Modern Broadcasting and Its Challenges for Pr Practice

MODERN bare AND ITS CHALLENGES FOR PUBLIC RELATIONS (PR) PRACTICES. NGENE, MAXWELL MENKITI installation Perhaps, an appropriate way to commence this intellectual discourse would be to provide the reader with the definitions of the two key concepts contained in this theme namely Modern broadcasting and Public relations. Thereafter, efforts shall then be made to relate the importance of Modern Broadcasting for PR practices as well as identify and explain the grassroots production equipment and facilities undeniable for broadcast activities and by extension man relations in a digital world. DEFINING BROADCASTING According to Wikipedia free online encyclopedia, broadcasting is the distribution of audio recording and or video signals which transmits programmes to an audience. Also Chester, Willis and Garrison (1964:4) lay out broadcasting as the transmission with space by means of radio receiver frequencies of signals capable of being received either aurally or both aurally and visually by the general public. Similarly, Kindem and Musburger, (2001: 427) define broadcasting simply as the sending of video and audio signals by attaching them to a carrier wave of electromagnetic vim that relates in all directions.



While our own scholar, Irukwu, (1992) says that broadcasting is mainly a medium for prompt delivery of information through carefully designed and selected programmes covering News, Information Music and so on Modern Broadcasting, therefore, is the present system of programme broadcast or transmission that utilizes digital technologies in preference to analog technologies in stimulating a number of positive changes in footing of media creation,production, post-production, media transmission and reception. Modern broadcasting is driven chiefly by the use of computers, internet and other state of the art equipment and facilities necessary for pre-production, production and post-production activities. We will come back later to tour a more deeper insight into digital...If you want to get a full essay, order it on our website: Orderessay



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