Electronic Media RelationsChapter 10
Electronic Media Relations
“Most Americans still spend more hours in front of a television set than occupied by any other communications medium.”
It is changing:Americans are provided with a continuous loop of information
Specialized cable networks (FOOD network, ESPN, etc.) stream media non stop.
Talk Radio is becoming a huge political and social force.
Topics
Handling Television Interviews
The Video News Release
Satellite Media Tours
Public Service Announcements
The Growth of Talk Radio
Conclusion / Case Study / Talking Points
Handling Television Interviews
DO
Prepare
Be yourself
Be open and honest
Be brief
Play it straight
Dress for the occasion
Stop
DO NOT
Assume the interviewer is out to get you
Think everything you say will be aired
Let the interviewer dominate
Say “No Comment”
How to be effective on television:
Video News Release
1. What are the reasonable expectations of a VNR?
2. How should it be distributed?
3. What if it doesn't get picked up?
4. Is it important to localize?
5. Do all stations use VNRs?
6. What makes a good VNR?
7. What subjects are appropriate / which are not?
8. How much does it cost?
What is it?What to consider?
Satellite Media Tours
1.Defining objectives
2.Pitching the SMT
3.Last minute juggling
4.Satellite time
5.B-roll
6.Availability of dedicated phone lines
7.Spokespersons briefing
8.Consider controversy
9.Avoid becoming too commercial
What is it?What to consider?
Public Service Announcements
Public Affairs
Public Relations
Marketing Communications
Three Categories:
Talk Radio A Little History Stats and Figures
Four (4) Aspects must be considered to penetrate the radio market:
A Strong, Focused Message Localization Positive Spokespersons
Timeliness
Conclusion
“Advances in technology are opening the door to a new breed of public relations”
Cable is continuing to take the lead over networks.
The internet is providing yet another medium for people to get there news.
Conclusion
All of this adds the need for public relations professionals to master electronic media.
Case Study
The Yes Men - A Red Faced BBC
Talking Points
60 Minutes and the American Bankers Association
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