Chapter 15: Broadcast Media as Broadcast Public Relations
Broadcasting and public relations are often treated as unique in the media tactical mix, seemingly with little in common, each making its separate contribution in the marketing and management process. In this chapter, the authors update the broadcasting and public relations digital link, show what the two can synergistically accomplish integrated with other marketing components, engage a video news release (VNR) case study, and suggest a hybrid marketing promotion tactic labeled broadcast/PR that often finds its product show- cased in VNRs. The roles of broadcasting and public relations are changing because of the shift from traditional to online media. Over-the-air broadcasting has been reinvented by incorporating Internet broadcasts into its repertoire. PR has changed from an esoteric, standalone discipline and practice to one necessitating integration in the marketing communication process with other media, including broadcast media.
Tim Larson Biography
Craig Wirth Biography