PUBLIC RELATIONS 370 October 26, 2011
Why think tv and radio <ul><li>Radio reaches about 94% of adults daily </li></ul><ul><li>Local television news reaches 150...
Radio and tv writing vernacular <ul><li>Reader: Anchor reading a story on camera.  </li></ul><ul><li>VO: Anchor reading a ...
Radio writing nuances <ul><li>All caps,  </li></ul><ul><li>Give time,  </li></ul><ul><li>More conversational…use the word ...
Radio writing nuances <ul><li>Audio news releases (ANRs) </li></ul><ul><ul><li>Ready to play with script and audio provide...
Television news writing  <ul><li>Write to your video. </li></ul><ul><li>Don ’t hit it with a sledgehammer. </li></ul><ul><...
Writing to video  think about video  <ul><li>There ’s a lot of crappy bad video. </li></ul><ul><ul><li>Pans </li></ul></ul...
Writing to video  think about video  <ul><li>Video should mirror the human eye </li></ul><ul><ul><li>Shoot and move </li><...
Think about good video <ul><li>ID Characters </li></ul><ul><li>ID Moments </li></ul><ul><li>ID Natural Sound </li></ul><ul...
Video news release <ul><li>VNR packages include </li></ul><ul><li>News report with voiceover narration </li></ul><ul><li>E...
Personal appearances and product placement <ul><li>Talk shows </li></ul><ul><ul><li>Analyze format, p </li></ul></ul><ul><...
Product placement  <ul><li>Identifiable product in programming </li></ul><ul><li>Issue placement: Getting issues integrate...
LET ’S TALK SPEECHWRITING
SPEECHWRITING AUDIENCE RESEARCH <ul><li>WHO </li></ul><ul><li>WHAT </li></ul><ul><li>WHEN </li></ul><ul><li>WHERE </li></u...
  SPEECHWRITING LAYING THE FOUNDATION  <ul><li>OBJECTIVE </li></ul><ul><li>APPROACH </li></ul><ul><li>STRATEGY </li></ul><...
SPEECHWRITING <ul><li>NONE OF THIS CAN BE DONE IF YOU DON ’T KNOW THE SPEAKER’S STYLE </li></ul><ul><li>PODIUM </li></ul><...
SPEECHWRITING NUANCES <ul><li>USE PERSONAL PRONOUNS </li></ul><ul><li>AVOID JARGON </li></ul><ul><li>USE ROUND NUMBERS </l...
SPEECHWRITING NUANCES <ul><li>USE CONTRACTIONS </li></ul><ul><li>AVOID MODIFIERS… “VERY” IS VERY BAD. </li></ul><ul><li>AV...
SPEECHWRITING NUANCES <ul><li>BOLD VERBS </li></ul><ul><ul><li>THINGS DON ’T GO UP; THEY SKYROCKET </li></ul></ul><ul><ul>...
SPEECHWRITING  <ul><li>A DOUBLE SPACED PAGE IS ABOUT TWO MINUTES </li></ul><ul><li>DON ’T BE AFRAID TO TIME THE SPEAKER. <...
SPEECHWRITING NUANCES <ul><li>THE LEAD ISN ’T AS IMPORTANT. </li></ul><ul><ul><ul><li>MANY PEOPLE ARE SETTLING DOWN AND WO...
SPEECHWRITING NONVERBAL COMMUNICATION <ul><li>93% OF COMMUNICATION OCCURS THROUGH VOCAL AND NONVERBAL PERFORMANCE. </li></...
SPEECHWRITING VISUAL AIDS <ul><li>SIGHT ACCOUNTS FOR 83% OF WHAT WE LEARN. </li></ul><ul><li>WHEN A VISUAL COMMAND IS COUP...
SPEECHWRITING  VISUAL AIDS <ul><li>POWERPOINT SUPPORTS A PRESENTATION. IT ’S NOT THE WHOLE SHOW. </li></ul><ul><li>DON ’T ...
SPEECHWRITING  VISUAL AIDS <ul><li>POWERPOINT SUPPORTS A PRESENTATION. IT ’S NOT THE USE SLIDESHARE.NET </li></ul><ul><li>...
