Sound bites you can really use

PETER J. RESTIVO

 

What makes a good newspaper quote or broadcast sound bite? It’s not what you say, it’s how you say it. Nor is it a question of content versus hype. It’s a question of giving reporters what they (and their viewers) want – in simple language and word-picture messages that keep listeners, viewers and readers engaged.

 Some examples:

Blah, blah, blah….	Snappy Sound Bite
The environmental impact of the recent chemical spill in the western community cannot be calculated in the loss of wildlife habitat and ground water contamination alone because the full extent of the event will affect drinking water, school playgrounds, tourism and even the region’s tax base.	This is the Pearl Harbour of chemical spills.
Free trade agreements don’t consider loss of jobs at home and the lost contributions to society and the local tax base of hard working citizens.	If I’m out of a job, who pays the mayor’s salary?
Insurance companies expect and demand payment of policy premiums on time or they threaten you with loss of policy protection and cancellation.	Insurance companies want their payments by FedEx and we get our claims by Pony Express.
Our nursing staff is one of the most experienced in North America with an average ten years of bedside nursing.	Nobody cares more than our nurses.
Serious criminal offenders with records of repeated offenses while on parole represent a grave threat to the community and while our group recognizes the expense of such a plan, we believe it is in the long-term best interest of all.	Tigers belong in the jungle or in the zoo.

 

Your purpose in creating a good quote or sound bite is to get it used and to make it memorable. Sound bites without great action verbs are not descriptive and rely too much on wordy adjectives and other supporting mechanisms.

Create sound bites with imagery – word pictures. Word picture require little or no explanation. The audience “gets it.”

• Our university graduating students are like lighthouses;
  they light the way for others.

• This pickup truck is built like a rock.

• This stereo system rocks.

• The new plan is like a duck in an oil spill.

• Some products are like a breeze; ours is the wind.

Remember: while reporters write the stories (not you or your lawyers), only you can write the quotes and sound bites. Try it.

 CONTACT:  p.restivo@prmediaconnection.com

CAUTION: Embarrassing online ads beyond your control

A recent tragic circus accident in Providence, Rhode Island, demonstrates again the very dicey world of online advertising.

When a platform failed during the famed Ringling Brothers and Barnum and Bailey Circus, performers in an aerial act hanging by their hair – known as a “‘hairialists” act, fell some 35 meters to the ground.

Beyond the injuries to the performers, there was another problem brewing with Internet, social media, cable coverage of the event.  Many advertisements – standard commercials, scrolling banners, etc. – are selected for air by computers.  In one situation, an online hair stylist had a banner ad running under the actual scene of the horrendous fall.

The point is, no one really has control over what is shown at any given moment on the Net where reputations can be made or broken in an instant.

(Image from Canadian Press)

 

 

British Airways ABC-TV commercial for Indian Ocean tour

OOOPS!

Despite Malaysian Air Disappearance, British Airways Runs ‘Escape to Indian Ocean’ Ad

March 27, 2014
By CLEMENTE LISI

While the search for the the missing Malaysian Airlines plane continues, an ill-timed British Airways ad called on would-be travelers to “escape to the Indian Ocean.”

The video advertisements caught London train commuters by surprise today as a sea of blue was shown on screens at the Euston station along with the phrase: “Escape the commute and discover the Indian Ocean.”

In an email to ABC News, a British Airways spokeswoman said, “We are very sorry for any offense caused. The advertising campaign featured in the U.K. is being withdrawn. This campaign was planned some months ago and we recognize that its appearance at this time is inappropriate.”

Malaysian Airlines Flight 370, bound for Beijing, vanished on March 8 somewhere over the Indian Ocean, carrying 239 passengers.

Earlier this week, Malaysian authorities said the jetliner had plunged somewhere in the south Indian Ocean. No wreckage has been found as boats and planes continue to search the massive area.

PHOTO: Pictured is the British Airways ad that includes the caption, “Escape the commute and discover the Indian Ocean.”

Courtesy of ABC NEWS

HealthWatch – National short-form audio/radio project seeks a sponsor

Healthwatch – the short-form daily radio feature audiences want!

Audiences consistently rate health, medical and fitness in the top three most desirable information groups. HealthWatch, a contemporary short-form radio feature meets their needs and yours with interesting and compelling news that affects every body!

Program length is adjustable and production fits a variety of broadcast formats and permits an open and close billboard and 30-second spot. Program length

Peter Feniak hosts this vitally important, audience-pleasing radio/web information feature.

Peninsula HealthWatch and Riverside Ask A Nurse are referenced in this prototype program. The new working title is simply HealthWatch. Full sponsorship, however, includes your own naming options.

