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Copyright © 2001, Prentice Hall, Inc. CHAPTER 15
2Copyright ©2001 Prentice Hall, Inc. Electronic Medias Punch Lets Discuss n 50% of Americans get their news from T.V. n 14% of Americans get their news from radio. n Over 10% of Americans get their news from the Internet.
3Copyright ©2001 Prentice Hall, Inc. Television Interviewing Be Prepared Be Open & Honest Be Straight Forward Be Yourself Be Brief Be Carefully Dressed
4Copyright ©2001 Prentice Hall, Inc. Television Interviewing Dont assume the interviewer is hostile Dont let interviewer dominate Dont think all you say will be aired Dont think all you say will be aired Dont say: No comment Dont say: No comment
5Copyright ©2001 Prentice Hall, Inc. Television Interviewing Dont keep going and going and going…
6Copyright ©2001 Prentice Hall, Inc. How to MEET THE PRESS in a crisis: Get the facts. Put the facts on the Web. Get the CEO out in front. Express shock and sadness.
7Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ What is a VNR ? VNR Video News Release
8Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ What is a B-roll ? n Unedited footage of a breaking news story… A B-roll includes a written preamblestory summary. T.V. stations assemble their stories from this, using appropriate VNR footage.
9Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ What is an Evergreen VNR ? n Stories without a breaking news angle n Timeless content n Usually, T.V. stations keep these on file VNR
10Copyright ©2001 Prentice Hall, Inc. 1. What do we expect of the VNR? 2. How should we distribute it? 3. What if the VNR doesnt get picked up? 4. Should we localize the VNR? 5. Which stations will use the VNR? Things to Consider BEFORE Starting a VNR Production 6. What makes a good VNR? 7. What subjects should we include? 8. When is a VNR not appropriate? 9. How much does a typical VNR cost?
11Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ What is an SMT ? n A series of preset interviews n Conducted via satellite SMT Satellite Media Tour
12Copyright ©2001 Prentice Hall, Inc. Satellite Media Tours Lets Discuss Successful SMTs contain these elements: Non-Commercial content Availability of dedicated phones Last-minute preparation efforts Credible Spokespeople Satellite timeObjectives PitchingB-roll
13Copyright ©2001 Prentice Hall, Inc. Lets Discuss P S A P ublic S ervice A nnouncements n T.V. or radio commercials n Usually seconds long n Used frequently by non-profits n Written in punchy style
14Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ Which PSAs do stations choose? n The ones with credible sponsorship n The ones with messages that relate to the community n The well-designed and attractive ones
15Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ Why use Video Conferences ? They connect people over short or long distances Theyre adaptable to external or internal publics Theyre instantaneous They can be informative or motivational
16Copyright ©2001 Prentice Hall, Inc. Things to Consider When Planning a Video Conference Visuals Interactivity Origination Site
17Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ Why has RADIO re-emerged in popularity? More Americans are working from home More Americans are commuting
18Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ Why has RADIO re-emerged in popularity? Radio offers variety: n All-talk shows n All-news shows n All-sports shows and more!
19Copyright ©2001 Prentice Hall, Inc. Present strong, focused message Use the local angle Deliver in a timely manner Use positive spokespeople
20Copyright ©2001 Prentice Hall, Inc. Have you heard about … PA New Media has developed the world's first virtual newscaster, capable of delivering real-time on-demand news bulletins over the Internet and interactive devices. Source: [accessed June 24, 2000] The Worlds First Virtual Newscaster
21Copyright ©2001 Prentice Hall, Inc. Public Relations & Electronic Media Lets Discuss How have public relations people benefited from the growth of cable television? How has video changed the definition of news? Why is talk radio more important to public relations professionals today?
22Copyright ©2001 Prentice Hall, Inc. Why should ALL public relations students watch 60 Minutes every Sunday night?
ELECTRONIC MEDIA RELATIONS Chapter Ten Growth of News CNN roots Opportunities abound for placement Television news 24 hrs. a day Diverse offerings.
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