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The dual media pathway refers to a communication approach that combines traditional media (like print and broadcast) with digital media (like social media and online platforms). This strategy allows organizations to reach a wider audience by leveraging the strengths of both media types, enhancing engagement and interaction. By utilizing both pathways, organizations can effectively disseminate information, gather feedback, and foster a more dynamic relationship with their audience. This approach is particularly useful in crisis communication and public relations.

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2w ago

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