ABSTRACT
When public relations writers understand the needs of the broadcast media, they are better able to increase their effectiveness in using radio and television to communicate with their key publics. This chapter expands your repertoire by introducing you to actualities, audio news releases, video news releases, and B-rolls. Here are your objectives for this chapter:
Broadcast Writing Style Broadcast media is an umbrella term for radio and television. Cable television is popularly included in this term, though cable is technically not a broadcast medium. The term usually refers to public media and excludes organizational video and audio services.
