Media was developed to inform people about all the happenings in the world. It also helped brands in advertising a product to the masses. Whether it is circulated through a newspaper, magazine, radio, TV, billboard, social media, or blog site, each is unique.

There are multiple ways by which a PR Company can make use of these media platforms to share and promote its products and services with the general public. However, they are placed into some specific categories after segregating according to their characteristics. In this article, we will go through them in detail.

The Types of Media

In general, the types of media can be classified into the following four categories:
1. Print Media
Print media promotions are mainly done through newspapers, books, magazines, direct mail, flyers, or postcards. This media type is considered the oldest form of advertising since it relies on physical printing methods for its production and distribution.

2. Broadcast Or Mass Media
Broadcast or mass media circulates essential or entertaining information by disseminating it to a larger audience using a few specific broadcasting methods, such as television, radio, or movies.
Broadcast media includes audio, videos, and written content for promotion, all at once. That is why it is convenient to reach everyone, including the illiterates, who only need their auditory and visual senses to grasp the information.

3. Internet or Digital Media
The internet offers two-way communication channels wherein the users can receive information upon staying online. The information can be received through audio, videos, texts, images, graphics, or other interactive elements. Digital media is comparatively more convenient than traditional media since it allows us to choose whichever format we use.
Promotions done through social media, online forums, emails, podcasts, blog websites, or classified ads are a few examples of digital media.

4. Out of Home Media
Unlike all the above forms of media, out-of-home media focuses on distributing information to the public through outdoor methods. A PR Company can use posters, billboards, brochures, or displays on vehicles to promote its cause or services and acquaint the customers with the new arrival of products.
Outdoor media are cheaper and provide a higher frequency than most other forms of media. The advertisements promoted through this platform can also be associated with public welfare.

Factors You Must Consider Before Choosing Any Type of Media

Any digital pr firm must consider the following factors before choosing the right type of media to promote their services or products:
● Nature of products/services
● Size and market presence of business
● Available media channels
● Presence of target audiences
● Market requirements
● Marketing objectives
● Strategy of distribution
● Overall budgets
● Media used by competitors
● Penetration
● Nature of message, etc.

Conclusion
With the steady growth of technology, the usage of media channels through various electronic media is becoming very popular among the masses. Since there is no limit on the availability of media, you can choose the appropriate one that will meet all the marketing or branding goals of your digital PR firm.