Using the Media - Five Reasons Why

The media has the power to shape public opinion and change perceptions. Every day millions of people around the world consume at least one form of the media, whether voluntary or involuntary.

But why is the media so powerful?

Is the media simply a mirror to the world? Or is the media all powerful and capable of brainwashing the masses to radically alter their behaviour, values and beliefs?

This question is central if you want to harness the power of the media to build or manage perceptions. The media can be a powerful entity, but this doesn't mean only for positive benefit.

To answer this question you must first understand why people need the media and how they use it.

Management or marketing theory is famous for Maslow's Hierarchy of needs. Taking this concept and other readings and applying it to the media, I believe there are 5 basic needs why people use the media.


The media help make sense of an ever changing and complex world for us. We all have a basic need to understand the world around us. Inspiration, motivation, education and the ability to learn new ideas are all delivered by various forms of the media. Quite simply it's knowing what's happening, often as it unfolds and being involved.


You may have the opinion the media only reinforces negative stereotypes and popular opinion. But the media in its earliest form, such as sculpture, painting and art helps us appreciate and see beautiful things. It fulfils an emotive and aesthetic need. Despite the hype or perceived shallowness of the media it can bring people closer together and fulfil the need for love and friendship. Photographs far example can reflect moments, entice emotion and involve large groups of people instantly.


The media provides enormous opportunity for self-development. Take this E-Zine for example and my goal of sharing my knowledge, ideas and inspiration with others. The media can fulfil our needs for self-confidence, stability, status and reasoning. It is a mechanism for supporting our personal endeavours and assisting others.


Maslow's hierarchy of needs and teenage children prove that we all need to feel a sense of social belonging. This sense of belonging can be at many levels - family, friends, communities or even nations! The media brings us closer together and provides a sense of community.


We all know that amongst Western nations personal debt is increasing and people are working harder, spending longer hours at work and are under more pressure than previous generations.

Our attention span is also decreasing as the world becomes an increasingly crowded, cluttered and competitive place. We often yearn for a simpler life. The media provides tension relief from the daily grind and tedious nature of life.

Call it an escape, fantasy or diversion, the media provides an opportunity to tune out from the real world and enter another space.

Just look at the rise in popularity of lifestyle or reality TV programs where you can renovate your house, makeover your garden or go on an exotic holiday without leaving the comfort of your own lounge! The media can bring different aspects of the world into our homes, our computers or our cars offering insight and release.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at

In The News:

The Pandemic will Hasten Changes in PR and PR Agencies  PR News - For Smart Communicators
Just briefly  PRWeek
PR Newswire - Start of Day  Yahoo Finance UK
PR Sports Flashback Photo: May 28, 2020 | Sports  Plattsburgh Press Republican

Want to Light a Fire Under Your PR?

Yes? Then do something positive about the behaviors of those... Read More

Can Your PR Do This?

Can your PR do something positive about the behaviors of... Read More

PR: Your 500 Pound Gorilla

What else, for goodness sake, could you as a business,... Read More

P.R. Strategies for Professional Service Providers

Promotion for Professional Services Providers requires a different approach than... Read More

Rise of the Creative Class

The fast changing dynamics of the world economy is forcing... Read More

Is This Any Way to Run Your PR?

You bet!Especially for business, non-profit and association managers who REALLY... Read More

So, How Do I Answer That?

How you answer questions depends on many factors. Example what... Read More

Financial Planner Marketing - Problems Are Good (For Financial Planners Seeking Free Publicity)

A common complaint you'll hear is that the media is... Read More

Can Your PR Game Plan be Salvaged?

If, as is often the case, you are preoccupied with... Read More

Publicity: Nailing a Media Interview, Part III (Staying on Topic)

In a media interview, always stick to your main points... Read More

How To Create A News Angle

Think of a triangle. On the left, imagine the story... Read More

Media Savvy - How To Lead, Persuade, And Influence

Media management has become one of the strategic tools for... Read More

Time Your News Release For Maximum Publicity

"Cindy, where's that story? I need it yesterday!""Coming right up,... Read More

PR: Heres All You Need to Know

Above all, you need to know that the right PR... Read More

The Press Pack Is Chasing You - Give Them Room

There's good news for public relations execs, marketing professionals and... Read More

Cutting Down Your Trade Show Budget

Whenever a recession or volatility threatens the economy, companies immediately... Read More

Sending Samples With Your Press Release-- should you or shouldnt you? Heres a guide?

When you should send samples with your press release:1) When... Read More

What Some Pros Know About PR

They know they had better do something positive about those... Read More

How To Get Radio-Active PR For Your Non-Profit Cause: Part Three of Three

HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay... Read More

What to Do When the Reporter Calls: Five Tips for New (and not-so-new) Business Owners

New business owners often miss out on publicity opportunities because... Read More

PR: Am I Getting a Good Deal?

You are getting a good deal when you accept the... Read More

Publicity From Thin Air

In an ideal world, your business would be overflowing withnewsworthy... Read More

Publicity - How to Write a Headline That Will Garner Free Publicity

Taking your ad and turning it into paragraph-style prose is... Read More

Building The Best Network

If you want to succeed, build a great team. A... Read More

Yes, There is a PR Sweet Spot

And here it is: public relations alters individual perception leading... Read More