Radio Tv Pr Techniques

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This slideshow focuses on public relations techniques used in radio and TV.

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Radio Tv Pr Techniques

  1. 1. Radio & TV PR Techniques PR 313
  2. 2. Beyond the Press Release <ul><li>Use radio, TV and the Internet to spread your PR campaign in both direct and indirect ways </li></ul><ul><ul><li>Radio News Releases </li></ul></ul><ul><ul><li>Video News Releases </li></ul></ul><ul><ul><li>Web Distribution </li></ul></ul>
  3. 3. Radio Market <ul><li>Radio reaches 223 million U.S. listeners </li></ul><ul><li>There are 13,500 U.S. stations </li></ul>
  4. 4. Radio News Releases <ul><li>Can take several forms </li></ul><ul><ul><li>Written script </li></ul></ul><ul><ul><li>Audio “actualities” that will be edited into a news segment </li></ul></ul><ul><ul><li>Pre-produced “news” segment </li></ul></ul><ul><ul><ul><li>Use descriptive words to compensate for the lack of visuals </li></ul></ul></ul>
  5. 5. Audio News Release Scripts <ul><li>No more than 60 seconds </li></ul><ul><li>Use ALL CAPS in script for the announcer </li></ul><ul><li>Written for the radio announcer to read </li></ul>
  6. 6. Actualities <ul><li>PR-conducted interviews that are available for integration into a “news” story produced by the local radio station </li></ul>
  7. 7. Pre-produced audio “news” <ul><li>A completed “news” segment that is created by a PR organization </li></ul><ul><li>Distributed to the news department at radio stations </li></ul><ul><li>May air as if it were part of the news </li></ul>
  8. 8. Radio Media Tours <ul><li>A PR spokesperson (or company executive) can make themselves available for interviews </li></ul><ul><ul><li>In person or via phone </li></ul></ul><ul><ul><li>Be careful of “morning zoo” shows </li></ul></ul>
  9. 9. Television Overview <ul><li>About 1,500 U.S. TV stations </li></ul><ul><li>99% of U.S. households have TV </li></ul><ul><li>Average viewer watches over seven hours of TV a day </li></ul><ul><li>News programs are popular </li></ul><ul><ul><li>Local news: 150 million viewers </li></ul></ul><ul><ul><li>National news: 30 million viewers </li></ul></ul>
  10. 10. Video News Releases <ul><li>About 5,000 VNRs produced annually </li></ul><ul><li>Expensive to produce </li></ul><ul><ul><li>Between $20,000-$50,000 for a 90-second spot </li></ul></ul><ul><li>Can be effective </li></ul><ul><li>Usually used by smaller stations </li></ul><ul><li>Controversial if used by news without disclosure </li></ul>
  11. 11. VNR B-Roll <ul><li>Your VNR should also include B-Roll </li></ul><ul><ul><li>B-Roll is footage that is used as background while the news reporter narrates </li></ul></ul>
  12. 12. Satellite Media Tours <ul><li>Your spokesperson is interviewed via satellite by several TV stations </li></ul><ul><li>Satellite time is purchased and time is booked ahead in advance for each participating TV station </li></ul>
  13. 13. The Power of Talk Shows <ul><li>Getting your product or a spokesperson on a national TV talk shows is an option </li></ul><ul><li>Your chances are better if the focus is on a wider theme or problem, rather than the product </li></ul>
  14. 14. Homework <ul><li>Read Chapters 8 and 9 </li></ul><ul><li>Complete a pitch letter to the media </li></ul><ul><ul><li>Structured like a letter </li></ul></ul><ul><ul><li>Addressed to a specific editor on your media target list </li></ul></ul><ul><ul><li>Aims to convince editor to write a story about your client </li></ul></ul><ul><li>Write a radio PSA script </li></ul><ul><ul><li>Adapt it to three lengths </li></ul></ul><ul><ul><ul><li>:15, :30 and :60 seconds </li></ul></ul></ul>

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