Outline: Electronice Media Relations

Amal El Yahcoubi
Com 4310 Public Relations
Dr. Ibahrine

Chapter10: Electronic Media Relations


I. 24/7 Television News:
In the 21st century, no TV shows dominate American television the way news and talk shows do.
The credit for the rise of television news around the world has been the growth of the Cable News Network (CNN).
The growth of cable television has created enormous new publicity placement posibilities for public relations professionals. Cable Networks offer so called "narrowcasting" opportunities for everyone.

II. Handling Television Interviews:
To be effective on television, executives must accept guidance from public relations professionals on how to act appropriately in front of a camera that never blinks:
1) Do prepare (key of success of broadcast appearance)
2) Do be yourself (interviews should be relaxed)
3) Do be open and honest (credibility must be established early)
4) Do be brief (avoid jargon, do summaries)
5) Do play it straight (don’t look stupid)
6) Do dress for the occasion (no colors or accessories)
7) Don't assume the interviewer is out to get you
8) Don't think everything you say will be araid
9) Don't let the interviewer dominate
10) Don't say "No comment"
11) Do stop

III. Video News Release:
New releases in video form VNR have become standard tools in the practice of public relations. The best VNRs are those that cover breaking news such as a press conference or a new announcement that brodcasters would cover themselves if they had the resources.
Before VNR is attempted, different questions must be considered
what reasonable expectation of a VNR?
How should a VNR be distributed?
Are you out of luck if a VNR doesn’t get picked up?
How important is it to localize a VNR?
what kinds of subject should a VNR treat?

VNR Caveats :
VNRs are not without risks and good ones are expensiveVNR must becreated,produced, packaged and distributed proffesionally.
Before a VNR is created the following questions must be asked:
-is the VRN needed?
-how much time do we have?
-how much do we have to spend to make the VNR effective?
-Is video really the best way to communicate this story?

IV. Satellite Media Tours:
Several steps must be taken to ensure the viability of an SMT:
Defining objectives
Last minute jugglingsatellite time
B-roll: background footage
Availability of deddicated phone lines
Spokespersons briefing
Consider controversy
avoid becoming too commercial

V. Public Service announcements:
Public Service announcements(PSA) is a television or radio commercial, usually 10 to 60 seconds that is broadcasted at no cost to the sponsor.
Users of PSA are: non profit organizations and commercial organizations.
PSAs can be grouped loosely into three categories:
1. public affairs
2. Public Relations
3. Marketing communications

VI. Growth of Talk Radio:
Each week, 15 million people listen to radio, and talk radio listners in about 21 percen more than all others.

Talk radio really emerged in the 1987 repeal of the Fairness doctrine, which opened the door to uninhibited discussion of controversial issues on the radio.
Securing radio Publicity
1) Strong focused message
2) Localization
3) Positive spokespersons
4) Timeliness