1. 10. Electronic Media Relations
AL AKHAWAYN UNIVERSITY
SCHOOL OF HUMANITIES AND SOCIAL SCIENCES
COMMUNICATIONS STUDIES
10. Electronic Media Relations
Lecture by Dr. Mohammed Ibahrine
based on Seitel’s The Practice of Public Relations

2. Structure of the Lecture
1. 24/7 TV News
2. Handling TV interviews
3. Video News Releases
4. VNR Caveats
5. Satellite Media Tours
6. Public Service Announcements
7. Videoconferences
8. Talk Radio
9. Penetrating the radio Marketplace
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3. 1. 24/7 TV News TV rules and video news have overwhelmed society
News magazines programs have been attacked in recent years for occasional bias and distortion
Talk shows have become standard stomping grounds for politicians , authors and anyone else seeking to sell a product or an issue
Sleazy talk shows have proliferated
Vying for the bottom of the TV barrel was the gaggle of reality-based shows, pushing the boundaries of taste and tolerance
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4. 2. Handling TV interviews
To be effective on TV takes practice
Executives must accept guidance from communications professionals on how to act appropriately in front of a camera that never blinks
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5. 2. Handling TV interviews
The following do’s may help
Do prepare
Do be yourself
Do be open and honest
Do be brief
Do play it straight
Do dress for the occasion
Do stop
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6. 2. Handling TV interviews
The following don’ts may help
Do not assume the interviewer is out to get you
Do not think everything you say will be aired
Do not let the interviewer dominate
Do not say no comment
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7. 3. Video News Releases
News releases in video form known as video news releases (VNRs) have become standard tools in the practice of public relations
The best VNRs are those that cover “breaking” news
Such VNRs are delivered by satellite directly to TV newsrooms
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8. 3. Video News Releases How important is it to localize VNR?
Before a VNR is attempted then, the following questions must be considered
What is a reasonable expectation of a VNR?
How should VNR be distributed?
Are you out of luck if a VNR does not get picked up?
How important is it to localize VNR?
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9. 3. Video News Releases
Before a VNR is attempted then, the following questions must be considered
Do all stations use VNRs?
What makes a good VNR?
What kinds of subjects should VNR treat?
When is a VNR not appropriate?
How much should VNR cost?
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10. 4 VNR Caveats VNRs must be Created Produced Packaged
Distributed professionally
Before one creates a VNR, the following questions must be asked:
Is the VNR needed?
How much time do we have?
How much do we have to spend to make the VNR effective
What obstacles must be considered?
Is video really the best way to communicate this story?
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11. 5. Satellite Media Tours 5. Satellite Media Tours
Satellite Media Tours (SMT) “is a series of preset interviews, conducted via satellite, between an organization’s spokesperson and TV station personalities across the nation or around the world”
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12. 5. Satellite Media Tours
Several steps must be taken to ensure the viability of an SMT
1. Defining objectives
2. Pitching the SMT
3. Last-minute juggling
4. Satellite time
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13. 5. Satellite Media Tours
Several steps must be taken to ensure the viability of an SMT
5. B-roll. Background footage
6. Availability of dedicated phone lines
7. Spokespersons briefing
8. Consider controversy
9. Avoid becoming too commercial
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14. 6. Public Service Announcements
Public Service Announcements (PSA)
“ is a TV or radio commercial, usually 10 to 60 seconds long, that is broadcast at no cost to the sponsor”
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15. 6. Public Service Announcements
Non-profit organizations are active users of PSA
Commercial organizations may take advantage of PSAs for their nonprofit activities
PSAs can be grouped loosely into three categories
Public Affairs
Public Relations
Marketing Communications
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16. 6. Public Service Announcements
Broadcasters use three primary criteria in determining which PSAs make the air:
1. Sponsorship: reputation of the sponsor
2. Relevance of the message to the community:
urgent social problems
3. Message design: imaginative and original
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17. 7. Videoconferences 7. Videoconferences
A more recent phenomenon of the video revolution is the videoconference
Definition:
“A meeting, instructional session, or conversation between people at different locations relying on video technology as the primary communication link” (from my students)
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18. 7. Videoconferences
In considering a videoconference, the following factors should be addressed:
Origination site (broadcast studio and remote location)
Visuals (TV show)
Interactivity (ask questions)
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19. 8. Penetrating Radio Marketplace
Radio disc jockeys are an excellent source of product promotion through
On the air-mentions
Contest
Giveaway tied to the product
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20. 8. Penetrating Radio Marketplace
Four aspects must be considered paramount in penetrating the radio market
1. Strong, focused message
2. Localization
3. Positive spokesperson
4. Timeliness
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