1. Managing the key elements of media strategy
Using media, whether traditional or digital, to communicate effectively in marketing is one of the most potent communication tools available, but it is also one of the most hardest to master. A professional communicator, on the other hand, must have a well-developed media strategy in place before putting the first advertisement or producing the second click on the computer. If communicators do not have a strategy, they run the risk of deviating from the planned message, creative, and implementation. Johnston and Rowney’s (2018) assert the need for professional communicators to possess key interpretive skills as well as the technical competencies that relate to digital media literacy. Key elements of a media strategy must be well taught for all professional communicators. Elements such as objectives. Target audience, tone of voice, key messages, content, monitoring and evaluation, resonating with the audience, visual interaction, and management of expectations must become natural for all professional communicators.
The first step in developing an effective media strategy is identifying the goals that must be achieved. Boosting brand awareness, deterring a competitor, and increasing profit margins and revenues are all possible objectives to pursue. A professional communicator’s approach to media will be dictated by the objectives that have been established. Consequently, it is vital to clearly identify the objective and keep the goals in mind at all times in order to achieve success. Create a precise and specific media plan, which includes unique timelines and separate types of media (such as television and radio broadcasts, as well as print publications, podcasts, websites, social media, and so on) that is both detailed and specific in order to fulfill communication goals.
Having a well-defined media plan will aid in the achievement of more measurable results as well as the collection of more detailed information (leading to a stronger performing campaign overall). The first and most critical stage is to establish specific, quantifiable objectives. Having this information is tremendously helpful when establishing what is required for a successful media plan to be implemented. When faced with this situation, it is strongly recommended that you use the SMART technique (specific, measurable, attainable, relevant, and time-bound) (Bordalba & Bochaca, 2019). A second key component of building an effective media strategy is identifying the target audience. This should be done as early as possible in the process. After all is said and done, it is vital to establish the primary message pieces that will be communicated when creating a media plan. Examining the important themes you want to communicate to your target audience in depth will inform your method selection and, as a result, will have a big impact on the success of your campaign after it is released. Beyond managing the fundamental features of a media strategy, it is necessary to calculate the marketing budget, build a budget that is especially customized to the organization’s requirements, and learn from the results of the campaign. For any marketing campaign to be successful, you must first develop an effective media plan. By devoting the necessary time up front to design, study, and examine each component of the media plan, trust in the plan’s implementation can be instilled, and long-term benefits can be achieved.
Bordalba, M. M., & Bochaca, J. G. (2019). Digital media for family-school communication? Parents’ and teachers’ beliefs. Computers & Education, 132, 44-62.
Johnston J and Rowney K (2020) ‘Media Strategies: Managing content, platforms and relationships’, Allen & Unwin, Crows Nest, Sydney.
2. Media theories, concepts and ideas
As a result of the pandemic, the travel sector has been brought to a grinding halt. The development and distribution of vaccines is helpful in the containment of the virus, but limitations on international travel and tourism are likely to remain in place until widespread immunization programs are ready. One of the most important strategies employed to contain the virus has been the restriction of migration, both within and between countries. Globally, this has had a huge impact on demand for travel as well as for hotels, restaurants, and other types of hospitality services in general. Also extremely uncertain are the extent to which the disease will produce behavioural changes in people, as well as how much aid the government and international collaboration will be able to provide to businesses in the future. In the sections that follow, we’ll take a look at some of the consequences of Covid-19 for overseas travellers. However, determining the overall impact of the pandemic on tourism continues to be challenging, particularly because health conditions and the resulting containment strategies in different countries are constantly evolving. Because the reduction of restrictions is conditioned on the widespread availability of the vaccine, there is much doubt about how quickly countries will be able to reopen their borders completely to visitors.
