What channel/tool should you use for your public relations campaign?

Below are five criteria that can be used to determine what particular mode of external communication (media or channel choice) should be used for a public relations campaign.

1. Audience-specific and demographic factors:  As Hackman and Johnson (2004) note, “successful campaigns utilize those media that are most accessible to [target] audiences” (p. 270). This often has to do with the demographics of the audience the campaign is seeking to reach. If the goal is to reach younger audiences, social media channels should be considered, given their high use of channels such as Facebook. For older audiences, traditional media (print newspapers, magazines and television) may be better options. Mainstream media outlets can even be analysed further, based on the audience. If the campaigns aims to reach religious or conservative Christians, television networks such as FOX. If the target is African American young adults, a station like Black Entertainment Television would be an ideal choice.

2. Channel reach: Some channels or tools can reach a large audience, while others reach a smaller, targeted group. This consideration can help determine which external media to use. A company may want to use brochures and posters at its locations to reach the relatively smaller group of customers who visit its locations. If the organization wants to communicate with larger audiences (e.g. potential/future customers or external stakeholders who are not customers), channels with a larger reach (e.g. television advertising, a news release or a news conference) may need to be employed.

3. Message format/type: Certain types of messages may call for particular communication channels. For example, if the goal is to convey detailed, technical information that the audience needs to retain/remember, text/print-based channels would be more advisable. Examples of this include financial reports (print would be better than a video report). If the message to be communicated is brief (and needs to be communicated to a mass audience), Twitter might be a good choice (Twitter wouldn’t work for communication the financial report, for example). Some messages are best communicated by video, to convey a personal and emotional connection with the audience. An example might be when a CEO needs to make an important apology and convey the emotion of remorse to the audience.

4. Feedback requirements: Does the message require prompt feedback or can feedback be delayed? The need for immediate feedback will dictate particular channels, such as, use of Facebook, a video conference, or a survey on the company’s website. Channels such as newspaper articles may also elicit feedback, but this will be delayed, because feedback is not typically built into this channel.

5. Resources: Finally, resources should be a consideration. There is no point in planning and attempting to launch a campaign that the organization does not have the financial, logistical and human resources to execute. Channels such as television advertising are expensive, so the needed budget needs to be in place. Social media campaigns, on the other hand, can be executed without heavy financial investments.

Which of these five factors would you consider the most important? Why?