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