Chapter’s 9 & 10

July 8, 2010 StormAshley

This information is based upon my reading from “Public relations Writing And Media Techniques,” 6th ed. by Dennis L. Wilcox.

Chapter 9 discussed Writing for Radio and Television. In this chapter I learned that radio and television offer many opportunities for the public relations writer who wants to reach both mass and specialized audiences effectively. I found it surprising to learn that radio reaches about 94 percent of adults over the age of 18 on a daily basis, with an estimated audience of 225 million.

Unlike traditional news releases, radio news releases are based on sound and every radio release must be written so that it can be easily read by an announcer and clearly understood by a listener. Some tips for creating a radio news release include:

  • Topicality
  • Timeliness
  • Localization
  • Humanization
  • Visual Appeal

I learned that public service announcements are defined as an unpaid announcement that promotes the programs of government of nonprofit agencies or that serves the public interest. I found it surprising that profit-making organizations do not qualify for “free” PSA’s despite the “public service”nature of their messages.

Chapter 10 discussed Distributing News to the Media. In this chapter I learned that media databases usually provide such information as:

  • names of publications and broadcast stations
  • mailing addresses
  • telephone and fax numbers
  • e-mail addresses
  • names of key editors and reporters

Tip sheets are another good way to find media personnel who might have an interest in your material. I found it surprising to learn that tip sheets increase the odds of getting a media placement for a public relations professional.

There are several different ways that materials are distributed which include;

  • e-mail
  • online newsrooms
  • electronic newswires
  • mat distribution companies
  • photo placement firms

I found it surprising that there are firms that specialize in strictly the distribution of publicity photos and captions. I also found it surprising that although the internet is widely used snail mail is still popular among public relations professionals. I would have liked to learn more about photo placement firms, since I have an interest in photography.


Entry Filed under: Reading notes

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