M atching Your Message To the Medium If you have a choice of news media, focus on those that best meet your communication goals. Adapt your message to the needs of the particular medium whether radio, television, or print.
Radio tells the story by sound alone.
Television, a visual medium, is best suited to covering action and events. Newspapers can provide details, using photographs as well as words. Your material will have the best chance of being used if you adapt it to the needs of each medium and its various departments. Whatever the medium, all messages for the news media should reflect a key, overall communication goal, or theme, of your organization. This practice helps build a central image and helps send a consistent message for example, that family planning is important and valued.