Ask the advantages and disadvantages of various advertising media at this stage! !

A striking sign of different modes of communication is the difference of media. Interpersonal communication generally uses oral and body language media; Mass communication should use mass media, such as print media and electronic media; Group communication and organizational communication should also choose different media according to different meetings. The actual operation of public relations involves various communication technologies and media, and the selection criteria mainly depend on the function of the media.

The social functions of basic media mainly include spreading ideas, carrying out education, exchanging information, communicating feelings, reporting facts, social supervision, entertainment, cultural inheritance and artistic appreciation. According to the main functions of mass communication and the main types of communication involved in public relations activities, we can make it clear that the media used in public relations activities mainly include oral media, printed media, electronic media and other media.

1. voice media

Speech media, also known as language media, mainly refers to various information transmission methods used by individuals in interpersonal communication. It includes two categories: spoken language and silent language.

(1) spoken language, namely spoken language, is also called spoken language. Oral communication refers to a kind of information exchange between communicators (speakers) and listeners (listeners) by using specific words and grammatical structures and various auxiliary means.

The application of audio communication in public relations activities is skillful. Language skills of public relations are a way for communicators to use language features artistically on the basis of understanding and understanding the law of communication. It is a basic means of communication in the practice of public relations, which is widely used in daily reception, news release, speeches, communication meetings, official negotiations and speeches. Mainly including speaking skills; Obedience skills; Questions and speaking skills.

First, when speaking, we should first pay attention to the whole-hearted input and show a sincere and serious attitude towards the story content with accurate words, feelings and sounds. Secondly, the language should be popular, vivid and colloquial, and don't use blunt written language, let alone cliches and uncommon words; Thirdly, the language should be accurate and concise, and the most vivid meaning should be expressed in the least and most accurate language; Finally, we should pay attention to smooth language flow and harmonious language expression style, be accurate in volume, speed and intonation, and be accurate and vivid when using paralanguage.

Second, we should also pay great attention to the art of listening in obedience. The art of listening is an important skill in verbal communication. First of all, we should pay attention to listening attentively and respect the speaker and what he says. Secondly, positive feedback should be used to stimulate the speaker's enthusiasm for conversation, and expressions and actions should be used to encourage the other side to increase the expression effect. Finally, listen to each other's conversation, think about the amount of information contained in each sentence, and communicate with each other as soon as possible.

Third, try to use the questioning methods that both parties are used to and like; In addition, ask questions in a civilized way and try to avoid the impoliteness caused by direct questions. In addition, we should pay attention to avoid asking multiple questions at once, which will bring pressure to the other party's answer. Finally, we should pay attention to the timing of asking questions. All questions must focus on the central issue, and we should not ask irrelevant questions, let alone digress from Wan Li.

Fourth, the speech should also pay attention to skills. First of all, the speech should be fascinating from the beginning, and the audience's interest and attention should be guided by exquisite language and sincere emotion. Secondly, the expression should be vivid. Thirdly, we should choose typical and innovative examples to push the speech to a climax in time. Finally, at the end of the speech, it should be profound, implicit and thought-provoking.

(2) Silent language, which some people call nonverbal communication. It mainly uses non-language to convey information, express feelings and participate in communication activities. It can be divided into silent language and body language, and it is also skillful to use.

First of all, in the use of silent language. Silent language is a short gap in speech, which often implies implication. We should pay attention to the use of silent language in many aspects. First of all, we should use various environmental factors to create rich meanings and produce the effect that silence is better than sound. Secondly, we should pay attention to moderate and effective. When using silent language, we should set off each other with spoken language. Finally, pay attention to silent feelings, such as sudden and strong effects.

Second, use body language skills. Body language is a kind of silent language, which conveys information through people's movements, expressions and clothes. The content of body language expression in communication is rich and complicated. The first sentence, that is, nodding and shaking your head, contains the meaning that the former is affirmative and the latter is negative. Sometimes their application is more vivid and expressive than language. Sign language, that is, the rich connotation expressed by hands, such as the language formed by fingers, gestures and sign language, and the information conveyed by shaking hands. Foot language is the content expressed by foot movements, such as stamping, pacing back and forth and so on. Eye language, which has always been known as the "window of the soul", is rich and subtle in the content of eyes and perspectives and the transmission of sight. Smile language is the information transmitted by silent laughter, mainly through the movement of facial muscles. Body language is dynamic or static information expressed by human body, such as bowing and standing at attention. Clothing language refers to the information transmitted through clothes and accessories, and it is also the embodiment of personal cultivation, hobbies and cultural taste.

