PR 317: Ch. 9

Summary of Talk Shows and Product Placement -

- A good, persuasive query or pitch is used to get placements on news programs and talk shows. - Talk and magazine shows offer numerous opportunities for reaching mass and specialized audiences. - Product placements are a cost-effective strategy.

How to Produce a Good Video -

Pre- Production : - USE AN OUTLINE. Don't just point and shoot. You should have a good idea of what you want to show or say and its proper sequence. - INTERVIEW A VARIETY OF PEOPLE. Employees get tired of seeing the CEO all the time. Plan to use a diverse group of your workforce in terms of gender, age, race, departments, and salary levels. Production : - USE EXTRA LIGHTING. Don't just rely on room lights. It's better to invest in a small LED video light that will throw color-balanced light onto your subject at close range. - USE A MAKE-UP ARTIST. HD cameras intensify skin color and highlight imperfections, so production quality can be enhanced by paying attention to cosmetics. - USE A GOOD MICROPHONE. Internal mics on most cameras don't produce good-quality sound, which is important. Use external clip-on mics, which are cheap and more effective. For more sophisticated recording, learn how to record separate sound with a digital audio recorder and then sync it with the video during the editing process. - USE A TRIPOD. Pans and zooms are smoother if the camera is anchored to the floor. The handheld approach causes too many shaky images. Keep the camera at eye-level. - AVOID THE TALKING HEAD. A good video should show the topic of the video, whether it's a new machine, an event, or a group of employees in a work group. Showing just the interviewee's face is boring. Podcasts are more appropriate for talking-head audio and video interviews. Post- Production : - NEVER POST RAW VIDEO. Edit your footage to ensure relevance, continuity, and length. Use production techniques such as color correction to improve the quality. - KEEP VIDEOS TO 3 MINUTES. The industry standard is that people will not engage longer than 3 minutes. People will watch a video even longer, however, if it's entertaining and has value. - MULTIPLY YOUR DISTRIBUTION. Post on the organization's website, YouTube, and Facebook, and post links via Twitter. Distribute to key bloggers. Post excerpts on Vimeo, Vine, and Instagram. Make video versions adapted to viewing on mobile devices.

Online Video -

- Although television still accounts for more hours of viewing on a daily basis (5 hours), online video produced and distributed by any number of organizations is steadily increasing in viewership and influence. ex. The Wall Street Journal, for example, reported in early 2014 that Americans are now watching about 25 minutes of video daily, which has doubled over the past 4 years. ex. Cisco estimates that online video will increase to 56 percent of Internet traffic by 2017. ex. In 2014, Netflix alone accounted for 28 percent of peak Internet traffic, while YouTube accounted for almost 17 percent. - Online video has several advantages over traditional television and cable networks. 1) One is that the content is categorized as "owned" media, which means that organizations control the content and distribution. - Unlike VNRs or B-rolls that are selected and edited by media gatekeepers such as radio and television news directors, a video can be posted on an organization's website or on YouTube without any outside intervention. ex. It's another example of the axiom that every organization is now a publisher. 2) Another advantage of online video is that it enjoys longevity. - Placement on radio or television is only short-term and part of a news cycle. - Online video, on the other hand, can be available on a website or YouTube for weeks or even months. - Video is particularly popular on social networks. - In one study, online video was second only to photos in terms of driving the most engagement and sharing on social networks. - Another study found that 90 percent of online shoppers said they found videos helpful in making purchase decisions. - In addition to YouTube, video clips can also be posted on Vimeo, Vine, Instagram, and other social media platforms. - The result is organizations embracing online video in a big way. ex. Intel, for example, has a library of about 2,700 videos posted on its YouTube channel, where customers and others can search for interesting footage. - Most of the videos are 4 to 6 minutes long and are part of its visual life campaign showing how Intel helps people. - One 6-minute video featured two Chinese wedding photographers. ex. On Harley-Davidson's YouTube channel, a video details the brand devotion of the Latino bikers who call themselves "Harlistas." ex. Meanwhile, on the channel for the U.S. Navy Seals, you can learn how to tone your body through a Navy SEAL workout. - Many organizations are now producing online videos of 2 to 6 minutes that feature human-interest stories about their brand, activities, and projects. - The key to a successful video is to make sure that it tells an interesting story and doesn't become just another ad. - That calls for a lot of creativity. ex. Disney Parks, for example, got high viewership by showing footage of a visit by Darth Vader, who rides in a teacup, visits Cinderella's castle, and complains about his inability to get into a "Star Wars" theme ride. ex. Hyundai used some "dudes" who find a magic wand and conjure up a car for a wild night on the town. - Amy Paquette, senior manager of global social media strategy for Cisco, says it best: "The broader goal of the YouTube portal remains telling the company's stories, not just promoting it."

Audio News Releases -

- Another approach, however, is to provide an audio recording of a news release or feature to the station. - An audio news release, commonly called an ANR, can take two forms. Audio News Release - news release distributed to radio stations via CD, Telephone, or website. 1) One simple approach is to hire a person with a good radio voice to record the entire announcement; he or she may or may not be identified by name. - This, in the trade, is called an actuality. 2) The second approach is a bit more complex, but relatively easy to do. In this instance, you use an announcer but also include a soundbite from a satisfied customer, a celebrity, or a company spokesperson. - This approach is better than a straight announcement because the message comes from a "real person" rather than a nameless announcer. - These combination announcements are also more acceptable to stations because local staff can elect to use the whole recorded announcement or take the role of announcer and use just the soundbite. USE - - The use of audio news releases is increasingly popular with radio stations because of cost-cutting and staff cuts. - Jack Trammell, president of VNR-1 Communications, conducted a survey of radio stations and found that 83 percent of the newsrooms use radio news releases. - Thirty-four percent say RNRs give them ideas for local stories. - The editors look for regional interest (34 percent), health information (23 percent), and financial news (11 percent). - They also like tech stories, business trends, children's issues, politics, seasonal stories, agriculture, and local interest issues. - Most distribution firms also monitor usage of ANRs and other mentions of a client on radio and television talk shows and news programs. - Thanks to sophisticated software monitoring programs, they can compile a detailed report within 24 hours of something being aired. - By using estimated audience figures from Nielsen Audio (formerly Arbitron) ratings, public relations professionals can then calculate how many listeners were exposed to the message. FORMAT - - The preferred length for an ANR is 60 seconds, including a soundbite of 20 seconds or less. - It is advisable to accompany any sound content with a complete script of the tape. - This enables the news director to judge the value of the recording without listening to it. - The guidelines for formatting an ANR script are the same as for a radio news release script, with one difference: the text read by the announcer and the text of the soundbite are distinguished by identifying each speaker. - You can preface each paragraph with "(ANNOUNCER)" or the name of the person providing the soundbite, accordingly. ex. For example, an announcer may introduce a soundbite from a company spokesperson with, "JOHN DOE OF TOYS INC. EXPLAINS." - In the script, the text of the following soundbite would then begin with the label "(JOHN DOE)." TONE - - Another consideration is matching the tone of the script to the nature of the subject. ex. An ANR promoting a fun and oddball event, such as Hidden Valley Ranch's "World's Longest Salad Bar" event in New York City's Central Park, is written in a somewhat breezy manner. - Organizations announcing new products, however, tend to be more low-key and play it straight. - The American Psychological Association (APA), for example, used ANRs to highlight the various topics of research papers at its annual convention. - About 25 researchers were selected to give soundbites on topics that would be of interest to the general public. - Topics included stopping brain cell loss, violence in video games, differences between men and women, high school hazing, substance abuse, and childhood mental health. - The ANRs were targeted to news talk and adult consumer stations, and they reached an audience of more than 20 million listeners on a budget of only $10,000. PRODUCTION - - Every ANR starts with a carefully written and accurately timed script. - The next step is to record the spoken words. - In doing this, it is imperative to control the quality of the sound. - A few large organizations have complete facilities for this; some get help from moonlighting station employees, but most organizations use a professional recording service. - Either way, producing ANRs is somewhat of a bargain compared to producing materials for television. ex. Ford, for example, spent $3,500 for a news release on battery recycling as part of Earth Day festivities. It got 624 broadcasts and reached more than 5 million people with the message. The production of a video news release (VNR), in comparison, probably would have cost about $20,000. DELIVERY - - Once the ANR has been produced, the public relations professional must notify the station's news department that an ANR is available. - You need to give the subject of the release and tell editors how to retrieve it - VNR-1 Communications, in a survey of 305 news-talk stations, found that almost 75 percent of respondents preferred to receive email notification about ANRs. - Despite the cost effectiveness, you should still be selective and notify only stations that have an interest in using such material. - Radio releases, like news releases, should not be shotgunned to every radio station. - In terms of actually receiving the ANR, a DWJ Television survey found that the same percentage of the radio news directors preferred to receive actualities by phone. Actuality - a recorded statement by an identified person used in radio News Cast. - An organization can set up a dedicated phone line that has recordings of various news releases or it can contract with an organization such as Strauss Radio Strategies, which will set up and maintain an actuality line for its clients. - Another method of delivery is via satellite or the Internet. ex. Strauss Radio Strategies, for example, also has the ability to deliver an ANR to more than 3,000 ABC-affiliated radio stations throughout the United States via a satellite network. - A CD can also be mailed to stations, along with a script, but this only works if the "news" is not particularly time sensitive.

