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Radio Tv Pr Techniques

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

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

Published in: Business, News & Politics

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Transcript

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