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Create, Connect, Convince by Jorg Dietzel

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9. Various media

There are many channels to get your message across, to connect with consumers. We will have a look at their strengths and weaknesses.

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For press, the big advantages are that it has a fast turnaround, high coverage and is a relatively trusted medium. It is not big on emotion, but if you have to urgently address your target or the general population to reassure them, e.g. that your product is safe after some bad press reports, you can book an ad today and see it in the press tomorrow, space permitting.

It may be argued that, for this example, PR may be a better avenue as people find the message more credible since a (supposedly neutral) third-party issues the statement and not the brand owner/manufacturer himself. But with ...

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