Copyright Copyright © 2001, Prentice Hall, Inc.© 2001, Prentice Hall, Inc.

CHAPTER 15CHAPTER 15

2Copyright ©2001 Prentice Hall, Inc.

Electronic Media’s PunchElectronic Media’s PunchLet’s DiscussLet’s Discuss

50% of Americans get their news from T.V.50% of Americans get their news from T.V.

14% of Americans get their news from radio.14% of Americans get their news from radio.

Over 10% of Americans get their news from Over 10% of Americans get their news from the Internet.the Internet.

3Copyright ©2001 Prentice Hall, Inc.

Television InterviewingTelevision Interviewing

Be PreparedBe Prepared

Be Open & HonestBe Open & Honest

Be Straight ForwardBe Straight Forward

Be YourselfBe Yourself

Be BriefBe Brief

Be Carefully DressedBe Carefully Dressed

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Television InterviewingTelevision Interviewing

Don’t assume the interviewer is hostile

Don’t assume the interviewer is hostile

Don’t let interviewer dominate

Don’t let interviewer dominate

Don’t think all yousay will be aired

Don’t think all yousay will be aired

Don’t say:“No comment”

Don’t say:“No comment”

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Television InterviewingTelevision Interviewing

Don’t keep going and going and going…Don’t keep going and going and going…

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How to How to MEET THE PRESSMEET THE PRESS in a in a crisis:crisis:

Get the facts.Get the facts.

Put the facts on the Web.Put the facts on the Web.

Get the CEO out in front.Get the CEO out in front.

Express shock and sadness.Express shock and sadness.

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QUICK QUIZQUICK QUIZ

What is a What is a VNRVNR??

VVNNRR

VVideoideoNNewsewsRReleaseelease

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QUICK QUIZQUICK QUIZ

What is a What is a B-rollB-roll?? Unedited footage of a breaking news Unedited footage of a breaking news

story…story…

A B-roll includes a written preamble—story summary. T.V. stations assemble their stories from this, using appropriate VNR footage.

A B-roll includes a written preamble—story summary. T.V. stations assemble their stories from this, using appropriate VNR footage.

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QUICK QUIZQUICK QUIZ

What is an What is an Evergreen VNREvergreen VNR??

Stories without a Stories without a breaking news anglebreaking news angle

Timeless contentTimeless content

Usually, T.V. stations Usually, T.V. stations keep these on filekeep these on fileVNRVNR

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1.1. What do we expect of What do we expect of the VNR?the VNR?

2.2. How should we How should we distribute it?distribute it?

3.3. What if the VNR What if the VNR doesn’t get picked up?doesn’t get picked up?

4.4. Should we localize the Should we localize the VNR?VNR?

5.5. Which stations will use Which stations will use the VNR?the VNR?

Things to Consider Things to Consider BEFOREBEFORE Starting a VNR ProductionStarting a VNR ProductionThings to Consider Things to Consider BEFOREBEFORE Starting a VNR ProductionStarting a VNR Production

6.6. What makes a good What makes a good VNR?VNR?

7.7. What subjects should What subjects should we include?we include?

8.8. When is a VNR not When is a VNR not appropriate?appropriate?

9.9. How much does a How much does a typical VNR cost?typical VNR cost?

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QUICK QUIZQUICK QUIZ

What is an What is an SMTSMT??

A series of preset A series of preset interviewsinterviews

Conducted via Conducted via satellitesatellite

SSMMTT

SSatelliteatelliteMMediaediaTTourour

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Satellite Media ToursSatellite Media ToursLet’s DiscussLet’s Discuss

Successful SMTs contain these elements:Successful SMTs contain these elements:

Non-Commercial content Availability ofdedicated phones

Last-minute preparation efforts

Credible Spokespeople

Satellite time Objectives

Pitching B-roll

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Let’s DiscussLet’s Discuss

PPSSAA

PPublicublicSServiceerviceAAnnouncementsnnouncements

T.V. or radio commercialsT.V. or radio commercials

Usually 10-60 seconds longUsually 10-60 seconds long

Used frequently by non-profitsUsed frequently by non-profits

Written in punchy styleWritten in punchy style

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QUICK QUIZQUICK QUIZ

Which Which PSAs PSAs do stations do stations choose?choose? The ones with credible sponsorshipThe ones with credible sponsorship

The ones with The ones with messages that relate messages that relate to the communityto the community

The well-designed The well-designed and attractive ones and attractive ones

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QUICK QUIZQUICK QUIZ

Why use Why use Video ConferencesVideo Conferences??

They connect They connect people over short people over short or long distancesor long distances

They’re adaptable They’re adaptable to external or to external or

internal publics internal publics

They’re They’re instantaneousinstantaneous

They can be They can be informative or informative or motivationalmotivational

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Things to Consider When Things to Consider When Planning a Video ConferencePlanning a Video ConferenceThings to Consider When Things to Consider When Planning a Video ConferencePlanning a Video Conference

VisualsVisuals InteractivityInteractivityOrigination Site

Origination Site

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QUICK QUIZQUICK QUIZ

Why has Why has RADIO RADIO re-emerged in re-emerged in popularity?popularity?

More Americans are More Americans are working from homeworking from home

More Americans More Americans are commutingare commuting

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QUICK QUIZQUICK QUIZ

Why has Why has RADIO RADIO re-emerged in re-emerged in popularity?popularity?

Radio offers variety:Radio offers variety: All-talk showsAll-talk shows All-news showsAll-news shows All-sports showsAll-sports shows

and more!and more!

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Present strong, focused message

Use thelocal angle

Deliver in a timely manner

Use positive spokespeople

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Have you heard about …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: http://www.ananova.com/index.html [accessed June 24, 2000]

The World’s First Virtual Newscaster

The World’s First Virtual Newscaster

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Public Relations & Electronic MediaPublic Relations & Electronic Media

Let’s DiscussLet’s 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?

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Why should ALL public relations students watch 60 Minutes every Sunday night?

Why should ALL public relations students watch 60 Minutes every Sunday night?