Information at:  http://www.prmediaconnection.com/media%20projects%20healthwatch.html

Top 100 Talk Show Hosts

The 2014 installment of one of TALKERS magazine’s most popular and, perhaps, controversial annual features – “The 100 Most Important Radio Talk Show Hosts in America” – debuts today (3/11). Also known as “The Heavy Hundred,” the ranked listing of 100 hosts and talent teams from around the country is based on a number of both quantitative and qualitative criteria and is determined by collective analysis of the TALKERS editorial board with input from a wide variety of industry leaders. It includes local and national hosts from an array of genres falling under the umbrella of “general” talk or “news/talk” radio covering politics, health, finance, relationships, consumer electronics, popular culture and a variety of specialties. (TALKERS launched a special and completely separate annual “Heavy Hundred of Sports Talk” two years ago.) Hosts on the list are selected from those working at the time of its publication on platforms that include commercial and public AM/FM radio as well as satellite radio (internet-only talk hosts are ranked by TALKERS in an annual feature titled “The Frontier Fifty”). According to TALKERS VP/executive editor Kevin Casey, “It is no secret that economic restraints facing the industry these past few years have contributed to shrinking the number of individuals working on the air across the nation. Although the 2014 edition of the Heavy Hundred will, of course, include many familiar names, the need for new blood, fresh voices and potential up-and-comers has never been greater. Readers will find this year’s roster will feature a number of new names and first-timers, which is quite exciting!” To view the entire 2014 Heavy Hundred, please click below.The 2014 installment of one of TALKERS magazine’s most popular and, perhaps, controversial annual features – “The 100 Most Important Radio Talk Show Hosts in America” – debuts today (3/11). Also known as “The Heavy Hundred,” the ranked listing of 100 hosts and talent teams from around the country is based on a number of both quantitative and qualitative criteria and is determined by collective analysis of the TALKERS editorial board with input from a wide variety of industry leaders.

To view the entire 2014 Heavy Hundred, please click http://www.talkers.com/heavy-hundred

Streaming radio gets a boost from GM

Just when you thought there good me no further radio choices or distractions in your car –

Internet audio and more coming to cars.

Starting this summer, Chevrolet will have some of the fastest vehicles on the roads, and that has nothing to do with horsepower. Chevrolet drivers will be enjoying high-speed data – made possible by a new OnStar 4G LTE connection in the vehicle, running on AT&T’s network, the nation’s fastest and most reliable 4G LTE network.

Chevrolet today announced at the Consumer Electronics Show that the 2015 Chevrolet Corvette, Impala, Malibu, and Volt would be the first General Motors’ vehicles to come optionally equipped with OnStar 4G LTE. They will be followed by the Equinox, Silverado, Silverado HD, Spark and Spark EV. In the Canadian market, OnStar with 4G LTE will be introduced on the Chevrolet Trax as well. The majority of the 2015 Chevrolet lineup in the U.S and Canada will have a 4G LTE connection built-in at vehicle launch. More models will be announced later this year.

“Chevrolet is expected to implement the broadest deployment of 4G LTE in the automotive industry,” said Alan Batey, senior vice president of Global Chevrolet. “The fact that OnStar with 4G LTE will be available in models that range from the Chevrolet Spark to the Silverado to the Corvette, is indicative of our broad commitment to deliver more value and convenience through smart technology applications. This new, purposeful technology solution will make our consumers lives easier to connect.”

Vehicles Equipped with Built-in Wi-Fi Hotspot

The 4G LTE rollout will bring a built-in Wi-Fi hotspot to most Chevrolet vehicles, which allows passengers to connect their personal devices, such as smartphones, laptops and tablets, to high-speed wireless internet. Each vehicle can accommodate multiple devices at one time.

“We know that our customers rely on being connected on a daily, if not hourly basis, and they expect to be provided with the information and content they desire with no interruptions,” said Mary Chan, president, GM’s Global Connected Consumer. “A 4G LTE hotspot that’s built into a car’s architecture will provide a more consistent and powerful Wi-Fi connection than a smartphone.”

With OnStar’s 4G LTE connection, the vehicle acts as a mobile hub, giving customers easier access to apps and services that require a high-speed cellular or data connection. The vehicle will employ a wireless connection that does not rely on a brought-in mobile device.

In collaboration with AT&T, the data connection in the car will be fast – and flexible. Current AT&T customers will be able to add their vehicle to a shareable bucket of data through AT&T Mobile Share plans. All drivers can also pay for data as a standalone option. Additional pricing and data packages for OnStar 4G LTE will be announced later in 2014.

