Blog Post #5
Because mass media has major control over what information is posted and how, it is important to know the difference between traditional and modern media tools that PR practitioners use. Traditional media is centralized and it is very costly to become a publisher. It is also run by editors and publishers through one-way communication with limited channels of feedback. On the other hand, modern media is very widespread with many advertising channels. Modern media is cheap and easy to use online publishing while also using modern technology such as smart phones. Modern media tools are much more efficient and common for PR practitioners because they are much more cost efficient and accessible to them today.
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