2. Print media

Print media is a kind of print media, and it is a means of graphic communication with the help of a large number of copies and the rapid emergence of printing technology. It can be used for small groups and interpersonal communication, but it mainly belongs to mass communication means relying on large-scale printing technology. It is spread by printing information on paper in the form of words and pictures. Such as newspapers, magazines, leaflets, posters, books, etc. In the practice of public relations, the above forms of print media are often used.

(1) newspaper. This is a news-oriented periodical. Its characteristics are obvious: full-page printing of newspapers; Through the arrangement of layout space, all kinds of information are highly integrated; The news materials of newspapers are generally open, knowledgeable and timely, and the distribution of newspapers is periodic. As a newspaper with the above characteristics, it is a very powerful and effective means to publicize its own image for public relations institutions.

The advantages of newspapers are easy selection, easy preservation, large amount of information and economy. These advantages of newspaper make us still regard it as the main media of public relations propaganda.

Newspapers also have their own limitations, belonging to printed matter of words and graphics. For some intuitive graphics, it may be clear to people at a glance, but the contents of newspapers are mostly text symbols and standardized graphic symbols, so newspapers are limited by their own cultural level, and illiterate people without cultural literacy can't accept the spread of newspaper media. In addition, newspapers are static media without movement and change, so their vividness and timeliness are not as good as those of radio and television. In public relations propaganda, if the content is vivid, lifelike and vivid, we should consider choosing physical or electronic media.

(2) magazines. It is a periodical publication published in bound form. The magazine has a large amount of content, and the classified content is detailed and comprehensive. The characteristics of magazines are also obvious. Generally speaking, magazines have clear classification and strong professionalism, and concentrate and deepen the dissemination of information on a certain aspect, which is suitable for specialized research and information acquisition. In addition, the magazine can also deeply analyze and spread the topic content, and its goal and direction are also prominent. Finally, magazines are more knowledgeable, explanatory and academic than ordinary media, and have more historical value. In the work of public relations, if we pay attention to the in-depth publicity and theoretical research of public relations, we should pay attention to the choice of periodicals and magazines.

The advantages of magazines are obvious. Because of its mode of communication, especially the specialized mode of information dissemination, magazines have many types and forms. At the same time, magazines can spread professional content in multiple ways and angles, with rich content and strong pertinence. In addition, due to the binding form of the magazine, it is well printed and attractive.

Magazines have two main limitations. One is the long circulation period, weak news and poor timeliness. The other is that readers' educational level is high, and the relative price is high, because its cost is higher than that of newspapers. In public relations, if you are professional and need to spread certain cultural and artistic content, you should choose magazines. If news and quickness are emphasized, newspapers and electronic media should be chosen.

(3) leaflets, pictures and posters. Public relations work also needs some other print media, including leaflets, posters, pictures and other printed materials, which are irregular, unprofessional, accidental and targeted.

Leaflet: A single publicity printed matter with a single content, which spreads targeted content, such as enterprise introduction, product description, product catalogue, business characteristics, publicity materials and postal advertisements.

Picture: a printed matter that conveys image information through plane composition. It is accurate, objective and true. It is suitable for conveying public relations information intuitively, quickly and conspicuously.

Poster: a form of communication in which printed single-page materials are publicly hung and posted in public places. It is an auxiliary means of other major media, with distinctive and clear characteristics.

3. Electronic media

Electronic media is a media that needs to use special electronic transceiver equipment to spread information. It transmits sound, words and images in the form of radio waves, and uses special electrical equipment to send and receive information. Electronic media mainly include radio, television, movies, audio and video recordings, slides, multimedia computers and networks. In these media, there are both audio and video recordings used in interpersonal communication and images and slides used in small groups. More and more radio, movies and television are used in mass communication. Network is a special media, suitable for individuals, groups and the public.