OTHER FORMS OF SPEAKING <ul><li>PANEL DISCUSSIONS </li></ul><ul><li>DEBATES </li></ul><ul><li>EXECUTIVE TRAINING </li></ul...
OTHER FORMS OF SPEAKING <ul><li>ALL OF THESE CAN: </li></ul><ul><li>ACCOMPLISH GOALS AND STRATEGIES FOR COMPANY </li></ul>...
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370_October 26_Presentation and TV

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370_October 26_Presentation and TV

  1. 1. PUBLIC RELATIONS 370 October 26, 2011
  2. 2. Why think tv and radio <ul><li>Radio reaches about 94% of adults daily </li></ul><ul><li>Local television news reaches 150 million viewers daily </li></ul><ul><li>The average American family spends 7 hours watching TV </li></ul>
  3. 3. Radio and tv writing vernacular <ul><li>Reader: Anchor reading a story on camera. </li></ul><ul><li>VO: Anchor reading a story with video rolling over as the anchor reads </li></ul><ul><li>SOT: Sound On Tape. This is a person saying something. </li></ul><ul><li>VO/SOT: Anchor reading over video, with a soundbite from a newsmaker </li></ul><ul><li>Package: What reporters usually do. Preproduced segment with voice track, video and sound </li></ul><ul><li>Natural Sound: Sound from the scene. This is critical to have in anything you send. </li></ul>
  4. 4. Radio writing nuances <ul><li>All caps, </li></ul><ul><li>Give time, </li></ul><ul><li>More conversational…use the word “You.” </li></ul><ul><li>You don ’t have to use AP Style. </li></ul><ul><ul><li>Spell out numbers. It ’s fifty-four…not 54 </li></ul></ul><ul><ul><li>Don ’t use a comma….use ellipses to allow the reader to breathe. </li></ul></ul><ul><li>Make sure you indent properly between sentences. Leave enough space. </li></ul>
  5. 5. Radio writing nuances <ul><li>Audio news releases (ANRs) </li></ul><ul><ul><li>Ready to play with script and audio provided. </li></ul></ul><ul><ul><li>Many local radio stations are desperate for content. </li></ul></ul><ul><li>Public service announcements (PSAs) </li></ul><ul><ul><li>Unpaid announcement for government or nonprofit organizations. </li></ul></ul><ul><ul><li>As short as five seconds, thirty seconds max. </li></ul></ul><ul><li>Radio media tours </li></ul><ul><ul><li>Telephone interviews around the country from one location. </li></ul></ul><ul><ul><li>Morning shows are even more desperate for content. </li></ul></ul>
  6. 6. Television news writing <ul><li>Write to your video. </li></ul><ul><li>Don ’t hit it with a sledgehammer. </li></ul><ul><li>It ’s OK to use first, second or third person. Write the way you would speak to your friends. </li></ul>
  7. 7. Writing to video think about video <ul><li>There ’s a lot of crappy bad video. </li></ul><ul><ul><li>Pans </li></ul></ul><ul><ul><li>Zooms </li></ul></ul><ul><ul><li>Hollow Audio </li></ul></ul><ul><ul><li>Shaky Video </li></ul></ul>
