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Flashcards in Broadcast news release Deck (22)
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1
Q

Broadcast

A

In most ways, broadcast news media are interested in the same thing as their print counterpart

However, they require more than print
Radio needs access to interview
Television seeks stories with strong visual elements

2
Q

Broadcast media

A

an umbrella term for radio and TV
(Cable is included, but it’s technically not a broadcast medium)
Because of the needs of radio/tv written word isn’t enough.
Unlike releases for print media, broadcast news releases are not intended to be used verbatim; rather they are idea generators and background resources.

3
Q

How should broadcast sound

A

Specialized releases are not always required, but when they are you should write for the ear.

The style should be conversational, but not casual
It should reflect a professional rather than a familiar tone
Reading aloud is still the best way to ensure that it sounds both natural and appropriate

4
Q

General Broadcast Guidelines

A
Use short sentences
Use active voice
Generally use present tense
Keep subject and verb close together
Use strong verbs
Limit use of adverbs and adjectives
Use generalities rather than specific details (especially with numbers)
Avoid alliterations and tongue twisters
5
Q

Names and titles

A

Don’t use middle names/initials unless person is known for such (Michael j. Fox)
Title before ,

6
Q

Numbers:

A

Spell out single digit numbers (zero –nine & eleven)
Use numerals between 10 and 999 use words or combination for one thousand or more (12 million, 14 hundred)
If possible, use rounded numbers rather than specific ($14,946,300 or 15 million dollars)
Translate numbers if possible… a tax increase of two million dollars for a city of 500,000 people OR a tax increase of four dollars per city resident
Write out terms (dollars or Percent)
If age is important use it before noun (50-year-old company)

7
Q

Quotations:

A

Paraphrase if possible

Signal quotation… Which was in her words… As she put it… To use his words… The president’s exact words were…

8
Q

Punctuation:

A

Writing for broadcast calls for different use of punctuation than writing for print.
Hyphens are sometimes used in ways not called for by proper spelling… recreation or re-creation
Hyphens are also used to indicate abbreviations that are pronounced as letters rather than words

9
Q

Copy Presentation: Make it easy to read and understand

A

Avoid abbreviating forms of all words except Mr., Ms., Mrs.
Avoid splitting words from one line to the next.
Capitalize and/or underline the word NOT in crucial situations
To make it easier to read, use hyphens for compound words that might not normally be hyphenated… Semi-tropical, or non-denominational
Always use double spacing.

10
Q

Lead for broadcast news differs from print because it is slower getting to the actual news

A

If the story is serious, especially tragedies, the same no-nonsense straight upfront approach is taken.
Most broadcast releases deal with softer news.
The lead is where the broadcaster sets the stage for the story
Lead is used to round up audience that aren’t paying attention

11
Q

Soft Lead

A

“Throw-away lead”, “tune-in lead” or “warm-up lead”
It’s the hook that pulls the listener back into the story.

Print: Harriet Tubman High School will begin a $4.5 million expansion project featuring a new library and online research center.

Broadcast: A high tech library and online research center highlight the four-and-a-half-million-dollar expansion project at Tubman High.

12
Q

setup lead

A

Rather than providing even general news, some broadcast leads try to set the stage for upcoming news.
The setup lead pulls viewers back into the story.
The first sentence often doesn’t give any news at all, but waits until the second sentence

A local high school is preparing for an extreme makeover. A high-tech library…

13
Q

umbrella lead

A

This lead is used when a story is complicated with several twists and turns

Two different reactions are greeting the new graduation requirements announced by the state education department. Some parents like higher standards for graduation, but others fear the new policy will increase the drop-out

14
Q

background lead

A

Generally not the best way to start, but sometimes necessary to give background first.

Six years ago, Kiowa College was reeling from financial scandal, decreased enrollment, and a nasty strike by faculty members. Today, two years after Louis Eagle became Kiowa president, the campus is calm and peaceful, and well on it’s way to full enrollment.

15
Q

question lead

A

Can focus on the listener’s attention. Don’t overdo it!

How much will it cost your child to attend college? Senator Jon…

16
Q

statement lead

A

Begins with a compelling fact or opinion first, then provides attribution and context in later sentences.

More college students would volunteer to work with kids and senior citizens, but only if someone asks them personally. That’s what the public relations students found when they surveyed…

17
Q

actuality release

A

More sophisticated than the regular news release sent to the broadcast media

Includes written news release as well as a brief video- or audio-taped quote for use by broadcast media.

The recorded portion is the “actuality” or “sound bite”.

18
Q

Actuality Release format:

A

Begins like any other broadcast release with an appropriate lead.

Followed by several paragraphs of additional newsworthy information

Then the writer uses a lead-in to provide context of the actuality – this is sometimes called a “throw”, because it figuratively throws the report to another voice. The lead-in should NEVER steal the thunder of the quote – don’t create an echo.

If the quote starts out “Let me tell you why I’m running for office,” don’t write “Brown tells why he’s running for office.”

You could say, “Brown spoke this morning about the reasons behind his campaign decision.”

19
Q

Two types of Actualities:

A

Factual actualities: offer eyewitness reports or explanations by experts.

Opinion Actualities: give comments with an organization’s viewpoints.

20
Q

Actualities must meet two criteria:

A

Sound bite must be newsworthy, warranting it’s use by the media

Sound bite must be strategic, extending or supporting the organization’s message.
Actuality should accompany written news release and B-roll.

Written news release should include all text from actuality.

(SOUND BITE … 15 SECONDS)
We appreciate the generosity of the youngest people of Pleasantville, America…

21
Q

audio release

A

This is an extension of the Actuality and is sometimes called a radio news release.

Instead of a written release accompanied by a taped actuality, the ANR is packaged as a finished news segment providing both the announcer and the sound bite.

These packages can be dropped directly into the radio station’s broadcast schedule.

ANRs can be appealing to smaller radio stations, but are often not used by larger radio stations.

60-second is the most common format

22
Q

video news release

A

This is a packaged public relations release for television

It is a fully produced segment that can be dropped into a news report, including voice-overs by an announcer.

Popular in the ’80s for introducing product.

Is this an ethical issue