In the book, Public Relations Writing and Media Techniques, chapter nine discusses writing for radio and television. I knew very little about the subject before reading the chapter, and learned a lot of useful information for my future career.
Television and radio make it easier for PR practitioners to effectively reach specialized audiences. Radio may not be the first thing PR professionals think about because it doesn’t provide the visuals TV and internet do but radio provides something that TV and internet do not. Radio is the only medium that reaches millions of people on their commute to and from work each day. I think this factor makes it a huge channel for communication and it should be taken advantage of.
When writing for radio it is important to remember to write for the ear. Make the messages easy for the audience to understand and easy for the announcer to read. When writing for radio it is important to remember that it is more conversational style and short to the point sentences are good to use. The format for radio writing is in all caps and double spaced. Time is also extremely important to have included so the announcer knows the time slot he needs available for content.
Public Service Announcements (PSA’S) were also discussed in terms of radio and television media. PSA’s are used usually for non profits organizations and increase awareness for audiences. When producing PSA’s for radio or television the book suggested to include a local number for the audience to call if asking for donations. They are more responsive to local numbers compared to 800 numbers. It also suggested to not immediately ask for donations. That turns away an audience.
Something I found extremely important in chapter nine was the importance of researching the medium you were submitting work to. Before writing or producing anything for radio or television channels you must know what content the channel normally includes. If you are submitting something unlike any of the material they normally broadcast, it will more than likely not get used.
Chapter nine provided a lot of useful information but I think what I covered is a good start to understanding and utilizing radio and television PR. Its important to know the advantages of reaching audiences through these mediums and it makes reaching a specialized target audience a bit easier.