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Radio, Television, and the Web

Radio, Television, and the Web. Chapter 15. Broadcasting Reaches Vast Majority of Americans on a Daily Basis. Chapter discusses tactics used by PR personnel when they use radio, television and the web on behalf of their employers and clients. Important to know because:

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Radio, Television, and the Web

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  1. Radio, Television, and the Web Chapter 15

  2. Broadcasting Reaches Vast Majority of Americans on a Daily Basis • Chapter discusses tactics used by PR personnel when they use radio, television and the web on behalf of their employers and clients. Important to know because: • Television reaches a mass audience—150 million viewers daily watch local TV news. Network news reaches another 30 million, and another 34 million people watch regional and national cable news programs. Seventy percent of Americans list local TV news as their No. 1 source of information. • Radio—13,000 U.S. radio stations reach 150 million Americans daily. And each week it is estimated that 94 percent of Americans ages 12 and up listen to radio—a total audience of 223 million. A large part of radio’s listenership are motorists, as Americans spend an average 50 in their cars each workday.

  3. Using Television • PR pros utilize four approaches for getting an organization’s news and viewpoints on local television: • Send a news release • Send a media alert or advisory • phone or email the assignment editor and make a pitch • produce a video news release (VNRs) • Other television options: satellite media tours (SMTs)…arranging or booking personal appearances on television (and radio) news programs, talk shows

  4. TV Personal Appearances • TV and radio stations increasingly operate on round-the-clock schedules and require vast amounts of programming to fill the time available • Savvy PR people can get their people on talk and magazine-style shows • Must be familiar with opportunities out there– with programs and shows locally and nationally– research the formats and contents, the audiences reached • Watch the programs and study their formats

  5. TV Appearances (more) • On network TV, three shows are considered the “Holy Grail” for publicists: NBC’s “Today,” ABC’s “Good Morning America,” and CBS’ “Early Show” • Collectively these shows draw about 14 million viewers between 7 and 9 a.m. every weekday

  6. Local TV and Radio Opportunities • Channel 5 and Channel 2 “Talkback”- style issue-oriented Q&A segments • Channel 4’s “Lowcountry Live” and Channel 5’s “Midday” program • Comcast Cable locally as public affairs and local sports program. • News radio: WTMA and WSC morning and afternoon programs are local-news and talk driven (WMTA is simulcast on Comcast) • Research the hosts and producers • Contact them with guest/topic ideas

  7. Radio Opportunities • While TV has VNRs, radio has ANRs (audio news releases) • Are also prepared based on time– 30 seconds, 60 seconds for example– as opposed to columns inches or words for print • In radio releases, a more conversational style is used, and the emphasis is on strong, short sentences • This allows the announcer to breathe between thoughts and the listener to more easily follow what is being said

  8. Tips for Successful ANRs and VNRs • Topicality—Remember the newsroom maxim: News is about issues that matter to the majority of listeners or viewers • Timeliness– Another newsroom maxim: The favorite word is “now” followed by “today” and then “tomorrow.” The least favorite word is “yesterday” • Localization– Reporters are always seeking a local angle. Maxim: If it’s not local, it’s probably not news • Humanization—show how real people are involved or affected. Maxim: People relate to people- and animals.

  9. Tips (cont’d) • Visual Appeal- Successful VNRs and ANRs provide vibrant, compelling soundbites or video footage that subtly promotes, but also illustrates and explains. Newsroom maxim: Say dog, see dog.

  10. Radio and TV PSAs • Public Service Announcements (PSAs)—these are defined by the FCC as unpaid announcements that promote the programs of government or voluntary (non-profit) agencies or that serve the public interest • As part of their responsibility to serve the public interest, radio and TV stations provide airtime to charitable and civic organizations to make the public aware of and educate them about such topics as heart disease, mental illness, and AIDS

  11. RMTs and SMTs • Radio media tours and satellite media tours are a series of prebooked one-on-one interviews for radio or television from a fixed location (usually a radio or TV studio) via satellite or a network with television or radio journalists, hosts or DJs

  12. The Web • The Web is also a major vehicle for distributing information and reaching millions of people. • Online news sites are increasing, today there are more than 6,000. • A study found that more than 50 percent of the 110 million users of the Internet in the U.S. use this medium as a source of news and information. • MSNBC.com is one of the biggest, reaching 4 million viewers/readers a day, an audience no daily newspaper in the U.S. can match. • PR people must now include the Web in your plans!

  13. Weblogs and Social Networks • Weblogs or blogs have become an integral part of the Internet. These are essentially regularly updated online personal journals with links to items of interest on the Web. • Facebook.com and Myspace.com are forms of blogs popular among young people. • PR pros are starting to pitch stories to Weblogs • Webcasts and streaming video—organizations are increasingly using Webcasts to transmit news conferences and interact with journalists….

  14. Product Placement • More and more accepted today than five/ten years ago • TVs dramas and comedy shows, as well as the film industry, are good vehicles for promoting a company’s products and services • Such product placements or “plugs” are often negotiated by product publicists and talent agencies • “E.T.” is credited with “PPs” coming of age with use of Hershey’s Reese’s Pieces candy (sales skyrocketed!). M&Ms turned down the opportunity– considered a classic marketing mistake! • “The Apprentice” and “American Idol” have been at the forefront of product placement

  15. Issues Placement • A logical extension to product placement is convincing popular TV programs to write an issue or cause into their plotlines • The National Campaign for Teen Pregnancy, for example, works very hard to get the issue of teen pregnancy placed into programming • Cancer, diabetes, drug abuse, alcoholism are among the medical/health issues organizations lobby producers to work into scripts

  16. Other Product Placement Types • Agreements with radio stations to promote a product or event as part of their programming • “10th caller” gets a prize or tickets! • A nonprofit group sponsoring a fund-raising festival/event may arrange for a radio or TV station to cosponsor as part of the station’s own promotional activities • Radio and TV stations have promotions directors who are experts in such activities ###

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