How does the media help achieve the campaign Objectives? Why is it important to have a positve relationship with the media? - Public Relations question

https://www.viddler.com/embed/a0a0a318 The video refers to a “360 campaign” used by McDonald’s to convey its message. What does this mean? Give some examples of the components of the campaign.

As a supporter of integrated marketing communications (IMC), you understand that the coordination of traditional media with digital and social media and other IMC touchpoints is critical to campaign success.  (a) In a briefing session with your full-service agency, you prescribe social media as a mandatory campaign deliverable. Explain the advantages and disadvantages of social media. Make sure you refer to one of the new soy sauce products, either the Usukuchi (light-coloured) soy sauce or the dipping soy sauce, and other relevant information from the case study when answering the question.  You appreciate that identifying the ideal target audience for the Usukuchi (light-coloured) soy sauce and the dipping soy sauce is going to be essential for campaign success.  (b) Select either the Usukuchi (light-coloured) soy sauce or the dipping soy sauce and explain the process you will undertake to select the target market and establish positioning goals. Your answer must include a…

Analyze their current advertising campaign(s) and other elements of the McDonalds Integrated Marketing Communication(IMC) strategy. Are they effective?