What can PR professionals do to get their messages across during
a time of war? A panel of media executives at a recent seminar
encouraged PR folks to focus on health, finance and local issues to
get news coverage if war breaks out in Iraq. At the seminar, "PR
Success in a Volatile News Environment," presented by Medialink,
panelists shared strategies to obtain local and global TV coverage
in the current climate and tactical guidance on press release
routing, format preferences and pitching. One theme that emerged:
While TV will be awash in war coverage, radio will still need
alternative content. Some advice:
- Ben Brodsky, executive producer, WUSA-TV in Washington: "Find
the common denominator that everyone cares about and affects
everyone." - Lisa Wolfe, program director, WTOP Radio Network: "In order to
increase an announcement's chances of making it on the air, its
news angle should focus on health, the heart and the
pocketbook."
Note: The next Medialink educational seminar is scheduled for
March 27 at Medialink's New York office. The seminar is part of
Medialink's broadcast breakfast series and will focus on how PR
pros can get their clients radio coverage. Contact Susan Macaluso
at Medialink ([email protected]).