PR

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Public Relations:
Strategies and Tactics
11th Edition, Global Edition
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
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Chapter 15
Media Relations Management:
Electronic Media

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Chapter 15 Objectives
 Know the procedure for booking a guest on a
talk show
 Understand the strategy of product placement
on television shows
 Write radio news releases and video news
releases
 Prepare public service announcements (PSAs)
for broadcast
 Understand the components of radio media
tours and satellite media tours

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The Reach of
Radio and Television
 Radio and television are
important channels of
communication for public
relations specialists
 Radio reaches 92% and
TV reaches 95% of the
U.S. population

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Radio
 Audio news releases (ANRs)
Differ in 3 ways from online news releases
Written for the ear
Concise and to the point (1-minute = 125 words)
Conversational writing style

6. Audio News Releases
 Format
 Actuality
 Announcer +
Soundbite
 Production and
Delivery
 Writing the script
 Recording
 Deliver based on
station specifications
 Use of ANRS
 Cost-effective
 Targeted
 General Tips
 Timeliness
 Localization
 Humanization
 Visual appeal
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7. Radio PSAs
 Format and
Production
 Submit multiple
versions in varying
length
 60, 30, 20, 15, or 10
seconds.
 Adding Sound
 Background music
 Sound effects
 Multiple voices
 Delivery
 Mailing script
 Sending CD
 800 number
 Downloads
 Use
 Some topics better
 Local stories
 Children’s issues
 PSAs don’t usually run
in prime time
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8. Radio Media Tour (RMT)
 Spokesperson does interviews across the
country
 PR Homework
 Listen to show
 Understand the format
 Read host’s bio
 Know past guests
 Tie RMT to issues the audience cares about
 Consider time of day
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Television
 Send a standard news release
 Send a media alert or advisory
 Make a pitch
 Produce a video news release (VNR)
 Conduct a satellite media tour (SMT)
 Arrange for spokesperson appearances
 Product Placement

10. Video News Releases
 Format
 90-second news
report
 B-roll
 Identification of video
source
 Script, spokespeople
info, media contacts,
extra soundbites, and
story background
 Production
 Give news directors
flexibility
 Keep news footage in
mind
 Never superimpose
written info
 Never use stand-up
reporter
 Provide a local angle
 Use good visuals
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11. The New “Normal”:
B-Roll Packaging
 70% of news
directors want VNR
with B-roll
 Not formally scripted
into story
 Allows news staff to
pick and choose
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12. Television PSAs
 Radio PSA guidelines
still apply
 Added visual element
 Format options
 Voiceover
 Talking Head
 Action/movement
techniques
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13. Satellite Media Tours
 Pre-booked interviews
from fixed location
 Time efficient
 A few options
 Block out time for
spokesperson
 On location
News Feeds
 Provide video and
soundbites
 Satellite or podcast
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Segment on News Programs

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Guest Appearances
 3 keys to success
Preparation
Concise speech
Relaxation

15. Talk and Magazine Shows
Talk Shows
 Viewers see and hear
spokesperson directly
 The ideal guest
 Personable and
approachable
 Has strong opinions
 Passionate about the
subject
 Able to debate without
getting personal
 Has engaging, outgoing
personality
Magazine Shows
 Formatted on variety of
video segments
 Human-interest
 Local element
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16. Pitching a Guest Appearance
 Checklist
 Is the topic newsworthy?
 Is the topic timely?
 Is the information useful to
viewers?
 Does the spokesperson
have viewer appeal?
 Can the spokesperson stay
on track?
 Can the spokesperson
refrain from getting too
commercial?
 “Bookers”
 Approaches
 Call booker directly
 E-mail
 Cater to preference
 Provide clips when
requested
 Be honest
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17. Product Placement
 Plugs
 Film
 E.T. and Reese’s
Pieces
 TV and game shows
 The Price is Right
 Sometimes a question
of mutual benefit
 Need a location to
shoot?
 Issues placement
 Include prominent
issue in plot line
 Educate public in
certain way
 Provide more balanced
view
 DJs and media-
sponsored events
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