4. Handling Interviews and Press Conferences for print and broadcast(вещать media.

PR people coordinate interviews for both print and broadcast media. In conducting interviews with media cardinal rule to remember is that such interviews are not “intellectual conversation”. The interviewer wants only “good story”. And the interviewee wants only to convey his key messages. 9 maxims are important (print media): 1. Do your homework in advance. Know what the interviewer writes, for whom, and his opinions, what audience wants to know. 2. Relax. 3. Speak in personal terms. Speak as individual, as member of public. 4. Welcome the naïve question. If question sounds simple, it should be answered anyway. 5. Answer questions briefly and directly. 6. Don’t bluff. If you can’t answer, admit it. 7.If the reporter is promised further information, provide it quickly. Reporters work under time pressures and need information quickly to meet deadlines. 8. If you don’t want to see something in print shouldn’t say it. 9. Tell the truth.

Press conference. Every organization must face the media in conference – in connection with any urgent thing. Follow these additional guidelines in press conference: 1. Don’t play favorites; invite representatives from all major news outlets. 2. Notify media by mail well in advance of the conference and follow up by phone. 3. Schedule the conference early in the day. 4. Hold the conference in a meeting room, not someone’s office. 5. identify in advance the time for the conference. 6. Keep the speaker away from the reporters before the conference.

Unprepared interview is really harrowing experience. That is why PR pro should provide executives with guidance, how to act appropriately in front of camera. it may help:

1.Do prepare. Preparation is the key to success. Executives should know audience, reporters. They should guess some answers tough hypothetical question.

2.Do be yourself. Interviewees should appear relaxed. Smiles are appropriate. Avoid nonverbal sign of tension (crossed hands), smoking and chewing gum.

3.Do be brief(краток. TV and Radio have no time for beating around the bush. Language should be understandable, sentences should be short.

4.Be careful with humor. Use it in appropriate way, otherwise it can be interpreted as foolishness. 5.Respect interviewer and all his question. 6.Don’t say «No comment». If interviewees can’t answer the question, they should explain why. 7.Do open and honest. 8.Do dress for the occasion.

In general, the best advise for interviewees is to be prepared, natural, honest.

5. Electronic Media

TV and radio are everywhere. The news didn’t become the news until television proclaimed it as such. In other words, power of EM is awesome.

Power of TV is amazing; the most people are likely to believe TV news, than to newspapers.

As EM dominating now, pr professionals should know how to deal with them; moreover how to succeed in this activity.

Nowadays video news has overwhelmed society. One key factor in the rise of TV news around the world has been the growth of the Cable News Network (CNN). Today CNN can boast a domestic audience of more than 60 million. The growth of cable TV gives huge publicity placement possibilities, opportunity to target message to specific publics.

But in recent years TV news has been wracked by scandals. For example such unpleasant things as talk-shows(пусть говорят), knock-offs(окна), specializing in sleaze and so on blur the boundaries.

Unprepared interview is really harrowing experience. That is why PR pro should provide executives with guidance, how to act appropriately in front of camera. it may help:

1.Do prepare. Preparation is the key to success. Executives should know audience, reporters. They should guess some answers tough hypothetical question.

2.Do be yourself. Interviewees should appear relaxed. Smiles are appropriate. Avoid nonverbal sign of tension (crossed hands), smoking and chewing gum.

3.Do be brief(краток. TV and Radio have no time for beating around the bush. Language should be understandable, sentences should be short.

4.Be careful with humor. Use it in appropriate way, otherwise it can be interpreted as foolishness. 5.Respect interviewer and all his question. 6.Don’t say «No comment». If interviewees can’t answer the question, they should explain why. 7.Do open and honest. 8.Do dress for the occasion. In general, the best advise for interviewees is to be prepared, natural, honest.

Because of visual culture domination, organizational communicators must turn increasingly to video to communicate with a wide range of public.

So, let’s move on to organization video. The most pervasive are VNR, Public Service Announcement, Satellite Media Tours, Video Conference.

VNR is a print news release put on the video. It aimed at maximum exposure on TV news. 30 to 90 seconds. It’s reasonable to produce a vnr when: it’ll clarify new points on news; help create new story; can be used as background footage. Still, it’s rather expensive. It should be created, produced, packaged & distributed professionally.

PSA is a TV or radio commercial, usually 10 to 60 seconds long, that is broadcast at no cost for the sponsor. Active users of psa are non-profit org-s. PSA is written in advertising-copy style. There are 3 primary criteria in determining which psa make the air – sponsorship, message design and relevance(уметнсть of the msg to community.

SMT is series of interviews conducted via satellite (between an organizations spokesperson and TV station personalities) across the nation or around the world.

Video Conferences connects audiences throughout the world in a satellite-linked meeting. (allow viewers to ask q-s). Growth of talk radio. People prefer TR, because there is no reporter interceding between the listeners and the speaker. Of course, talk radio is not without controversy. There are different scandals, gossips. But Controversy attracts listeners and talk radio is booming.