  8. 8. Writing to video think about video <ul><li>Video should mirror the human eye </li></ul><ul><ul><li>Shoot and move </li></ul></ul><ul><ul><li>Wide, medium, tight, super tight. </li></ul></ul><ul><ul><li>Quick pacing. </li></ul></ul><ul><li>Storytelling matters </li></ul><ul><ul><li>Capture the moment </li></ul></ul><ul><ul><li>Find characters </li></ul></ul><ul><ul><li>Use Natural Sound </li></ul></ul><ul><ul><li>Your writing should serve as bridges between emotional soundbites. </li></ul></ul><ul><ul><li>Commitment statement. Commitment statement. Commitment statement. Commitment statement. Commitment statement. </li></ul></ul>
  9. 9. Think about good video <ul><li>ID Characters </li></ul><ul><li>ID Moments </li></ul><ul><li>ID Natural Sound </li></ul><ul><li>ID Surprises </li></ul><ul><li>Think about shot composition. </li></ul><ul><li>Think about audio </li></ul><ul><li>Think about writing to video </li></ul><ul><li>http://www.youtube.com/watch?v=DvfaCuVveVw </li></ul>
  10. 10. Video news release <ul><li>VNR packages include </li></ul><ul><li>News report with voiceover narration </li></ul><ul><li>Extra soundbites and B-roll </li></ul><ul><li>Clear identification of the video source </li></ul><ul><li>Script, spokesperson information, media contacts, background information </li></ul><ul><li>Give editors flexibility…make your video and soundbites longer than you normally would </li></ul>
  11. 11. Personal appearances and product placement <ul><li>Talk shows </li></ul><ul><ul><li>Analyze format, p </li></ul></ul><ul><ul><li>Provide guest ’s expertise and personality, </li></ul></ul><ul><ul><li>Prepare guest </li></ul></ul><ul><li>Magazine shows </li></ul><ul><ul><li>Human interest, </li></ul></ul><ul><ul><li>In-depth </li></ul></ul>
  12. 12. Product placement <ul><li>Identifiable product in programming </li></ul><ul><li>Issue placement: Getting issues integrated into scripts </li></ul><ul><li>Radio promotions: Sponsorship of nonprofit or community events </li></ul><ul><li>Community calendars: Listing of upcoming events </li></ul><ul><li>Documentary videos: Especially useful for cable systems </li></ul>
  13. 13. LET ’S TALK SPEECHWRITING
  14. 14. SPEECHWRITING AUDIENCE RESEARCH <ul><li>WHO </li></ul><ul><li>WHAT </li></ul><ul><li>WHEN </li></ul><ul><li>WHERE </li></ul><ul><li>HOW MANY PEOPLE </li></ul><ul><li>WHAT TIME OF DAY </li></ul><ul><li>LENGTH </li></ul><ul><li>WHAT IS THE PURPOSE </li></ul><ul><li>WHO ELSE IS TALKING </li></ul>
  15. 15. SPEECHWRITING LAYING THE FOUNDATION <ul><li>OBJECTIVE </li></ul><ul><li>APPROACH </li></ul><ul><li>STRATEGY </li></ul><ul><li>NONE OF THIS CAN BE DONE IF YOU DON ’T KNOW THE SPEAKER’S STYLE </li></ul><ul><li>PODIUM </li></ul><ul><li>POWERPOINT </li></ul><ul><li>HOW GOOD ARE THEY IN FRONT OF A GROUP? </li></ul>
  16. 16. SPEECHWRITING <ul><li>NONE OF THIS CAN BE DONE IF YOU DON ’T KNOW THE SPEAKER’S STYLE </li></ul><ul><li>PODIUM </li></ul><ul><li>POWERPOINT </li></ul><ul><li>HOW GOOD ARE THEY IN FRONT OF A GROUP? </li></ul><ul><li>ONCE YOU KNOW WHAT YOU ’RE DEALING WITH CREATE AN OUTLINE THAT MEETS THE OBJECTIVES YOU OUTLINED </li></ul>
  17. 17. SPEECHWRITING NUANCES <ul><li>USE PERSONAL PRONOUNS </li></ul><ul><li>AVOID JARGON </li></ul><ul><li>USE ROUND NUMBERS </li></ul><ul><li>PUBLIC SPEAKING IS BASED ON THE IDEA OF CONVERSATION. DON ’T BE AFRAID TO BE CONVERSATIONAL </li></ul>
