Media Communication

Abstract

In the past, the media environment was characterised by national newspapers, a strong tradition of regional and local newspapers, a vast range of magazines, often with a relatively stable readership, local and national radio stations and TV channels. The recent rapid growth of electronic information systems and non-terrestrial TV stations have resulted in the decline of this pattern and changed that environment forever. It is the communication practitioner’s responsibility to target the increasingly diversified audiences, work out which media outlets are most likely to influence them most effectively and build a trustful media network. To get to better results in Corporate Communication, and in addition to traditional communication tools and media, an intelligent combination of conventional and new (online/social) media must be found in Corporate Communication.

The original version of this chapter was revised: New article notes have been inserted. The erratum to this chapter is available at https://doi.org/10.1007/978-981-13-0402-6_11

Dorian Kronenwerth contributed input for the section “Media Communication”, 3.2.9 Speech Writing, pp. 282–296.