The United States has specifically required that all travellers in and out of the country be compliant of the requirements that include full vaccination against COVID-19 and other severe diseases. On this, the CDC, via the U.S. Department of Health & Human Services and the USA.gov partners, has issued several online publications explaining to users on the what and why relating to international travel for all US nationals, citizens, and permanent residents as well as migrants. Additionally, the United States Government has provided a similar report through the Department of Homeland Security. These two reports respond to the same issue, yet use different approaches to communicate the message. In the CDC version, the attention grabber is evident and easy to identify. The article targets all permanent residents, immigrants, citizens, and lawful nationals. The idea is to present to them what is needed in terms of international travel. Further, it uses a point form strategy and divides content into several layers. It explains what needs to be known, the mandate to be vaccinated, vaccination timelines and expiry links, and other requirements that are important for travellers.
On the other hand, the DHS article is a bit more brief and straight to the point. It lacks the appeal to some audiences such as individuals without prior knowledge of COVID-19 and specifically issues information relevant to travellers into the US. The article lacks an attention grabber and delves right into the details and vaccination requirements for all individuals entering the US. The source is very informative and even quotes several key government officials. However, it seems strict and a bit too straightforward. Yet, similar to the CDC publication, it provides vital travel information and can be quoted as one of the best sources to gain knowledge on travel restrictions in relation to COVID-19 vaccination requirements.
Centers for Disease Control and Prevention (January 4, 2022) ‘International Travel For U.S. Citizens, U.S. Nationals, Lawful Permanent Residents, and Immigrants’, CDC. Available at https://www.cdc.gov/coronavirus/2019-ncov/travelers/international-travel-during-covid19.html
Department of Homeland Security (January 20, 2022) ‘DHS to Require Non-U.S. Individual Travelers Entering the United States at Land Ports of Entry and Ferry Terminals to be Fully Vaccinated Against COVID-19’, Homeland Security. Available at https://www.dhs.gov/news/2022/01/20/dhs-require-non-us-individual-travelers-entering-united-states-land-ports-entry-and
3. Media releases and centres
Save the Children Australia is a well known not for profit organisation. Generally, the organisation assert that in a world where humanitarian disasters and the fate of millions of people are reported on a daily basis, it is critical that the media and the general public be educated about the concerns and obstacles that children face. In one of its media releases, Save the Children addresses the issue of children dying in Kabul as a result of starvation due to unprecedented food crisis in Afghanistan. The media release quotes United Nations data asserting that Afghan children are going hungry at a higher rate than ever before, with about 14 million children expected to experience crisis or emergency levels of food insecurity this winter, the greatest number in the country’s history. As the country grapples with its worst food crisis since records began being kept in the country, more than 5 million children are now just a step away from famine, putting the lives of millions of young people in jeopardy.
The media release is very critical in its issuance of the report. It takes on an aggressive tone, conspicuously evident by its quotation of the word “unprecedented” before discussing the food crisis. The article attempts to steer clear of taking a political tone, something that a majority of media releases are keen to avoid. People who want to engage with the media on a regular basis will find that poverty reduction has moved to the top of the political agenda, making it more newsworthy for journalists and creating major chances for those who want to engage with the media on a regular basis. Public and political opinion movements have frequently resulted in policy changes, and the media’s reach makes it a useful weapon for boosting public awareness and igniting discussion. A few of the potential roles of the media include informing a varied audience about poverty reduction concerns, providing an open venue for diverse public perspectives, including those of impoverished people, reviewing and holding actors accountable, to name a few.
The article is speaking to the United Nations, the G20 nations, the developed world, large organizations, and well wishers who have the capacity to end hunger amongst children in a war-torn nation. The angle taken in this article is that of critiquing the efforts (and lack thereof) taken by governments to mitigate the issue. The use of quotes is rampant and well positioned to give credibility to the content. The content is made newsworthy by the inclusion of the fact that millions of children have been exposed to extreme levels of poverty due to the inaction of the international community. The organisation is keen on ensuring a better world for children. It works to retain independence and to provide a powerful voice to children, championing their rights and pushing for the world to understand their vulnerability. These values and purposes have all been met in the article, and the organisation has provided the news, critiqued the relevant responsible parties for action, and retained its purpose as a media and professional communicator.
Save the Children (October 26, 2021) ‘Children dying from starvation in Kabul as ‘unprecedented’ food crisis leaves almost 14 million Afghan children hungry’, Save the Children. Available at https://www.savethechildren.org.au/media/media-releases/children-dying-from-starvation-in-kabul
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