Chapter 15: Radio, Television, & the Web

Here are some notes from Chapter 15 of Public Relations: Strategies & Tactics (9th Edition):

  • Radio and television are important because they reach the “vast majority” of the American public on a day-to-day basis.
  • Some guidelines from the Broadcast News Network on how to write a radio news release include:  Timing your story by reading it out loud (slowly), getting your message across using the smallest amount of words and facts possible, using simple words in your release, and saying what you want and need to say right away.
  • The four approaches for getting an organization’s news and viewpoints on local television stations are (1) send the same news release that the local print media receive, (2) a media alert or advisory informing the assignment editor about a specific event or occasion that could use video coverage, (3) to phone or e-mail the assignment editor and make a pitch for a specific story, and (4) produce a video news release package.
  • A few “do’s” of satellite media tours are (1) get news stations involved by sending them items that will help them perform and promote the interview, (2) be clear in your pitch, and (3) respect producers when they do not immediately accept your pitch.
  • A few “don’ts” of satellite media tours are (1) don’t be dishonest with the producers you pitch your SMT to, (2) don’t pitch your SMT to more than one producer at the same station, and (3) surprise the producer.
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Filed under COMM 2322, Reading Notes: Comm 2322

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