By Erica Wenham, Wednesday 27 February 2013.
Public Relations Practice & Skillset (Week 20)
The world’s densest concentration of media according to
Media UK (January 2010) is as follows;
·
837 radio stations
·
528 television channels
·
1601 newspapers
·
1957 magazines
·
267 media owners
The result;
·
NOT: Just more or different opportunities
·
BUT: Far more active time required online
·
AND: Far more contacts to manage
·
AND: Far faster decision making/activity in news
journalism.
B2B Media
Principles
1.
Respect, mutual respect
2.
Know what you’re talking about
3.
Map and understand each title
4.
Only pitch what each can ‘buy’
5.
Build a reputation
6.
Always keep in touch
7.
Cherish your reputation.
B2C
Television in
Advertising
·
Less autonomous/independent than print:
-
Strongly regulated – OfCom (UK), FCC (US)
-
Strict codes – Broadcasting Code (2005 UK) over
fairness, privacy, content etc...
·
Typically offers consistent programme
format/schedule per channel
·
Increasingly delivers special interest groups –
perfect for specific campaigns
·
BUT for the most part remains:
-
One-way = transactional, controlled.
·
Expensive
Television in PR
·
B-Roll = complete kit of shots and explanatory
script: Saves time, creates opportunity
·
VNR = Video News Release: Usually
pre-negotiated, To ensure broadcasters will take them
·
Video packages: Support niche/local channels,
Increasingly important with proliferation
·
Gaining broad acceptance: All video formats
passing into common use, Even mobile cameras...
Television
Considerations
1.
It’s always visual!
-
No visual, no story...
-
And (next) it needs multi-visuals
2.
Think short segments:
-
Think about segments in a 30-second ad and
you’ll get the point
-
A 60-second talking head is boring.
3.
Think fast-paced:
-
Stories cut and transition at pace.
4.
Likes experts with media experience,
interesting, lively:
-
To create a capable TV performer requires
significant investment...
-
Think professional theatre and you’ll get the
point.
Television Studio
Appearances
Remember visual power in communications (Fading
memories/It’s not what you say - 60%+)
·
The individual is the majority of that message
·
Backdrop and set are much of the rest.
·
Make simple, focused movements
·
Expand to be slightly larger than life (10%)
·
Are conscious of audio, video and content
simultaneously.
·
Work with pre-crafted content. (Lead with responses
which pull questions. As a result, this can control an interview or visually
dominate a performance)
Radio in PR
The concept of radio is rich, diverse programme market:
·
Public and commercial national
·
BBC Regional (e.g. Radio Ulster, Radio Scotland)
·
BBC Local (Three Counties, Norfolk, Wiltshire..)
·
Local Commercial (Capital, The Breeze [South
Hants], Bright [East Sussex])
·
Student, Schools & Hospitals
·
Community
·
Creates niche opportunities at every level... With
high potential for quality material/sponsorship...
·
A new frontier.
Radio Dynamics are
Different
·
Whether live or edited this is you
·
Radio does not allow reflective silence!
·
Briefing and preparation vital
·
Craft key messages as easily-delivered phrases
(‘Sound-bites’)
·
Responses … slow for control … simple for easy
comprehension
·
Focus on pitch … depth is credible
·
Defensively live: develop ‘thinking time’
responses
·
Aggressively live: lead with responses which
pull questions, pull the interview
Pitching Tips
·
Don’t just hear the story... Imagine how you can
help the listener
-
Touch, smell, see it
-
Be there...
·
Focus on ‘more than news’:
-
Define agendas
-
Work with agendas
-
How do you fit the narrative of the news or
current affairs programme?
·
Work around (as hooks):
-
People
-
Places
-
Events
·
Remember speed is essential
·
You may have days for print but hours or even
minutes for radio
·
Don’t start until you’re fully prepared
·
Always ensure your promise – the complete
package - is deliverable
·
Pitch and go:
-
Usually the researcher until you are well
networked.
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