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    The Structure of Media Organizations

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    VISHNU SINGH
    This document discusses the structure of different types of media organizations and how to effectively engage with them to disseminate information about HIV/AIDS and vaccine trials. It notes that media organizations typically have departments for administration, engineering, commercial/advertising, and editorial. The editorial department is most important for communication campaigns. The structure of newspapers/news agencies, small magazines, radio stations, and television stations is then described. For each, the document recommends targeting reporters, editors, and other personnel through personalized correspondence, guided tours, media briefings, and social events to provide information and gain support for vaccine trials.

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    The Structure of Media Organizations

    Uploaded by

    VISHNU SINGH
    1K views5 pages
    This document discusses the structure of different types of media organizations and how to effectively engage with them to disseminate information about HIV/AIDS and vaccine trials. It notes that media organizations typically have departments for administration, engineering, commercial/advertising, and editorial. The editorial department is most important for communication campaigns. The structure of newspapers/news agencies, small magazines, radio stations, and television stations is then described. For each, the document recommends targeting reporters, editors, and other personnel through personalized correspondence, guided tours, media briefings, and social events to provide information and gain support for vaccine trials.

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    The structure of media organizations

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    This document discusses the structure of different types of media organizations and how to effectively engage with them to disseminate information about HIV/AIDS and vaccine trials. It notes that media organizations typically have departments for administration, engineering, commercial/advertising, and editorial. The editorial department is most important for communication campaigns. The structure of newspapers/news agencies, small magazines, radio stations, and television stations is then described. For each, the document recommends targeting reporters, editors, and other personnel through personalized correspondence, guided tours, media briefings, and social events to provide information and gain support for vaccine trials.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    1K views5 pages

    The Structure of Media Organizations

    Uploaded by

    VISHNU SINGH
    This document discusses the structure of different types of media organizations and how to effectively engage with them to disseminate information about HIV/AIDS and vaccine trials. It notes that media organizations typically have departments for administration, engineering, commercial/advertising, and editorial. The editorial department is most important for communication campaigns. The structure of newspapers/news agencies, small magazines, radio stations, and television stations is then described. For each, the document recommends targeting reporters, editors, and other personnel through personalized correspondence, guided tours, media briefings, and social events to provide information and gain support for vaccine trials.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 5

    The structure of media organizations

    introduction...
    Structure of a Typical Newspaper/News Agency
    Structure of a Typical Small Magazine
    Structure of a Typical Radio Station
    Structure of a Typical Television Station

    (introduction...)
    The pattern of media ownership and financial viability may have a direct
    relationship to the quality and quantity of coverage of HIV/AIDS and vaccine
    trials.

    In an ideal media situation, there would be an HIV/AIDS reporter/writer or a


    science reporter with a professional interest in covering vaccine
    development/trial stories. That is the case with many developed countries where
    most news media are privately owned and financially independent.

    But in developing countries of Africa, Asia, Eastern Europe and Latin America,
    many media organizations are not only controlled by government (which
    frequently interferes in editorial policy), many are unable to afford the luxury of
    a dedicated HIV/AIDS writer or science reporter. Consequently, you may find
    that the reporter who writes on vaccine trials also covers sports, education,
    crime, and business from time to time.

    Regardless of the pattern of ownership or the staffing situation, the vaccine


    team should reach out to the reporter/writer in the manner specified later in this
    section.

    Generally, whether in a news agency, television or radio station, newspaper or


    magazine, the structure is similar and a typical day is identical in content. There
    are several departments in every media organization - administration,
    engineering, commercial/advertising, editorial. For the purpose of your
    communication campaign, the editorial may be the only important department
    because it is this department that is directly responsible for what is read, heard
    or seen on the media. It is the department whose partnership is important for the
    successful construction of public goodwill and support for the vaccine trial. It is
    therefore useful that you have a sense of the structure of each media
    organization. Here we offer a general picture of a typical newspaper/news
    agency, news magazine, radio station and television station.

    Structure of a Typical Newspaper/News Agency

    Structure of a Typical Newspaper/News Agency

    Note

    Your primary targets here are editors, reporters, correspondents, staff writers
    and photographers. They are the people you are most likely to meet routinely.
    Target them through periodic, personalized correspondence- letters, information
    materials addressed to specific reporters/editors by name; invitations to guided
    tours; routine media briefings -i.e. a press forum where the sole intention is to
    clarify issues and provide adequate information on critical issues; media
    breakfasts/dinners social gatherings which are used to convey key information
    to the media by way of after dinner statements/addresses. The science editor,
    features editor and the news editor should be targeted through routine guided
    tours/video screenings of your VNR and media breakfasts/dinners.

    Structure of a Typical Small Magazine

    Note
    The staff writer is the immediate target-partner because she/he combines the
    function of a reporter with that of a feature writer. This means that she/he can
    break the news about a vaccine trial by providing hard, objective facts and also
    write subjective accounts of the significance of the vaccine trial based on his/her
    understanding of the issues and the interpretation she/he gives to them.
    Cultivate him/her through personalized correspondence, invitations to guided
    tours, routine media briefings and media breakfasts/dinners. Target editors and
    others above the level of staff writers through special guided tours/video
    screenings and media breakfasts/dinners.

    Structure of a Typical Radio Station


    Reporters and producers will be the most visible to you. Target them as you
    would staff writers in a magazine. Also target the public affairs
    director/manager, news director and programme director as you would editors
    in a newspaper/news agency.

    Structure of a Typical Television Station

    Again, your primary targets here are the reporters, camera crew, presenters of
    popular talk-shows and producers. Cultivate them as you would the staff writers
    at a magazine and target the other higher-level personnel, especially executive
    producers and assignment editors, through media tours and media
    breakfasts/dinners

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