PR Writing

1
PR Writing

• Prof. Robinson
• Sections 3958/3725, Spring 2005
• February 21

2
Announcements

• More internship opportunities are available in
  the PR office if youre interested
• News?

3
Broadcast Media Relations

• Chapter 10

4
Broadcast considerations

• Organize locations for interviews consider
  quiet nat sound and visuals
• Speak in sound bites
• B-roll
• Provide access
• Have stock footage or photos available
• Remember uncontrolled media versus controlled (ad
  or VNR)

5
Radio format

• Triple-spaced writing for reading ease
• indicates pauses
• 60-space line about 10 words per line
• About 15 lines per minute 30-second story 7 to
  8 lines
• Use hyphens when you want letters or numbers said
  separately
• e.g. Y-M-C-A

6
layout

• Go over format on p. 230
• Slug
• Name
• Date
• Tape timing
• Audio cues and copy columns

7
Video script format

• Two columns, similar to that for audio
• 1. Visual instructions
• CU, MS, WS shot selection
• B-roll identified nat sound, etc.
• Talent identified or focus of shot
• Length of time
• 2. Verbal instructions
• Exact script of the voice over

8
PSAs versus Ads

• PSAs (Public Service Announcements) are issue ads
• Advocate a public service
• Do not advertise profitable events
• Free airtime often given sometimes paid for
• Ads
• Advocate something for profit purposes
• Time must be paid for

9
Todays assignment

• In pairs, create a 30 second and 10 second radio
  PSA or ad for the Black History Month events in
  correct format
• Cover letter explaining objective of your ad and
  your angle
• Steps
• Decide on hook/angle message goal
• Outline your points
• Write and format
• Edit and do a timed practice

10
Homework

• Before you leave, have the radio PSA ready to
  ready next lesson
• Read Chapter 11 on Features for the next class