Producing Online Videos -

- Major organizations hire teams of writers, graphic artists, and videographers to manage their YouTube presence and do such tasks as filming, editing, tagging, promoting, and uploading. - Smaller organizations, lacking such staffs, often outsource video projects to production companies. - Not all videos, however, require professional videographers and costly production. - Today's generation records videos on smartphones and compact camcorders that are often uploaded to company intranets as part of an organization's employee communications strategy.

Talk Shows -

- Radio and television talk shows have been a staple of broadcasting for many years. ex. KABC in Los Angeles started the trend in 1960, when it became the first radio station in the country to convert to an all-news-and-talk format. Today, more than 1,100 radio stations have adopted the format. - Other stations, of course, also include talk shows as part of their programming. - In fact, it is estimated that there are now more than 5,000 radio talk shows in the United States. - The same growth rate applies to television. ex. Seven years after KABC started the talk show format, Phil Donahue began his TV talk show. - Today, there are multiple nationally syndicated talk shows and a countless number of locally produced shows. - Until mid-2011, when the Oprah Winfrey Show ended, it attracted a daily audience of about 8 million. - On the network level, three shows are the Holy Grail for publicists: NBC's Today, ABC's Good Morning America, and CBS's Early Show. - Collectively, these three shows draw about 14 million viewers between 7 a.m. and 9 a.m. every weekday. - As PRWeek says, "there's simply no better way to hit millions of consumers in one shot." ADVANTAGES - - The advantage of these talk shows is the opportunity to tell your views directly to the American public without the filter of journalists and editors interpreting and deciding what is newsworthy. - Another advantage is the opportunity to be on the air for longer than the traditional 15-second soundbite in a news program. - You may never have the opportunity to book a guest on the Today show, but you should be aware of such shows and their ability to reach large audiences. - Talk shows and public affairs programs on local radio and television stations, as well as a proliferation of cable channels, provide excellent placement opportunities for organizational spokespersons talking on any number of topics. - When thinking about placement on a radio or television talk show, remember that your topic and spokesperson should be a good match for the show's format and audience. - Depending on the situation, an appearance on a particular show may or may not be worth pursuing. - After you have done your homework on the format of the desired talk show, contact the show's producer or associate producer. - If it is a network or nationally syndicated show, the contact person may be the "talent coordinator" or "talent executive." - Whatever the title, these people are known in the broadcasting industry as bookers because they are responsible for booking a constant supply of timely guests for a show. - You can place a phone call briefly outlining the qualifications of your proposed speaker and why the person would be a timely guest, or you can send an email to convince the producer to book the guest. - In general, talk shows book guests 3-4 weeks ahead of time. - Unless a topic or a person is extremely timely or controversial, it is rare for a booking to occur on 1 or 2 days' notice. - Keep this in mind as you plan talk show appearances as part of an overall public relations plan. - In many cases, the booker will ask for video clips of the spokesperson on previous TV shows and even newspaper clips relating to past interviews. - Remember, the more you know about the format and the audience of the show, the better you can tailor a persuasive pitch. - It's also important to be honest about your spokesperson's expertise and personality. - According to Marsha Friedman of Event Management Services in Clearwater, Florida, which specializes in booking guests, talk show producers complain that guests often bear little resemblance to their publicist's pitch. - Barbara Hoffman, producer of Doctor to Doctor, told O'Dwyer's PR Newsletter that the best pitches come from publicists whose "clients are always exactly what they say they are, always prepared, interesting, on time, and always have something unusual or cutting edge to offer my program." - On occasion, it's possible that a local television station will let you create your own talk show. ex. Rex Healthcare did just that in Raleigh, North Carolina, by creating a monthly medical call-in TV show titled Rex on Call. The show, which featured doctors and medical researchers as guests, had a mix of health advice and took "house calls" from interested viewers. - Additional viewers were reached through archived Web episodes available on the company's website.

Video Public Service Announcements -

- Television stations, like radio stations, broadcast public service announcements (PSAs) on behalf of governmental agencies, community organizations, and charitable groups as a public service. - In fact, a survey by News Broadcast Network found that the typical TV station runs an average of 137 PSAs per week as part of its commitment to public service. - Most PSAs, however, are broadcast in non-prime-time hours such as late evening or the early morning hours when the station has fewer paid commercial ads. - Many of the guidelines for radio PSAs, which were discussed previously, apply to television PSAs. - They must be short, to the point, and professionally produced. - Television is different, however, in that both audio and visual elements must be present. - Thus, the soundbites or actualities must have someone with not only a good voice, but also an attractive appearance. As a result, many television PSAs use a well-recognized celebrity or spokesperson. ex. The White House Task Force to Protect Students from Sexual Assault stacked the "1 is 2 Many" PSA with celebrities such as Daniel Craig, Seth Meyers, Steve Carrell, and Benicio Del Toro. Del Toro tells viewers, "If she doesn't consent—or if she can't consent—it's rape, it's assault, it's a crime, it's wrong." ex. Toyota, in partnership with the National Audubon Society, also used Modern Family star Nolan Gould and actress Danielle Soibelman to share helpful hints on how to clean up after yourself at the seashore. Instead of delivering the info straight, they presented suggestions through the lens of a budding teen romance. ex. North American Precis Syndicate (NAPS) distributed a 60-second PSA on behalf of Ronald McDonald House Charities, using former model Cindy Crawford. - Some PSAs get considerable airtime. ex. A series of PSAs on anxiety disorders got more than 100,000 airplays. ex. A Salvation Army PSA series reached more than 43 million Americans. ex. The National Organization on Fetal Alcohol Syndrome (NOFAS) reported a 400 percent increase in calls to its hotline in the 2-3 days following a PSA featuring TV star Laura San Giacomo. - The Internet, of course, has opened up new opportunities for video PSAs. - The Ad Council, which produces many PSAs on behalf of national and international charitable organizations, also posts them on more than a dozen new media streams. - An Ad Council PSA, featuring Mark Zupan, a member of the U.S. Paralympic rugby team, received 700 television airings, as well as 6,500 YouTube views.

