Jour 436 Final Review Guide.docx

Jour 436 Final Review Guide.docx - JOUR436 Fall 2017 Final...

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JOUR436 Fall 2017 Final Review Guide Video News Release (VNR): A video version of a printed news release with printed words converted into images and sound bites typically lasting around 90 seconds to 3 minutes long. Benefits: Save TV stations time and money, so likely to air Can reach many people with one message (especially if via satellite) Message is not likely to be misconstrued Can be helpful during times of crisis Like most “earned media” coverage, they provide third-party credibility for your organization Drawbacks May be ignored, thought of as “fake news,” or viewed as too biased by reporters or audiences Still dependent on media pitch and media relations Expensive and time-consuming Not appropriate for all products, services, events Anatomy of a VNR: 1. Disclaimer allowing station to use footage 2. Table of contents with time codes 3. Precis (explanation/Background info) 4. B-Role 5. Sounds bites and interviews 6. Packaged piece 7. Contact slate 8. Script (optional EBKs: Around 15 minutes long More extensive and detailed (like a media kit vs. a press release) Generally targeted to entertainment-related shows (different than EPKS used for news purposes Role of PR in VNR’s And EKS’s Generally produced by professional video production company PR person provides direction Script Slates B-roll Sound Bites Public Service Announcement (PSA): Federal Communication Commision Definition: Any announcement for which there is no charge which promotes programs, activities, or services of governments and or the programs activities of nonprofit organizations. Those regarded as serving the community Purpose
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Designed to Influence public attitudes and behavior by Conveying a non-commercial,non-political message Promoting a cause or issue Calling people to action Content & Formatting Header should include organizations name, contact name, phone number, title and length of spot Clearly place PUBLIC SERVICE ANNOUNCEMENT at the top of the script Focus on 1-3 key points, and use 1-3 voices (depending on length); What/Who When/Where How/Why Begin with a “hook” and end with a call to action and contact info ( and repeat) Write in script format while speaking directly towards your target public Can be print, radio and/or television format Standard PSA lengths 10 seconds: 20-25 words 15 seconds: 30-35 words 20 seconds:40-50 words 30 seconds: 60-75 words 60 seconds: 120-150 words B - Role V.S Sound Bite B-Roll shots are rough videos with different camera angles and natural sound Sound Bites: 7-15 second audio quotes Paid, Owned, Earned, Media,Shared(P.O.E.M.S) Paid Media: Advertising that is placed and bought by the marketer Brand Awareness Earned Media: Communication about a brand that is not managed by the marketer Brand Experience Content, Retail, Website, Applications, Events.
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