The Radio

Radio is another technology that has been around for a very long time.  The radio and newer technology known as podcasts can reach people when that are busy driving, cooking dinner or even at the gym working out but as this statement outlines: “Keeping the program short and maintaining a focus on benefits can keep listeners engaged even as they’re distracted by other parts of their environment” (Marsh, 2009, pg. 113). 

Radio has to be understanding of its listenership since it is also competing with environmental factors, but the radio is also determined by the range the transmission area covers.  Knowing the demographics for the use of radio is as this statement expresses: “It's becoming an increasingly sophisticated some would say 'Art' to hit a particular segment of the listening market, based on research and utilising the age, background, ethnicity, interest and musical tastes of potential and existing listeners” (McCurdy, 2009).

Knowing the listener based is evident and a positive aspect of radio is that it can be accessed quickly and easily.  Radio does not require time to print like other media’s which makes it a very unique technology and especially during a crisis or an emergency.  For instance, emergencies such as Hurricane Katrina showed us how important radio is by stating that: “radio communication is often the only available media for disseminating information during times of crisis or emergencies such as hurricanes or terrorist acts, when the electricity is out for large segments of the population” (Cameron, 2008, pg. 259).  When several people were without power, getting the word out was available via the radio and word could still travel the masses to warn them of further complications.  Radio is not held to the same standards as other media in that it can interrupt any program to bring “breaking news” instantly; radio has proven to still be an effective means of media technology.

References:

Cameron, G.  (2008). Public Relations Today: Managing Competition and Conflict.  Pearson Education, Inc.  ISBN-13: 978-0-205-49210-7.

Marsh, C., Guth, D.M. & Short, P. (2009). Strategic writing, multimedia writing for public relations, advertising and more. Boston: Pearson. ISBN: 9780205591626

McCurdy, D.  (2009). Understanding the Types of Radio Broadcasting.  Retrieved from http://suite101.com/article/understanding-the-types-of-radio-broadcasting