Product Placement -

- Television's dramatic and comedy shows, as well as the film industry, are good vehicles for promoting a company's products and services. - It is not a coincidence that the hero of a detective series drives a Lexus sports coupe or that a United Airlines plane is shown taking off or landing. - Such product tie-ins to a show, also called plugs or plants, are often negotiated by product publicists and talent agencies. - This is really nothing new. - IPRA Frontline reports, "In the early 1900s, Henry Ford had an affinity for Hollywood and perhaps it is no coincidence that his Model T's were the predominant vehicle appearing in pictures of that era." - The current popularity of product placements, however, is due to the success of placements in E.T. and the James Bond film series: E.T. - Product placements came of age with the movie E.T. back in the early 1980s. The story goes that M&M Candies made a classic marketing mistake by not allowing the film to use M&Ms as the prominently displayed trail of candy that the young hero used to lure his big-eyed friend home. Instead, Hershey's Reese's Pieces jumped at the chance, and the rest is history. Sales of Reese's Pieces skyrocketed, and even today, Reese's Pieces and E.T. remain linked in popular culture. JAMES BOND - Another milestone in product placement was the James Bond films in the 1990s. Agent 007 got behind the wheel of a BMW, used a Visa card, wore an Omega watch, talked to M on an Ericsson cell phone, and drank Smirnoff vodka (shaken, not stirred). Since then, product placements in television programs and films have mushroomed into a $6.25 billion worldwide industry, with U.S. spending accounting for about half of this amount. - Clothing manufacturers and retailers are particularly active in product placements because studies show that today's young people get most of their fashion ideas from watching television shows. ex. This is why upscale retailers were eager, and paid large fees, for the main characters in Sex in the City to be seen using their clothes, handbags, jewelry, and shoes. ex. Coca-Cola, of course, has long been associated with American Idol, to the point that the backdrop is Coca-Cola red and all the judges sip Coke from branded cups. ex. Apple has been especially prolific in product placement. Its products have appeared in more than a third of all number one films at the box office for the past 10 years. - Many major brands pay millions of dollars to have their branded products in a high-profile television series or a major film, but not all product placements are in that league. - A low-profile item such as a bottle of wine or a bag of chips in a scene may only cost samples of the product to the production crew and actors for daily use or for a party. - Hotels and resorts also garner exposure in location scenes if they are willing to feed the crew and provide complimentary rooms.

Satellite Media Tours -

- The television equivalent of the radio media tour (RMT) is the satellite media tour (SMT). - This is essentially a series of prebooked, one-on-one interviews from a fixed location via satellite with a series of television journalists and, sometimes, talk show hosts. - The SMT concept started in the mid-1980s when companies began to put their CEOs in front of a television camera. - The public relations staff would line up reporters in advance to interview the spokesperson via satellite feed during allotted time frames and, in this way, television journalists across the country could interview the spokesperson on a one-on-one basis. - For busy executives, the satellite was a time-efficient way of giving interviews. - All they had to do was visit a corporate or commercial television studio near their office. - Today, the SMT is a staple of public relations and the television industry. - One-on-one interviews, as well as news conferences via satellite, are widely used. - In fact, a survey by WestGlen Communications found that nearly 85 percent of the nation's television stations participate in satellite tours, including stations in the top 10 markets. - Reporters like SMTs because they can ask their own questions and get an exclusive interview with a source anywhere in the world. - This is in contrast to the VNR, which is a set piece, much like an ordinary news release. FORMATS - - The easiest way to do an SMT is simply to make an articulate spokesperson available for an interview. - Celebrities are always popular, but an organization can also use articulate experts in its subject area. - Essentially, the spokesperson sits in a chair or at a desk in front of a television camera. - Viewers usually see the local news anchor asking questions and the spokesperson on a newsroom monitor, via satellite, answering them in much the same way that anchors talk with reporters at the scene of an event. - Basically, the format is two talking heads —the news anchor and the spokesperson. ex. An example of such an SMT is one done by Best Buy on "Black Friday," the day after Thanksgiving when stores are jammed with shoppers. Best Buy enlisted pop commentator Mo Rocca to add some lighthearted humor to the frantic day, and partnered him with a personable Best Buy employee who was knowledgeable about electronic products and what was "hot" that season. In the space of 3 hours, the pair gave 23 media interviews to television stations across the country. - Although "talking heads," as they are known in the industry, are often used for SMTs, today's most successful SMTs are more interactive and dynamic. - As Sally Jewett, president of On-The-Scene Productions, told PRWeek, "It's important to offer reporters something beyond the talking head, especially since competition is increasing as more firms realize the benefits of SMTs." - One approach is to integrate additional video into the SMT. - Video clips of an event or activity can run while the spokesperson talks off-screen. ex. For example, Abbott Labs hired Simon Productions to do an SMT on a new product for diabetics. While the spokesperson was talking about the new product, Simon showed people using it, being checked out by a doctor, and eating the "wrong" foods. - At times, an SMT is also coordinated with the release of a VNR or B-roll package about the same topic. - In a survey of television news directors, WestGlen Communications found that almost 95 percent prefer that video clips accompany the interview. "Stations like to put together a background piece to air prior to the interview," says Annette Minkalis, senior vice president of WestGlen's broadcast department. She adds, "Many stations prefer B-roll and a hard copy summary 3-4 days in advance of the tour. Having footage in advance, as opposed to having it fed during the interview, gives stations time to prepare the story, especially in a live interview." PRODUCTION - - Another popular approach to SMTs is to get out of the television studio and do them on location. ex. Harley Davidson took this approach for its celebration of its 110th anniversary by having Bill Davidson, great grandson of the company's co-founder, conduct an SMT on a motorcycle. While riding on the bike, he conducted about 25 media interviews that highlighted all the new features on the year's new models. ex. In another example, the Hawaii Tourism Board targeted television stations in New England on a cold winter day with an SMT originating from Hawaii's sunny and attractive beaches. - Organizing an SMT from a remote location, however, does involve more planning. - Producers suggest you keep the following points in mind. SOME PLANNING TIPS FOR VARIOUS PRODUCTION COMPANY - - Make sure the location has some tie-in with your subject. - Do a site survey. Figure out the logistics for sound, lighting, telephones, and satellites. - Make contingency arrangements in case of bad weather. - Arrange for necessary permits and permissions if using public or private property. - Make certain that the location is free from general public access to avoid background distractions. - Be conscious of other complications, such as noise from honking horns and even air traffic. - Make sure your spokesperson is adaptable and prepared to answer all sorts of questions. -Another aspect to consider is whether the SMT has enough news value to justify its cost. - In general, a basic SMT costs $10,000 to $25,000. ex. The Best Buy SMT cost $40,000, but it also included the cost of celebrity talent. - If it is done outside a television studio, costs can rise substantially, depending on the location and logistics involved. - Given the cost, many organizations try to get maximum benefit by posting interviews on their website, producing audio and video podcasts, syndicating segments to YouTube and other viral news sites, embedding an interview in a multimedia news release, and even doing a webcast. - Bev Yehuda, vice president of MultiVu, adds, "With your spokesperson already in a TV studio, it's easy to initiate an Internet connection and produce a video webcast." NEWS FEEDS - - A variation on the SMT is a news feed that provides video and soundbites of an event to TV stations across the country via satellite. - The news feed may be live from the actual event as it is taking place (real time), or it could be video shot at an event, edited, and then made available as a package. - In either case, the sponsoring organization hires a production firm to record the event. ex. DWJ Television, for example, was hired by Christie's to cover the auction of 56 outfits worn by women at Academy Award ceremonies. DWJ engineers managed everything from setting up cameras and lighting to troubleshooting problems for crews during the auction. - The event, which benefited the American Foundation for AIDS Research, was made available in real time to television stations around the country and the world via satellite. - Stations could air the whole auction, or simply make a video clip for use in later newscasts. Stations in 9 of the top 10 markets used the news feed, which reached almost 12 million viewers.

Radio Media Tour -

Another approach in radio is the radio media tour (RMT). - Essentially, this can be described as a spokesperson conducting a series of round-the-country, one-on-one interviews from one central location. - The publicist pre-books telephone interviews with DJs, news directors, or talk show hosts around the country, and the personality simply gives interviews on the phone, which are recorded for later use or broadcast live. ex. A good example of an effective RMT is one organized by Strauss Radio Strategies for the Children's Defense Fund (CDF) to discuss child health care issues. - The president of CDF and four family spokespersons conducted 14 radio interviews over a period of several hours and reached an estimated audience of 6 million listeners. - According to Strauss, this represented 150 airtime minutes; comparable advertising costs would have been more than $300,000.

