Every communication has a purpose.
Whether you want someone to pass the peas, or pass legislation, you must deliver the right message to the right audience to accomplish the goal. That means knowing specifically who the audience is, and what exactly you want them to do. Talking in Public Mass media, and the news media, are just two categories of media communications tools. Effective media strategy requires using media in a coordinated campaign to reach your targets from multiple directions. Telling the Truth The power of the news media is its power to talk and ask questions in public - to set the terms of public discussion.