Radio & TV PR Techniques PR 313

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

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

Radio Market Radio reaches 223 million U.S. listeners There are 13,500 U.S. stations

Radio reaches 223 million U.S. listeners

There are 13,500 U.S. stations

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

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

Audio News Release Scripts No more than 60 seconds Use ALL CAPS in script for the announcer Written for the radio announcer to read

No more than 60 seconds

Use ALL CAPS in script for the announcer

Written for the radio announcer to read

Actualities PR-conducted interviews that are available for integration into a “news” story produced by the local radio station

PR-conducted interviews that are available for integration into a “news” story produced by the local radio station

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

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

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

A PR spokesperson (or company executive) can make themselves available for interviews

In person or via phone

Be careful of “morning zoo” shows

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

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

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

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

VNR B-Roll Your VNR should also include B-Roll B-Roll is footage that is used as background while the news reporter narrates

Your VNR should also include B-Roll

B-Roll is footage that is used as background while the news reporter narrates

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

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

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

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

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

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