THE MEDIA LEARNING   OBJECTIVE:   Identify   and analyze   the   various   types   of   media   and recognize  the  media  relations  responsibilities of the public affairs office staff. The Navy is a definite source of news. Some of this news will be good and some bad. Good or bad the rules established  for  good  media  relations  dictate  that  all Navy news be treated objectively. Media will publish or broadcast, and the public will learn  about  newsworthy  events  and  other  information concerning  the  Navy,  whether  or  not  the  Navy cooperates.  Furthermore,  media  will  decide  the  interests and  newsworthiness  of  Navy  news  —  not  the  naval commander or the PAO. MEDIA TYPES Before  we  examine  the  elements  that  help  create good media relations, it is beneficial for you to examine and  understand  all  available  media.  In  doing  so,  you must determine the requirements of each medium and then  fulffll  these  requirements,  using  the  guidelines mentioned later in this section. At  a  minimum,  your  public  affairs  office  should serve  the  following  media  and  be  familiar  with  their requirements: l  Newspaper l  Radio l  Television .  News  services l   Syndicates l   Magazines l  News  magazines l  Consumer  magazines l Internal or promotional publications l  Books Newspaper The   newspaper   is   the   oldest   medium   of   mass communication and it remains the backbone of public information.   While   the   number   of   newspapers published in America has declined with the ascendancy of television, total circulation is increasing. There  are  differences  between  the  metropolitan daily,  the  suburban  or  neighborhood  daily  and  the weekly   newspaper.   Whereas,   a   metropolitan   daily focuses  on  international,  national  and  top-level  local news  and  features,  a  suburban  daily  (or  weekly)  may limit itself to local and regional news with only brief summaries  of  national  and  international  news.  Suburban newspapers have grown in popularity recently, because of their comprehensive coverage of local news. Radio Radio  became  a  medium  of  mass  communication  in the   1930s.   Its   advantages   are   immediacy,   variety, mobility  and  aural  appeal.  Because  of  the  recent resurrection  of  the  AM  news/talk  format,  the  radio listening audience may include nearly every individual in the country. Radio  is  conversational,  informal,  intimate  and timely. It has an almost instantaneous reaction time to fast-breaking  news,  but  it  is  limited  to  headlines  and high  points. Television Television is the newest and most potent of mass communications  media.  It  combines  the  impact  of  sight and sound with the immediacy of radio. Communication satellites  and  roving  news  teams  can  relay  live  telecasts from almost anywhere in the world or even outer space. Television news programs are network (60 Minutes, 20/20, etc.) or local in origin. Most local stations do live coverage  and  welcome  the  opportunity  to  consider videotapes   of   significant   military   news   or   feature events, including sports. In many areas, television stations are owned by or closely  allied  with  newspapers.  Most  use  both  The Associated Press and United Press International news services. News Services News services, often called wire services, exist to provide  the  mass  media  with  coverage  they  cannot afford to get by any other means. Currently, there are two predominant wire services in  the  United  States:  The  Associated  Press  and  the United  Press  International.  You  should  be  aware  that there  are  also  several  foreign  wire  services,  such  as 16-12