CHAPTER 15
Copyright © 2001, Prentice Hall, Inc.
Let’s Discuss
Electronic Media’s Punch

50% of Americans get their news from T.V.

14% of Americans get their news from radio.

Over 10% of Americans get their news from
the Internet.
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2
Television Interviewing
Be Prepared
Be Yourself
Be Open & Honest
Be Brief
Be Straight Forward
Be Carefully Dressed
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3
Television Interviewing
Don’t assume the
interviewer is hostile
Don’t think all you
say will be aired
Don’t let interviewer
dominate
Don’t say:
“No comment”
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4
Television Interviewing
Don’t keep going and going and going…
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5
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.
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6
QUICK QUIZ
What is a VNR?
Video
V
N
News
R
Release
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QUICK QUIZ
What is a B-roll?

Unedited footage of a breaking news
story…
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 QUIZ
What is an Evergreen VNR?
VNR
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
Stories without a
breaking news angle

Timeless content

Usually, T.V. stations
keep these on file
9
Things to Consider BEFORE
Starting a VNR Production
1. What do we expect of
2.
3.
4.
5.
6. What makes a good
the VNR?
VNR?
How should we
7. What subjects should
distribute it?
we include?
What if the VNR
8. When is a VNR not
doesn’t get picked up?
appropriate?
Should we localize the 9. How much does a
VNR?
typical VNR cost?
Which stations will use
the VNR?
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10
QUICK QUIZ
What is an SMT?
Satellite
S
M
Media
T
Tour
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
A series of preset
interviews

Conducted via
satellite
11
Let’s Discuss
Satellite Media Tours
Successful SMTs contain these elements:
Pitching
Satellite time
Last-minute
preparation efforts
Non-Commercial content
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B-roll
Objectives
Credible
Spokespeople
Availability of
dedicated phones
12
Let’s Discuss
P
Public
S
Service
A
Announcements
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
T.V. or radio commercials

Usually 10-60 seconds long

Used frequently by non-profits

Written in punchy style
13
QUICK QUIZ
Which PSAs do stations
choose?

The ones with credible sponsorship

The ones with
messages that relate
to the community

The well-designed
and attractive ones
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14
QUICK QUIZ
Why use Video Conferences?
They connect
people over short
or long distances
They’re adaptable
to external or
internal publics
They can be
informative or
motivational
They’re
instantaneous
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Things to Consider When
Planning a Video Conference
Origination
Site
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Visuals
Interactivity
16
QUICK QUIZ
Why has RADIO re-emerged in
popularity?
More Americans are
working from home
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More Americans
are commuting
17
QUICK QUIZ
Why has RADIO re-emerged in
popularity?
Radio offers variety:

All-talk shows

All-news shows

All-sports shows
and more!
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Use positive
spokespeople
Present
strong,
focused
message
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Use the
local angle
Deliver in a
timely manner
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Have you heard about …
The World’s
First Virtual
Newscaster
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]
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20
Let’s Discuss
Public Relations & Electronic Media
How have public relations people benefited from
the growth of cable television?
How has video changed
the definition of news?
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Why is talk
radio more
important to
public relations
professionals
today?
21
Why should ALL public relations
students watch 60 Minutes every
Sunday night?
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