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Attracting the attention of broadcast
media
Demands of the electronic media are quite different than those
of print journalists. Journalists working in radio and television
have very little time to tell a story. Typically radio news items
are 30 to 60 seconds. Television stories normally run between
90
seconds and three minutes. Interviews have to be extremely
concise due to time constraints and reporters also require interesting
visual pictures to help tell the tale.
Develop relationships with specialized reporters
- Research media outlets and shows
- Target effectively
- Identify individual reporters that regularly cover competition-related
issues
- Proactively advise them of upcoming issues that would be appealing
for them to cover
Train spokespeople
- Train spokespersons to condense a complex story into a 20
or 30 second clip and to distil the essence of a case in basic
terms
- Coach spokespeople to convey key messages and stick to them,
without being shaken by the line of questioning of the journalist
- Have selected rehearsed interviewees available as part of a
media strategy for any big announcement
Think visually
- When planning communications, think of simple visual examples
that illustrate what the case is about
- Offer television/radio facilities for major announcements
where possible
- Use video news releases (VNRs) where appropriate - essentially,
pre-packaged interviews/background footage
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