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Radio, Television, and the Web

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1 Radio, Television, and the Web
15 C H A P T E R Radio, Television, and the Web This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. Copyright © Allyn and Bacon 2009

2 Topics Covered in Chapter 15
The Reach of Radio and Television Television Personal Appearances Product Placements The Web Copyright © Allyn and Bacon 2009

3 The Reach of Radio and Television
More than 13,000 radio stations in the United States reach about 150 million Americans on an average day. More than 800 televisions stations in the United States also reach a mass audience. Local television news attracts about 150 million viewers. The average U.S. household still watches more than eight hours of television per day. Almost 70 percent of adults list local television news as their primary source of information. Copyright © Allyn and Bacon 2009

4 The Reach of Radio and Television cont.
Writing and preparing materials for broadcast and digital media, requires a special perspective. Instead of writing for the eye, a practitioner has to shift gears and think about adding audio and visual elements to the story. Copyright © Allyn and Bacon 2009

5 The Reach of Radio and Television cont.
Radio news releases in the industry are called audio news releases or ANRs. Radio news release is written for the ear. It has an emphasis on strong, short sentences that average about 10 words that can be easily understood by a listener. A standard one-minute ANR is about 160 words. A radio release is written in a conversational style. Copyright © Allyn and Bacon 2009

6 The Reach of Radio and Television cont.
Eighty-three percent of radio editors use ANRs. Topics of interest include regional interest, health information, financial news, technology stories, children’s issues, politics, seasonal stories and local interest issues. Copyright © Allyn and Bacon 2009

7 The Reach of Radio and Television cont.
Public relations personnel working for nonprofit organizations often prepare public service announcements (PSAs) for radio stations. A PSA is an unpaid announcement that promotes the programs of government or voluntary agencies or that serves the public interest. Radio PSAs are written in uppercase and double-spaced, and their length can be 60, 30, 20, 15, or 10 seconds. Copyright © Allyn and Bacon 2009

8 The Reach of Radio and Television cont.
Another public relations tactic for radio is the radio media tour (RMT). Essentially, a spokesperson conducts a series of around-the-country, one-on-one interviews with a series of radio stations from a central location. A public relations practitioner prebooks telephone interviews with radio representatives. A major selling point of the RMT is its relatively low cost and the convenience of giving numerous short interviews from one central location. Copyright © Allyn and Bacon 2009

9 Television There are four approaches for getting an organization’s news and viewpoints on local television. News release Media alert Pitch a story Video news release Copyright © Allyn and Bacon 2009

10 Television cont. An estimated 5,000 VNRs are produced annually in the
United States. A typical 90-second VNR, says one producer, costs a minimum of $20,000 to $50,000 for production and distribution. On average, it takes four to six weeks to script, produce, and distribute a high-quality VNR. The traditional VNR package is like a print media kit, and it has various components that enable the television journalist to produce a television news story. Copyright © Allyn and Bacon 2009

11 Television cont. Video News Releases have come under fire because television stations often use them without source attribution. Watchdog groups have complained that stations using VNR content without telling the viewers about the source is presenting “fake news.” The Public Relations Society of America and the National Association of Broadcast Communicators (NABC) issued a new standard for VNRs to be sent to television stations. Copyright © Allyn and Bacon 2009

12 Television cont. Television stations use PSAs on behalf of governmental agencies, community organizations, and charitable groups. Many of the guidelines for radio PSAs apply television PSAs. PSA’s must be short, to the point, and professionally produced. Both audio and visual elements must be present. Copyright © Allyn and Bacon 2009

13 Television cont. The television equivalent to the radio media tour is the satellite media tour (SMT). Today, the SMT is a staple of the public relations and television industry. Essentially, an SMT is a series of prebooked, one-on-one interviews from a fixed location via satellite with a series of television journalists or talk show hosts. The easiest way to do an SMT is to simply make the spokesperson available for an interview at a designated time. Copyright © Allyn and Bacon 2009

14 Personal Appearances When scheduling a guest on a television program, PR practitioners should be totally familiar with a show’s format and content as well as the type of audience. A checklist to use before booking a spokesperson is below: Is the topic newsworthy? Is the topic timely? Is the information useful to viewers? Does the spokesperson have viewer appeal? Can he/she stay on track and give concise statements? Can he/she refrain from getting too commercial? Copyright © Allyn and Bacon 2009

15 Product Placements Television’s dramas, comedy shows, movies and game shows are all good vehicles for promoting a company’s products and services. Product placements are sometimes called plugs and are often negotiated by product publicists and talent agencies. PR specialists should be alert to opportunities for publicity on television programs and upcoming movies. Often, product placements can be mutually beneficial for the product and the television show producers. Copyright © Allyn and Bacon 2009

16 Product Placements cont.
A logical extension of product placements is convincing popular television programs to write an issue or cause into their plotlines. The flip side of asking scriptwriters to include material is asking them to give a more balanced portrayal of an issue. Another form of product placement is agreements with radio stations to promote a product or event as part of their programming. Copyright © Allyn and Bacon 2009

17 The Web There are more than 6,000 news sites, and the number grows each day. Many Web sites, of course, are extensions of a particular newspaper, magazine, radio or television station, or even television network. Podcasts, blogs and webcasts are all important tools journalists and public relations practitioners use in the digital media process. Copyright © Allyn and Bacon 2009


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