The document discusses various techniques for promoting public relations campaigns through radio, television, and the internet. It outlines strategies such as radio news releases, audio actualities, video news releases, satellite media tours, and pitching talk shows. These techniques can be used to spread messages on radio stations reaching over 200 million listeners, television stations viewed in 99% of households, and online through web distribution.

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