With a change in media PR professionals also have to change their tactics. This chapter discussed ways to write for broadcast media. You must think of all the different elements involved: the sound, picture quality. There is a big difference between reading something on paper and hearing it or watching it.

PR professionals also use different tools:

  • Radio news release — similar to a press release, but in a more conversational tone.
  • Audio news release — incorporates multimedia such as sound clips.
  • Public service announcement (PSA) — written depending on how long it takes to say out loud. Uses simple conversational language to get the point across.