Chapter 9 in Public Relations Writing And Media Techniques, 6th ed. by Dennis L. Wilcox is titled, “Writing for Radio and Television.”

Radio

Radio releases are similar to press releases, but have more concise writing and have a conversational tone. Most radio news releases are 30 or 60 seconds long.  Timing is very important because the reader must fit the message in the allocated time frame.

The Federal Communications Commission (FCC) defines a public service announcement (PSA) as an unpaid announcement that promotes the programs of government or nonprofit agencies or that serve the public interest.

A radio media tour (RMT) is another way to use the radio to your advantage.  RMTs are low cost and convenient. The spokesperson just calls in to the radio station and gives an interview that will play on the radio live or be recorded for future use.

Television

A video news release (VNR) are similar to radio news releases but contain audio and visual elements like graphics, slides, or video. VNRs have an advantage becasue they can be used by numerous stations on a regional, national, and even a global basis.

Talk shows are a great opportunity to reach mass and specialized audiences. Talk shows also allow you to tell your views directly to the public without the filtering of journalist and editors.

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