CONTENTS
HIGHLIGHTS
November, 1995 |
Because of their reliance on sound, radio programs always need articulate, knowledgeable people to interview—such as your executive director, medical staff, and certain clients and community members. You also can approach radio journalists with suggestions of people "on the street" to interview in connection with a story. When radio stations have a variety of program formats appropriate for family planning coverage. These formats include: News. When preparing a story for radio news broadcast, make it as brief as possible. The more you can concentrate your message into capsule form, the more likely it will be used on radio news. Send tapes,news releases, and other materials to the assignment editor, who decides which stories are aired. Radio news relies on the "sound bite"—a short, memorable summary statement that captures attention ((2, 53). A good sound bite, which is equivalent of a good quotation in the print media, is difficult to achieve but is an important media relations tool that will help generate coverage. "A bite can compress a group's position in a quick, witty manner—capturing the attention of the media," observe Michael Pertschuk and Philip Wilbur (52). Features. Radio stations sometimes broadcast features that offer a longer look at an issue or profile an interesting person. You can develop or draw the radio station's attention to a feature that reports the personal experiences of clients, a step-by-step bisit to a clinic, or portions of a training seminar on family planning, for example. Talk shows and interviews. Talk shows have become popular in many countries. These offer an opportunity to promote public discussion of family planning and other health issues. Consider approaching talk show producers with program ideas and potential guests, including staff, clients, articulate supporters of family planning, and well-known public figures who are willing to state their views on the air ((26). Editorials. The broadcast or radio management's opinion may carry considerable authority with listeners. You can suggest editorials about family planning. Support your case with the facts and the benefits to the audience. Also, If a radio statin takes a different editorial position from the one you advocate, consider responding to it. Many stations will provide air time for opposing opinions. Special events. These are on-the-spot "live" broadcasts of events that have news value—for example, a conference, a cabinet minister's speech, the arrival of a foreign dignitary, the opening of a clinic. Help radio journalists prepare for these events by providing background material in advance, including information on the people involved and what you expect will hapen ((67). |