copyright © 2001, prentice hall, inc. chapter 15
TRANSCRIPT
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
4Copyright ©2001 Prentice Hall, Inc.
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”
5Copyright ©2001 Prentice Hall, Inc.
Television InterviewingTelevision Interviewing
Don’t keep going and going and going…Don’t keep going and going and going…
6Copyright ©2001 Prentice Hall, Inc.
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.
7Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZQUICK QUIZ
What is a What is a VNRVNR??
VVNNRR
VVideoideoNNewsewsRReleaseelease
8Copyright ©2001 Prentice Hall, Inc.
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.
9Copyright ©2001 Prentice Hall, Inc.
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
10Copyright ©2001 Prentice Hall, Inc.
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?
11Copyright ©2001 Prentice Hall, Inc.
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
12Copyright ©2001 Prentice Hall, Inc.
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
13Copyright ©2001 Prentice Hall, Inc.
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
14Copyright ©2001 Prentice Hall, Inc.
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
15Copyright ©2001 Prentice Hall, Inc.
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
16Copyright ©2001 Prentice Hall, Inc.
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
17Copyright ©2001 Prentice Hall, Inc.
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
18Copyright ©2001 Prentice Hall, Inc.
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!
19Copyright ©2001 Prentice Hall, Inc.
Present strong, focused message
Use thelocal angle
Deliver in a timely manner
Use positive spokespeople
20Copyright ©2001 Prentice Hall, Inc.
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
21Copyright ©2001 Prentice Hall, Inc.
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?
22Copyright ©2001 Prentice Hall, Inc.
Why should ALL public relations students watch 60 Minutes every Sunday night?
Why should ALL public relations students watch 60 Minutes every Sunday night?