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Types and characteristics of media

[TV PR that is required industry knowledg] and  [magazines and newspapers PR that focus on the contents]
Types of media
PR in the newspapers and magazines

Types of media

  • When you roughly classify the media it can be divided into five kinds and each media can do media PR activities. When you try to do media PR, the amount of responses and the difficulty level of the PR go up in proportion.
    Please look at the chart below. In the responses at the time of the media PR, these are lined up in the order of television, newspaper, magazine, radio and Web. However if you compare it with the level of difficulty, it has advantages and disadvantages.
  • In recent years web PR is increasing a great deal. According to this, PR companies begin to lay emphasis on Web PR as well. However, there are doubts about the "responses" from the publicity. According to Google, the total number of pages of Web sites already has reached 1,000,000,000,000 pages. Even the PR was places as a special article on a portal site, the fact is that you wouldn't get the responses which would make your company satisfied. A company president - Mr.Kitani from Rakuten, who was said to be a favorite child of the Web and the ex-President from Livedoor, became famous nationwide because they got the media exposure from "television". When you think about it you should consider web strategies as a method like SEO rather than trying to focus on publicity on the Web.
  • MediaACharacteristicsAResponseAPerformanceAExposureAViewer,Reader


  • This is the king of the media from which you can get are the highest responses and people say that it is the hardest one to do the public relations for. It is often made a victim of the audience ratings which have been staying stagnant these days. However there is no such media which can stream down pictures, sounds and sense of reality for the 1,000,000 to 10,000,000 people with the exception of TV.
  • In addition, there is another characteristic. The newspapers are to let people know about a fact by using words. However, on the contrary "TV programs" let them know by using videos which they can objectively "perform" and making it easy to understand. This "performance" and "video" is the characteristics of the television in particular. But this is not clear so most PR companies aren't good at TV program exposure.
  • A characteristic of TV PR is that it is not given attention in press releases. Because of the composition of the TV program, the method of creating the program and their systems are special. It is difficult for television to pick up a press release because of the limited amount of information in it. If you want to focus on the television PR, it is necessary to contract with a PR company which holds the knowledge about and is familiar with television rather than the human network.

PR in the newspapers and magazines

  • Japan is a rare country where newspapers have developed on a large scale. Even The Wall Street Journal in U.S.A. is about 2,000,000 copies and the New York Times which is famous in Japan is about 1,100,000 copies. On the other hand, Yomiuri which the largest newspaper company in Japan is about 10,000,000 copies. I think that you can see how huge it is. Because the newspaper has various parts, for example, economic information, living information, area information and IT information etc in it, we can say that the frontage of the PR is comparatively wide.
  • In addition, compared to TV, there are a lot more reporters who belong to newspapers. That is why there are some cases in which the reporters carefully get their interviews with the unique viewpoint. Let's try to deliver a press release to get the reporters who are in charge to read the information about your company.
  • Because the targets are clearly divided as for magazines, the sorting is simpler. The sections are IT, environment, child care, economy and so on. Therefore, there should be some magazines for which the target of your company matches it in all ways. In addition, it may be said that it is suitable for beginners because they handle with maniac information that can be deeper when you compare it with general paper.
  • As we said, because the reporters usually deal with you for their understanding to some extent - for newspapers or magazines, we strongly recommend for you to try carrying out the PR for your company by yourself at first.
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