ABSTRACT
This chapter explores how to write in the style of the broadcast media, to use pronunciation guides accurately and to prepare a news release including a radio actuality. It outlines the contents of a video news release. News writing shares the basics, whether the writer is preparing information for print or broadcast media. The lead for a broadcast news release often differs from that of a print release because it is slower getting into the actual news. Pronouncers are commonly used in broadcast news releases. Broadcaster's reputations lie, in part, in their ability to be perceived as expert and credible reporters. Soft, setup, umbrella, background, question, statement and punch are various types of leads used in broadcast news releases. Actuality releases, audio and video news releases and B-rolls and transmedia news packages are among the tools that public relations writers use when they wish to communicate with various publics.