Chevrolet AppShop Offers Connected Car Personalization

Chevrolet MyLink will offer consumers an enhancement with the built in AppShop, available on select 2015 Chevrolet models in the U.S. and Canada. AppShop will benefit from the embedded 4G LTE connection.

Chevrolet AppShop is accessible through an icon on the MyLink screen that allows owners to view all available apps and download them directly to the vehicle, then organize, update or delete them as needed. Available apps will connect drivers to vehicle data, music, news, weather, travel information and more.

“The built-in 4G LTE connection will allow our vehicles to be updated with the latest software and apps,” said Chan. “This means that the driver’s vehicle infotainment systems can keep getting better after purchase as customers can continue to add on and customize their features.”

An initial list of planned apps announced today includes Vehicle Health, iHeartRadio, Priceline.com, The Weather Channel, NPR, Slacker Radio, TuneIn Radio, Cityseeker, Eventseeker, Glympse and Kaliki.

OnStar’s 10th Generation to Debut

Chevrolet’s 4G LTE launch coincides with the 10th hardware generation of OnStar, a service that debuted in GM vehicles in 1996. The upgrade will allow for voice and high speed data services.

“We are focused on constantly improving the OnStar service so that the system continues to remain a trusted value-add for GM drivers,” said Terry Inch, chief operating officer, OnStar. “4G LTE will enable the most powerful OnStar connection ever.”

OnStar Advisors currently respond to approximately 185,000 calls every day or more than two calls every second. OnStar is standard across the 2014 Chevrolet lineup. The OnStar RemoteLink Key Fob Services smartphone app, which allows owners to lock or unlock doors, activate the horn and lights, and remotely start a properly-equipped vehicle, is included for five years for properly equipped Chevrolet vehicles in the U.S.

Airport Advertising – what broadcasters think

Peter J. Restivo

(Photo courtesy of Alliance Airport Advertising/Facebook)

Fact is, I travel a lot. So much so that I probably know more about air travel than I care to. For example, there are fewer scheduled aircraft flying than just five years ago and airline partnerships such as Star Alliance result in fewer discount or loyalty point seats per flight. Whether flying often or occasionally, for business or leisure, one thing is certain: we are all spending far more time pacing airport terminals like herds of desperate, wingless creatures sipping endless liters of coffee, munching down too many sticky cinnamon buns, and pretending to be thoroughly engaged in cell phone calls and lap dancing with our favorite computer.

What’s this got to do with broadcast media and public relations? Stay tuned.

A recent story in a U.S. broadcast trade publication asked this question:
Should your radio station be advertising at the airport? We call it advertising, but broadcasters call it promotion or marketing communications. It got me thinking: If broadcasters find airport promotion effective in terms of demographics, reach, frequency, maybe even cost-per-thousand (CPM), perhaps those of us on the public relations/marketing communications side of the media world can benefit from this approach.

An informal survey of airports in strategically significant cities is quite instructive. For example, anyone interested in buying a new Boeing 777 aircraft or helicopter, fighter, in-air refueling tanker? No? Why would Boeing target airports in capital cities worldwide? Simple. Key decision makers regularly pass those beautifully-produced, full-color, backlighted institutional displays and they watch those new flat screen video monitors at baggage carousels presenting Newsworld or CNN airport news in a split-screen with institutional video and messages advising that your luggage has been moved to a different carousel where you may continue to view more messages. (Sometimes, run-on sentences are like airport terminals, endlessly busy.)

According to an Arbitron Airport Advertising Study, longer airport wait times are having an impact on fliers exposed to airport advertising.

– 72% of all airline travelers read airport advertising. Among frequent fliers, that number rises to 82%.
– 64% of all airline travelers make a purchase at an airport store or restaurant. 75% of frequent fliers do the same.
– Airport advertising that runs for 90 days delivers double the punch of a one-month run.
– Aout 11% of North Americans fly in an average month, 21% of the population flies at least once during a 90-day period.

Airport messages are well suited for business-to-business sectors and reach an upscale target audience of the 25 – 54 age, mostly male demographic. Further, airport users are more likely to be early adopters of home and business technology – everything from computers to satellite radio – and higher education, luxury products such as cars priced over $45,000.

Simple works best:
– Large displays – 90 cm or larger
– Simple concept photos: Flag = patriotism, Infant = love, Canada Arm = research and innovation, Police officer = security
– Single-message themes: Defence, love, research, community, wealth, luxury

Yes, size matters. We live in an era of continuous clutter assault from small things such as cell-phone messaging – little, constant, annoying, with short-term novelty. The natural response tactic, then, must be clean, simple, large.

