PRCA 3330: Chapter 9

Chapter 9: Writing for Radio and Television

Public relations writers use radio and television in order to reach a wide variety and large amounts of audiences.  Maintaining these radio and television audiences require writing for the ear, audio and visual elements and satellite/digital communications to conduct media tours.


-Cost-effective way to reach a large number of people in various age, ethnic and income group.

-RNR (Radio News Release):

  • Must be written so it can be easily read by announcer and clearly understood by listener
  • Must fit message into a rigid time frame
  • Use a more conversational style
  • Emphasis strong, short sentences

-ANR (Audio News Release):

  • A pre-recorded news announcement sent to a radio station
  • Two forms: actuality and soundbite
  • Length is around 60 seconds
  • Must notify the news department that an ANR is available

-PSA (Public Service Announcements):

  • An unpaid announcement that promotes the programs of government or nonprofit agencies or that serves the public interest
  • Must be timely, creative, and of high recording quality to stand a chance of being used
  • 15-30 seconds in length
  • Mailed or e-mailed to to the station’s director of public or community affairs

-RMT (Radio Media Tours):

  • A spokesperson conducting a series of around-the-country, one-on-one interviews from one central location
  • Low cost
  • Convenient


-Visual element

-VNR (Video News Release):

  • Large organizations seeking enhanced recognition for their names, products, causes and services are primary clients
  • 4-6 weeks to create and distribute quality VNR
  • Finished tape that can be broadcast
  • Highly technical
  • Not time-sensitive

-PSA (Public Service Announcement):

  • Use well-recognized celebrity or spokesperson

-SMT (Satellite Media Tour):

  • Series of pre-booked, one-on-one interviews from a fixed location via satellite with a series of television journalists and, sometimes, talk show hosts
  • Two talking heads- news anchor and spokesperson

It is important for public relations practitioners to know how to connect to audiences using radio and television because if done improperly, your message can be taken the wrong way or simply ignored.  It is also essential for you to make sure the issue at hand will be important to your audience before creating any of the above.

From the book, Public Relations Writing and Media Techniques, 6th ed. by Dennis Wilcox


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