Selecting a Medium



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Disseminate Your Report:

Selecting a Medium

Key Points


  • The medium (e.g., print, Web, and/or mass media) you choose to convey your quality information can
    affect what and how much you can say, how effectively you reach your audience, and how you display
    information.

  • Printed quality information is less common than it used to be, but it remains a good choice for some
    audiences. The information can stand alone (e.g., as a brochure or multipage report), or be
    incorporated into other printed materials. Learn more about Printed Report Cards.

  • Web-based reports are increasingly popular and offer several advantages over print, such as the ability
    to offer layers of information. However, they come with their own challenges, particularly if your
    audience lacks access or fluency on the Web. Establishing an identity, or brand, on the Web is also a
    concern, given the proliferation of Internet sites. Learn more about Web-Based Report Cards.

  • Mass media—including radio, television, magazines, and Web sites that have a broad scope and
    reach—are seldom used for quality reports. However, they offer some key benefits with respect to
    reach and may be appropriate for certain purposes and audiences. Learn more about Mass Media.

  • To determine which medium or combination of media is right for your reporting project, explore your
    options with your audience and think through the implications for your project. Learn more about How
    To Decide on a Medium.

To learn more, go to Distribute Your Report.

Also see: Tips on Designing a Quality Report.


Questions and Tasks


Press F1 if prompted to hear the remainder of the following questions.

Type your response here.

  • What do you know about the credibility of different media with your audience?

Type your response here.

  • What can you do to learn more about your audience’s habits, attitudes, and preferences?

Type your response here.

     What are your options for distributing your report? To determine the appropriateness of a printed or Web-based document, consider:

Type your response here.

  • Which would be most accessible and suitable for your audience?

Type your response here.

  • Do you or your partners have experience using one or more media?

Type your response here.

  • Are your capabilities and resources better suited to one media or another?

Type your response here.

     Given where your audience is located (e.g., all over the country, in a limited geographic area) and where it is most likely to get information, could you use mass media to reach it? If so:

Type your response here.

  • What options might you have?

Type your response here.

  • Which kind of media would be most helpful (e.g., mainstream press, ethnic press, radio talk shows)?

Type your response here.

  • In what ways would these media match your audience’s needs and capabilities?

Type your response here.

     How do the options available to you affect how you could display the quality information?

Type your response here.

     How do the options available to you affect your ability to reach and communicate effectively with your audience?

Type your response here.

     What would each option cost? What can you afford?

Type your response here.

  • Learn more about how you can Disseminate Your Report.

  • List all topics in the Checklist.



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