ABSTRACT
The channels of communication with mass media may be through hard copies or digitally. Public affairs individuals should always be prepared to not only present information, but also respond to a variety of questions that may be very challenging or of a very sensitive nature. Further, individuals interpret the communications from the mass media as well as all communications through their own system of values and experiences, and therefore, appropriate messages of prevention and control may never get through because of receiver bias. All communications should be based on accurate information, and many times accurate information can only be found by reviewing the necessary research work created by experts in the field then utilized to improve decisions, establish policies and practices, develop programs, work with operating individuals to develop proper competencies. The “Fundamental Management Information” section sets forth information on mass media, social media advantages and disadvantages, professional and technical sources of information—advantages and disadvantages, meetings, and written communications.