These North American airport locations may work best:
– Toronto
– Montréal
– Vancouver
– New York City
– Los Angeles
– Chicago
– San Francisco
– Washington
– Philadelphia
– Seattle
– Atlanta
– Dallas

Industry groups that may benefit from this broadcaster concept include large charitable organisations, travel and tourism agencies, high-profile municipal events such as film festivals, capital equipment manufacturers, insurance providers, business bankers, concerts, plays, sports, Internet businesses, government lobbyists of all types, and more.

Recently, a television public broadcaster told me his development department relied on hometown airport messages to reach potential major programming supporters, those in the $2500 or more category. One or two backlighted airport displays featuring a photo montage of characters and personalities familiar to viewers with a simple message: “Remember us. Thank you.”

Important, also, was a smaller text message identifying the community-spirited sponsor who paid for the display. This marketing communications idea reached far more $2500/plus viewers than previous on-air and direct mail campaigns.

The Arbitron study reveals what appears to be the power base for airport marketing:
– Frequent flyers account for 60 per cent of airport impressions
– Three-month campaign twice as effective as a one-month campaign
– Business frequent flyer travelers make 50-to-100 percent more purchasing decisions than others

Take a tip from some broadcasters. Have a look at airport marketing communications.

Chicken or the egg? Which came first?

Peter J. Restivo

Stimulus – Response – Perception – Reality
or
Which came first: the chicken or the egg?

There is no right answer about which came first among stimulus, response, perception, and reality. What is very clear, however, is that stimulus causes a response, a perception and a reality.

Prior to the stimulus, however, there may be an existing perception and reality. Fully understanding the relationship between these factors is a strategy must.

What people say, what people mean to say, and what people say they mean are three very different things. Coming to understanding what people truly mean, what they truly perceive, and what people will actually do in reality is key in the development of any behavioral shift strategy. It is also one of the things core strategies does best.

No one person has all the answers, at least not without paying a great deal of respect to research.

WTOP News Radio Washington PR Tip

Peter J. Restivo

Retiring VP of Programming at Washington’s all news radio station WTOP has a philosophy for success and it’s not “if it bleeds it leads.”  It’s WGAS:  Who Gives A Shit.

It’s news icon Jim Farley’s way of evaluating stories by listener interest.  Who cares about this story.  For public relations practitioners, Farley’s tip is to ask yourself WGAS?  If the answer is just your boss,  perhaps you should hold back that release.

 

The Press Conference Upgraded – 18 things you can do

Peter J. Restivo

Despite being well into the twenty-first century, press conferences haven’t changed much from the dreary days of decades past. Here are some DO’s and DO NOT’s to give your next event a bit of a tweaking – a bit of contemporary and practical upgrading.

DO:

1. not seat your spokespersons, authorities, etc. behind a hotel catering table covered with a tablecloth. 
2. seat your spokespersons, authorities, etc. on comfortable, non-swiveling chair-stools (with arm rests) placed in a slight arc to the center point of the room as determined from a centered camera position at the back of the room.
3. not use a lectern.
4. allow the host/moderator to stand.
5. not use a PowerPoint presentation, even if projecting just a logo, that is formatted in the old
style “overhead” projection mode.
6. format video and PowerPoint projections to use just the upper half of a screen mounted close the ceiling
in small, crowded rooms without a raked floor, making the aspect ratio closer to 16:9. This allows
people in the back of the room a clear sight line to the screen.
7. not use a single mic that needs to be handed to each spokesperson.
8. use a wireless mic for each presenter can hold in his/her hand ready for action.
9. not use a PA system unless a large crowd is expected.
10. provide an audio and video distribution box sound and video recorders can plug into.
11. record the event yourself with a good quality digital camera. The quality is good enough for news
broadcasts in most cases. The camera operator should shoot only closeups of the
spokespersons/authorities and not try to cover the entire event.
12. have B-roll handouts available at the press conference on digital tape.
13. hold the press conference at a visually-relevant site. Factory, assembly line, hospital, school, etc. –
a location that offers B-roll opportunities for ambitious news people.
14. prepare a “hands-on” demo of some sort reporters can take part in.
15. be certain the news assignment editors know there is a “hands-on” demo reporters can do on camera.
16. offer coffee in cardboard cups with lids. Cups may have a sticker with contact names and numbers.
17. have a single-page backgrounder with spokespersons/authorities, etc. full names and titles.
18. not stack the room with company/client staff and dignitaries.