm channels to stress quality and professionalism in the work they do, especially in their information/promotion work. The use of quality, professional materials and