• Why communicate via the mass media?
Taking advantage of the opportunities offered by editorial coverage in the press, or on TV and radio, brings a number of benefits. As mentioned above, these media reach very large audiences. Moreover, the credibility of your messages is enhanced by a public perception of editors’ impartiality.
Television is a particularly powerful medium. The public regards television news especially as one of its most trusted information sources. When local/national TV reports on an event such as a new discovery or a significant research outcome, most people unquestioningly accept the presented version as hard fact.
The broadcast media offer a cost-effective way of transmitting information. It does not involve costly and time-consuming production or reprographic processes – and dissemination is increasingly achieved by rapid and inexpensive electronic means.