Storytelling
Some of the most effective media communication tactics involve storytelling. Everyone can describe information to an audience, and read specs or notes off of a sheet. If you can make this information relatable, and make it captivating in the way a good story is, all of the sudden that information becomes interesting and almost necessary to hear.
In recent years tech and phone companies have become notorious for their annual product release events, where they provide a presentation about new devices they are releasing as a way to build excitement and anticipation for the new device. They use a storytelling strategy to really make their products as relatable as possible, and using that story they narrative that these devices are not necessary for basic functions in life. The following video walkthrough explains the "secrets" of Apple product events which makes their communication so effective.
And here is a video talking about how the show portion of the keynote is almost more important than the information itself when you are trying to capture an audience and send a message to them.