Tiana Holding

Chapters 15 and 16 Notes

Posted on: April 27, 2010

Public Relations – Strategies and Tactics

Chapter 15 – Radio, Television, and the Web

In today’s society, radio and television reach the majority of people on a daily basis.

Releases that are used for radio, TV, and the web include:

  • Radio News Releases – must be written for the air
  • Public Service Announcements (PSAs)
  • Broadcast Media Tour
  • Video News Releases
  • News Feeds
  • Web Sites and Streaming Media

Tactics used include:

  • Product Placement
  • Personal Appearances

Chapter 16 – Media Interviews, News Conferences, and Speeches

A face-to-face interview with a print or broadcast journalist is a good way to communicate an organization’s perspective.

A news conference is a way that an organization can distribute information to multiple journalists at the same time.

Media tours and press partied are designed to build a relationship with journalists and to offer them an opportunity to visit plant sites or other locations.

Speech writng is a systematic process that requires research into the prospective audience and a thorough understanding of the speaker’s beliefs and how he/she expresses them.

The writing style must be designed for the ear and should be conversational, concise and clear.

When giving a speech, you should find out as much as you can about the audience you will be delivering your speech to. Remember that nonverbal communication also plays a large role in your speech. The speaker should be enthusiastic, maintain eye contact, smile and use appropriate gestures.

Use visual aids and training in speech presentation is always a good thing to have in your pocket.

Publicize your speech and your audience will be much larger. Think about things such as news releases, media advisories, video clips online and so forth.


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April 2010
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