24/7 television news
a. after the terrorist attacks on
b. The credit for the rise of television news around the world has been the growth of the Cable News Network (CNN), the brainchild of controversial entrepreneur Ted Turner.
c. The “dumbing down” of the television news has put added pressure on public relations people to deal cautiously when contemplating coverage of the organizations they represent.
Handling television interviews
a. Do prepare
b. Do be yourself
c. Do be open and honest
d. Do be brief
e. Do play it straight
f. Do dress for the occasion
g. Don’t assume the interviewer is out to get you
h. Don’t think everything you say will be aired
i. Don’t let interviewer dominate
j. Don’t say “no comment”
k. Do stop
Video News Releases
a. The best VNRs are those that cover breaking news: a pres conference or news announcement that broadcasters would cover themselves if they had the resources.
b. Without breaking news angle, VNRs are delivered by cassette to broadcasters and are more timeless in terms of content
c. Before a VNR is attempted ask these questions:
i. What is reasonable expectation of a VNR?
ii. How should a VNR be distributed?
iii. Are you out of luck if a VNR doesn’t get picked up?
iv. How important is it to localize a VNR?
v. Do al stations use VNRs?
vi. What makes a good VNR?
vii. What kind if subjects should VNR treat?
viii. When is a VNR not appropriate?
ix. How much should a VNR cost?
d. VNR= fake news, PR just fake it mentality, covert propaganda
e. The fact remains that if an organization has a dramatic and visual story, using VNR properly labeled may be most effective and compelling way to convey its message to millions of people.
IV. Sattelite Media tours
a. Definition: series of preset, direct, live interviews, conducted via sattelite, between an organization’s spokesperson and television station personalities across the nation or around the world.
b. SMT originates with a subject speaking from one location, who is then whisked electronically from station where he or she enjoys on air, one on one discussion.
c. With or without a celebrity a successful SMT relies on the immediate relevance of an organization’s issue and message
i. Defining objectives
ii. Pitching the SMT
iii. Last-minute juggling
iv. Sattelite time
v. B-roll: background footage
vi. Availability of dedicated phone lines
vii. Spokespersons briefing
viii. Consider controversy
ix. Avoid becoming too commercial
Public Service Announcements
a. Definition: television or adio commercial, usually 10 or 60 seconds long, that is broadcast at no cost to the sponsor.
b. The spread of local cable television stations has expanded the opportunity for placing PSA on the air
c. Because broadcast and cable station survive on advertising and PSA are free, precious little time is devoted to them.
d. Public affairs: information for environmental or public policy issues
e. Public relations: information about free of charge government, association, ot corporate services
f. Marcom: information about safety, health, or lifestyle issues within a context that allows brand identification and even promotion of products and services in a generic way.
g. Three primary criteria in determining which PSA make the aire
i. Sponsorship
ii. Relevance of the message to the community
iii. Message design
Growth of Talk Radio
a. With many downsized and outsized American working from home and many others on the road, the radio has retuned as a primary communication medium
b. Part of the appeal of talk radio is that it offers almost every shade of opinion. It’s unfiltered → there is no reporter interceding between the listener and the speaker
c. Purer than other methods
d. Securing radio publicity
i. Radio is effective for PR people because of the sheer number of radio outlets in the
ii. Penetrating the radio market
1. String focused message
2. Localization
3. Timeliness
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