Tips for Electronic Public Relations

Satellite Teleconference:
Move Ideas, Not Bodies ©

by Shank Public Relations Counselors

"Stand-by -- 30 seconds to the bird," the staccato command from the video director crackles through a dozen TV crew headsets.

"Production, this is master control. We're on the bird. The return signal looks good."

"Auditorium, stand-by, 15 seconds to show time. 10 seconds. 5-4- Stand by talent and camera 1, mic, take 1 and cue!"

With these terse broadcast commands another satellite teleconference beams meaningful information, personalities, issues and education to hundreds of downlink sites around the country and possibly the world.

Satellite television is a major communications medium -- actually a medium within television. We are accustomed to seeing satellite transmissions from all over the world.

The success of a satellite teleconference, as in any major project, requires careful identification of your objectives, your target audiences, message and geographic coverage area.

The satellite is merely the pipeline for information. The value of the program depends on content. A teleconference may provide simple business interaction, or in more complex communications showcase programs, services and products of the organization.

Cost Effective

Simple mathematics proves the cost effectiveness of teleconferences. As an example, for a two-hour program, reaching over 8,000 people at 276 downlink sites, the total budget for pre-production, the satellite links and printed instruction material was in the $100,000 ballpark or about $12.50 per person. Imagine the out-of-pocket and travel expense had all attended a similar presentation in person.

Realistically, it couldn't be done. Professionals who would not otherwise have been able to learn from a distinguished panel of experts and view classroom techniques can participate from a location close to them.

Define The Audience

Recognize your audience. The approaches taken to effectively reach educators will be significantly different than those used to communicate with business people. Have audience members attended other teleconferences? Are they prepared for the presentation?

The challenge is to create a format that:
1) gains and holds their attention
2) excites them
3) makes them want to take the material, go forth and practice what they have learned.

No Talking Heads

Talking heads don't work, regardless of how renowned or influential the talking head. Regrettably, many teleconferences are relegated to the talking head variety: expert "A" sits in front of a plastic rubber plant on stage and reads a script, while expert "B" tries to look interested as each awaits a turn to read. Deadly. Extra steps must be taken to avoid the deadly "THS" -- talking head syndrome.

Another truism for any television production: your audience expects -- demands -- network-quality production values. The audience knows the difference between your home movies and network programming.

A successful teleconference can be designed to be a fast-paced, involving program using the entertainment values of network television, but maintaining the information quality required for a productive experience.

The inevitable "experts" must understand that "their" segments are short -- six to seven minutes -- so that they self-edit their comments, keeping the discussion moving.

Interaction Brings People Together

Interaction is critical in a teleconference. Without direct contact with the downlink sites through audio telephone lines (or perhaps two-way video), the program might as well be produced on video-tape and sent to the audience. Repeatedly in post-broadcast evaluations, the opportunity for attendees at downlink sites to participate are the highest-rated segments of the programs.

Support Materials Required

There is more to program development than beaming electronic pictures through the air. We are not yet in a paperless age so audience members need printed materials to prepare for the teleconference, follow the discussion and to take with them for future reference. The quality of the printed materials must be as good as the video program. The printed materials will be retained in the files, constantly reflecting the quality of the program.

Promotion a Must for Success

The age-old question, "What if they gave a party and no one came?" applies to satellite teleconferences...only magnified by the number of downlink sites. The targeted audience must know about the teleconference, where they can view the program as well as the time and date. Advance promotion must be budgeted in the initial planning.

Mailers and brochures must be prepared so each area coordinator can take the printed materials and customize them for each location. News stories announcing the teleconference should be prepared for professional journals serving your industry. Some teleconferences budget for paid advertising in markets critical to them.

Moderator Selection Vital

A teleconference's success rests with the quality of the program, the strength of the panel AND the personality of the moderator. If choosing between a moderator with knowledge of the subject and one with television experience in the fast-paced programming of an intricate teleconference, the television person is the better choice.

Technology Is Your Friend

The technology of satellite broadcasting can be intimidating -- do you need to go "Ku" or "C" Band? Which satellite (technically known as a transponder) should be used? How many downlink sites are necessary to cover the target audience? Where is uplink production equipment found? Sounds scary and "techy" doesn't it?

One of the secrets to a successful teleconference is not to be overwhelmed by the technology -- that's why satellite experts are needed. Often, the less you know and the more you trust the producer and technicians, the smoother the program production will be.

After the Party's Over

The shelf life of a solid teleconference is nearly infinite if a post-production videotape version is planned from the beginning. With post-production editing, the knowledge gained during the teleconference can live far beyond the initial transmission. Written materials can be repackaged and the entire production offered for library use, in-service meetings and general instruction or training.

To put satellite teleconferences in perspective, remember: Teleconferences move ideas, not bodies.

"Give the talent the wrap. 30 seconds. Roll music and credits, cut the mic, dissolve to credits. Standby -- 10 seconds 'till we're off the bird. 3-2- dissolve to black, fade audio -- We're off the bird.

Great show everyone!"