Getting your PSA on Air -

Phil Rabin, writing in PRWeek, gives some tips for successful PSAs—whether they are for radio or television. You should : - Do your research so your PSA reaches the appropriate station and its primary audience. - Keep it simple. The short length of PSAs means that you must minimize the points you want to make. - Always send PSAs to the director of public or community affairs, not the news department. - Send broadcast PSAs in different lengths. - Establish an effective system to track use of the PSAs by the station. A monitoring service can be used; a more informal method is a reply postcard sent to the station. - Try to localize your PSAs; a local number is often more effective than a national toll-free number. - Another tip is to send your PSAs to the station 3 or 4 weeks before you want them to air. This gives time for distribution and for the station to evaluate what PSAs they will use from the stacks of CDs that often pile up in the office of the public affairs director. - Experts also recommend that the best time to submit PSAs is in January. In contrast, the 4 months leading up to Christmas are very advertising intensive, so stations use fewer PSAs.

Example of a 60-second radio news release distributed by North American Precis Syndicate (NAPS) for Weber Grills.

RADIO ANNOUNCEMENT: 60 THE BIG BOOK OF BURGERS (163 words) MAY IS NATIONAL HAMBURGER MONTH AND IN HONOR OF ONE OF AMERICA'S GREATEST CULINARY CREATIONS, WEBER GRILLS HAS RELEASED THEIR FIRST COOKBOOK DEDICATED TO CELEBRATING THE BELOVED BURGER. WEBER'S BIG BOOK OF BURGERS FEATURES 160 RECIPES USING INGREDIENTS FOR EVERY TASTE—FROM CLASSIC BEEF, TO CHICKEN, PORK, LAMB, FISH, AND EVEN VEGGIES. TAKE YOUR BURGER TO A NEW DESTINATION THIS SUMMER WITH WEBER'S CAROLINA PORK BARBECUE BURGERS OR TRY THE MOUTH WATERING CHEDDAR STUFFEED BURGERS WITH CHOPPED ONIONS NEXT TIME YOU FIRE UP THE GRILL. WEBER'S BIG BOOK OF BURGERS IS THE ULTIMATE START-TO-FINISH APPROACH TO HOSTING A COOKOUT—WITH FUN TAKES ON OTHER BACKYARD CLASSICS—INCLUDING SAUSAGES AND HOT DOGS. TRY THE SPICY BUFFALO HOT DOGS WITH CELERY RELISH AND BLUE CHEESE OR THE SWEET AND SAVORY MAPLE AND HARD CIDER BRAISED BRATS TO REALLY KICK START YOUR NEXT COOKOUT. CELEBRATE NATIONAL HAMBURGER MONTH AND GET YOUR SUMMER STARTED TODAY WITH WEBER'S BIG BOOK OF BURGERS. AVAILABLE WHEREVER BOOKS ARE SOLD.

EX. A Video PSA Warns About the Use of Decorative Contact Lenses -

This PR Casebook discusses a video PSA campaign by an ophthalmology group about the dangers of decorative lenses. - Although decorative contact lenses are popular with Twilight, Lady Gaga, and Avatar fans, the American Academy of Ophthalmology (AAO) wanted to warn people that nonprescription decorative contacts can cause blindness. - The organization's public relations and marketing team produced two "This is your brain on drugs"-style video PSAs. - A 30-second video was for teens and a 90-second video was for parents. - They then sent news releases to all major media with links to the two PSAs and supplemented the videos as follows: - Created Q&As and talking points for spokespeople and developed FAQs for media - Drafted social media posts to doctors and for AAO staff to use on Twitter and Facebook pages - Produced downloadable posters for doctor's offices - Created a promotional tool kit for doctors that included news release templates, social media posts, and a PowerPoint presentation for community groups. - Wrote Facebook and Yahoo ad campaigns targeted at teens - Posted decorative lens-focused information on the Academy's Facebook and Twitter pages. - As a result, visits to the Academy's EyeSmart website increased more than 50 percent. - Media coverage was also extensive. - More than 1,500 stories appeared in the print media and there were 100 TV segments. - A radio media tour secured 40 radio interviews that aired almost 200 times.

Magazine Shows -

- A magazine show has a somewhat different format than a talk show, where a host interviews various guests. - A magazine show, in contrast, may feature five or six stories about various issues and topics that usually include video clips and reporting by the station's news staff. - Depending on the program, they can be human-interest features or in-depth investigative stories on contemporary issues such as the high cost of medical care or the plight of the homeless in major cities. ex. CBS's 60 Minutes is an example of a magazine show. - On the local level, there are many human-interest magazine shows. ex. A sampling of magazine shows in one large city featured such subjects as a 1-pound baby who survived, a treatment for anorexia nervosa, a couple who started a successful cookie company, remedies for back pain, tips on dog training, the science of karate, blue-collar job stress, and the work habits of a successful author. - Most, if not all, of these features came about as the result of someone making a pitch to the show's producers. - The objective of the segment, at least from the perspective of the people featured, is exposure and the generation of new business. ex. The tips on dog training, for example, featured a local breeder who also operated a dog obedience school. ex. The karate expert ran a martial arts academy.

Producing a VNR -

- Although public relations writers can easily handle the job of writing radio news releases and doing basic announcements for local TV stations, the production of a video news release is another matter. - The entire process is highly technical, requiring trained professionals and sophisticated equipment. - Consequently, the public relations writer serves primarily as an idea creator and a facilitator. - The public relations professional may come up with the idea, write a rough script (storyboard) outlining the visual and audio elements, and make arrangements for a video production and distribution service to produce the video. - Such firms are listed in the Yellow Pages under "Video" and "Television." - The advertisements in the public relations trade press such as PRWeek and O'Dwyer's PR Report are also good sources. - It is important to keep in mind that the video producer follows the basic storyboard (outline of who and what should be included) to achieve the organizational objective, but will usually shoot many minutes of scenes and interviews that will be edited to make a 90-second finished product. - Consequently, it is not necessary to write a prepared script for everyone who appears on video. - It is better, and more natural, to have them talk informally in front of the camera and then use the best soundbite.

Radio News Release -

- Although radio station staffs often find themselves rewriting print releases to conform to broadcast style, the most effective approach is to send news releases that are formatted for the medium. - Radio is based on sound, and every radio release must be written so that it can be easily read by an announcer and clearly understood by a listener. FORMAT - - There are several major differences between a radio release and a news release prepared for print media. - Although the basic identifying information is the same (letterhead, contact, subject), the standard practice is to write a radio release using all uppercase letters in a double-spaced format. - You also need to give the length of the radio release. ex. For example, "RADIO ANNOUNCEMENT: 30" or "RADIO ANNOUNCEMENT: 60" indicates that the announcement will take 30 or 60 seconds to read. - The timing is vital, because broadcasters must fit their messages into a rigid time frame that is measured down to the second. - Most announcers read at a speed of 150 to 160 words per minute. - Because word lengths vary, it is not feasible to set exact word counts for any length of message. - Instead, the general practice for estimating reading time is to use an approximate line count. - With a word processor set for 60 spaces per line, you will get the following time lengths: - 2 lines = 10 seconds (about 25 words) - 5 lines = 20 seconds (about 50 words) - 8 lines = 30 seconds (about 75 words) - 16 lines = 60 seconds (about 150 words) - There are also differences in writing style. - A news release for print uses standard English grammar and punctuation. - In a radio release, a more conversational style is used, and the emphasis is on strong, short sentences. - In fact, you can even write radio copy using incomplete or partial sentences, as you would do in a normal conversation. - This allows the announcer to draw a breath between thoughts and the listener to follow what is being said. - An average sentence length of 10 words is a good goal.