(1) broadcast. Broadcasting refers to the medium that transmits sound symbols by radio waves or wires. It was the first popular mass electronic media. It takes sound as the form of communication and acts on human auditory organs.

The advantages of broadcasting are: fast propagation speed and wide coverage; Through oral and audio communication, it is more vivid and has a sense of scene; Strong mobility and agitation; Low cost and high popularization rate. In public relations communication activities, if we want to pursue short-term sensational effect, the preferred media should be broadcasting.

The limitations of broadcasting are also very prominent. First of all, it only hears its voice but doesn't see its person; Secondly, it is fleeting and inconvenient to save; Third, it is impossible to choose, and the retrieval is poor; Finally, it is played in sequence, which can't grasp the key points.

(2) television. It is a medium for transmitting sound and moving images through electronic technology. Television combines people's audio and video for the first time, conveying information to a greater extent than any other media. It affects both human hearing and human vision. It is a more comprehensive way of communication, which is more vivid, vivid, intuitive and rapid than other media. Television has always been the preferred media for public relations practice. In any case, it is the most influential, effective and fastest way to transmit information. Television is the core media of mass communication.

The advantages of TV are incomparable to other media except the Internet. Strong sense of reality, combining four factors: picture, text, sound and color. Secondly, TV is entertaining and can be transmitted synchronously, which makes people feel immersive. Thirdly, TV information dissemination is fast and true, and it is intuitive and artistic. In addition, TV media has a bright future, and there are still many fields to be developed, such as digitalization, three-dimensional and so on.

The disadvantage of television is that the content it spreads is fleeting and cannot be preserved; Sequential transmission, unable to select; The bigger limitation is that the equipment it manufactures is complex and the production cost is expensive; In particular, it can't be completed by an individual or a few people, and it is often the result of the cooperation of a special organization composed of many people, which leads to the choice of TV media in the public Guanzhong work and has to consider its price. If you don't have certain funds, you can't choose TV media.

(3) Multimedia computers and networks

Multimedia computer refers to a computer that integrates the functions of print media and electronic media by adding configuration. Specifically, its functions include: playing CD and VCD discs, directly receiving radio and TV programs through TV program receiving cards, and disseminating newspapers, periodicals, books and other materials through networking, thus having the printing function. Not only that, it can also directly spread online advertisements, short messages and pictures. In addition, it also has the function of interpersonal communication, chatting on the internet to talk about business and exchange ideas. In a word, multimedia computer has the functions of computer, word processor, newspaper, radio, television, telephone, recording, video recording, fax and other media.

Network, also known as electronic network, is the abbreviation of Internet, also known as Internet. This new media is newspapers and periodicals, which is the "fourth media" after radio and television. It connects isolated computers into a network, which can be used for continuous electronic information transmission, including email, file transmission and two-way communication between individuals or computer groups. It can realize the high-speed transmission and sharing of global information. Computers, including multimedia computers, only improve the ability of human beings to process and store information, while the networking of computers greatly improves the ability of human beings to exchange information. It enables people to communicate in a real sense, not just spread.

Internet not only has the general characteristics of newspapers, radio and television, but also has the unique advantages of digitalization, multimedia, timeliness and interactive communication. The information flowing on the Internet is rich, diverse, timely, global, free and interactive. In short, the Internet is the ultimate direction of our media. For public relations communication, it is inevitable to gradually incorporate Internet communication.

(4) Movies, audio recordings, videos and slides. In the communication activities of public relations, films, audio recordings, videos and slides are often used.

Film: It is a means of communication that images are taken by camera, fixed on film by chemical printing and transmitted by electronic playing equipment. Due to the complexity of film production technology, this kind of media is mostly used for the dissemination of cultural and artistic works and rarely used for public relations. If you want to make a public relations program with profound artistic connotation, or want to convey high-definition and artistic content, you can only consider using movies. For example, many elaborate high-end advertising programs are made of film. The advantage of film lies in its wide range of materials and all-encompassing; The content is vivid, vivid and concrete, and the expression techniques are diverse, which can be virtual and real, suitable for all ages, and suitable for both refined and popular tastes. However, its disadvantages are high cost, many procedures, long cycle and inconvenient popularization.

