Using Radio

1. Radio is still one of the most important channels, especially in emergency situations.

2. A company can make its own recording or pass the responsibility onto the radio broadcast organization. Each has its advantages and its drawbacks.

3. CHECKLIST

• Broadcast Script

• Is the format suitable for the client's campaign material? Use humor, if appropriate, and it helps make the point. Use instructive dialog if it gets points across efficiently. Use monolog for serious subject and with celebrity spokespersons. Announcer copy may be most cost-effective and persuasive.

• Is the timing correct for the designated 30-second or 60-second spot? Provide several variations in different time formats.

• Does the opening get the listener's attention? Interesting sound effects, setting, or music. Situation that intrigues the listener. Relevance to the interests or problems of the listener.

• If the script uses an announcer, is the "tag" at the end effective? Summarizes the point of the script. Repeats important information. Tells listener where to get more information. Identifies the sponsoring organization.

Television and Cable

1. Television is now a largest channel. Messages seen on television bring instant public recognition, and with it very often comes approval of an idea or program.

2. Television is a highly specialized medium, and messages for showing on television must meet the highest technical and content standards. Some large organizations make their in-house clips. Organizations that do not have the resources of a large corporation use the services of specialized television production and distribution firms.

3. Because television has both visual and sound components, the script for a television production must be prepared in a split format. The work should be carried out under close control of the client organization. Throughout the conference process, the public relations people must keep the client's aims in mind and assure that the technical peo­ple achieve the desired results. Screenings of the "rough cut" are the final part of that process, with the public relations people telling if everything is right.

4. Today, some cable services carry dozens or even scores of channels, many of which offer original programming, and some with programs of local or regional interest. More important they may be used to target very specific publics.

Internet in Public Relations

1. Internet (WorldWideWeb), the global information computer network, is a network that brings together a great many local networks. The Net has created a new kind of global information space, or Cyberspace.

2. WWW is widely used in the USA, less number of people use it in Europe and it’s only developing in Russia, let alone Asia and Africa.

3. WWW is used for work and rest: for getting information, communicating, buying and selling, advertising, entertainment, etc. As both the audience, the information and advertising potential of the Net are growing, it becomes more and more attractive for PR.

4. WWW has become a very important PR tool now and in future it will replace almost all the other ways of communication. The reason is that it gives best opportunities for the two-way symmetrical communication.