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Working with the electronic media
There are some similarities in working with the print and electronic media with one big difference. The electronic media – in most cases the news channels require images and ‘sound bites’. This characteristic of the electronic media can be used to advantage with careful planning and preparation. As with the print media the electronic media should be invited to press conferences and other events and they may prepare a brief news-item on the issue. With regional and state specific news channels coming up it may be easier to get coverage. However with a smaller coverage the reach of the advocacy message may also get reduced. With human interest stories the electronic media has the advantage of relaying the image and the voice of the persons involved into thousands of homes.
At press conferences articulate spokespersons can deliver creatively crafted messages which can become ‘sound bites’. Giving individual interviews are another method of reaching out through the electronic media. Here again the spokesperson needs to articulate the message very clearly and in the shortest possible time. After editing only a few seconds of the interview will possibly get broadcast. While replying to a question it is useful to weave in the question within the answer otherwise the answer loses context and this may happen during the editing process. |
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