  18. 18. SPEECHWRITING NUANCES <ul><li>USE CONTRACTIONS </li></ul><ul><li>AVOID MODIFIERS… “VERY” IS VERY BAD. </li></ul><ul><li>AVOID EMPTY PHRASES…IN SPITE OF </li></ul><ul><li>WE ’VE ALL BEEN IN THE ROOM FOR SPEECHES THAT WENT TOO LONG. STATE YOUR CASE. DON’T OVERSTATE YOUR CASE </li></ul>
  19. 19. SPEECHWRITING NUANCES <ul><li>BOLD VERBS </li></ul><ul><ul><li>THINGS DON ’T GO UP; THEY SKYROCKET </li></ul></ul><ul><ul><li>YOU DON ’T WIN; YOU LEFT THE COMPETITION IN THE DUST </li></ul></ul><ul><li>VARY YOUR SENTENCE LENGTH. </li></ul><ul><li>USE QUESTIONS TO ENGAGE THE AUDIENCE </li></ul><ul><li>COMPARE AND CONTRAST </li></ul>
  20. 20. SPEECHWRITING <ul><li>A DOUBLE SPACED PAGE IS ABOUT TWO MINUTES </li></ul><ul><li>DON ’T BE AFRAID TO TIME THE SPEAKER. </li></ul><ul><li>DON ’T BE SURPRISED TO WRITE MUTIPLE DRAFTS. </li></ul>
  21. 21. SPEECHWRITING NUANCES <ul><li>THE LEAD ISN ’T AS IMPORTANT. </li></ul><ul><ul><ul><li>MANY PEOPLE ARE SETTLING DOWN AND WON ’T HERE WHAT YOU SAY. </li></ul></ul></ul><ul><ul><ul><li>USE THAT FIRST :30 TO THANK PEOPLE OR TALK ABOUT HOW GREAT BREAKFAST IS </li></ul></ul></ul><ul><ul><li>GIVE SPECIFICS </li></ul></ul><ul><ul><ul><li>PEOPLE REMEMBER LESS OF WHAT YOU SAY LIVE </li></ul></ul></ul><ul><ul><ul><li>POP YOUR KEY POINTS </li></ul></ul></ul>
  22. 22. SPEECHWRITING NONVERBAL COMMUNICATION <ul><li>93% OF COMMUNICATION OCCURS THROUGH VOCAL AND NONVERBAL PERFORMANCE. </li></ul><ul><ul><li>SMILE </li></ul></ul><ul><ul><li>POSTURE </li></ul></ul><ul><ul><li>EYE CONTACT </li></ul></ul><ul><ul><li>ANIMATION </li></ul></ul><ul><ul><li>KINETICS (MOTION) </li></ul></ul>
  23. 23. SPEECHWRITING VISUAL AIDS <ul><li>SIGHT ACCOUNTS FOR 83% OF WHAT WE LEARN. </li></ul><ul><li>WHEN A VISUAL COMMAND IS COUPLED WITH A VOICE COMMAND, RETENTION INCREASES 50% </li></ul><ul><li>COLOR INCREAES INFORMATION ACCESS 26% </li></ul><ul><li>VIDEO CAN INCREASE RETENTION BY 50% </li></ul><ul><li>THE MORE BELLS AND WHISTLES, THE LESS TIME YOU NEED TO TALK. </li></ul>
  24. 24. SPEECHWRITING VISUAL AIDS <ul><li>POWERPOINT SUPPORTS A PRESENTATION. IT ’S NOT THE WHOLE SHOW. </li></ul><ul><li>DON ’T REGURGIATE EVERYTHING YOU SEE ON A SLIDE. </li></ul><ul><li>OFFER ADDED ANALYSIS ON SLIDES THAT YOU DON ’T GO OVER IN THE PRESENTATION. LEAVE THEM WANTING MORE. </li></ul>
  25. 25. SPEECHWRITING VISUAL AIDS <ul><li>POWERPOINT SUPPORTS A PRESENTATION. IT ’S NOT THE USE SLIDESHARE.NET </li></ul><ul><li>USE SLIDES AS A CHANCE TO NETWORK. </li></ul><ul><ul><ul><li>THINK ABOUT HASHTAGS </li></ul></ul></ul><ul><ul><ul><li>OFFER YOUR CONTACT INFORMATION </li></ul></ul></ul>
  26. 26. OTHER FORMS OF SPEAKING <ul><li>PANEL DISCUSSIONS </li></ul><ul><li>DEBATES </li></ul><ul><li>EXECUTIVE TRAINING </li></ul><ul><li>SPEAKER ’S BUREAU </li></ul>
  27. 27. OTHER FORMS OF SPEAKING <ul><li>ALL OF THESE CAN: </li></ul><ul><li>ACCOMPLISH GOALS AND STRATEGIES FOR COMPANY </li></ul><ul><li>ATTACT MEDIA COVERAGE </li></ul><ul><li>GET YOU IN FRONT OF DECISION MAKERS </li></ul><ul><li>CREATE EXTENDED REACH FOR YOUR BRAND </li></ul>

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