Talk Shows and Product Placement -

- Before using guest appearances or product placements, however, it is necessary to do your homework. - You must be familiar with a show's format and content, as well as the type of audience that it reaches. You can obtain this information in several ways. 1 - One method is to study the station and descriptions of its shows in a broadcast database. - Directory listings can tell you program format, types of material used, and the name of the director or producer. 2 - A second approach is to watch the program or feature and study the format. - In the case of a talk or interview show, what is the style of the moderator or host? What kinds of topics are discussed? How important is the personality or prominence of the guest? How long is the show or segment? Does the show lend itself to demonstrations and visual aids? - The answers to such questions will help you tailor your phone calls and pitch letters to achieve maximum results.

Community Calendars -

- Civic clubs and other community groups can publicize upcoming events by sending short announcements to local broadcast outlets. - Radio stations, in particular, operate community calendars as a service to their listeners. - To be used, however, the event must be open to the public and of general interest. - A meeting of the local automobile dealers' association doesn't qualify, but a forum on the global economy sponsored by the local chapter of the World Affairs Council would be acceptable. - Radio stations serving specialized audiences have variations on the community calendar. ex. For example, a classical radio station might have an "arts calendar" that would list upcoming plays, musicals, and art shows. ex2. By the same token, a rock music station might have a "concert calendar" that lists upcoming rock concerts. - You write a calendar announcement in much the same way as you write a media advisory. - The announcement should be to the point. - It should give the name of the event, the sponsoring organization, the date and time, location, cost, a telephone number that listeners can call for more information, and the organization's website address. - In general, community calendar items should be sent to the station via email or fax at least 3 weeks in advance. EXAMPLES OF COMMUNITY CALENDAR ANNOUNCEMENTS - - Christmas in the Park, sponsored by the Downtown Association, is being held at Central Park December 1 through January 5. More than 100 Christmas exhibits, along with performances by various local singing groups, are free to the public. It's a special holiday delight for both children and adults. For more information, call 710-265-034 or visit the website, christmasinthepark.com. - John Grave, author of the best-selling novel "Twilight in Athens," will be at Keppler's Book Store at 305 University Avenue in Palo Alto on May 24 to discuss his latest work and do a book-signing. The event is at 7 p.m. and free to the public. For more information, call 650-231-1400 or visit www.kepplersbooks.com.

B-Roll Delivery and Use -

- Digital files of professional-quality videos are substantial in size. - To share your B-roll, the last thing you want to do is attach the file to an email. DELIVERY - - Email advisories are usually sent to television stations notifying them that a VNR or a B-roll package is available via a satellite link or as a download from the website of a distribution firm. - Web downloads can also be used for what is known as stock footage—standard video shots of a company's production line, headquarters, or activities that the station can store until the company is in the news. - Then, as the anchor gives the news, the viewer sees the stock footage on the screen. ex. A news story about an electric power plant, for example, may use stock footage from the utility company showing interior scenes of the facility. USE - - B-roll packages, in particular, are widely used by television stations and cable systems in smaller markets where stations have limited news staff. ex. A survey by WestGlen Communications, for example, found that 90 percent of TV stations regularly use outside-produced video for newscasts. This optimistic statistic, however, is tempered by the reality that TV stations today receive so many video clips that only a few will ever be used. ex. A survey by KEF Media Associates in Atlanta, for example, found that almost 90 percent of the local TV newscasts in the top 100 markets devoted less than 5 percent of their airtime to VNR or B-roll material. - In a 44-minute news hour (allowing for advertising), that represents only 2 or 3 minutes. At the same time, some stations in top markets receive more than 100 pitches a week, which illustrates the stiff competition and long odds of any video being used. - Consequently, many public relations practitioners worry about the cost and whether the potential audience reached is worth the investment. - Far too many VNRs and B-rolls never get used, and even a popular one may only get 40 to 50 station airings with an audience of 2 to 3 million people. Before deciding to produce a VNR or B-roll, you should first assess the following factors: 1.) the news value of the topic, 2.) whether the topic lends itself to a visual treatment, 3.) whether it can be recycled for use in social networking sites and blogs, and 4) whether this is a cost-effective method of reaching your target audience. - A better approach, for example, could be satellite media tours

Video News Release -

- Essentially, a VNR is like a media kit prepared for print publications. - It has various components that provide the television journalist with everything he or she needs to produce a television news story. So what exactly constitutes a VNR package? MultiVu, a video production firm, gives these four components: - A 90-second news report with voice-over narration on an audio channel separate from that containing soundbites and natural sound. - A B-roll. This is up to 10 minutes of video, without narration, giving a television station maximum flexibility to add its own narration or use just a portion of the footage as part of a news segment. - Clear identification of the video source. A script, information about spokespeople, media contacts, and story background information provided electronically. - VNRs are not cheap. - A typical VNR, says one producer, costs a minimum of $20,000 to $50,000 for production and distribution. - Costs vary, however, depending on the number of location shots, special effects, and staff required to produce a high-quality tape that meets broadcast standards. - The production of VNRs can more easily be justified, however, if there is potential for national distribution and multiple pickups by television stations and cable systems - Increasingly, costs are also justified because a VNR package can be reformatted for an organization's website, be part of a multimedia news release, and be posted on the organization's YouTube channel or Facebook page. - Because of the cost, you must carefully analyze the newsworthiness of your information and consider whether the topic lends itself to a fast-paced, action-oriented visual presentation. - If you have nothing to show except talking heads or graphs and charts, you should think twice about producing a VNR - You should also consider whether the information will be current and newsworthy by the time one can be produced. - On the average, it takes 4 to 6 weeks to script, produce, and distribute a high-quality VNR. - In a crisis situation or for a fast-breaking news event, however, VNRs can be produced in a matter of hours or days.

Questions to Consider for Talk Shows -

- Is the topic newsworthy? Do you have a new angle on something in the news? - Is the topic timely? Can you tie the idea to some lifestyle or cultural trend? - Is the information useful to the viewers? How-to ideas may be welcomed. - Does your spokesperson have viewer appeal? A celebrity may be acceptable, but there must be a logical tie-in to your organization and to the topic to be discussed. A professional athlete might be plausible talking about running shoes but out of place in a discussion about the economy. - Can the spokesperson stay on track? A spokesperson should have two or three key messages and avoid tangents. - Can you keep the speaker from stressing the commercial angle? Most talk show hosts will allow a brief mention of a brand name or sponsor identification. - If your speaker gets too commercial, the entire interview may be deleted—and your organization may land on the list of those who will not be invited back. - Does the speaker fit the program? If he or she isn't a fast thinker, avoid shows full of rapid exchanges and loaded questions. - Is the speaker an expert on the topic that will be discussed?

The New Normal: B-Roll Packaging -

- It has already been mentioned that a VNR package should include up to 10 minutes of B-roll—additional, unnarrated video that television staff can use for repackaging a story. - In fact, television news directors today generally prefer B-roll packages that include soundbites instead of fully scripted VNRs. - Even the term "video news release" seems to have fallen into disfavor according to Brian Schwartz, a former executive of Medialink, a producer of such material. - One reason is that VNRs have come under fire in recent years because television stations often used them without attribution. - Watchdog groups complained to the Federal Communications Commission (FCC) that stations, using video content without attributing the source, were presenting "fake news." ex. The Center for Media and Democracy, for example, conducted a 6-month probe and found that 46 stations in 22 states aired unsourced video material supplied by VNR production firms on behalf of clients. - The controversy over television's use of VNRs also put the spotlight on the public relations industry. - The issue was whether public relations firms and the VNR producers are adequately labeling VNR packages to identify the sponsor or client. - There was also criticism that "reporters" appearing in a VNR just said, "This is Nancy Williams, reporting from New York" and didn't add the line, "on behalf of X Company." - As a consequence, the National Association of Broadcast Communicators (NABC) issued new standards for disclosure and transparency. - Given the criticism, however, video production firms have increasingly moved to just producing B-roll packages on behalf of clients. - Such packages provide plenty of video files and soundbites, but are not formally scripted into a complete story. - This allows television news staffs to easily pick and choose material to produce their own stories. ex. One example is a B-roll package done by the Hoffman Agency, a public relations firm headquartered in San Jose, CA. : They produced a B-roll to demonstrate how a new surveillance product produced by Sony and A4S Security could withstand extreme conditions, providing video coverage even after the detonation of a bomb in a bus or a building. The B-roll showed a bus being blown up with 10 pounds of explosives and the surveillance device recording the interior of the bus during the explosion. Such dramatic video, accompanied by soundbites from company executives and government officials, was a hit with local and network television news directors.

