Repurposing video, ANRs vs. audio bites, and more

What are the benefits of repurposing video?

What are the benefits of repurposing video?

If you spend a bit more to shoot additional footage up-front, you'll be able to repurpose your video to ultimately stretch your broadcast PR dollar, says Ris‘ Birnbaum of Zcomm.

"It's worth paying a bit more at the start of a video project to have all you need to leverage your story, as well as customize it for various audiences," she explains.

"If you pay for a day or two-day shoot instead of a half-day," Birnbaum adds, "you might have the footage you need to produce a bites-and-b-roll package, video streaming on your Web site, a CD-ROM for mailing out, and a corporate video."

If there's a charity, nonprofit, or community angle to your story, you can also create a 30-second TV PSA and distribute that. Birnbaum suggests you send some TV stations the story as news and others the PSA so it runs in both news and PSA cycles. If appropriate, you can even place the video on airport monitors and screens in fitness clubs and markets.

"To ice the cake," she concludes, "pull some of the audio from the video for a radio news release or radio PSA and make sure to post an MP3 audio file on your Web site, too."

Media relations

One of our top executives is a master of corporate speak. It's hurting our ability to gain credibility with the reporters who cover our industry. How do I break him of this habit?

"Closely examine any messaging documents he may be working from in responding to reporters' queries," says Jeff Braun of The Ammerman Experience. "Frequently, the corporate-sounding messages originate in a formal document."

Record interviews the executive does so that you can point out how the responses are not resonating with reporters, Braun advises, adding that when reporters hear a corporate-sounding or boilerplate response, they often dismiss it.

"Help your executive understand that he must be a storyteller, using experiences and selective data to make an impression and differentiate himself from the other executives who may be interviewed," Braun points out. "Practice is key in helping break bad habits. You may also want to consider some outside help to provide specific message-delivery strategies to assist your executive in making a positive impact on reporters."

Audio materials

What's the difference between an audio news release and an audio bite line, and when should each be used?

An ANR is a 60-second packaged news piece, including a 20-second sound bite from a spokesperson that is pitched to stations over the phone. An audio bite line is sound - either an ANR or a series of sound bites - that is placed on an 800 number line for stations to record, explains Susan Matthews Apgood of News Generation.

"The primary difference between the two is pitching," she says. ANRs are pitched via phone to targeted stations. Audio bite lines are distributed by faxing or e-mailing an alert to stations about the availability of the story and audio. If it's interested, the station will call in on the line."

Determining when each is used primarily depends on your target audience and what your goals are for the message.

"If you want to reach a lot of stations in many markets in a short period of time, the audio bite line is the best service," she notes. "If you have local information relevant to specific geographic areas and a smaller target audience, then ANRs are best. Turnaround time for each service is quick, so either can be used in a breaking news situation."

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