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The limited amount of editorializing on radio and television stations also reflects fears of legal reprisals
John P. Coale, one of a consortium of lawyers that has mounted the largest class action suit in history against the tobacco companies, said that ABC was intimidated by the huge amount of damages, billion that Philip Morris was seeking in its suit. Richard A. Daynard, a professor at the Northeastern University School of Law and chair of the Tobacco Products Liability Project, a nonprofit antismoking group, said, “Philip Morris has bullied a major television network into Breitling Replica Watches apologizing for what was essentially a true story.”55 Cliff Douglas, executive director of Tobacco Control, Law and Policy Consulting, an antismoking research group, said, “There is no question that the documents ABC obtained from Philip Morris [as part of the libel suit] directly contradict ABC’s apology.” He and other critics cite this as proof that ABC’s decision to settle was made by Capital Cities/ABC Inc. for purely financial reasons. Reuven Frank, a former television news producer and former president of NBC News, which is owned by General Electric, put the decision in a slightly different light. “This is called the pay-the–flne syndrome. Philip Morris could have tied up ABC in court for months.” Philip Morris took out full-page ads in many newspapers (including, for example, the Washington Post, the New York Times, the Wall Street Journal, and the Minneapolis Star Tribune), trumpeting its success in forcing ABC to apologize.
By obtaining an apology, particularly in a period when tobacco companies are under attack, Philip Morris achieved what no amount of ordinary advertising could have done. Moreover, the company’s success will make other news outlets more cautious in their coverage of these issues.
The limited amount of editorializing on radio and television stations also reflects fears of legal reprisals. When broadcasters do editorialize, they tend to take noncontroversial stands, such as “Support your local blood bank” or “Welcome the former hostages’ home.” In many cases, the positions taken are vague and ambiguous. Threats of lawsuits contribute to such neutrality.
In June 1986, the Supreme Court made it easier for the news media to gain dismissal of libel suits without the high costs of trials. In Tag Heuer Replica a 6-3 ruling, the Court held in favor of columnist Jack Anderson and against the conservative Liberty Lobby. A magazine edited by Anderson had called the group neo-Nazi, anti-Semitic, racist, and fascist. The Court held that judges should dismiss cases unless evidence of “actual malice” by the media was “clear and convincing.” To establish actual malice, a complainant must show that the media source knew the material was false or published it with reckless disregard for whether it was true or false.
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[19]39 May 4. Ready for her radio fling. Washington, D.C., May 4. Four year old Nancy Anderson, daughter of Rep. and Mrs. John Z. Anderson, will make her radio debut Saturday on the third annual Congressional Children’s Broadcast over a national NBC hook-
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Washington DC Digital Cable Television, Phone and Broadband Offers
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Making the most of your media efforts is important to every organization. Even more important is maximizing your profit potential when advertising through radio, television, and other methods of exposure.
The two most common forms of advertising consist of radio and television. First off, let’s talk about how radio spots can be an effective form of advertising.
Radio has many distinct advantages that a media buyer should take into consideration. Radio spots can be had on both local and national levels. This allows targeted marketing efforts to be coordinated. In other words, if you are advertising for a local company, you would be best off using local radio stations. Also, radio can be used in cooperation with other media efforts. Many companies find success in using radio spots to correspond with television efforts, or vice versa. This guarantees that you are reaching as many people as possible, both while at home, and while in the car. Also, it should be remembered that people often listen to the radio while on their way to purchase new products. So, if somebody is on their way to the car dealership to look at a new car, and hear a radio spot advertising for the newest luxury sport utility vehicle, the buyer would be more so inclined to check it out. When used alone, or with another form of media, radio advertising can be most effective and a great way to maximize return on investment.
Now let’s talk about advertising via television commercials. To many companies who can afford it, this is the most effective way to reach potential clients. Millions of people spend millions of hour’s everyday watching television, including the commercials. During the Super Bowl, advertisers spend millions of dollars on a single 30 second spot. That alone shows that advertisers feel that television is the greatest way to reach the largest amount of the population, with the smallest amount of effort. Like the radio, television spots are also available on both a national and local level. During the Super Bowl advertisers are paying to be seen by everyone watching the game, thus the price increases greatly. On a more local level, companies can place spots on local access television stations. Again, if you are going for a more regional presence, local stations would more than likely be the way to go. It will save you time, and also ensure that you are in front of your most prized customers.
The biggest factor in determining which media to use, outside of who your audience is, would be money. It is much less expensive to run a 30 second local radio advertisement than running a 30 second television spot during the Super Bowl. All of these factors are taken into consideration by the buyer before making a decision.