Television -

- It has already been noted that individuals spend more time watching television than any other media. ex. Nielsen Research, for example, found that Americans spend about 10 hours a day with electronic media, and TV takes up half of the total - In addition, 55 percent of Americans use TV as their main source of news for current events, according to the Pew Research Center. - The highest percent of those viewers watch local news, with network news a close second. - Other studies have found that traditional media, including television, are the major driver of consumer traffic to websites. - Visual appeal is what separates television from the other traditional media. - The combination of color, movement, sound, and sight on a large flat-panel screen in your own living room is hard to resist. - No wonder the medium is a major platform for reaching millions of people at the same time. ex. In 2014, for example, more than 110 million watched the Super Bowl. - On any given day, however, more than 100 million Americans watch television, with Sundays being the most popular with 125 million viewers, according to Nielsen research. - The lowest day is Friday, with an average of 107 million viewers. - There are almost as many television stations (1,500) in the United States as there are daily newspapers, and there are numerous opportunities for the placement of public relations materials at the local level.

Tips for creating an effective online video that gets viewership -

- KEEP IT REAL. Don't overscript, use real people, and don't overproduce it. - KEEP IT GENUINE. Don't try to trick people or lie, because they will figure it out. - MAKE PEOPLE LAUGH. Few things spread as fast as humor online, especially if you can hit the "bored at work" crowd. - KEEP IT SHORT. The shorter and more to the point the better; 3 minutes is a good rule of thumb. - MAKE THEM FEEL GOOD. If you make viewers smile, they will be more likely to spread the video. - MAKE IT ORIGINAL. If it's not 100 percent original, execute better. - LET IT SPREAD ON ITS OWN MERIT. Don't push too hard or pay to spread it; it doesn't work. - GET INFLUENCERS TO LIKE IT. Send the video to people who have large followings on Twitter or blogs; if they like it, they will share it. - USE CATS. If all else fails, use cats in your video. For some reason, cats almost always go viral.

Radio PSA Production -

- Most PSA scripts are mailed or emailed to the station's director of public or community affairs. - The scripts allow station announcers to make selections and to read them on the air. - Many stations also have a website that includes a PSA template local organizations can just fill in with answers to the standard questions of who, what, when, where, and why. - This is particularly helpful when local organizations are announcing community events, such as festivals, 5K runs, and so on. - A more sophisticated approach is to record your PSAs, particularly those with music and sound effects, and use a good production house to make copies that can be distributed on CDs or a dedicated phone line or downloaded from a website. - The National Foundation for Infectious Diseases and the National Heart, Lung, and Blood Institute mailed CDs of recorded announcements in both English and Spanish to stations. - They also included a basic fact sheet giving more detail about the topics presented in the PSAs. - In many cases, scripts are also included for the convenience of station personnel.

Summary of Online Video -

- Online video is now a major industry. - Many organizations now have a YouTube channel where they post multiple short features about their brands and services. - One advantage of online video over traditional television is longevity; they are available for weeks and even months. - Online videos that get "hits" must be creative, provide entertainment, and avoid excessive commercialism. - Videos prepared for company intranets don't need to be flawless, but they do need to also tell stories in 3 minutes or less.

Radio PSA Format -

- PSAs, like radio news releases, are usually written in uppercase and double-spaced. - They can be 60, 30, 20, 15, or 10 seconds long. - The most popular PSA length, according to a survey of stations conducted by Atlanta-based News Generation, is between 15 and 30 seconds. - Sixty percent of the respondents use this length; less than 20 percent use 60-second PSAs. - Unlike with ANRs, the standard practice is to submit multiple PSAs on the same subject in various lengths. The idea is to give the station announcer flexibility in using a particular length to fill a particular time slot throughout the day Here are some examples of varying lengths that were distributed by the National Foundation for Infectious Diseases: 10 Seconds - PROTECT YOURSELF AND YOUR LOVED ONES THIS FLU SEASON. MORE INFLUENZA VACCINE IS AVAILABLE THAN EVER BEFORE. TALK WITH YOUR DOCTOR NOW ABOUT IMMUNIZATION. A MESSAGE FROM THE NATIONAL FOUNDATION FOR INFECTIOUS DISEASES. 20 Seconds - THE NATION'S LEADING HEALTH EXPERTS ENCOURAGE EVERYONE WHO WANTS TO REDUCE THEIR RISK FOR INFLUENZA INFECTION TO GET VACCINATED THIS SEASON AS SOON AS POSSIBLE. MORE INFLUENZA VACCINE IS AVAILABLE THAN EVER BEFORE. TALK WITH YOUR DOCTOR ABOUT IMMUNIZATION FOR YOURSELF AND YOUR LOVED ONES. A MESSAGE FROM (STATION) AND THE NATIONAL FOUNDATION FOR INFECTIOUS DISEASES. 30 Seconds - THE NATION'S LEADING HEALTH EXPERTS ENCOURAGE EVERYONE WHO WANTS TO REDUCE THEIR RISK FOR INFLUENZA INFECTION TO GET VACCINATED THIS SEASON, EVEN IF INFLUENZA HAS ALREADY BEEN REPORTED IN THE AREA. MORE INFLUENZA VACCINE IS AVAILABLE THIS SEASON THAN EVER BEFORE. CONTACT YOUR DOCTOR OR HEALTH DEPARTMENT AS SOON AS POSSIBLE TO GET YOURSELF AND YOUR LOVED ONES VACCINATED. A PUBLIC SERVICE MESSAGE FROM (STATION) AND THE NATIONAL FOUNDATION FOR INFECTIOUS DISEASES. ADDING SOUND - - An announcer reading a script is OK, but writing in sound effects can make a radio PSA more interesting. Many PSAs have background music. A second approach is to include sound effects that reinforce the theme and subject matter.

Radio Promotions -

- Public relations representatives for non-profit organizations, record companies, concert promoters, and community events committees often generate publicity and exposure through radio promotions. - Promotions are beneficial to both the station and the outside organization. ex. For example, a concert promoter may arrange with a radio station's disc jockey to award tickets to every 10th listener who calls the station and correctly answers a trivia question on the air. - Prize giveaways tend to increase the number of listeners, and the concert promoter gets publicity. - A non-profit group sponsoring a fundraising festival may make arrangements for a radio station (or a television station) to cosponsor the event as part of the station's own promotional activities. - This means that the station will actively promote the festival on the air through public service announcements and disc jockey chatter between songs. - The arrangements may also call for a popular disc jockey to broadcast live from the festival and give away T-shirts with the station's logo on them. - This, too, is good promotion for the station and often attracts people to the fundraising event because the disc jockey is a well-known personality. - It is a win-win situation for both the station and the non-profit group. - Organizations that have a creative idea can often get publicity by providing newscasters and disc jockeys with something unusual to talk about. ex. A public relations firm for Burger King, for example, came up with the idea of introducing the fast-food chain's new Breakfast Buddy sandwich by delivering the sandwiches to morning radio DJs live on the air. - The announcers were asked to sample them and ask listeners to call in and win a free phone call to their "best buddy" anywhere in the United States. - One delivery resulted in a 10-minute interview on one major New York show; in all, the promotion secured time on 150 stations and more than 391 minutes of announcer endorsements. - If you are handling an event or a cause that is suitable for this type of promotion, contact the director of promotions or marketing for the radio or television station. ex. If the station is interested, negotiate the terms of the sponsorship. For example, the station may promise to air a specified number of announcements for the event in return for being listed in the organization's news releases, programs, and print advertising as a sponsor of the event.