Audio and video recording is the preservation of sound and audio-visual images by electronic recording equipment. After recording, you can play it repeatedly; Video is also a kind of repetitive media, but it copies sound and images at the same time, and is often used in public relations practice to record facts and deliver repetitive content. Video tapes, for example, are versatile, flexible and full of sound and emotion. They can be used to collect information on the spot, as well as to introduce and publicize information during reception and visit. It can also be used in closed-circuit television systems and internal training services; Provide customers with demonstrations and processes. Another example is audio tape, which has the characteristics of convenient carrying, simple operation, reusable and economical popularization. It is widely used for repeated playback of important contents of meetings, celebrations and exhibitions, as well as background music, atmosphere rendering and slogans in sales promotion.

Slide: It is a medium used to make photographic negatives into negatives and play them through a projector. It has always been an auxiliary means for conference speeches, special reports and exhibitions. In public relations activities, it is generally not used as the main communication tool.

4. Other media

In public relations work, in addition to language media, print media and electronic media, some other media forms will be used. In fact, these media are closely related to the above three media, and they can even belong to the components of these three media. Let's make a general introduction here.

(1) Minority media. That is, a limited range of transmission media is dedicated to small groups. For example, cable TV, special channels, members exchange internal information and so on.

(2) Personal communication tools. Such as public telephones, personal landline telephones and mobile phones; In addition, there is a fax system, that is, a communication system that can transmit letters, text materials and image materials through telephone lines with fidelity. Another example is telecommunications, which is an economical way of electronic communication. At present, there are many kinds of contents and forms, including social telephone, gift telegram, flower telegram, birthday telegram and so on. Personal communication tools also include personal letters and cards for specific objects. The above personal communication tools are both printed and electronic.

(3) Public relations publicity materials. There are mainly public relations publications, namely tabloids, magazines, newsletters and materials circulated at home and abroad, which are published regularly and distributed free of charge. There are also books and brochures. A copy, photo album, picture album or brochure written with a specific theme. In addition, there are posters and POP promotional materials: posters, banners, colorful flags, stickers and so on. , mainly used to match the theme of some activities.

(4) Image recognition: there are mainly photos and pictures and recognition series. Transfer images and information through plane composition. Photos are more accurate, objective and true than pictures; Pictures are more flexible, creative, imaginative and expressive than photographs. These methods are suitable for public relations window display and exhibition activities. In addition, there are logo series, which are designed with special words, graphics and colors to form the image logo of the organization to distinguish it from other organizations and products. Including trademarks, logos, brand names, as well as packaging, facades, office supplies, transportation, environmental decoration, personnel clothing and so on. , are public relations agencies that disseminate all kinds of information.

(5) The medium of human activities. As a medium, the human body mainly refers to two aspects. First, body language, that is, the nonverbal communication of people's expressions, movements, postures and costumes, has been introduced before, so I won't repeat it here. The second is human activities. Human behavior and activities are also an efficient and infectious way of communication. If you set an example, your sincere attitude and serious style will convey rich information. In all kinds of public relations activities, the content conveyed by human activities is both vivid and essential.

(6) Physical media. Physical objects are also information carriers and are widely used in public relations activities. It has different characteristics from the general symbolic media. For example, products and services themselves are the most authentic and reliable information carriers, conveying the most original information through quality and style. Therefore, the product itself should be the protagonist in public relations activities. In fact, it often participates in exhibitions, gifts and sponsorship activities. In addition, as a publicity material with organization logo, public relations gift is also a communication tool, symbol and model of the organization. As a medium to convey various ideas, management methods and product information of institutions, they often appear in large-scale activities and physical exhibitions.

(7) Special event media. In many public relations activities with unique creativity and special forms, vivid activities are also used as a medium to convey public relations information. Such as the "kite" in the kite festival; As a special media form, "Gong and Drum" in "Gong and Drum" Festival maintains the whole process of public relations activities.

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