If you've been around the public relations world for long, you've probably had an editor point out to you that there are two sides of their operation, editorial and advertising, and that what you're pitching to them is more of an advertisement than news.
And they're absolutely right. Some pieces are more appropriate for advertising. Plus, advertising is a key partner to many, if not most, successful PR programs.
But, when it comes to the broadcast media, typically one is able to afford either television or radio, but not both. Usually this is based on the prices for television advertising...it can be furiously expensive.
How does one choose between them? Here are the strengths of each:
Television:
1. Television presents the opportunity to reach larger audiences with a single ad placement.
2. Typically, TV can be geared to selected audiences by choosing different shows and broadcast times.
3. People are generally able to form a personal identification to television personalities than radio disc jockeys (though some of the radio talk show personalities are an exception to the rule).
4. Television combines video, audio, motion, and a sense of immediacy and involvement in the audience.
5. The advertising methods used on TV give you great flexibility in showing to a certain group of people and their chosen viewing times.
6. It's typically easier to buy a national advertising presence through TV than radio.
7. Television is a great way to demonstrate product superiority through a demo in your ad.
Radio:
1. Because it is only audio, the listener forms an impression based upon their own imagination, which can sometimes be greater than if you had supplied the image.
2. Radio reaches people during more hours than television.
3. Less involvement means that people can do other activities while listening. Most people listen to the radio while driving, working, and get togethers with friends.
4. Because listeners can phone in to speak with the DJ, this gives the impression that the listener is somehow involved.
5. Typically, radio advertising is much less expensive, though it's still possible to spend a ton of money on radio!
6. Radio is ideal for reaching geographically targeted audiences.
Many of these factors also apply to public relations. For example, let's say you were promoting a book about cooking. TV, because of it's visual nature, would be a far more powerful medium for you, because you can show the food being prepared, the beautiful spreads in the book, and the host's obvious delight in sampling the product.
On the other hand, radio wins out in other areas. It's often easier to get on radio, especially if you're content to start out on the small stations in small markets, then to use the power of those tapes to leverage yourself onto larger stations. They're great for book or celebrity tours because the talent can do the shows at home in their jammies, instead of having to physically be in front of a camera. There's also the impact of drivetime, allowing you to reach audiences that simply wouldn't be available during that block of time.
So, we recommend that you consider both of these important media sources, rather than just insisting that TV is the way to go in your next campaign.
Are you trying to find more information about radio and TV public relations? We have what you are looking for.
How to Get Booked on Radio Talk Shows, Give a Great Interview and Get Invited Back
This no-nonsense guide gives you the information you need to get yourself on the radio. Comprehensive in scope, all of the fluff has been removed. This covers the important information to get into the broadcasting circuit fast!
How to Get Onto Drive Time Radio Shows
The radio is heard more often in cars than anywhere else. It makes sense that you would want to be on the radio shows while people are commuting. This CD features Joan Stewart interviewing radio veteran George McKenzie.
How to Get on the Local TV News Tomorrow
Need television publicity fast? Listen to the tips from Joan Stewart on this audio CD, and watch your television campaign get catapulted to the top of its class. Learn the secrets of the big firms and use them to build your company's
status.
Still looking for more products on these topics? Try going to our television or radio subject pages.
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Posted May 09, 2003
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