ABSTRACT
Broadcast appearances by corporate executives and other spokespersons allow corporations to gain greater control over messages disseminated through the mass media. Messages are no longer delivered to newspapers, magazines, and broadcasters and left there for their gatekeepers to decide on whether or how to use the materials. With broadcast appearances, the “sender” delivers the messages directly to television and radio audiences. As someone who is interviewed on a broadcast medium or appears on a panel, he or she has wide latitude in deciding what to say. The interviewer or moderator, of course, sets the agenda and asks questions, but the interviewee or participant can carefully compose answers and skillfully interpose messages he or she wants to transmit.
