Chapter 10: Electronic Media Relations
Chapter 10 discusses the relevance of the electronic media—TV and radio—to public
Notwithstanding the power of the Internet, we still live in a “television age,” --
intensified by the advent of 24/7 cable TV and talk radio, which dominate the current
events dialogue. For decades, public relations professionals were trained as print writers.
In the old days, the vast majority of public relations people emanated from print
journalism. Today, of course, many public relations professionals enter the field, after
studying at fine university public relations courses. While the knowledge of print is still
vital in public relations work, knowledge of electronic media also is imperative.
Increasingly, as the statistics cited in the chapter suggest, television cable and
broadcast news, and entertainment dominate the thinking of vast numbers of our fellow
citizens. The issues discussed on TV and radio “talk” —the most inexpensive form of
entertainment programming—dominate the national dialogue. Newspapers, the more
comprehensive and informative medium, alas, have taken a backseat.
In any event, television has become vitally important as an internal and external
medium for public relations practitioners, as has talk radio. So it is important, therefore,
that students understand the limitations and possibilities of the electronic media. In
particular, they should be sensitized to just how much information TV can’t deliver and
why it is important, therefore, always to read and investigate more fully than a television
Subject of the “Voice of Authority” Interview in Chapter 10 is cable talk show
host Rita Cosby, one of the most hardworking, straightforward, and
journalists. Subject of the chapter’s Case Study is the real-life experience of a friend of
mine, when he was public relations director of the bank that came face-to-face with “
It makes an excellent class room discussion.
Among topics discussed in Chapter 10 are:
24/7 Television News.
Handling Television interviews.
Video news releases.
Satellite media tours.
Public service announcements.
Growth of talk radio.
Securing radio publicity.