Overall, both radio and television provide a great way to get your message out. The more research that is done before the buying, the better chance you will have of making the most of your hard-earned money. The next decision will be think about whether you want a 40 inch television or a 35 inch television.
Kevin Dark is an online marketer. Find out more on radio vs. television battle.
Who doesn’t want to get the word out about their company, service, or product? As a publicity expert with more than twenty years experience in the field, I have encountered hundreds of companies who have wanted the same thing. My answer is to appear as a guest on local radio, TV news shows and/or gain editorial coverage in print which will enable you to get the word out to thousands (and possibly millions) of consumers.
From my experience, here are some tips that will help anyone get started in the race to attract attention from the broadcast media – radio and TV. How To Know if You Are a Good Candidate for Radio and TV.
Almost anyone can be a candidate for radio and TV, but if you are a company with consumer-oriented products you are a perfect fit! If you are a professional firm with legal, financial or consumer related services this would work for you too. With specialty radio and TV programs on law, relationships, lifestyles, health, gardening and more, there are definitely shows out there that can be a perfect match for your message.
Does Practice Make Perfect?
Oh, definitely. The professionals who are in the media all the time make it look very easy, but actually it’s a skill. The more interviews you do, the better you get at defining your message and honing your presentation skills. And once you do a few radio call-in shows and speak to a few hosts, you’ll find that the questions you get are similar. Usually, there’s one area of your message that’s really interesting to people and you can start to craft your answers to respond about that area.
Where To Focus Your Pitches.
Local radio shows on the 250-watt or 1,000-watt AM stations are a great place to start. There’s also internet radio, which is becoming more popular and could be another good way to get started. With more radio shows going to national programming the weekend programs are also the best place to find radio shows that are looking for guests.
For TV go after your local morning news programs or weekend lifestyle segments. And there’s also community-access cable, which can be relatively easy to get on and can provide wonderful experience and a way to build up your confidence on camera.
How to Spark Producer Interest.
Well, first, stay up on the news. Listen to the radio, read newspapers, watch TV. That helps you figure out what’s in the news and how your message might tie in with it. Once you have an angle or tie-in to a current news story, put together a press release that positions you as an expert on this issue and sells them on why they should have you as a guest. Remember, pitch your expertise as a solution to a problem that’s making news – don’t go in with a sales angle!
Getting Prepared for the Interview.
Make sure you’re fully prepared with facts, figures, and anecdotes to talk about when you’re on the air. Make up a cheat sheet or note cards loaded with your best information and key points. Most TV interviews are going to be very short — three to five minutes at most — so you really must know your message before you go on the air.
Do some dry runs with a friend or business associate acting as the host, so you get your answers down. The audience can easily detect the difference between a guest bursting with knowledge and one whose knowledge well is drying up. If you don’t have much to say, you’ll lose the audience’s attention and any credibility that you were building with them.
Do As Many Interviews as Possible.
There is no such thing as overexposure; you want to conduct as many media interviews as you can. The more interviews that you do, the more buzz you will build about your company, product or service. And you should make yourself available at a moment’s notice, if need be. Talk radio interviews are typically done from your home or office, so that makes it very easy.
Think of media appearances as instant promotional opportunities, and be available day or night. Anytime you’re on the air, you’re going to boost your company, product or service’s visibility and sales.
How To Get Invited Back.
You need to sparkle on air. Enthusiasm speaks loud and clear, so in order to keep the audience attentive you need to maintain a high level of interest throughout the interview.
Remember, media is about entertainment. So you want to be both informative and entertaining, not boring. Do that and you’ll find the host jumping in to help you promote your message.
How to Give a Good Interview: Eat, Sleep and Turn Off Your Phone!
It sounds obvious, but the first thing is make sure you’re really well-rested and well-fed. Your attention isn’t going to be focused if you’re hungry or tired.
Also, if you’re doing a radio interview from your home or office, close yourself off in a room where there are as few distractions as possible. Get your cell phone out of there! Then, try and relax and be yourself. Nobody knows your message like you do — so you really are an expert. Have fun with it!
And don’t be too hard on yourself after your first appearance. No one goes out and bats a home run the first time at the plate. So try to be as comfortable as possible and as prepared as you can be, and then enjoy yourself.
Marsha Friedman has been a leading authority on publicity for authors for nearly two decades as CEO of Event Management Services, Inc (EMSI). If you would like to receive her free Ebook “How to Be a Great Talk Radio Guest” visit http://www.emsincorporated.com .