Public Service Announcements -

- Public service announcements are another category of material that public relations writers prepare for radio stations. - A public service announcement (PSA) is defined by the Federal Communications Commission (FCC) as an unpaid announcement that promotes the programs of government or non-profit agencies or that serves the public interest. - In general, broadcasters provide airtime to charitable and civic organizations, although there is no longer any legal requirement that they do so. - Thus, a PSA may be a message from the American Heart Association about the necessity of regular exercise or an appeal from a civic club for teacher volunteers in a literacy project. - Profit-making organizations do not qualify for "free" PSAs despite the "public service" nature of their messages, but an informational campaign by a trade group or industry-funded foundation may qualify. ex. For example, the Homeownership Preservation Foundation used radio PSAs to reach homeowners worried about possible foreclosures. To get the attention of public service directors at radio stations, the PSA package mimicked the stamped "past due" and "foreclosed" notices on late bills. As a result, the PSAs aired 42,000 times on stations nationwide, reaching an audience of 59 million. The foundation received more than 28,400 phone calls and more than 36,700 website hits. USE - - Almost any topic or issue can be the subject of a PSA. - However, stations seem to be more receptive to particular topics. ex. A survey of radio station public affairs directors by WestGlen Communications found that local community issues and events were most likely to receive airtime, followed by children's issues. - The respondents also expressed a preference for PSAs involving health and safety, service organizations, breast cancer, and other cancers. - The majority of respondents also prefer PSAs that include a local phone number rather than a national toll-free number. - Because of this preference, many national groups, including the American Cancer Society and the American Red Cross, have a policy of distributing scripts to chapters that can be localized. - Other studies have shown that an organization needs to provide helpful information in a PSA and not make a direct pitch for money. - Radio stations tend to shun PSAs that ask people for money directly.

Summary of the Reach of Broadcast Media and Online Video -

- Radio and television are pervasive in society as major sources of news and information. - Despite the Internet, television remains the number one source of news for most Americans. - Online video is growing at an explosive rate as organizations produce and distribute their own video content on websites and social networks. - Producing materials for broadcast and online video requires thinking and scripting in terms of sound and visual elements.

Summary of Radio -

- Radio continues to thrive because of its ability to be heard almost anywhere. - Radio releases are similar to press releases, but they require more concise writing and a conversational tone. - Audio news releases (ANRs) are more interesting because they include soundbites, music, and sound effects. - Public service announcements (PSAs) are short broadcast announcements used by non-profit groups and public agencies. - Radio media tours (RMTs) are a cost-effective way to reach many stations with an exclusive interview over a wide geographic area. - Organizations often partner with radio stations to promote an event, and can get additional exposure by using community calendars.

Radio -

- Radio lacks the glamour of television and the appeal of the Internet, but it's a cost-effective way to reach large numbers of people in various age, ethnic, and income groups. - A study by Edison Media Research, for example, found that college graduates aged 25 to 54 listen to the radio almost 16 hours a week. - Radio is particularly strong among Hispanics, the largest and fastest growing minority in the United States; families tune in an average of 24 hours a week. The primary advantage of radio is that it can be heard almost anywhere. - It is the only mass medium that can reach millions of Americans as they commute to and from work in their cars or on mass transit. - In addition, the miracle of the transistor brings radio to mail carriers on their routes, carpenters on construction sites, homeowners pulling weeds in their gardens, and exercise enthusiasts working out at a gym or jogging. - Approximately 13,500 radio stations are on the air in the United States, ranging from low-powered outlets operated by volunteers to large metropolitan stations audible for hundreds of miles. - In addition, radio stations are increasing their audience reach through the Internet. - An estimated 2,000 stations now have an Internet presence, and many are concurrently broadcasting and webcasting their programming. - The station's format often determines the nature of the audience. - There are "top 40" stations for teenagers, all-news stations for commuters, classical stations that appeal to an older and better-educated group, and stations that play "adult contemporary" for aging baby boomers. - One popular format is "country," which reaches a variety of age and occupational groups. - A public relations practitioner should study each station's format and submit material suitable to it. - There is little sense in sending information about senior citizen recreation programs to the news director of a hard rock FM station with an audience made up primarily of teenagers. - You can determine the demographics of a station by consulting media directories or by contacting the station's advertising and marketing department. ex. One common source of advertising rates and demographic data is published by Standard Rate and Data Services. - Publicists have more success placing materials on the radio or television if they know the format and demographics of the station and have a list of editors' telephone numbers or email addresses. Armed with such information, the publicist can tailor the material and also find out exactly who should be contacted directly. This is an excerpt of the ABC Television Network listing from a Cision media database. Such databases also let publicists know how the station prefers to receive information.

The Reach of Broadcast Media and Online Video -

- Radio, television, and online video offer many opportunities for organizations that want to effectively reach both mass and specialized audiences. ex. Radio, for example, is an integral part of daily life for most Americans. More than 90 percent of teenage and adult Americans listen to radio every week, and the average listening time, according to Nielsen research, is 2.46 hours daily through stand-alone radios, car radios, satellite radio, or other mobile devices. - Television, of course, gets the most viewing time, even in the Internet age. - Americans watched traditional, live TV an average of 155 hours a month, or about 5 hours a day, and also spent an additional 14 hours a month on time-shifted (recorded) TV in the first months of 2014. ----> This, according to Nielsen research, compares with a monthly average of about 34 hours that individuals spent using their smartphone apps and the Internet for other activities. - TV continues to thrive because it has also adapted to the Internet age; many people now watch TV shows on their tablet, smartphone, or other mobile device. - Online video is also a popular medium in its own right, as organizations produce and distribute their own content to websites and social media networks as well as traditional broadcast outlets. ex. Many organizations, for example, now have their own channel on YouTube, the second largest Internet search engine after Google. - YouTube has more than a billion unique visitors each month, and the average viewer spends 15 minutes daily on the site. - The mind-blowing stat is that users, including organizations of all types, upload 48 hours of video every minute on YouTube. - Working with radio and television stations, as well as producing online video content, requires the public relations writer to use different skills than writing a traditional news release or a media advisory. - In radio, you have to write copy for the ear that requires more conversational language. - Television and online video, on the other hand, require you not only to think about dialogue but also be somewhat of a playwright, to visualize scenes and what a viewer will see on the screen.

Summary of Television -

- Television is an excellent medium of communication because it combines the elements of sight, sound, motion, and color. - Television news releases must contain both sound and visual elements such as graphics, slides, or videotape. - It should be a journalistic story and avoid the appearance of promotion or advertising. - A video news release (VNR) should be done only if the topic lends itself to good visuals and action. - VNRs are used by TV stations and cable systems. - They are also posted on organizational websites and social media sites such as YouTube. - B-roll footage, loosely scripted and without narration, is now more popular with television stations than VNRs. - Satellite media tours (SMTs) are widely used in the broadcast industry. - A popular format is setting up interviews from a location that reinforces the story.

How to Write a Radio News Release -

- Time is money in radio. Stories should be no longer than 60 seconds. Stories without actualities (soundbites) should be 30 seconds or less. - The only way to time your story is to read it out loud, slowly. - Soundbites should be short—about l5 words or less—and capture your most important point. - Convey your message with the smallest possible number of words and facts. - A radio news release is not an advertisement; it is not a sales promotion piece. A radio news release is journalism—spoken. - Announcers punctuate with their voices; not all sentences need verbs or subjects. - Releases should be conversational. Use simple words and avoid legal-speak. - After writing a radio news release, try to shorten every sentence. - Listeners have short attention spans. Have something to say and say it right away. - Never start a story with a name. While listeners are trying to figure out who the person is, they forget to listen to the sentences that follow.

