A detailed Outline of Chapter 10

Electronic Media Relations

I- 24/7 Television News:
The credit for the rise of television news around the world has been the growth of the Cable News Network (CNN).
The growth of cable television has created enormous new publicity placement possibilities for public relations professionals. Cable Networks offer so called "narrowcasting" opportunities for everyone.II. Handling Television Interviews:
To reach efficiency on television, executives must accept guidance from public relations professionals on how to act appropriately in front of a camera that never blinks

:1) Do prepare (key of success of broadcast appearance)

2) Do be yourself (interviews should be relaxed)

3) Do be open and honest (credibility must be established early)

4) Do be brief (avoid jargon, do summaries)

5) Do play it straight (don’t look stupid)

6) Do dress for the occasion (no colors or accessories)

7) Don't assume the interviewer is out to get you

8) Don't think everything you say will be araid

9) Don't let the interviewer dominate

10) Don't say "No comment"

11) Do stopIII. Video News Release:
- VNR have become standard tools in the practice of public relations. The best VNRs are those that cover breaking news such as a press conference or a new announcement that brodcasters would cover themselves if they had the resources.

Before VNR is attempted, different questions must be considered: what reasonable expectation of a VNR? How should a VNR be distributed? Are you out of luck if a VNR doesn’t get picked up? How important is it to localize a VNR? What kinds of subject should a VNR treat?IV. Satellite Media Tours:Several steps must be taken to ensure the viability of an SMT: Defining objectives Last minute jugglingsatellite time B-roll: background footage Availability of deddicated phone lines Spokespersons briefing Consider controversyavoid becoming too commercialV. Public Service announcements:
Public Service announcements (PSA) is a television or radio commercial, usually 10 to 60 seconds that is broadcasted at no cost to the sponsor.

Users of PSA are: non profit organizations and commercial organizations. PSAs can be grouped loosely into three categories:

1. public affairs

2. Public Relations

3. Marketing communicationsVI.

Growth of Talk Radio:Talk radio really emerged in the 1987 repeal of the Fairness doctrine, which opened the door to uninhibited discussion of controversial issues on the radio.

1) Strong focused message

2) Localization

3) Positive spokespersons

4) Timeliness