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Reading Notes

Chapter Nine: Writing for Radio and Television

  • Radio and television is very beneficial for public relation writers because it is able to reach many different audiences.
  • A radio can be heard almost anywhere and it reaches large numbers of people in different, ages, ethnicities, and income groups.  For public relations people working on a more local level the radio can serve as  a very cost-effective tool.
  • Radio releases must be written so that an announcer can easily read it and a listeners clearly understand it.  A radio news releases timing is vital.  Messages must be able to fit in the time frame given.  An average announcer reads at a speed of 150 to 160 words per minute.
  • An audio news release also known as an ANR is the most common and effective approach when sending a news release to a radio station.   The message is already a recorded news announcement.
  • A public service announcement also known as a PSA is an unpaid announcement that promotes the programs of government or nonprofit agencies or that serves the public interest.
  • Radio media tours or RMT can be described as a spokesperson conducting a series of round-the-country, one-on-one interviews from one central location.  RMT are relatively low cost and they are convenient because many interviews can be given from one central location.
  • Television  separates itself from other media because of the visual element it provides.
  • There are about 5,ooo video news releases (VNR) that are produced annually in the United States.  The main clients for VNRs are large organizations that are trying to enhance recognition of their names, products, or service but they are not cheap to produce.

Notes and reading are from the textbook Public Relations Writing and Media Techniques, Sixth Edition by Dennis Wilcox.


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