Tips on VNR's -

- Use outside experts to give credibility. A VNR with only corporate spokespeople is not a good idea. - Avoid commercialism and hype. The VNR is a news story, not an ad. Keep corporate logos to a minimum. - Produce the VNR with news footage in mind. Keep soundbites short and to the point. - Never superimpose your own written information on the actual videotape. TV news departments usually generate their own written notes in their own typeface and style. - Never use a stand-up reporter. Stations do not want a reporter who is not on their staff appearing in their newscast. - Provide TV stations with a local angle. This can be done by sending supplemental facts and figures that reflect the local situation. These can be added to the VNR when it is edited for broadcast. - Good graphics, including animation, are a plus. Stations are attracted to artwork that shows things in a clear, concise manner. - Avoid "overproduction": commercial-like shots with sophisticated effects. Slick dissolves and flashy effects are great for music videos, but news producers equate them with advertising.

VNR Format -

- Writing a script for a VNR is a bit more complicated than writing one for an ANR, because you also have to visualize the scene, much like a playwright or a screenwriter. - Perhaps the best way to illustrate this is to view the script of a VNR that was prepared by the Minnesota Department of Natural Resources (DNR). In the "Birdsafe" VNR script below, the text in all capital letters shows the audio script of the narrator, Denny Behir. The script also shows interview sound bites from Lori, Bob, and Jo. STORY : BIRDSAFE Air Date: For Immediate Release Length: 2:37 Suggested Intro: THE FALL BIRD MIGRATION JUST RECENTLY ENDED, AND WITH IT THE FALL BIRDSAFE-LIGHTS MONITORING PROGRAM, A PROGRAM CREATED TO MAKE THE TRIP SAFER FOR BIRDS. FOR THE FIRST TIME THE NUMBER OF BIRDS THAT DIDN'T MAKE IT IS BEING DOCUMENTED. DENNY BEHR HAS MORE OF THE STORY. Roll Package WHEN YOU LAY THEM OUT ON A TABLE, THE NUMBER OF BIRDS KILLED FROM CRASHING INTO BUILDINGS, IS STAGGERING. WARBLERS AND SPARROWS, CHICKADEES AND RUBYCROWNED KINGLETS 01:04:16 NATS push milkweed plant out of the way THIS IS THE FIRST FALL THEY'VE BEEN COLLECTED. 01:07:40 LORI "...this is the fourth junco I've found this week..." LORI NAUMANN, FROM THE DNR'S NONGAME WILDLIFE PROGRAM, IS MONITORING THE OUTSIDE OF THE DNR AND PCA BUILDINGS IN THE TWIN CITIES, FOR INJURED OR DEAD BIRDS. IT'S PART OF THE NATIONAL BIRDSAFE-LIGHTS OUT PROGRAM, DESIGNED TO LIMIT THE NUMBER OF BIRDS KILLED DURING MIGRATION. SHE'S ONE OF THE MANY VOLUNTEERS WHO REGULARLY WALK ROUTES SEARCHING FOR FALLEN BIRDS. 01:11:18 LORI "...this side of the building we tend to find in the early fall migration because these windows here are directly facing north, where the birds are coming from..." OWNERS OF TALL BUILDINGS IN THE TWIN CITIES WERE ASKED TO TURN THEIR BUILDING LIGHTS OUT AT NIGHT DURING MIGRATION PERIODS. BIRDS ARE OFTEN ATTRACTED TO THE LIGHTS, AND THEN THEY COLLIDE WITH BUILDINGS. BUT NIGHTTIME COLLISIONS ARE ONLY PART OF THE PROBLEM. 01:34:12 LORI "... most of the birds that hit our building are hitting during the day, because our building isn't tall enough to be, to attract the birds because of light...also, our building does not leave our lights on at night..." SOME 250 SPECIES OF BIRDS MIGRATE THROUGH THE TWIN CITIES EVERY YEAR. NAUMANN COLLECTED NEARLY THIRTY BIRDS IN A ONE-MONTH PERIOD ALONE THIS FALL. 01:29:32 LORI " ...we've got Tennessee Warblers, morning warblers..." EVENTUALLY, THE BIRDS COME HERE, TO THE UNIVERSITY OF MINNESOTA'S BELL MUSEUM COLLECTION ROOM. BOB ZINK IS THE BIRD CURATOR FOR THE MUSEUM. 02:18:50 BOB "...what we would like to do is have some understanding of the kinds of birds that we find, the numbers of each individual species and we'd like to do that in a systematic way... IN THE PREP LAB AT THE 'U' THIS DAY IS JOANNA ECKLES, CREDITED BY SOME AS BEING THE ONE WHO GOT THE BIRDSAFE/LIGHTS OUT PROGRAM STARTED IN THE TWIN CITIES. 04:13:32 JO "...what we're doing is taking birds that have been dropped off by volunteers that have walked the different routes in either Minneapolis or St. Paul, and we're just physically getting their information entered into one database... IN THE END, EVERYONE INVOLVED WANTS TO MAKE A DIFFERENCE. 04:10:45 JO "... make some kind of an impact with building planners and architects so at least the problem is something they know about in planning buildings..." I'M DENNY BEHR, FOR THE MINNESOTA DNR. Suggested tag: OTHER PARTNERS IN THE BIRDSAFE-LIGHTS OUT PROGRAM INCLUDE AUDUBON MINNESOTA, THE WILDLIFE REHABILITATION CENTER, AND BIRD CONSERVATION MINNESOTA. THE BIRDSAFE-LIGHTS OUT PROGRAM WILL BE REPEATED IN THE SPRING, AND CONTINUE ANNUALLY. FOR MORE INFORMATION ABOUT BIRDSAFE-LIGHTS OUT GO TO http://www.audubon.org/chapter/mn/mn AND CLICK ON "LESS LIGHT, MORE BIRDS."

Considerations for VNR Scripts -

Another approach is to prepare a script using two columns. - The left column lists the visual elements of the script. - The right one shows the narration and soundbites that are coordinated with the visual elements.

Some Examples of Online Videos of 2 to 6 Minutes that Feature Human-Interest Stories -

GE - - GE produced a series of 2-minute videos to highlight the use of its technology around the world. - One spot was about a jet-skiing Japanese doctor who used GE's portable medical equipment to serve patients on the country's islands. - Another video portrayed a young boy in China taking his first flight to meet his soccer heroes, thanks to GE's jet technology. BECHTEL CORPORATION - - Bechtel Corporation produced a 60-second video for employees that highlighted the state of the company. - The public relations staff used upbeat music, wrote a jargon-free narration, and featured some personal employee victories, like how many leadership awards employees have earned. CHIPOTLE MEXICAN GRILL - - Chipotle Mexican Grill produced a series of four 20-minute videos titled "Farmed and Dangerous," a comedy series that ran on Hulu. - According to Chipotle, its mission was to "educate consumers about where food came from." ROTARY INTERNATIONAL - - Rotary International, with 1.2 million members in more than 150 nations, produces a number of short videos on its projects around the world. - Their long-term projects involve peace and conflict resolution, disease prevention, children's health, basic education and literacy, and community involvement. - One series of videos had the theme, "Doing Good in the World."

Five approaches to getting your news story on local television -

SEND A STANDARD NEWS RELEASE - - Send the station the same news release that you send to the local print media. If the news editor thinks the topic is newsworthy and lends itself to visual representation, he or she might tell the assignment editor to have a reporter and camera crew follow up on the news release. PREPARE A MEDIA ALERT OR ADVISORY - - Notify assignment editors about a particular event or occasion that would lend itself to video coverage. These media alerts can be sent via email, fax, or newswire. MAKE A PITCH - - Call or email the assignment editor and make a pitch to have the station do a particular story. PRODUCE A VIDEO NEWS RELEASE (VNR) - - Like an audio news release, a VNR is formatted for immediate use with a minimum of effort by station personnel. The VNR also has the advantage of being a complete package that requires little effort on the part of the television station to use all or part of it. PROVIDE STOCK FOOTAGE - - Send video clips showing an organization's production line, new product, or special event. This gives the station an archive of video that can be used with the immediate story or a future story about the organization. This is often called a B-roll, which is discussed shortly.