Chapter15 APR 231 Notes
Chapter15 APR 231 Notes APR 231
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This 4 page Class Notes was uploaded by Courtney Small on Thursday March 24, 2016. The Class Notes belongs to APR 231 at University of Alabama - Tuscaloosa taught by William J. Gozenbach in Fall 2015. Since its upload, it has received 14 views. For similar materials see Intro public relations in Advertising at University of Alabama - Tuscaloosa.
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Date Created: 03/24/16
Chapter 15: Radio and Television Thursday, March 24, 2016 Reach of Radio • 13,750 radios stations, 10,000 commercial • Reaches 92% of US population daily • Over 12 in US, average 2.5 hours a day Reach of TV • 1600 TV stations, 1200 commercial • Reaches 95% of US population daily • In U.S., people average 4.9 hours a day Radio and TV Thrive • Content has extended to other digital platforms • Generate larger audiences for single events than other media • Passive activity, not much effort Radio • Audio News Release • Radio PSAs • Radio Media Tours Audio News Release • Differ from print release • Written for the ear • More concise and to the o point :60 sec=125 words • Writing style: more conversational Audio News Release • ANR • 2 Forms • Actuality: announcer tape • Soundbite version: announcer and soundbite (Quote) • Length: :60 seconds • Strauss Media Strategies, KEF Media ANR: Production, Delivery, Use • Telephone, CD, MP3, Web; even radio networks (ABC or CNN radio) • 75% news directors prefer phone, especially for late breaking • Use o Relatively inexpensive o Segment: Cision, Burrelles o Use due to cost-‐saving issues o Like regional, health, finance o Timeliness o Localization o Humanization o Visual appeal: illustrate, explain; help “see” o Audio News Release Example Radio PSA • Non-‐profit • Good return • Uppercase • Times: :10, :15, :20, :30, :60 • Add sound • Delivery: Mail script, CD, 800 number download, web download • Like local, children; little prime time Radio PSA • For 60-‐space line: • 2 lines=10 seconds (25 words) • 5 lines=20 seconds (45 words • 8 lines=30 seconds (65 words) • 16 lines=60 seconds (125 words) Radio Media Tours • RMT • Central location for source; phone hook-‐up • Publicist book time with station • Low cost, convenience • Know shows, research; know past guests • Timing: consider audience, time of day Television • TV version of press release • Video News Release • PSA • Satellite Media Tours • Guest Appearances • Product/Issue Placement • Approaches o Send release o Media alert/advisory o Phone, e-‐mail o VNR and SMT TV Release • Send release • Media alert/advisory • Phone, e-‐mail followup TV VNR • :90 typical • $20K-‐$50K • Not for minor stories • Sell client, subtle • Format o Script: video, audio VNR Production • Enlist pros: writing, video, audio, talent, delivery • News footage look • No superimpose • No stand-‐up reporter • Local angle if possible • Good graphics, animation a plus • V0 track, SOT Track • News, Evergreen VNR Delivery • Include B-‐roll (video shots; sound bites • Advisory sheet • Primarily satellite delivery; MediaLink • Walmart VNR • Canada Healthy Kids VNR Use • Heavy use • End of news, fill in • Cost savings: 1 of 12 minutes • Average good VNR: 40-‐50/ stations, 2-‐3 million viewers • Script: p. 403 The New Trend: B-‐Roll Package • 70% news directors want B-‐roll attached, make own VNR • Issue of “fake news” • 2-‐3 minutes of relevant visuals to show; sound bites • B-‐Roll National Bed Month TV PSA • Like radio • Average station: 137 a week • Short, to the point, professionally produced • Slide, VO; More complex video • Talking head • Produced version, storyboard • Brain PSA Satellite Media Tours • SMT • Like radio, source at central location • 85% of TV stations use • Arrange feed time • Location ideas: Ex. new hotel/casino • Also news feeds: video, soundbites; satellite or podcast delivery ex. Christie’s • SMT Examples • Segments on News Programs: Ex. B-‐M/Purdue Pharma insomnia meds Guest/Personal Appearances • TV or/and radio • Pitch call, letter: do as they want • Not news dept., producers, talent coordinator, booker • Know show: Cision, watch • Prepared, Concise, Relaxed • 3-‐4 week lead Personal Appearances • Talk Shows o 4,000 radio o 20 national TV syndicated o Local shows: morning, lunch o Magazines: 3-‐10 minute, ex. 60 Minutes Material: Booker Pitching • Newsworthy • Timely • Useful • Viewer appeal • Spokesperson talent • Not too commercial TV Interviews • Do prepare • Gestures, eye contact • Body positioning • Be yourself, open, brief, honest • Play it straight, watch humor • Dress for occasion • Holes in head • Don’t look at the monitor TV Interviews • Taped: All won't be aired • Don't be defensive • Don't say no comment • Do stop Product Placements • ET: Reese’s Pieces: Place product in show o Place in movies, TV: Fee o Game shows; Prizes, give-‐away; Price is Right o In-‐kind: use hotel for mention • Issue placements: ex. teen pregnancy, drinking/driving • Radio: DJs: Interviews, placement • Other video placement Ex. YouTubeShare a Coke
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