This study collectively uses the principles of social presence, media richness, and uses and gratifications theory to explain how messages reach an audience. Specifically, this work is a summative evaluation that will assist public affairs officials to redirect the efforts of a current campaign or to direct the efforts of a developing scenario. A hypothesis can be made about the publicís retention of strategic messages through three media channels.
H1. Audiences will retain more elements of a strategic message when that information is received through newspapers. Strategic message retention through television and radio rank second and third respectively.