Question

What criteria should be used to determine public relation practitioners' choice of a channel and medium to communicate with a particular public?

Answer 1

The role of a public relations practitioner is to interact with the public in a way that is effective and credible. In choosing a medium of communication and interaction, it is essential for the practitioner to gauge the popularity of the channels and then select a channel based on its mass reach.

The public relations practitioner should also place emphasis on the credibility of the channel in transmitting the communication. For example an official press release is considered more authentic than a social media posts for communicating certain types of messages, so the most important metrics for the public relation practitioner are popularity of the channel and its credibility.